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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.
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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%)
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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%
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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
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