2012012年美国报纸行业多平台应用调查报告.ppt

,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 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.,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 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,1,779 net any newspaper digital (unweighted),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. 3 copyright 2012 newspaper association of america,4,local newspaper platforms used: past 7 days reach would be larger with a 30-day time frame, but we were focusing on regular users. 80% print,iphone, android, blackberry ipad, android (not e-reader) question: which, if any, of the following did you do in the past seven days? (n=2,518) copyright 2012 newspaper association of america,67% digital,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. 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 computer smartphone tablet,80% 60 26 12,72% 22 5 1 (100%),84% 89 20 7 (200%),93% 98 77 32 (300%),100% 100 100 100 (400%),5 copyright 2012 newspaper association of america,54% use two or more platforms,6,copyright 2012 newspaper association of america,demographics of 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,female,18-34,35-44,45-64,65+,print computer smartphone tablet,80% 60 26 12,80% 64 29 13,80% 56 23 12,72% 65 41 12,78% 60 28 14,87% 58 13 12,93% 48 11 9,7 copyright 2012 newspaper association of america,8,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).,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 readers 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 smartphone tablet,3.7 3.4 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,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,66%,61,45,41,11,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 provides a satisfying reading experience for me an easy way to get a complete view of the news,has useful advertising i usually notice the advertising 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,44,64%,61,61,49,45,42,12,search, sharing, mobility lead for newspapers on computers,desktop or laptop computer platform:,easy platform for using search for further information,easy format for sharing stories with others,makes it easy to stay informed no matter where i go,an easy way to get a complete view of the news,provides a satisfying reading experience for me,is a relaxing way for me to read the newspaper,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,68%,48,45,13,extreme mobility is the smartphone advantage,smartphone platform:,makes it easy to stay informed no matter where i go,easy format for sharing stories with others,easy platform for using search for further information,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,66,60,60,57,14,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 easy platform for using search for further,information is a relaxing way for me to read the newspaper provides a satisfying reading experience for me an easy way to get a complete view of the news 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,66,15,weekday usage patterns by platform 40 35,30 25 20,print (80%) computer (60%) 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,16,print vs. computer newspaper locations are fairly similar,print print average: 1.9 locations,vs.,computer 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,17,mobile devices encourage multi-location newspaper reading,smartphone smartphone average: 3.4 locations,vs.,tablet 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,18,weekday newspaper print, computer & tablet platform users mostly look for similar newspaper content regularly read weekdays print computer tablet smartphone,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 local entertainment videos sports weather,76 28 38 49 81 55 58 57 55 60 0 50 41,19 44 21 76 65 58 52 52 42 45 53 45 60,13 40 22 70 63 56 56 57 40 50 48 48 66,11 42 16 70 54 39 37 51 14 41 33 44 74,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,19,topics regularly read/used on sunday by platform,regularly read sundays circulars and coupons daily deals (groupon, etc.) classified ads breaking news local news for your area world news u.s. news longer articles politics and elections weather local entertainment,print 87 31 36 51 73 55 53 52 41 40 57,computer 22 36 19 67 57 54 50 44 40 53 36,tablet 21 40 20 64 54 50 48 37 37 60 49,smartphone 19 40 17 59 50 34 33 17 26 60 42,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,20,nearly 3/4ths of the total multiplatform audience read print newspaper advertising circulars 82% among past 7-day newspaper readers. dont 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,21,newspaper preprint usage is broad-based in this population read newspaper preprints in past 30 days,total men women 18-34 35-44 45-64 65+ print online smartphone tablet digital only,73% 71 76 62 75 81 84 82 68 65 74 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,22,48% prefer print circulars vs. online; online is better for “easier comparisons”,question asked of those who have used online circulars in past 30 days.,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,56,47,32,30,12,66% of past-week digital newspaper users acted on ads on newspaper sites across platforms actions in past 30 days net = across all platforms,net any,66%,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 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 newspapers website? (n=1,595) copyright 2012 newspaper association of america,24,6 in 10 newspaper mobile users acted on ads in the past 30 days; somewhat higher for tablets than smartphones,smartphone,tablet,net any action became aware of a sale used google or other search for more information about item became aware of product or service clicked on ad to learn more inquired or learned more about something you were interested in picked up shopping ideas decided where to buy something bought something advertised were reminded you needed something advertised bought something else at store or website besides advertised item visited a retail store or showroom mentioned or referred the ad to someone else,59% 32 28 22 18 17 17 16 15 15 14 13 11,61% 37 29 28 24 24 23 22 20 19 15 16 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 newspapers website for the smartphone or,tablet? (n=786),copyright 2012 newspaper association of america,25,apps narrowly lead browsers for online news access,(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 use both about equally? (n=953),copyright 2012 newspaper association of america,26,newspaper apps: load fas