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1、,Newspaper Multiplatform Usage,Results from a study conducted for NAA,by Frank N.Magid Associates,2012,1,Copyright 2012 Newspaper Association of America,Research Objectives,Identify typical consumer behavior patterns and motivationsregarding content,news and advertising on different mediaplatforms.,
2、Identify benefits and advantages that consumers see innewspaper media in general and on particular platforms.,Develop a value proposition for newspaper media advertisersbased on the ability to deliver traditional and new audiencesacross platforms.,2,Copyright 2012 Newspaper Association of America,Re
3、search DesignBegan in November 2011 with a series of 9 focus groups in Washington,D.C.,Austinand Denver to explore how,when,where and why consumers access news andadvertising on various platforms and devices.2,518 online interviews averaging 25 minutes among age 18+adults nationwidescreened for usin
4、g,in the past seven days,at least one of four platforms for their localdaily newspaper(either print,online,tablet,and/or smartphone).1,896 print readers1,480 online,864 smartphone,1,779 Net Any Newspaper Digital(unweighted),734 tabletAdditional brief,online 1,179-respondent survey to obtain targets
5、to balance the fourplatform groups properly and to enable weighting by gender,age,race,ethnicity andCensus Region;reference is U.S.adult Internet users(around 76%of adults).Interviewing from January 20 to February 1,2012.3Copyright 2012 Newspaper Association of America,4,Local Newspaper Platforms Us
6、ed:Past 7 DaysReach would be larger with a 30-day time frame,but we were focusing on regular users.80%print,iPhone,Android,BlackberryiPad,Android(not e-reader)Question:Which,if any,of the following did you do in the past SEVEN days?(N=2,518)Copyright 2012 Newspaper Association of America,67%digital,
7、Print Strongest Promoter of Digital ExtensionsRespondents average 1.8 platforms,while 54%have two or more.Multiple platform usage tends to correlate with slightly higher usage and satisfaction withindividual platforms.Number and Types of Newspaper Platforms Used in Past 7 Days,TotalSample,If One(46%
8、),If Two(33%),If Three(17%),If Four(4%),PrintComputerSmartphoneTablet,80%602612,72%2251(100%),84%89207(200%),93%987732(300%),100%100100100(400%),5Copyright 2012 Newspaper Association of America,54%Use Two or More Platforms,6,Copyright 2012 Newspaper Association of America,Demographics of Local Newsp
9、aper PlatformsMen lead women on computers and smartphones.Young adults are well ahead on smartphones.%of Each Group Using Each of Four Newspaper Platforms,Past 7 Days,Total,Male,Female,18-34,35-44,45-64,65+,PrintComputerSmartphoneTablet,80%602612,80%642913,80%562312,72%654112,78%602814,87%581312,93%
10、48119,7Copyright 2012 Newspaper Association of America,8,Media Multitasking Is the Norm,Especially for Mobile Users,May include different combinations of newspaper,tablet,smartphone,computer,TV andradio.,Three-fourths of digital platform users multitask at least several times a week.,Around 34%also
11、say that they usually check for news while doing other things(higher forsmartphone and tablet users).,Question:How often do you“multitask”using different combinations of newspaper,tablet,smartphone,computer,TV and radio at the same time?,(N=2,518),Copyright 2012 Newspaper Association of America,9,Mu
12、ltiplatform Newspaper Readers Seek Information Throughout the DayFrom a Limited Set of Go-To News BrandsGetting onto the readers short list is a key marketing and branding opportunity for individualnewspapers and the industry in general.Average Number of News Websites,Apps orRelated Sources Used by
13、Platform,ComputerSmartphoneTablet,3.73.44.0,Question:About how many different news websites(from any source),news apps or related sources do you regularly check or followon your platform used?Total SamplesCopyright 2012 Newspaper Association of America,10,Why Use Newspaper Media on Any Platform?,Con
14、venience,Content,Utility,Depth,Credibility,Respondents rated agreement with the following statements regarding newspapers in print,online and/or mobile.,%Strongly Agree,Question:Please rate how much you agree or disagree with the following statements(N=1,244).Results shown are 5-6 ratings on a 1-6 a
15、greement scale.,Copyright 2012 Newspaper Association of America,66%,61,45,41,11,For Print Newspapers,Top Benefits Include the ReadingExperience,Complete View of the News and AdvertisingRatings are for local print newspaper readers regarding printed newspapers.Print Platform:Is a relaxing way for me
16、to read the newspaperProvides a satisfying reading experience for meAn easy way to get a complete view of the news,Has useful advertisingI usually notice the advertisingQuestion:Please rate how much you agree or disagree with the following statements(N=1,896).Results shown are 5-6 ratings on a 1-6 a
17、greement scale for local past-week print newspaper readers.Copyright 2012 Newspaper Association of America,44,64%,61,61,49,45,42,12,Search,Sharing,Mobility Lead for Newspapers onComputers,Desktop or Laptop Computer Platform:,Easy platform for using search for further information,Easy format for shar
18、ing stories with others,Makes it easy to stay informed no matter where I go,An easy way to get a complete view of the news,Provides a satisfying reading experience for me,Is a relaxing way for me to read the newspaper,Question:Please rate how much you agree or disagree with the following statements(
19、N=1,480).Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week online newspaper readers.,Copyright 2012 Newspaper Association of America,68%,48,45,13,Extreme Mobility Is the Smartphone Advantage,Smartphone Platform:,Makes it easy to stay informed no matter where I go,Easy format
20、 for sharing stories with others,Easy platform for using search for further information,Question:Please rate how much you agree or disagree with the following statements(N=864).,Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week smartphone newspaper readers.,Copyright 2012 Ne
21、wspaper Association of America,66,60,60,57,14,Tablet Users Are Enthusiastic GenerallyTablet Platform:Makes it easy to stay informed no matter where I go 68%Easy format for sharing stories with othersEasy platform for using search for further,informationIs a relaxing way for me to read the newspaperP
22、rovides a satisfying reading experience for meAn easy way to get a complete view of the newsQuestion:Please rate how much you agree or disagree with the following statements:(N=734)Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week newspaper tablet readers.Copyright 2012 News
23、paper Association of America,66,15,Weekday Usage Patterns by Platform4035,302520,Print(80%)Computer(60%)Smartphone(26%),Tablet(12%)151050Question:Thinking of your typical weekday,when do you usually read or use a local dailynewspaper in the following format?(N=1,896)Multiple mentions allowed.Copyrig
24、ht 2012 Newspaper Association of America,16,Print vs.Computer Newspaper Locations Are Fairly Similar,PrintPrint Average:1.9 Locations,vs.,ComputerComputer Average:1.9 Locations,Question:Thinking of your typical weekday,in which of the following places do you usually read or use a localdaily newspape
25、r in the following format?Copyright 2012 Newspaper Association of America,17,Mobile Devices Encourage Multi-Location Newspaper Reading,SmartphoneSmartphone Average:3.4 Locations,vs.,TabletTablet Average:3.1 Locations,Question:Thinking of your typical weekday,in which of the following places do you u
26、sually reador use a local daily newspaper in the following format?Copyright 2012 Newspaper Association of America,18,Weekday Newspaper Print,Computer&Tablet PlatformUsers Mostly Look for Similar Newspaper ContentRegularly Read Weekdays Print Computer Tablet Smartphone,Circulars and couponsDaily deal
27、s(Groupon,etc.)Classified adsBreaking newsLocal news for your areaWorld newsU.S.newsShort news summariesLonger articlesLocal entertainmentVideosSportsWeather,7628384981555857556005041,19442176655852524245534560,13402270635656574050484866,11421670543937511441334474,Question:Thinking of your typical w
28、eekday,which of the following topics if any do you regularly read or usefrom your local daily newspaper in the following formats?Copyright 2012 Newspaper Association of America,19,Topics Regularly Read/Used on Sunday by Platform,RegularlyRead SundaysCirculars andcouponsDaily deals(Groupon,etc.)Class
29、ified adsBreaking newsLocal news foryour areaWorld newsU.S.newsLonger articlesPolitics andelectionsWeatherLocalentertainment,Print8731365173555352414057,Computer2236196757545044405336,Tablet2140206454504837376049,Smartphone1940175950343317266042,Question:Thinking of your typical Sunday,which of the
30、following topics if any do you regularly read or usefrom your local daily newspaper in the following formats?If Sunday readersCopyright 2012 Newspaper Association of America,20,Nearly 3/4ths of the Total Multiplatform Audience ReadPrint Newspaper Advertising Circulars 82%among past 7-day newspaper r
31、eaders.Dont know,4%,No,22%,Yes,73%,Question:In the past 30 days,have you read or looked into any printed advertising circulars that came witha weekday or Sunday newspaper?(N=2,518)Copyright 2012 Newspaper Association of America,21,Newspaper Preprint Usage Is Broad-Based in This PopulationRead Newspa
32、per Preprintsin Past 30 Days,TotalMenWomen18-3435-4445-6465+PrintOnlineSmartphoneTabletDigital Only,73%7176627581848268657439,Question:In the past 30 days,have you read or looked into any printed advertising circularsthat came with a weekday or Sunday newspaper?(N=2,518)Copyright 2012 Newspaper Asso
33、ciation of America,22,48%Prefer Print Circulars vs.Online;Online Is Better for“Easier Comparisons”,Question asked of those who have used online circulars in past 30 days.,Question:How would you compare printed newspaper circulars with online circulars that you have seen?Please select which format is
34、 better for each item.(N=1,959),Copyright 2012 Newspaper Association of America,56,47,32,30,12,66%of Past-Week Digital Newspaper Users Acted onAds on Newspaper Sites Across PlatformsActions in Past 30 DaysNet=Across All Platforms,Net any,66%,Net became aware of product,service,sale,needed itemNet lo
35、oked for more information by clicks,search,asking othersNet visited store online or in personNet bought,decided to buy,where to buyReferred ad to someone elseThinking about newspaper websites on any type of computer or mobile device:In the past 30 days,did you take any of the following actionsin res
36、ponse to reading or seeing a product or store advertisement on your local newspapers website?(N=1,595)Copyright 2012 Newspaper Association of America,24,6 in 10 Newspaper Mobile Users Acted on Ads in the Past 30 Days;Somewhat Higher for Tablets Than Smartphones,Smartphone,Tablet,Net any actionBecame
37、 aware of a saleUsed Google or other search for more information about itemBecame aware of product or serviceClicked on ad to learn moreInquired or learned more about something you were interested inPicked up shopping ideasDecided where to buy somethingBought something advertisedWere reminded you ne
38、eded something advertisedBought something else at store or website besides advertised itemVisited a retail store or showroomMentioned or referred the ad to someone else,59%322822181717161515141311,61%372928242423222019151617,Question:Thinking about when you access a newspaper website by smartphone o
39、r tablet:In the past 30 days,did you take any of thefollowing actions in response to reading or seeing a product or store advertisement on your local newspapers website for the smartphone or,tablet?(N=786),Copyright 2012 Newspaper Association of America,25,Apps Narrowly Lead Browsers for Online News
40、 Access,(Based on those who use news apps on their smartphone or tablet),Browser,28%,App,39%,Both,equally/other,33%,Question:When accessing news websites on your mobile device or tablet,do you usually go to the websitefrom your browser,or use a news app,or do you use both about equally?(N=953),Copyr
41、ight 2012 Newspaper Association of America,26,Newspaper Apps:Load Faster,Attractive,Intuitive,But Not Significantly Better Otherwise,Question:In your experience,which format for newspapers is better described by the following,or is thereno difference?(N=777),Copyright 2012 Newspaper Association of A
42、merica,Summary:Newspaper Multiplatform Usage 2012,Multiplatform newspaper users are very active with multiple forms of mediafor news and other informational and leisure benefits.,They are highly engaged with newspapers in print,online,smartphonesand/or tablets because they value the news,advertising
43、 and featurecoverage(especially local).,Credibility,depth and aggregation functions are key competitive strengths.Further,they highly value the ability to consume newspapers in the formatthat is most convenient and useful depending on time and place.A large share of these readers acts on newspaper d
44、igital advertising invarious ways,whether from a computer,tablet or smartphone.,Newspaper preprints remain highly important to multiplatform users,evenas many also use online circulars.Most still prefer printed circulars,mainlybecause they are easier to use.,Newspaper apps have benefits in ease of use,attractiveness and speed.,27,Copyright 2012 Newspaper Association of America,Newspaper Multiplatform Usage,Results from a study conducted for NAA,by Frank N.Magid Associates,2012,28,Copyright 2012 Newspaper Association of America,
