Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates, 2012 1 Copyright 2012 Newspaper Association of America Research Objectives Identify typical consumer behavior patterns and motivations regarding content, news and advertising on different newspaper platforms. Identify benefits and advantages that consumers see in newspaper media in general and particular platforms. Develop a value proposition for consumers for newspaper media advertising. 2 Copyright 2012 Newspaper Association of America 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 use multiplatform media, including newspaper brands and associated advertising. 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 1,779 Net Any Newspaper Digital (unweighted) 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. 3 Copyright 2012 Newspaper Association of America What This Is NOT Not a measure of usage by the general population Not a measure of newspaper readers who are not connected to the Internet 4 Copyright 2012 Newspaper Association of America Local Newspaper Platforms Used: Past 7 Days Reach would be larger with a 30-day time frame, but we were focusing on regular users. Sunday printed edition 66 80% print Weekday printed edition 64 Online version from desktop or laptop iPhone, Android, Blackberry 60 Online version using smartphone iPad, Android, (not e-reader) Online version using tablet 26 67% digital 12 Question: Which, if any, of the following did you do in the past SEVEN days? (N=2,518) Copyright 2012 Newspaper Association of America 5 Platform Acquisition Order: Print, Computer, Smartphone, Tablet 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 If Two If Three If Four (46%) (33%) (17%) (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%) 6 Copyright 2012 Newspaper Association of America 54% Use Two or More Platforms Past Week Usage by Number of Platforms Four Platforms, 4% Three Platforms, 17% One Platform, 46% Two Platforms, 33% 7 Copyright 2012 Newspaper Association of America Demographics of Four 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 Print 80% 80% Computer 60 Smartphone Tablet Female 18-34 35-44 45-64 65+ 80% 72% 78% 87% 93% 64 56 65 60 58 48 26 29 23 41 28 13 11 12 13 12 12 14 12 9 8 Copyright 2012 Newspaper Association of America 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). Media Multitasking Every Day Newspaper 49% Computer 55 Smartphone 62 Tablet 62 Question: How often do you “multitask” using different combinations of newspaper, tablet, smartphone, computer, TV and radio at the same time? (N=2,518) Copyright 2012 Newspaper Association of America 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 issue 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 Copyright 2012 Newspaper Association of America 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 I like to follow the local newspaper in whichever format is convenient for me 60% Newspapers provide more local news 58 Newspapers provide a broad range of news and information in one place 56 I make a point of looking at the Sunday circulars 53 I want the depth and detail that newspapers provide 48 Information in newspapers is dependable Newspapers provide more useful advertising Newspapers are more careful in how they present the news 38 32 28 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. Copyright 2012 Newspaper Association of America 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 Easy format for sharing stories with others 32 Makes it easy to stay informed no matter where I go 30 Easy platform for using search for further information 20 Has really annoying advertising 12 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.) Copyright 2012 Newspaper Association of America 12 Search, Sharing, Mobility Lead for Newspapers on Computers Many use laptops. Complete view of news and reading experience are secondary. 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 Has really annoying advertising 36 I usually notice the advertising 26 Has useful advertising 20 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.) Copyright 2012 Newspaper Association of America 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 Has really annoying advertising 35 An easy way to get a complete view of the news 35 Is a relaxing way for me to read the newspaper 31 Provides a satisfying reading experience for me 30 I usually notice the advertising 24 Has useful advertising 17 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. Copyright 2012 Newspaper Association of America 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 Has really annoying advertising 33 I usually notice the advertising 31 Has useful advertising 27 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. Copyright 2012 Newspaper Association of America 15 Summary: Tablets Combine Much of the Utility of Other Platforms Print Computer Smartphone Tablet Is a relaxing way for me to read the newspaper 66% 42% 31% 60% Provides a satisfying reading experience for me 61 45 30 60 An easy way to get a complete view of the news 45 49 35 57 Has useful advertising 44 20 17 27 I usually notice the advertising 41 26 24 31 Easy format for sharing stories with others 32 61 48 66 Makes it easy to stay informed no matter where I go 30 61 68 68 Easy platform for using search for further information 20 64 45 66 Has really annoying advertising 12 36 35 33 Expect to be using more in the future 22 52 49 66 Satisfied with reading experience 57 48 32 56 Question: Please rate how much you agree or disagree with the following statements. Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week newspaper tablet readers. Copyright 2012 Newspaper Association of America 16 Weekday Patterns by Newspaper Platform 40 35 Print (80%) 30 25 Computer (60%) 20 Smartphone (26%) Tablet (12%) 15 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. Copyright 2012 Newspaper Association of America 17 Print vs. Computer Newspaper Locations Are Fairly Similar Print Living room or den Kitchen Bed Bathroom Deck or patio Home office Gym Coffee shop or restaurant Commuting Running errands Waiting Work School Other vs. Computer 48 34 11 Living room or den 43 Kitchen 12 Bed 13 18 Bathroom 6 8 Deck or patio 6 9 Home office 2 Gym 10 31 2 Coffee shop or restaurant 5 Commuting 2 Running errands 14 24 3 9 Print Average: 1.9 Locations 6 4 2 Waiting 9 Work 37 School 6 Other 7 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? Copyright 2012 Newspaper Association of America 18 Mobile Devices Encourage Multi-Location Newspaper Reading Smartphone Living room or den Kitchen Bed Bathroom Deck or patio Home office Gym Coffee/Restaurant Commuting Running errands Waiting Work School Other vs. 37 19 42 25 12 16 11 25 26 23 44 39 12 11 Tablet Living room or den Kitchen Bed Bathroom Deck or patio Home office Gym Coffee/Restaurant Commuting Running errands Waiting Work School Other Smartphone Average: 3.4 Locations 65 30 50 20 19 21 6 18 13 7 23 26 7 6 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? Copyright 2012 Newspaper Association of America 19 Weekday Newspaper Print, Computer & Tablet Platform Users Mostly Look For Similar Newspaper Content Regularly Read Weekdays 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 Politics and elections Business Opinion columns and blogs Local entertainment Videos Sports Weather Crosswords and games Travel Automotive Real estate Print Computer Tablet Smartphone 76 28 38 19 44 21 13 40 22 11 42 16 49 81 55 58 57 55 47 46 43 76 65 58 52 52 42 44 39 35 70 63 56 56 57 40 41 40 34 70 54 39 37 51 14 29 28 21 60 0 50 41 37 35 26 30 45 53 45 60 13 34 21 21 50 48 48 66 24 37 19 20 41 33 44 74 19 21 16 11 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? Copyright 2012 Newspaper Association of America 20 Topics Regularly Read/Used From Local Sunday Newspaper Media Platforms Regularly Read Sundays Print Computer Tablet Smartphone Circulars and coupons 87 31 36 22 36 19 21 40 20 19 40 17 51 73 55 53 41 44 49 52 41 67 57 54 50 31 31 44 44 40 64 54 50 48 34 33 47 37 37 59 50 34 33 21 25 46 17 26 40 57 48 45 0 36 36 26 53 36 33 45 47 18 12 20 60 49 35 44 45 19 21 22 60 42 24 44 28 18 18 15 Daily deals (Groupon, etc.) Classified ads Breaking news Local news for your area World news U.S. news Opinion columns and blogs Business Short news summaries Longer articles Politics and elections Weather Local entertainment Travel Sports Videos Real estate Crosswords and games Automotive 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] Copyright 2012 Newspaper Association of America 21 Nearly 3/4ths 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) Copyright 2012 Newspaper Association of America 22 Newspaper Preprint Usage Is Broad-Based in this Population Those using digital newspapers are near average; but those who otherwise are digital only in the past 7 days still include 39% who remembered reading inserts in print in the past month. 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) Copyright 2012 Newspaper Association of America 23 25% of Users Prefer Online Circulars, But Easier Comparison Shopping Is the Only Advantage Easier to use = prefer overall. Online coupons are problematic. Question asked of those who have used online circulars in past 30 days. Prefer Printed Circulars Easier to make comparisons Includes the stores I want Easier to find things Can scan more quickly Easier to use 27 No Difference 45 30 29 27 37 43 35 44 29 30 47 Easier to take with me shopping 26 25 62 Easier to deal with coupons Prefer overall Online Circulars 64 48 25 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) Copyright 2012 Newspaper Association of America 27 19 19 15 20 28 24 66% of Past-Week Digital Newspaper Users Acted on Digital Newspaper Ads in the Past 30 Days NO DIFFERENCE if ads are newspaper platforms are viewed as generally annoying. Net any 66% Net became aware of product, service, sale, needed item 56 Net looked for more information by clicks, search, asking others 47 32 Net visited store online or in person 30 Net bought, decided to buy, where to buy 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) Copyright 2012 Newspaper Association of America 6 in 10 Newspaper Mobile Platform Users Acted on Ads in the Past 30 Days; Somewhat Higher for Tablets than Smartphones Smartphone Net any Tablet 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) Copyright 2012 Newspaper Association of America 26 Priorities for an Ideal Shopping App or Site: Coupons, Pricing, Relevance and Social Functionality Has coupons 63% Provides price comparisons 52 Has items of interest to you that are on sale 49 Offers deals of the day 42 Has customer ratings 47 Has customer comments 39 Has location-based services Has social media links… Social 18 6 Allows you to order or reserve product 18 Has videos explaining product 15 Provides advice on product choices 14 Tags what is new or the latest products Bargains Advice, Ordering 8 Has games that illustrate what the product… 3 Question: In an ideal advertising shopping app or website, what of the following components, if any, would make the site appeal to you? (N=2,518) Copyright 2012 Newspaper Association of America 27 Apps Narrowly Lead Browsers for Online News in General (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 uses both about equally? (N=953) Copyright 2012 Newspaper Association of America 28 Newspaper Apps: Load Faster, Attractive, Intuitive, But Not Significantly Better Otherwise Newspaper website The news is more carefully produced Has higher-quality advertising Newspaper website app 23 25 13 No difference 64 17 58 Is updated more frequently 28 23 49 A better experience, generally 28 Better organized 29 33 39 Easier to share stories with others 27 34 39 More intuitive to use 26 37 37 More attractive screens 25 38 37 Loads faster 26 30 42 42 Question: In your experience, which format for newspapers is better described by the following, or is there no difference? (N=777) Copyright 2012 Newspaper Association of America 31 29 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 news and feature coverage (especially local), advertising, credibility, depth and aggregation functions of this package. 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. For online ads, relevance, sales and engaging design are key for noting and response, just as they are with traditional advertising. Users want control over the experience; they express interest in sites and apps that are well-designed and offer specific benefits. Newspaper preprints remain highly important to multiplatform users, even as many also use online circulars. Most with an opinion still prefer printed circulars mainly because they are easier to use. Newspaper apps have benefits in ease of use, attractiveness and speed. 30 Copyright 2012 Newspaper Association of America Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates, 2012 31 Copyright 2012 Newspaper Association of America