MediaBuyerPlanner: The 2007 Newspaper National Network Integrated Newspaper Footprint Study conducted by Scarborough Research for the Newspaper National Network profiles two segments of newspaper website users – crossover users, who regularly use both media, and web-only users – writes MarketingCharts.
According to the study:
- Crossover users are by far the largest segment: 81 percent of newspaper website users had also read the printed newspaper in the previous 7 days.
- Crossover users have deep affinity with both their printed newspaper and their newspaper website: 83 percent agree with the statement, “I love both my printed newspaper and visiting my newspapers website.”
- More than half – 55 percent – of website-only news readers are women.
- The main reasons newspaper website-only users cited for using newspaper websites include accessing local news (84 percent), entertainment information (74 percent), and food or restaurant information (58 percent).
- Interestingly, 87 percent of crossover users report that their time spent with newspaper media has increased or remained the same, versus 12 percent who say time spent with newspapers has decreased.
MarketingCharts provides additional data from the study.
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