Profile of a Newspaper Website User

80% of people that go online use online newspapers (NAA Power Users 2006; MORI Research) A significant amount of data is showing that newspaper site users are highly engaged and a quality audience – they spend more time online, are better educated and have higher incomes than online audiences in general. They are also more likely to make purchases online and to use the Web to decide what to buy.

Newspaper Website Users: Better Educated and Most Affluent

	General Web	Average Portal	Newspapers Online
HHI $75K+	41%	42%	51%
HHI 100K+	23%	25%	29%
4 year college degree	13%	13%	38%
Post Grad Degree	7%	7%	33%
Source: Newspaper National Network LP 2007 NNN Integrated Footprint Study Conducted by Scarborough Research / comScore

Newspaper Website Users: A High Quality Audience

NNN Top 25*	Print	Online
Male	50%	51%
Female	50	49
18-34	26	32
25-49	48	60
50-64	25	23
Source: 2006 Fall MRI; comScore January 2007; *NNN Top 25 = Newspapers in Top 25 Markets

Newspaper Website Audiences: Highly Interactive

95% of people go to their local newspaper website for news information, more than anywhere else on the Internet.  Look at these other great statatistics demonstrating how engaged online newspaper users are:

Newspaper Website Users Act On Ads – Implication:
More Involved, More Engaged with Advertising Information

Q.1 Which of these tasks or capabilities have you used on the Internet? Base: 710 Newspaper Site Visitors;
Source: Newspaper National Network LP 2007, NNN Integrated Footprint Study, Conducted by Scarborough Research

Local Newspaper Websites Are the New Community Hub – Blog Traffic Up 200%

% Change December 2006/2005 Top 10 Online Newspapers
Unique Visitors To Newspaper Blog Pages	+325%
Number of Newspaper Blog pages	+210%
Note: from home and work locations. Source: Newspaper National Network LP Nielsen NetRatings, January 2007; Base = Top 10 Online Newspapers