Newspaper Multiplatform Usage

Copyright 2012 Newspaper Association of America
Newspaper Multiplatform Usage
Results from a study conducted for NAA
by Frank N. Magid Associates, 2012
1

 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

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
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

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%)

54% Use Two or More Platforms
6

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

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

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

 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

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.
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

Search, Sharing, Mobility Lead for Newspapers on
Computers
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
Is a relaxing way for me to read the newspaper 42

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 platform for using search for further information 45

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 platform for using search for further
information 66
Is a relaxing way for me to read the newspaper 60

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.

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

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

Weekday Newspaper Print, Computer & Tablet Platform
Users Mostly Look for Similar Newspaper Content
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
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

Topics Regularly Read/Used on Sunday by Platform
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
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

Nearly 3/4ths of the Total Multiplatform Audience Read
Print Newspaper Advertising Circulars
Yes, 73%No, 22%
Don't know, 4%
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)
 82% among past 7-day newspaper readers.
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: 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)
 Question asked of those who have used online circulars in past 30 days.
22

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

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)
App, 39%
Both
equally/other,
33%
Browser, 28%
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

Newspaper Multiplatform Usage

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