Newspaper Multiplatform Usage

Copyright 2012 Newspaper Association of America

Newspaper Multiplatform Usage

Results from a study conducted for NAA

by Frank N. Magid Associates, 2012

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Identify typical consumer behavior patterns and motivations

regarding content, news and advertising on different media

platforms.

Identify benefits and advantages that consumers see in

newspaper media in general and on particular platforms.

Develop a value proposition for newspaper media advertisers

based on the ability to deliver traditional and new audiences

across platforms.

Research Objectives

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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 access news and

advertising on various platforms and devices.

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)

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Local Newspaper Platforms Used: Past 7 Days

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% digital iPhone, Android,

Blackberry

iPad, Android

(not e-reader)

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Print Strongest Promoter of Digital Extensions

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.

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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

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Demographics of 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.

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Media Multitasking Is the Norm, Especially for Mobile 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)

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).

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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 opportunity 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 9


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

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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.


Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week print newspaper readers. 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


Search, Sharing, Mobility Lead for Newspapers on

Computers


Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week online newspaper readers. 12

Desktop or Laptop Computer Platform:

Easy platform for using search for further information 64%

Easy format for sharing stories with others 61

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



Is a relaxing way for me to read the newspaper 42


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. 13

Smartphone Platform:

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


Easy platform for using search for further information 45


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. 14

Tablet Platform:

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


Easy platform for using search for further

information 66

Is a relaxing way for me to read the newspaper 60




0

5

10

15

20

25

30

35

40

Print (80%)

Computer(60%)

Smartphone(26%)

Tablet (12%)

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Weekday Usage Patterns by 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?

Print vs. Computer

Print Average: 1.9 Locations Computer Average: 1.9 Locations

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Mobile Devices Encourage Multi-Location Newspaper Reading

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?

Smartphone vs. Tablet

Smartphone Average: 3.4 Locations Tablet Average: 3.1 Locations

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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? 18

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 70

Local news for your area 81 65 63 54

World news 55 58 56 39

U.S. news 58 52 56 37

Short news summaries 57 52 57 51

Longer articles 55 42 40 14

Local entertainment 60 45 50 41

Videos 0 53 48 33

Sports 50 45 48 44

Weather 41 60 66 74


Topics Regularly Read/Used on Sunday by Platform

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] 19

Regularly

Read Sundays Print Computer Tablet Smartphone

Circulars and

coupons 87 22 21 19

Daily deals

(Groupon, etc.) 31 36 40 40

Classified ads 36 19 20 17

Breaking news 51 67 64 59

Local news for

your area 73 57 54 50

World news 55 54 50 34

U.S. news 53 50 48 33

Longer articles 52 44 37 17

Politics and

elections 41 40 37 26

Weather 40 53 60 60

Local

entertainment 57 36 49 42


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.

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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

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) 21


48% Prefer Print Circulars vs. Online; Online Is Better for

“Easier Comparisons”

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)

Question asked of those who have used online circulars in past 30 days.

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66%

56

47

32

30

12

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% of Past-Week Digital Newspaper Users Acted on

Ads on Newspaper Sites Across Platforms

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)

Actions in Past 30 Days Net = Across All Platforms


6 in 10 Newspaper Mobile Users Acted on Ads in the Past 30 Days;

Somewhat Higher for Tablets Than Smartphones

Smartphone Tablet

Net any action 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)

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Apps Narrowly Lead Browsers for Online News Access (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 use both about equally? (N=953) 25


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) 26


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 the news, advertising and feature coverage (especially local).

Credibility, depth and aggregation functions are key competitive strengths.

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.

Newspaper preprints remain highly important to multiplatform users, even as many also use online circulars. Most 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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Newspaper Multiplatform Usage

News & Politics

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