Marketers have looked at the advertising medium of newspapers as a way to expand local reach, and the online medium as a way to reach more upscale shoppers. A new research study suggests they can do both by using the online versions of newspapers. The study found it’s an audience that tends to be both well-heeled and also more likely than general Internet users to shop online.
The study from MORI research, Minneapolis, which was sponsored by the Newspaper Association of America, found that 84% of newspaper web site users recently researched a purchase online, compared with 73% of all web users; while 82% have recently made a purchase online, versus 52% of all web users. The study also found that newspaper web site users earned a mean income of $70,000 a year; and that they spend nearly double the amount of time online as does the Internet population as a whole.
They’re also a younger group, with a mean age of 38 compared with an average age of age of 45 for all web users. Approximately 44% of online newspaper visitor are between 18 and 38 years old. About 20% of regular online newspaper users are minorities and 55% are women, according to the study.
“The takeaway is that online newspaper readers are an extremely attractive audience for advertisers,” says John E. Kimball, NAA senior vice president and chief marketing officer. “They represent a ‘power class’ of Internet media consumers.” The study interviewed 2,000 Internet users by phone and 23,414 online newspaper users via pop-up survey.
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