Copyright 2012 Newspaper Association of America Newspaper Multiplatform Usage Results from a study...

Copyright 2012 Newspaper Association of America

Newspaper Multiplatform Usage

Results from a study conducted for NAA by Frank N. Magid Associates, 2012

1


Identify typical consumer behavior patterns and motivations regarding content, news and advertising on different newspaper platforms.

Identify benefits and advantages that consumers see in newspaper media in general and particular platforms.

Develop a value proposition for consumers for newspaper media advertising.

Research Objectives

2


Research Design

Began in November 2011 with a series of 9 focus groups in Washington, D.C., Austin and Denver to explore how, when, where and why consumers use multiplatform media, including newspaper brands and associated advertising.

2,518 online interviews averaging 25 minutes among age 18+ adults nationwide screened for using in the past seven days at least one of four platforms for their local daily newspaper (either print, online, tablet and/or smartphone).

1,896 print readers

1,480 online

864 smartphone

734 tablet

Additional brief online 1,179-respondent survey to obtain targets to balance the four platform groups properly and to enable weighting by gender, age, race, ethnicity and Census Region; reference is U.S. adult Internet users (around 76% of adults).

Interviewing from January 20 to February 1, 2012.

1,779 Net Any Newspaper Digital (unweighted)

3


What This Is NOT

Not a measure of usage by the general population

Not a measure of newspaper readers who are not connected to the Internet

4


Local Newspaper Platforms Used: Past 7 Days

Sunday printed edition

Weekday printed edition

Online version from desktop or laptop

Online version using smartphone

Online version using tablet

66

64

60

26

12

Question: Which, if any, of the following did you do in the past SEVEN days? (N=2,518)

80% print

Reach would be larger with a 30-day time frame, but we were focusing on regular users.

67% digitaliPhone, Android, Blackberry

iPad, Android,(not e-reader)

5


Platform Acquisition Order:Print, Computer, Smartphone, Tablet

Respondents average 1.8 platforms, while 54% have two or more.

Multiple platform usage tends to correlate with slightly higher usage and satisfaction with individual platforms .

6

Number and Types of Newspaper Platforms Used in Past 7 Days

Total Sample

If One(46%)

If Two(33%)

If Three(17%)

If Four(4%)

Print 80% 72% 84% 93% 100%

Computer 60 22 89 98 100

Smartphone

26 5 20 77 100

Tablet 12 1 7 32 100

(100%) (200%) (300%) (400%)


54% Use Two or More Platforms

One Platform; 46%

Two Platforms; 33%

Three Platforms; 17%

Four Platforms; 4%

Past Week Usage by Number of Platforms

7


Demographics of Four Local Newspaper Platforms

% of Each Group Using Each of Four Newspaper Platforms, Past 7

Days

Total Male Female 18-34 35-44 45-64 65+

Print 80% 80% 80% 72% 78% 87% 93%

Computer 60 64 56 65 60 58 48

Smartphone 26 29 23 41 28 13 11

Tablet 12 13 12 12 14 12 9

Men lead women on computers and smartphones.

Young adults are well ahead on smartphones.

8


Media Multitasking Is the Norm, Especially for Mobile Users

Newspaper

Computer

Smartphone

Tablet

49%

55

62

62

Series1

Question: How often do you “multitask” using different combinations of newspaper, tablet, smartphone, computer, TV and radio at the same time? (N=2,518)

May include different combinations of newspaper, tablet, smartphone, computer, TV and radio.

Three-fourths of digital platform users multitask at least several times a week.

Around 34% also say that they usually check for news while doing other things (higher for smartphone and tablet users).

9


Multiplatform Newspaper Readers Seek Information Throughout the Day From a Limited Set of ‘Go-To’ News Brands

Getting onto the reader’s short list is a key marketing and branding issue for individual newspapers and the industry in general.

Average Number of News Websites, Apps or Related Sources Used by Platform

Computer 3.7

Smartphone 3.4

Tablet 4.0

Question: About how many different news websites (from any source), news apps or related sources do you regularly check or follow on your [platform used]? Total Samples

10


I like to follow the local newspaper in whichever format is convenient for me

Newspapers provide more local news

Newspapers provide a broad range of news and information in one place

I make a point of looking at the Sunday circulars

I want the depth and detail that newspapers provide

Information in newspapers is dependable

Newspapers provide more useful advertising

Newspapers are more careful in how they present the news

60%

58

56

53

48

38

32

28

Respondents rated agreement with the following statements regarding newspapers in print, online and/or mobile.

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 agreement scale.

% Strongly Agree

Why Use Newspaper Media on Any Platform? Convenience, Content, Utility, Depth, Credibility

11


Print Platform:

Is a relaxing way for me to read the newspaper 66%

Provides a satisfying reading experience for me 61

An easy way to get a complete view of the news 45

Has useful advertising 44

I usually notice the advertising 41

Easy format for sharing stories with others 32

Makes it easy to stay informed no matter where I go 30

Easy platform for using search for further information 20

Has really annoying advertising 12

For Print Newspapers, Top Benefits Include the Reading Experience, Complete View of the News and Advertising

Ratings are for local print newspaper readers regarding printed newspapers.

Question: 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 agreement scale for local past-week print newspaper readers.) 12


Desktop or Laptop Computer Platform:

Easy platform for using search for further information 64%


Makes it easy to stay informed no matter where I go 61



Is a relaxing way for me to read the newspaper 42




Search, Sharing, Mobility Lead for Newspapers on Computers

Many use laptops. Complete view of news and reading experience are secondary.

Question: Please rate how much you agree or disagree with the following statements. (N=1,480) Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week online newspaper readers.) 13


Smartphone Platform:

Makes it easy to stay informed no matter where I go 68%









Extreme Mobility Is the Smartphone Advantage

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. 14


Tablet Platform:

Makes it easy to stay informed no matter where I go 68%









Tablet Users Are Enthusiastic Generally

Question: 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. 15


Print Computer Smartphone Tablet

Is a relaxing way for me to read the newspaper 66% 42% 31% 60%

Provides a satisfying reading experience for me 61 45 30 60

An easy way to get a complete view of the news 45 49 35 57

Has useful advertising 44 20 17 27

I usually notice the advertising 41 26 24 31

Easy format for sharing stories with others 32 61 48 66

Makes it easy to stay informed no matter where I go 30 61 68 68

Easy platform for using search for further information 20 64 45 66

Has really annoying advertising 12 36 35 33

Expect to be using more in the future 22 52 49 66

Satisfied with reading experience 57 48 32 56

Summary: Tablets Combine Much of the Utility of Other Platforms

16Question: Please rate how much you agree or disagree with the following statements. Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week newspaper tablet readers.


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10

15

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Print (80%)

Com-puter (60%)

Smartphone (26%)

17

Weekday Patterns by Newspaper Platform

Question: Thinking of your typical weekday, when do you usually read or use a local daily newspaper in the following format? (N=1,896) Multiple mentions allowed.


Print vs. Computer Newspaper Locations Are Fairly Similar

Question: Thinking of your typical weekday, in which of the following places do you usually read or use a local daily newspaper in the following format?

Living room or den

Kitchen

Bed

Bathroom

Deck or patio

Home office

Gym

Coffee shop or restaurant

Commuting

Running errands

Waiting

Work

School

Other

48

34

11

13

8

9

2

10

5

2

14

24

3

9

Living room or den

Kitchen

Bed

Bathroom

Deck or patio

Home office

Gym

Coffee shop or restaurant

Commuting

Running errands

Waiting

Work

School

Other

43

12

18

6

6

31

2

6

4

2

9

37

6

7

Print vs. Computer

Print Average: 1.9 Locations Computer Average: 1.9 Locations

18


Mobile Devices Encourage Multi-Location Newspaper Reading

Living room or den

Kitchen

Bed

Bathroom

Deck or patio

Home office

Gym

Coffee/Restaurant

Commuting

Running errands

Waiting

Work

School

Other

37

19

42

25

12

16

11

25

26

23

44

39

12

11

Question: Thinking of your typical weekday, in which of the following places do you usually read or use a local daily newspaper in the following format?

Living room or den

Kitchen

Bed

Bathroom

Deck or patio

Home office

Gym

Coffee/Restaurant

Commuting

Running errands

Waiting

Work

School

Other

65

30

50

20

19

21

6

18

13

7

23

26

7

6

Smartphone vs. Tablet

Smartphone Average: 3.4 Locations Tablet Average: 3.1 Locations

19


Weekday Newspaper Print, Computer & Tablet Platform Users Mostly Look For Similar Newspaper Content

Question: Thinking of your typical weekday, which of the following topics – if any – do you regularly read or use from your local daily newspaper in the following formats?

Regularly Read Weekdays Print Computer Tablet Smartphone

Circulars and coupons 76 19 13 11 Daily deals (Groupon, etc.) 28 44 40 42

Classified ads 38 21 22 16

Breaking news 49 76 70 70Local news for your area 81 65 63 54

World news 55 58 56 39U.S. news 58 52 56 37

Short news summaries 57 52 57 51Longer articles 55 42 40 14

Politics and elections 47 44 41 29Business 46 39 40 28

Opinion columns and blogs 43 35 34 21

Local entertainment 60 45 50 41Videos 0 53 48 33Sports 50 45 48 44

Weather 41 60 66 74Crosswords and games 37 13 24 19

Travel 35 34 37 21Automotive 26 21 19 16Real estate 30 21 20 11

20


Topics Regularly Read/Used From Local Sunday Newspaper Media Platforms

Question: Thinking of your typical Sunday, which of the following topics – if any – do you regularly read or use from your local daily newspaper in the following formats? [If Sunday readers]

Regularly Read Sundays Print Computer Tablet Smartphone

Circulars and coupons 87 22 21 19Daily deals (Groupon, etc.) 31 36 40 40

Classified ads 36 19 20 17

Breaking news 51 67 64 59Local news for your area 73 57 54 50

World news 55 54 50 34U.S. news 53 50 48 33

Opinion columns and blogs 41 31 34 21Business 44 31 33 25

Short news summaries 49 44 47 46Longer articles 52 44 37 17

Politics and elections 41 40 37 26

Weather 40 53 60 60Local entertainment 57 36 49 42

Travel 48 33 35 24Sports 45 45 44 44Videos 0 47 45 28

Real estate 36 18 19 18Crosswords and games 36 12 21 18

Automotive 26 20 22 15

21


Nearly 3/4ths of the Total Multiplatform Audience Read Print Newspaper Advertising Circulars

Yes, 73%No, 22%

Don't know; 4%

Question: In the past 30 days, have you read or looked into any printed advertising circulars that came with a weekday or Sunday newspaper? (N=2,518)

82% among past 7-day newspaper readers.

22


Newspaper Preprint Usage Is Broad-Based in this Population

Read Newspaper Preprints in Past 30 Days

Total 73%

Men 71

Women 76

18-34 62

35-44 75

45-64 81

65+ 84

Print 82

Online 68

Smartphone 65

Tablet 74

Digital Only 39

Those using digital newspapers are near average; but those who otherwise are digital only in the past 7 days still include 39% who remembered reading inserts in print in the past month.

Question: In the past 30 days, have you read or looked into any printed advertising circulars that came with a weekday or Sunday newspaper? (N=2,518) 23


25% of Users Prefer Online Circulars, But Easier Comparison Shopping Is the Only Advantage

Question: How would you compare printed newspaper circulars with online circulars that you have seen? Please select which format is better for each item. (N=1,959)

Prefer overall

Easier to deal with coupons

Easier to take with me shopping

Easier to use

Can scan more quickly

Easier to find things

Includes the stores I want

Easier to make comparisons

48

64

62

47

44

37

30

27

25

15

19

25

30

35

27

45

28

20

19

27

26

29

43

29

Prefer Printed Circulars Online Circulars No Difference

Easier to use = prefer overall. Online coupons are problematic. Question asked of those who have used online circulars in past 30 days.

24


Net any

Net became aware of product, service, sale, needed item

Net looked for more information by clicks, search, asking others

Net visited store online or in person

Net bought, decided to buy, where to buy

Referred ad to someone else

66%

56

47

32

30

12

66% of Past-Week Digital Newspaper Users Acted on Digital Newspaper Ads in the Past 30 Days

Thinking about newspaper websites on any type of computer or mobile device: In the past 30 days, did you take any of the following actions in response to reading or seeing a product or store advertisement on your local newspaper’s website? (N=1,595)

NO DIFFERENCE if ads are newspaper platforms are viewed as generally annoying.


6 in 10 Newspaper Mobile Platform Users Acted on Ads in the Past 30 Days; Somewhat Higher for Tablets than Smartphones

Smartphone Tablet

Net any 59% 61%

Became aware of a sale 32 37

Used Google or other search for more information about item 28 29

Became aware of product or service 22 28

Clicked on ad to learn more 18 24

Inquired or learned more about something you were interested in 17 24

Picked up shopping ideas 17 23

Decided where to buy something 16 22

Bought something advertised 15 20

Were reminded you needed something advertised 15 19

Bought something else at store or website besides advertised item 14 15

Visited a retail store or showroom 13 16

Mentioned or referred the ad to someone else 11 17

Question: Thinking about when you access a newspaper website by smartphone or tablet: In the past 30 days, did you take any of the following actions in response to reading or seeing a product or store advertisement on your local newspaper’s website for the smartphone or tablet? (N=786)

26


Priorities for an Ideal Shopping App or Site: Coupons, Pricing, Relevance and Social Functionality

Question: In an ideal advertising shopping app or website, what of the following components, if any, would make the site appeal to you? (N=2,518)

27

Has coupons

Has items of interest to you that are on sale

Has customer ratings

Has location-based services

Allows you to order or reserve product

Provides advice on product choices

Has games that illustrate what the product is about

63%

52

49

42

47

39

18

6

18

15

14

8

3

Advice, Ordering

Bargains

Social


Apps Narrowly Lead Browsers for Online News in General(Based on those who use news apps on their smartphone or tablet)

App; 39%

Both equally/

other, 33%

Browser; 28%

Question: When accessing news websites on your mobile device or tablet, do you usually go to the website from your browser, or use a news app, or do you uses both about equally? (N=953)

28


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 there no difference? (N=777)

Loads faster

More attractive screens

More intuitive to use

Easier to share stories with others

Better organized

A better experience, generally

Is updated more frequently

Has higher-quality advertising

The news is more carefully produced

26

25

26

27

29

28

28

25

23

42

38

37

34

33

30

23

17

13

31

37

37

39

39

42

49

58

64

Newspaper website Newspaper website appNo difference

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Summary: Newspaper Multiplatform Usage 2012

Multiplatform newspaper users are very active with multiple forms of media for news and other informational and leisure benefits.

They are highly engaged with newspapers in print, online, smartphones and/or tablets because they value news and feature coverage (especially local), advertising, credibility, depth and aggregation functions of this package.

Further, they highly value the ability to consume newspapers in the format that is most convenient and useful depending on time and place.

A large share of these readers acts on newspaper digital advertising in various ways, whether from a computer, tablet or smartphone.

For online ads, relevance, sales and engaging design are key for noting and response, just as they are with traditional advertising. Users want control over the experience; they express interest in sites and apps that are well-designed and offer specific benefits.

Newspaper preprints remain highly important to multiplatform users, even as many also use online circulars. Most with an opinion still prefer printed circulars mainly because they are easier to use.

Newspaper apps have benefits in ease of use, attractiveness and speed.

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Newspaper Multiplatform Usage

Results from a study conducted for NAA by Frank N. Magid Associates, 2012

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Copyright 2012 Newspaper Association of America Newspaper Multiplatform Usage Results from a study...

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