Newspaper Multiplatform Usage

Transcription

1 Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates,

2 Research Objectives 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. 2

3 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, ,779 Net Any Newspaper Digital (unweighted) 3

4 Local Newspaper Platforms Used: Past 7 Days Reach would be larger with a 30-day time frame, but we were focusing on regular users. 80% print iphone, Android, Blackberry 67% digital ipad, Android (not e-reader) Question: Which, if any, of the following did you do in the past SEVEN days? (N=2,518) 4

5 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. 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 Smartphone Tablet (100%) (200%) (300%) (400%) 5

6 54% Use Two or More Platforms 6

7 Demographics of Local Newspaper Platforms Men 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 Print 80% 80% 80% 72% 78% 87% 93% Computer Smartphone Tablet

8 Media Multitasking Is the Norm, Especially for Mobile Users 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). Question: How often do you multitask using different combinations of newspaper, tablet, smartphone, computer, TV and radio at the same time? (N=2,518) 8

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 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 Why Use Newspaper Media on Any Platform? Convenience, 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 agreement scale. 10

11 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. 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 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

12 Search, Sharing, Mobility Lead for Newspapers on Computers 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 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

13 Extreme Mobility Is the Smartphone Advantage 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 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

14 Tablet Users Are Enthusiastic Generally 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 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

15 40 Weekday Usage Patterns by Platform Print (80%) Computer (60%) Smartphone (26%) Tablet (12%) 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. 15

16 Print vs. Computer Newspaper Locations Are Fairly Similar Print vs. Computer Print Average: 1.9 Locations Computer Average: 1.9 Locations 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? 16

17 Mobile Devices Encourage Multi-Location Newspaper Reading Smartphone vs. Tablet Smartphone Average: 3.4 Locations Tablet Average: 3.1 Locations 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? 17

18 Weekday Newspaper Print, Computer & Tablet Platform Users Mostly Look for Similar Newspaper Content Regularly Read Weekdays Print Computer Tablet Smartphone Circulars and coupons Daily deals (Groupon, etc.) Classified ads Breaking news Local news for your area World news U.S. news Short news summaries Longer articles Local entertainment Videos Sports Weather 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

19 Topics Regularly Read/Used on Sunday by Platform Regularly Read Sundays Print Computer Tablet Smartphone Circulars and coupons Daily deals (Groupon, etc.) Classified ads Breaking news Local news for your area World news U.S. news Longer articles Politics and elections Weather Local entertainment 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

20 Nearly 3/4 ths of the Total Multiplatform Audience Read Print Newspaper Advertising Circulars 82% among past 7-day newspaper readers. Don't know, 4% No, 22% Yes, 73% 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) 20

21 Newspaper Preprint Usage Is Broad-Based in This Population Read Newspaper Preprints in Past 30 Days Total 73% Men 71 Women 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

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 better for each item. (N=1,959) 22

23 66% of Past-Week Digital Newspaper Users Acted on Ads on Newspaper Sites Across Platforms Actions in Past 30 Days Net = Across All Platforms Net any 66% Net became aware of product, service, sale, needed item 56 Net looked for more information by clicks, search, asking others 47 Net visited store online or in person 32 Net bought, decided to buy, where to buy 30 Referred ad to someone else 12 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)

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 action 59% 61% Became aware of a sale Used Google or other search for more information about item Became aware of product or service Clicked on ad to learn more Inquired or learned more about something you were interested in Picked up shopping ideas Decided where to buy something Bought something advertised Were reminded you needed something advertised Bought something else at store or website besides advertised item Visited a retail store or showroom Mentioned or referred the ad to someone else 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) 24

25 Apps Narrowly Lead Browsers for Online News 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 website from your browser, or use a news app, or do you use both about equally? (N=953) 25

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 there no difference? (N=777) 26

27 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. 27

28 Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates,