Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates, 2012 1
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
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
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
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 60 22 89 98 100 Smartphone 26 5 20 77 100 Tablet 12 1 7 32 100 (100%) (200%) (300%) (400%) 5
54% Use Two or More Platforms 6
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 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 7
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
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
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
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
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
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
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
40 Weekday Usage Patterns by Platform 35 30 25 20 15 Print (80%) Computer (60%) Smartphone (26%) Tablet (12%) 10 5 0 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
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
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
Weekday Newspaper Print, Computer & Tablet Platform Users Mostly Look for Similar Newspaper Content 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 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
Topics Regularly Read/Used on Sunday by Platform 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 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
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
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 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
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)
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) 24
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
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. 27
Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates, 2012 28