Four Out of Five Newspaper Website Readers
Also Read the Printed Edition
Published: Research Brief From the Center for Media Research, July 17, 2007
A new study recently released by the Newspaper National Network LP, conducted by Scarborough Research, found that 81% of newspaper website users also read the printed newspaper in the last 7 days. Crossover users (those who used both print and online newspapers in the past 7 days) have deep affinity with both their printed newspaper and their newspaper website, and 83% say "I love both my printed newspaper and visiting my newspapers web- site." Crossover users visit their newspaper website to:
- Access breaking news (96%)
- Find articles seen previously (85%)
- Find things to do/places to go (72%)
Jason E. Klein, President and CEO of Newspaper National Network, said "The study shows that the core newspa- per reader now accesses his or her local newspaper across multiple formats, print and web, and is deeply engaged with both ... 83% of crossover users say their newspaper site will be among their primary destinations 5 years from now."
The study found that newspaper website-only users are 55% female, while crossover users are only 48% female. The main reasons newspaper website-only users cited for using newspaperwebsites include:
- Accessing local news (84%)
- Entertainment information (74%)
- Food or restaurant information (58%)
Newspaper website-only users are web-savvy group as 52% write or read blogs and 46% have joined a web community.
The two segments differ in the time of day they are using newspapers:
- Crossover users are more likely to read their printed newspaper in the moming (63% read the printed newspaper before 10am) and access their newspaper website in the afternoon or evening (46%).
- Newspaperwebsite only users are more likely to access the website in the morning (49% of website-only users access the website before 1Oam vs. 34% of crossover users).
Contrary to some perceptions, the web has not hurt overall newspaper consumption, as 87% of crossover users report that their time spent with newspaper media has increased or remained the same versus only 12% who say time spent has decreased.
Other key study findings:
The last time you read or looked into any printed copy of the (Newspaper Name):
- Read last 7 days: 81%
- Read longer than 30 days ago: 7%
- Never Read: 3%
- Read 8-30 days ago: 9%
Combined Time Spent With Print A.nd Web-Based Newspaper Media Since You Began Using A Newspaper Website:
- 52% remained the same
- 12% decreased
- 35% increased
- 1% Don't Know