2014 newspaper readership survey

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Table Of Contents
PAGE
I.
Executive Summary
3
II. Specific Findings
1.
Newspaper Readership In Indiana
2.
Public Notice Advertising
14
3.
Internet Use In Indiana
21
4.
Voting Patterns and Election Information
24
Appendix A: Methodology
8
29
Indiana Media Usage Study
August 2014
2
Executive Summary
Readership of printed newspapers is high in Indiana.
•
Three in four adults read a printed daily or Sunday newspaper during an average week
•
79 percent read a daily, Sunday or weekly printed newspaper
In addition, newspaper websites add significantly to the reach of print. Almost nine in 10 adults (86%) read a printed
newspaper or access a newspaper website weekly.
Public notice advertising is also well-read in Indiana, and considered very important.
•
85 percent of adults say keeping the public informed about governmental actions through public notice advertising is an
important role for government agencies
•
64 percent of adults say government entities should be required to publish legal ads
Newspapers are the source Hoosiers prefer most to receive this information; 38 percent prefer printed newspapers and 10
percent prefer newspaper websites, a total of 49 percent.
In addition:
•
46 percent of adults say they would read public notices less often if placed on government websites
•
15 percent would read them more, a 67 percent difference
These are some of the findings of a research study of adults in Indiana, age 18 and older, conducted between July 8 and
July 20, 2014. Interviewing was conducted by landline telephone, cell phone and online. Results have a margin or error of
3.1 percentage points.
A more complete description of the methodology used for this study is included in Appendix A of this report.
Following are:
•
An executive summary of results
•
Detailed findings
•
Description of methodology
Indiana Media Usage Study
August 2014
3
Executive Summary
NEWSPAPER READERSHIP IN INDIANA
Reach Of Newspapers In Indiana
As shown in the adjoining chart, newspaper readership is
strong in Indiana, and newspaper websites add to this reach.
KEY POINT
Newspaper readership in Indiana is strong and newspaper websites add to this reach. Three in four adults read
a daily or Sunday newspaper during an average week and almost six in 60 (57%) read a weekly community
newspaper. Almost nine in 10 adults (86%) read some printed newspaper or access a newspaper website
during an average week.
PERCENT WHO READ/USE:
•
Three in four adults read a printed daily or Sunday newspaper during
an average week
Daily/Sunday Newspaper
Average Week
3,651,200*
•
Almost six in 10 (57%) read a weekly community newspaper
Read Weekly Newspaper
Average Week
2,785,800*
•
Almost nine in 10 adults (86%) read some printed newspaper or
access a newspaper website during an average week
Total Print Read Weekday/
Sunday or Weekly
Indiana newspapers have good reach, even among younger adults:
•
Two thirds of adults age 18 to 34 read a printed weekly or Sunday
newspaper during an average week
2,235,500*
Total Newspapers Read:
Read Any Newspaper
Access Newspaper Website
Average Week
4,186,500*
0%
57%
3,836,800*
Access Newspapers Website
Average Week
*(No. of adults)
75%
20%
79%
46%
86%
40%
60%
80%
100%
Base: Total Indiana Adults (4,875,500)
July 2014
Indiana Media Usage Study
•
Almost six in 10 (57%) access a newspaper website at least one a week
•
The average weekly reach of newspapers among young adults (print and online) is 83 percent.
5
Readership is even high among adults who were interviewed online; 83 percent read a printed daily Sunday or weekly
newspaper during an average week, indicating they are “news” junkies.
The profile of newspaper readers is very similar to the population profile of Indiana.
An average copy of a printed newspaper is read by 1.6 adults.
PUBLIC NOTICE ADVERTISING
More than six in 10 adults in Indiana (61%) have read or seen public notice advertising in a printed newspaper, even higher
among more educated and upscale people. Respondents who were interviewed online are as likely as any adults to have
seen public notices.
Indiana Media Usage Study
August 2014
4
Executive Summary
Hoosiers feel public notices are important:
•
An overwhelming percentage of Hoosiers (85%) say keeping the public informed through public notice advertising is an
important role for government agencies, including 78 percent of respondents interviewed online
•
Almost two thirds of adults (64%) say governments should be required to publish legal notices, even though it costs
taxpayers’ dollars
Newspapers are the preferred method of receiving public notices:
•
In a printed newspaper, 38 percent
•
On government websites, 25 percent
This is a 34 percent difference.
Fewer Would Read Notices Online
KEY POINT
Ten percent prefer to read public notices via newspaper websites
for a total of 49 percent in printed newspapers or on their websites.
Forty-six percent of respondents say they would read public notices less often (less often or much less often) if
placed on government websites, compared with 15 percent who read more (much more often or more often).
All age groups say they are less likely to read legal ads online, also true of adults who have actually read legal
ads.
Don't know
5%
Much more
often
3%
More often
12%
Much less often
28%
As shown in the adjoining chart, 46 percent of adults say they would
read public notices less often (less often or much less often) if placed on
government websites, compared with 15 percent who read more (much more
often or more often). This is a 67 percent difference.
PERCENT WHO
WOULD READ
ADS ONLINE
TOTAL
AGE
18-34
35-54
55+
READ PUBLIC
NOTICES
%
More Less
Often Often
15
46
%
%
%
23
17
6
37
41
59
%
12
54
The same
34%
Less often
18%
Q6. … If legals were eliminated from printed newspapers and only made available on government websites, would you:
Adults who have read public notice advertising are even more likely (54%)
to say they would read public notices less if placed on government websites.
Base: Total (4,875,500)
July 2014
Indiana Media Usage Study
16
Even among adults interviewed online, 36 percent say they would read legal ads less compared with 17 percent who would
read more.
Indiana Media Usage Study
August 2014
5
Executive Summary
INTERNET USE IN INDIANA
Internet use in Indiana is right at the national average:
•
77 percent access at least once a day
•
Almost nine in 10 Indiana adults (86%) use the Internet at least once a week.
•
Only nine percent are not Internet users
Twenty-five percent of Internet users access a newspaper website at least
once a day; 50 percent access at least once a week.
Newspapers Top Source Of Election Information
KEY POINT
Newspapers are the most used source adults use for information about national, state and local elections. The
Internet (all websites combined) and Cable TV follow.
51% (55)*
Newspapers
41% (43)*
Cable TV
41% (43)*
Websites
VOTING PATTERNS AND ELECTION INFORMATION
From candidates
•
•
81 percent of these registered voters read a printed newspaper during an
average week
23% (24)*
Word of mouth/friends
Radio
According to the Indiana Secretary of State’s office, almost 46 million adults are
registered to vote:
37% (537)*
National TV
Social media
Direct mail
Flyers/handouts
*(Registered Voters)
0%
17% (17)*
15% (16)*
13% (13)*
12% (13)*
11% (12)*
20%
40%
60%
80%
100%
Q17d. Where do you typically get the information you need to decide how to vote in national, state and local elections?
Base: Indiana Adults (4,875,500)
-Table ContinuesIndiana Media Usage Study
July 2014
25
88 percent read a printed newspaper or access a newspaper website
Printed newspapers, as shown on the adjoining chart, are the most common source
adults use for information about national, state and local elections. Newspapers
are followed by:
•
The Internet, which is all websites combined
•
Cable TV
Indiana Media Usage Study
August 2014
6
Executive Summary
As the second chart shows, a significant percentage of registered voters don’t
decide for whom to vote until just before the election.
Deciding To Vote
KEY POINT
A significant percentage of registered voters don’t decide until soon before the election for whom to vote. About
a third (32%) don’t decide until the week before and 10 percent not until election day. For candidates
campaigns, this means promotion and advertising needs to continue through the election.
PERCENT DECIDING TO VOTE
10%
Election day
About a third (32%) don’t decide until the week before or even election day.
This means campaigns need to continue promotion and advertising throughout
the election.
During week prior to
the election
22%
Two to three weeks before
The election
21%
Months before the election
21%
Two months prior to
the election
Other responses
0%
24%
3%
20%
40%
Q17e. When do you typically make your decision on which candidate will get your vote?
60%
80%
100%
Base: Registered Voters (4,245,200)
Indiana Media Usage Study
Indiana Media Usage Study
August 2014
July 2014
27
7
Newspaper Readership In Indiana
8
Newspaper Reach In Indiana
KEY
POINT
Newspaper readership in Indiana is strong and newspaper websites add to this reach. Three in four adults read
a daily or Sunday printed newspaper during an average week and almost six in 10 (57%) read a weekly
community newspaper. Almost nine in 10 adults (86%) read some printed newspaper or access a newspaper
website during an average week. Reach is equally strong among respondents who were interviewed online;
also, use of newspaper websites is particularly strong.
PERCENT WHO READ/USE:
Daily/Sunday Newspaper
Average Week
3,651,200*
Read Weekly Newspaper
Average Week
2,785,800*
Total Print Read Weekday/
Sunday or Weekly
3,836,800*
Access Newspapers Website
Average Week
2,235,500*
Total Newspapers Read:
Read Any Newspaper
Access Newspaper Website
Average Week
4,186,500*
*(No. of adults)
**(Online sample)
0%
20%
75% (76)**
57% (64)**
79% (80)**
46% (56)**
86% (88)**
40%
60%
80%
100%
Base: Total Indiana Adults (4,875,500)
Indiana Media Usage Study
August 2014
9
Profiling Newspaper Readership
In Indiana
KEY
POINT
Indiana newspapers have good reach, even among younger adults. Two thirds of adults age 18 to 34 read a
weekly or Sunday printed newspaper during an average week. Almost six in 10 (57%) access a newspaper
website at least one a week, bringing the weekly overall reach of newspapers among young adults (print and
online) to more than eight in 10.
PERCENT WHO READ:
Total
Access Newspaper
Daily/Sunday
Weekly
Average
Websites
Total Print/Newspaper
Average Week Average Week 7-Day Print
Average Week
Website Average Week
75
57
79
46
86
TOTAL
%
GENDER
Male
Female
%
%
75
75
55
60
78
79
48
44
86
86
AGE
18-34
35-54
55+
%
%
%
66
73
85
40
62
68
68
79
88
57
46
35
83
84
91
INCOME
Under $35,000
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,000
$150,000 or more
%
%
%
%
%
%
69
69
74
88
85
76
48
54
60
68
71
59
72
72
80
90
91
76
39
43
50
50
54
62
80
81
92
93
93
86
Base: Total Indiana Adults (4,875,500)
Indiana Media Usage Study
August 2014
10
A Profile Of Newspaper Readership
KEY
Newspaper readership in Indiana fairly closely matches the demographic profile of the state.
POINT READING A DAILY, SUNDAY, OR WEEKLY NEWSPAPER DURING AN AVERAGE WEEK:
PERCENT
TOTAL
PERCENT OF TOTAL ADULTS PRINTED NEWSPAPER READERSHIP
%
%
100
79
GENDER
Male
Female
49
52
48
52
AGE
18-34
35-54
55+
30
37
33
26
37
37
EDUCATION
Less than High School
High School grad
Some college/tech school
College Grad
4
22
32
41
4
20
34
41
INCOME
Under $35,000
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 or more
24
18
25
13
20
22
17
25
14
22
Base: Total Indiana Adults (4,875,500)
Indiana Media Usage Study
August 2014
11
Readers Per Copy
KEY
POINT
An average of 1.6 adults read each copy of a local printed Indiana newspaper.
100%
AVERAGE NO. OF READERS:
1.6 Per Copy (2 Per Copy)*
90%
80%
70%
60%
50%
40%
38%
41%
30%
20%
9%
10%
2%
3%
4+
Don't know
0%
1
2
3
*(2004)
Q10. How many total members of your household, including yourself, age 18 and older read an average copy of your local…?
Base: Average Week Indiana Newspaper Readers (3,651,200)
Indiana Media Usage Study
August 2014
12
Indiana Weeklies Widely Read
KEY POINT
POINT
Almost three in four adults read a weekly community newspaper during an average month; almost half during
an average week. Readers tend to be more educated and have higher annual household incomes.
AVERAGE 7-DAY
WEEKLY READERHSIP
Average Week
TOTAL
EDUCATION
H.S. Grad
Some College/Tech
School
College Grad
INCOME
Under $35,000
$35,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000 or more
47%
38
55
49
37
47
51
55
57
72%
Average Four Weeks
0%
%
47
20%
40%
60%
80%
100%
*(No. of adults)
Q11/Q13
Base: Total Indiana Adults (4,875,500)
Indiana Media Usage Study
August 2014
13
11
Public Notice Advertising
14
More Than Six In 10 Adults Recall Legal Advertising
KEY
POINT
More than six in 10 adults in Indiana (61%) have read or seen public notice advertising in a printed newspaper,
higher among more educated and upscale adults. Even among respondents interviewed online. More than six in
10 recall seeing legal advertising in printed newspapers.
Don't know
5%
PERCENT SEEING
LEGAL ADS
No
34%
Yes
61% (64)**
TOTAL
EDUCATION
H.S. Grad
Some College/Tech School
College Grad
INCOME
Under $35,000
$35,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000 or more
ONLINE RESPONDENTS
%
61
56
63
65
49
63
64
64
72
62
(2,970,900)*
*(No. of adults)
** (2004)
Q1. Do you recall ever reading or seeing legal advertising in any printed newspaper?
Base: Total Indiana Adults (4,875,500)
Indiana Media Usage Study
August 2014
15
Most Hoosiers Support Public Notice Advertising
KEY
POINT
An overwhelming percentage of Hoosiers support the idea of keeping the public informed through legal
advertising. Support is high among all demographic and other groups, including online respondents.
4,137,600*
Total
Adults
85%
9%
6%
88%
2,841,100*
Telephone
Respondents
9%
Yes
No
Don't Know
3%
1,296,500*
Online
Respondents
78%
10%
12%
*(No. of adults)
0%
20%
40%
60%
80%
100%
Q2. Do you believe that keeping the public informed in this way is an important role for government agencies?
Base: Total Indiana Adults (4,875,500)
Indiana Media Usage Study
August 2014
16
Two-Thirds Support Spending On Legal Ads
KEY
POINT
Almost two thirds of adults (64%) say government entities should be required to publish legal notices. Again,
support is high among all groups. The question was asked: When government units publish legal and public
notices, they must pay for that publication with taxpayer dollars. While at a rate set by the state legislature that
is often lower than a newspaper’s regular rates, it still may cost a public agency several thousand dollars a year.
Knowing this, do you believe government units should be required to publish these notices?
64% (73)**
3,130,500*
Total
Adults
24%
12%
69%
2,211,300*
Telephone
Respondents
25%
Yes
No
Don't Know
6%
56%
919,200*
Online
Respondents
23%
22%
*(No. of adults)
**(2004)
0%
20%
40%
60%
80%
100%
Q3. Do you believe government units should be required to publish these notices?
Base: Total Indiana Adults (4,875,500)
Indiana Media Usage Study
August 2014
17
Most Hoosiers Have Read Legal Ads
KEY
POINT
An overwhelming percentage of adults (83%) who have seen public notice advertising have actually read it,
equal to 51 percent of all adults.
2,475,500*
Total
Adults
83%
16%
1%
84%
1,634,000*
Telephone
Respondents
15%
Yes
No
Don't Know
0%
82%
841,400*
Online
Respondents
16%
2%
0%
20%
40%
60%
80%
100%
Q4. Have you ever read legal advertisements?
Base: Respondents seeing legal ads in print newspapers, 61 percent of adults (2,970,900)
Indiana Media Usage Study
August 2014
18
Newspapers Preferred Source
For Public Notices
KEY
POINT
About four-in-10 adults who have seen public notice advertising in printed newspapers prefer to receive them in
a printed newspaper (38%) compared with 25 percent who would prefer a government website, a 34 percent
difference. About half (49%) have seen legal ads prefer to receive this in printed newspapers or on newspaper
website.
PREFERRED SOURCE OF LEGAL ADS:
38%
In a printed newspaper
On a newspaper website
10%
Printed newspaper or
newspaper website
49%
On a government website
25%
16%
In the mail
Some other way
6%
Prefer not to receive them
2%
Don’t know
2%
0%
20%
40%
60%
80%
100%
Q5. How would you prefer to receive legal advertisements, including proposed budgets, sheriff’s sales, …..?
Base: Adults having seen legal ads in printed newspapers (2,970,900)
Indiana Media Usage Study
August 2014
19
Fewer Would Read Notices Online
KEY
POINT
Forty-six percent of adults say they would read public notices less often (less often or much less often) if placed
on government websites, compared with 15 percent who would read more (much more often or more often) a
67 percent difference. All age groups say they are less likely to read legal ads online, also particularly true of
adults who have actually read legal notices, a 78 percent difference. Among respondents interviewed online, 36
percent would read less compared with 17 percent who would read more.
Don't know
(4%)* 5%
Much less often
28%
Much more
often (3%)*
3%
More often
12%
PERCENT WHO
WOULD READ
ADS ONLINE
(4%)*
(42%)*
The same
34%
Less often
18%
TOTAL
AGE
18-34
35-54
55+
READ PUBLIC
NOTICES
MONTHLY
INTERNET
USERS
ONLINE
RESPONDENTS
More Less
Often Often
% 15
46
%
%
%
23
17
6
37
41
59
%
12
54
%
16
43
%
17
36
(21%)*
(20%)*
*(2004)
Q6. … If legals were eliminated from printed newspapers and only made available on government websites, would you:
Base: Total Adults In Indiana (4,875,500)
Indiana Media Usage Study
August 2014
20
Internet Use In Indiana
21
Internet Use In Indiana
KEY
POINT
More than nine in 10 Indiana adults (91%) use the Internet, 86 percent weekly and 77 percent at least once a
day.
77%
Daily or several times a day
6%
2-3 days a week
At least once a week
3%
PERCENT USING
INTERNET DAILY
TOTAL
AGE
18-34
35-54
55+
2%
Several times a month
2%
At least once a month
% 77
% 85
% 81
% 66
1%
Less than once a month
Never
9%
0%
20%
40%
60%
80%
100%
Q14. How often do you access the Internet or online service?
Base: Total Adults (4,875,500)
Indiana Media Usage Study
August 2014
22
Accessing Newspaper Websites
KEY
POINT
Twenty-five percent of Internet users access a newspaper website at least once a day; 50 percent at least once
a week. Eighty percent use some newspaper website.
% ACCESSING NEWSPAPER
WEBSITES AT
LEAST MONTHLY
25%
Daily
12%
2-3 days a week
13%
At least once a week
50%
Weekly
Several times a month
TOTAL
GENDER
Male
Female
AGE
18-34
35-54
55+
%
50
%
%
52
49
%
%
%
58
49
43
7%
At least once a month
10%
13%
Less than once a month
19%
Never
0%
20%
40%
60%
80%
100%
Q15. How often do you look at any newspaper website or newspaper online, whether it’s from your local newspaper or not?
Base: Total Internet Users (4,445,700)
Indiana Media Usage Study
August 2014
23
Voting Patterns & Election Information
24
Registered Voters Read Newspaper
KEY
POINT
About nine in 10 Indiana adults (4,555,275) are registered to vote, according to the Indiana Secretary of State.
More than eight in 10 registered voters read a printed newspaper during an average week and almost nine in 10
(88%) read a printed newspaper or access a newspaper website during an average week.
81%
Read printed newspaper
during an average week
88%
Weekly printed newspaper
reader or weekly newspaper
Internet user
0%
20%
40%
60%
80%
100%
Q17. Are you currently registered to vote in Indiana?
Base: Total Indiana Adults (4,875,500)
Indiana Media Usage Study
August 2014
25
Newspapers Top Source Of Election Information
KEY
POINT
Newspapers are the most used source adults use for information about national, state and local elections. The
Internet (all websites combined) and cable TV follow.
51% (55%)*
Newspapers
Cable TV
41% (43%)*
All websites combined
41% (43%)*
37% (37%)*
National TV
23% (24%)*
Word of mouth/friends
Radio
From candidates
Social media
17% (17%)*
15% (16%)*
13% (13%)*
Direct mail
12% (13%)*
Flyers/handouts
11% (12%)*
*(Registered Voters)
0%
20%
40%
60%
80%
100%
Q17d. Where do you typically get the information you need to decide how to vote in national, state and local elections?
Base: Total Indiana Adults (4,875,500)
-Table ContinuesIndiana Media Usage Study
August 2014
26
Newspapers Top Source Of Election
Information, continued
Magazines
5% (5%)*
Candidate’s workers/
door-to-door
5% (5%)*
4%
Billboards
3% (3%)*
Work/union
School
8% (8%)*
Don’t vote
*(Registered Voters)
(2%)*
2%
Other
Don’t know
(3%)*
4%
1% (1%)*
0%
20%
40%
60%
80%
100%
Q17d. Where do you typically get the information you need to decide how to vote in national, state and local elections?
Base: Total Indiana Adults (4,875,500)
Indiana Media Usage Study
August 2014
27
Deciding To Vote
KEY
POINT
A significant percentage of registered voters don’t decide until soon before the election for whom to vote. About
a third (32%) don’t decide until the week before and 10 percent not until election day. The results are almost the
same as for printed newspaper readers. For candidate campaigns, this means promotion and advertising needs
to continue through the election.
PERCENT DECIDING TO VOTE
10% (9%)*
Election day
During week prior to
the election
22% (21%)*
Two to three weeks before
The election
21% (21%)*
One month before
the election
21% (19%)*
Two months prior to
the election
24% (22%)*
3% (5%)*
Other responses
*(Printed Newspaper Readers)
0%
20%
40%
60%
80%
100%
Q17e. When do you typically make your decision on which candidate will get your vote?
Base: Registered Voters (4,245,200)
Indiana Media Usage Study
August 2014
28
Appendix A: Methodology
Results of this research are based on interviews with 1,000 Indiana adults, age 18 and older, between July 8 and July 20,
2014 conducted by American Opinion Research of Princeton, N.J.
Interviews were conducted using cell phones, landlines and online. Results were then weighted and projected to the total
adult population in Indiana.
The questionnaire was designed to ask about public notice advertising before questions were asked about newspaper
readership, so as not to bias responses.
American Opinion Research (AOR) is a nationally-recognized, full-service market research firm. AOR has conducted
research for some of the nation’s largest media companies, including The New York Times Company, McClatchy
Newspapers, the Los Angeles Times, Newsday, Buffalo News, Chicago Tribune, Seattle Times, Advance Communications,
and many others.
AOR also conducts research for some of the nation’s largest companies and organizations, including General Electric,
Siemens, Johnson & Johnson, AARP, General Motors, Ford, Procter and Gamble, S.C. Johnson, Mattel, Apple, Agfa, Kohl’s
and others.
Indiana Media Usage Study
August 2014
29
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