WRIGHT, CARVER, McLEOD COUNTIES, MN – A new study recently found that two-thirds of digital newspaper media consumers act on digital ads displayed with the newspaper content.
Commissioned by the Newspaper Association of America (NAA) and performed by Frank N. Magid Associates, the survey consisted of 2,518 online interviews among adults who used the Internet, followed by another round of 1,179 online surveys, as well as nine focus groups throughout the US.
The research found that in an average week, 74 percent of all Internet users rely on local newspaper media – digital as well as print – as key sources of news and information.
Fifty-four percent of people surveyed regularly use more than one platform to access newspaper content. The majority use computers, smartphones and/or tablets multiple times throughout the day for newspaper content.
Whether in print or digital format, more than three-quarters of people in the study stated that they “want the depth and detail that newspapers provide.”
“This information gives us great insights into the drivers of engagement with newspaper media across platforms and shows that the enduring value of newspapers – depth, quality, quantity and dependability – extends to digital platforms as well,” Caroline Little, NAA president and CEO, stated in a press release. “The study also demonstrates that advertisers can effectively reach a shopping audience across newspapers’ multiple platforms.
“What’s more, consumers are accessing newspaper content throughout the day on different platforms,” Little added. “In fact, almost two-thirds of mobile newspaper readers agree their news consumption has increased after starting to use mobile devices. Clearly, newspapers’ embrace of multiplatform strategies provides significant opportunities for audience and revenue growth.”
To learn more about the study, go to www.naa.org.
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