Newspaper Multiplatform Usage

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54% of readers are using more than one platform to access newspaper content in an average week

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  • 1. Copyright 2012 Newspaper Association of America Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates, 2012 1
  • 2. Copyright 2012 Newspaper Association of America 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 2
  • 3. Copyright 2012 Newspaper Association of America 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) 3
  • 4. Copyright 2012 Newspaper Association of America 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% digitaliPhone, Android, Blackberry iPad, Android (not e-reader) 4
  • 5. Copyright 2012 Newspaper Association of America 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. 5 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%)
  • 6. Copyright 2012 Newspaper Association of America 54% Use Two or More Platforms 6
  • 7. Copyright 2012 Newspaper Association of America 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. 7
  • 8. Copyright 2012 Newspaper Association of America 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). 8
  • 9. Copyright 2012 Newspaper Association of America Multiplatform Newspaper Readers Seek Information Throughout the Day From a Limited Set of Go-To News Brands Getting onto the readers 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
  • 10. Copyright 2012 Newspaper Association of America 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 10
  • 11. Copyright 2012 Newspaper Association of America 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. 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
  • 12. Copyright 2012 Newspaper Association of America Search, Sharing, Mobility Lead for Newspapers on Computers 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. 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 An easy way to get a complete view of the news 49 Provides a satisfying reading experience for me 45 Is a relaxing way for me to read the newspaper 42
  • 13. Copyright 2012 Newspaper Association of America 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 format for sharing stories with others 48 Easy platform for using search for further information 45
  • 14. Copyright 2012 Newspaper Association of America 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 format for sharing stories with others 66 Easy platform for using search for further information 66 Is a relaxing way for me to read the newspaper 60 Provides a satisfying reading experience for me 60 An easy way to get a complete view of the news 57
  • 15. Copyright 2012 Newspaper Association of America 0 5 10 15 20 25 30 35 40 Print (80%) Computer (60%) Smartphone (26%) Tablet (12%) 15 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.
  • 16. Copyright 2012 Newspaper Association of America 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 16
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