1 power user 2004 newspapers' online audience in a broadband world michael fibison assistant...
DESCRIPTION
3 Sites involved The 2004 sitesThe 2004 sites AJC.com AZCentral.com Boston.com ChicagoTribune.com ContraCostaTimes.com DallasNews.com LubbockOnline.com MaineToday.com NewsOK.com QuadCityTimes.com SignOnSanDiego.com TBO.com Interviews 2,000 Phone Interviews 23,414 News sites Fielded in November-December The 2004 sitesThe 2004 sites AJC.com AZCentral.com Boston.com ChicagoTribune.com ContraCostaTimes.com DallasNews.com LubbockOnline.com MaineToday.com NewsOK.com QuadCityTimes.com SignOnSanDiego.com TBO.com Interviews 2,000 Phone Interviews 23,414 News sites Fielded in November-DecemberTRANSCRIPT
![Page 1: 1 Power User 2004 Newspapers' Online Audience in a Broadband World Michael Fibison Assistant Director, Digital MORI Research](https://reader035.vdocuments.us/reader035/viewer/2022062401/5a4d1b397f8b9ab05999e077/html5/thumbnails/1.jpg)
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Power User 2004Newspapers' Online
Audience in a Broadband World
Michael FibisonAssistant Director, DigitalMORI [email protected]
952.835.3050, ext. 232
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In This Presentation Business Model Review
Existing and Emergent Models
Study Overview & Key Findings Sites and Methods
Power User Who are They?
What are Their Content Interests?
Marketshare
Online/Print Interplay
Advertising & Commerce
Recommendations
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Sites involved•The 2004 sitesThe 2004 sites
AJC.comAZCentral.comBoston.comChicagoTribune.comContraCostaTimes.comDallasNews.comLubbockOnline.comMaineToday.comNewsOK.comQuadCityTimes.comSignOnSanDiego.comTBO.com
•Interviews2,000 Phone Interviews
23,414 News sites
•Fielded in November-December
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Comparisons & Weighting Methodologies
– General Internet Users• 18-minute telephone survey• Random-digit dialing• Must have used Internet in
past month• National sample of 2,000
– Online Newspaper Users• Online “pop-up” Survey• 12 Sites, chosen by NAA• Minimum of 1,000 per site
Weighting– General/Phone
• Weighted to U.S. Census for age, gender, ethnicity & census zones
– Online • Data balanced across markets
2,000
12,429
2,000
23,414
Online - 2002Online - 2004Phone - 2002Phone - 2004
Respondents
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Dominant online business models
Classified upsells: Allocation model, forced bundles, upsell
Enhanced classifieds products: Real estate builder, agent, broker and apartment and rental
packages, auto dealer inventories, employment products/services
Banner ad sales: National sales, network sales, i.e. Real Cities network,
remnant deals Local sales Rich media Sales blitzes
Email campaigns: Contests and rewards programs Direct mail and email bundled buys
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Digitized Display Ads: Upsell and allocation models
Search Local search – opportunities
Yellow Pages Contextual Search
Google Ads Paid Content
Subscription to Web content News archives Packer Insider/Journal Interactive
Digitized versions/subscriptions NYTimes News Tracker
Online only classifieds
Emerging online business models
Digitized Display Ads: Upsell and allocation models
Search Local search – opportunities
Yellow Pages Contextual Search
Google Ads
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Key Findings Connectivity: Home broadband doubles,
affecting everything Competition: Yahoo! remains threat; AOL
declines Utility: After news, top online content drivers
are online banking, maps and movie times Tracking: Number of people paying for
online content doubles from 2002 Google: Search site goes from 0 to
superpower in news, entertainment and shopping
In the distant future, historians will have a common term for the period prior to the appearance of Google: the Dark Ages.
-- Joel Achenbach, WashingtonPost.com
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Key Findings
Buyers: Seven in 10 newspaper Web site users have bought online in the past month
Influencing: Internet, TV & newspapers seen as equals for influencing purchases
Disintermediation: Online store sites (Target.com) show growth in online shopping; newspaper sites flat
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Profile of a Power UserWhy advertise to NP.com users? Because they’re
not losers. • Who uses newspaper Web sites?
– 84 percent recently shopped online
– 82 percent recently bought online
– 88 percent are employed
– 69 percent are online daily @ work
– 63 percent check news daily
– 58 percent frequently bank online
– 57 percent have home broadband
– 54 percent have college degrees
– Mean age: 38
– Income: $71,000
– Hours online/week: 19
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Hours Spent Online Mean, Past Seven Days
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
%
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Most Frequently Go Online
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
%
PowerUsers
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Type of Internet Connection
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
52
40
23
10
3
40
37
49
2
29
57
50
8
1
63
25
17
6
Telephone modem
Home high speed
Office high speed
School/Library
DK/ Refused
Phone - 2002Phone- 2004Online - 2002Online - 2004
%
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Times Go OnlineDaypart Trending; Note modified dayparts
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents% %
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Content: A Need to Know
• News Content• Utility & Functionality• Power User Differences• Paid Content
Pioneer X plaque, launched 1972.Currently 6.5 billion miles from Earth,
still communicating.
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Content & Services Used Most Often
Combining Daily, Several times a week & Several times a month
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
97
92
91
89
86
60
85
47
50
35
56
33
BreakingNews
National/WorldNews
Local News
Weather
SportsNews/Info
Online '04 Phone '04
News Hound
s
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Content & Services Used Most Often
Combining Daily, Several times a week & Several times a month
Base: ’04 Telephone respondents; ’04 Online respondents
58
58
50
49
47
46
44
43
30
30
14
21
18
28
30
22
Online Banking
Maps & Directions
ET News
Movie/TheaterTimes
Dining/Leisure Info
Health Information
Finance/Investment
Travel Info
Online '04 Phone '04
40
38
33
31
30
22
19
6
13
19
21
21
12
4
14
6
EventsCalendar
NewsArchives
Online Games
Chat
Multimedia
Obituaries
DownloadMusic
ResearchGenealogy
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Paid for Online Content/Services Past Year
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
%
Most likely to pay:- Men- Broadband users- Newspaper site users
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Local Online Marketshare
• Online Reach– The Issue of Never– News– Entertainment
• Alternate Distribution
Courtesy Parul Vora, MIT Lab new media scientist
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Reach: EVER used Internet for…The Issue of Never
No52%
Yes48%
Phone ‘02
Phone ‘04
Base: ’02 & ’04 Telephone respondents
No50%
Yes50%
No54%
Yes46%
Phone ‘04
Phone ‘02
No52%
Yes48%
Local News Local Entertainment Info
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Reach: Ever Used Online for Local News/ET
Demographic Insights
Base: ‘04 Telephone
54
39
58
58
44
30
50
53
44
48
46Total
Men
Women
18-34
35-54
55+
Access @ Home
Access @ Work
Modem
Home High-Speed
Office High Speed
News
54
44
61
60
49
27
54
64
48
52
50Total
Men
Women
18-34
35-54
55+
Access @ Home
Access @ Work
Modem
Home High-Speed
Office High-Speed
Entertainment
%%
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Marketshare: Local NewsOnline Sources
Base: ’02 & ’04 Telephone & ’02 & ’04 Online respondents – used online service for local news past 6 months
62
55
39
37
23
1913
12
22
28
29
37
39
40Local newspaper site
Yahoo
Local TV station site
MSN
AOL/America Online
Local radio station site
Other
Phone '02 Phone '04
86
29
24
11
2114
13
37
39
42
61
94Net online
newspapers
Competitors(Net)
Yahoo
MSN
AOL/AmericaOnline
Other
Online '02 Online '04
%%
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Marketshare: Local EntertainmentOnline Sources
Base: ’02 & ’04 Telephone & ’02 & ’04 Online respondents – used online for local entertainment past 6 months
51
36
38
20
21
2921
7
7
16
16
17
25
34Yahoo
MSN
Local newspapersite
AOL/AmericaOnline
Local TV stationsite
Local radio stationsite
Other
Phone '02 Phone '04
78
30
18
10
14
7
8
15
20
23
35
81Net online
newspapers
Net localcompetitors
Yahoo
MSN
AOL/AmericaOnline
Other
Online '02 Online '04
%%
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Interest in Receiving News On…Shown: Very/Somewhat Interested
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
%
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Online/Print Interplay
• Newspaper Readership• Audience Duplication• Effect on Other Media• Why Use Newspaper Sites
Instead of Print Newspapers
‘The Future of the Newspaper is printed via Radio’Teknik för Alla, Swedish popular science magazine
Issue 5, March 29th, 1940
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Read Print or Online Newspaper, Past Week
Demographic Insights
Base: ‘04 Telephone
74
75
74
73
76
88
75
62
74
75
75Total
Men
Women
18-34
35-54
55+
Access @ Home
Access @ Work
Modem
Home High-Speed
Office High Speed
Print Newspaper
33
21
33
32
23
21
28
25
20
30
25Total
Men
Women
18-34
35-54
55+
Access @ Home
Access @ Work
Modem
Home High-Speed
Office High-Speed
Newspaper Web site
%%
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Duplication: Newspaper Print/SiteRead in the Past 7 Days
Market Average
Read Print Only
- 55-plus: 68%
- Modem users: 60%
Base: ’04 Telephone respondents
Read Online Only
- 18-34: 8%
- Home broadband: 7%
Read Online Only6% Read Print
& Online20%
Read Print Only54%
Read Neither
20%
Read Neither
- 18-34: 30%
- Earn <$50k: 25%
Demographic Insights
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Media Use Since Reading Online Newspapers
% Saying “About the Same”
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents read online in past 6 months%
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Media Use Since Reading Online Newspapers
% Saying “Use Less”
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents read online in past 6 months%
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Why Use Internet instead of Print
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents read online in past 6 months
Expectation is for more …
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Online Advertising
• Local Advertising Source• Influencing Purchases• Frequent Behaviors• Classified/Display Online• Bundling Expectations
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Primary Source for Local Advertising
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
48
17
15
8
4
2
2
28
13
6
8
3
15
0
26
17
14
10
3
10
7
14
51
17
6
3
2
4
Local newspaper(print)
Television
Shoppers/Giveaways
Radio
Yellow pages
Local newspaperwebsite
Internet (other)
Phone '02Phone '04Online '02Online '04
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Advertising Influenced to Make Purchase
Base: ’04 Telephone respondents; ’04 Online respondents
29
38
25
38
23
8
18
31
51
32
21
17
8
7
Local newspaper(print)
Television
Shoppers/Giveaways
Internet (other)
Radio
Yellow pages
Local newspaperwebsite
Phone '04
Online '04
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Frequent Shopping BehaviorsCombining Daily, Several times a week & Several times a
month
Base: ’04 Online respondents; ‘04 Telephone respondents
47
38
34
26
19
25
28
14
6
7
Shop forMerchandise
Read ProductReviews
Available Jobs
Check Store Hours
Homes/Apartments
Online '04 Phone '04
19
15
15
14
8
9
8
6
4
4
Autos for Sale
OnlineAuctions
Book Travel
DownloadCoupons
OnlinePersonals
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Print-to-Online AdvertisingEver Used
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
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Interest in Print Classifieds Online
Base: ’04 Telephone respondents; ’04 Online respondents
83%
64%
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Online Sellers
Sold online in past six months?
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
Telephone• E-bay (77%)• Half.com (4%)• Amazon.com (3%)• AOL (1%) • Newspaper site
(4%)• Other local media
site (4%)• Other (20%)
Base: If sold online
Online• E-bay (77%)• Half.com (9%)• Amazon.com (8%)• Newspaper site
(8%)• Yahoo! Classifieds
(3%)• AOL (1%)• Other (15%)
Top Sources
8
5
4
10
Phone'02
Phone'04
Online'02
Online'04
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Online Commerce
• Online Shoppers• Online Buyers• Amount Spent Online• Online Sellers
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Researched Goods/Services OnlinePast Six Months
Base: ’04 Telephone respondents; ’04 Online respondents
No41%
Yes59%
Phone ‘04
No16%
Yes84%
Online ‘04
75% of online respondents have researched merchandise, goods or services online in the past month
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Purchased Merchandise, Goods or Services Online
Past six months
Base: ’02 & ’04 Telephone respondents; ’02 & ’04 Online respondents
68% of online respondents
purchased something
online in the past month.
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Amount Spent Online
3
7
29
40
13
7
4
34
9
5
4
9
24
39
15
8
3
9
27
42
9
8
10
36
More than $5,000
$2,001 to $5,000
$501 to $2,000
$101 to $500
$51 to $100
Less than $50Phone '02Phone '04Online '02Online '04
Base: If made purchase online past six months, ’02 & ’04 Telephone & Online respondents
Mean Spent Online
Phone 2002: $990
Phone 2004: $980
Online 2002: $1,190
Online 2004: $902
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Sites Used to Research PurchasesPast six months
Base: ’04 Telephone respondents & ’04 Online respondents researched on Internet past six months
36
34
31
26
26
22
16
10
4
12
Store websites
Yahoo
Amazon
Ebay
Electronic store websites
MSN
Comparison shopping sites
Local newspaper site
Other
47
40
35
35
34
29
17
15
11
7
7
8
Store websites
Amazon
Electronic store websites
Ebay
Yahoo
Newspaper website
MSN
Comparison shopping sites
AOL/America Online
Competitor Sites (Net)
Other
Phone ‘04 Online ‘04
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Wrapping Up Conclusions & Next Steps
• Audience• Content• Marketshare• Media Interplay• Advertising• Commerce
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Key Findings: Audience & Content
• Audience– Newspaper site users are Power Users. They are:
• Better educated and more likely to be employed
• Spend more days and more time online than general Internet user
• More likely to have home and office broadband access
– Home broadband use has skyrocketed from 2002
– Influence of dayparts increases as morning/night use increase
• Content– Breaking news, national/world news nearly as hot as e-mail
– Utility features - movie times, maps - drive second-tier frequency
– Online banking growth offers opportunities in audience & revenue
– Home broadband increases online use of all content categories
– Use of paid content has grown twofold from 2002
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Key Findings: Marketshare & Media
• Marketshare– Half of online users have never gone online for local news
– Local newspaper sites are No. 1 online destination for local news
– The Google Factor:• 2002: 3 percent of online users go to Google for local news
• 2004: 39 percent of online users go to Google for local news
• Newspaper sites trail Yahoo! and Google for local entertainment
– Interest in receiving info via e-mail remains steady; wireless falls
• Media Interplay– 75 percent of online users read printed newspapers
– Duplication • 54 percent read print only
• 20 percent read print and online
• 6 percent read online only
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Key Findings: Advertising & Commerce
• Advertising– Print newspapers are No. 1 source of local advertising
– The Internet influences purchases as much as TV & radio, but:• Google and store Web sites are top choice
• Newspaper sites lag as online sources for informing purchases
– Online users are very interested in seeing print classifieds online
– Interest and use of online display ads shows promise
• Commerce– 75 percent of NP site users have shopped online in past month
– 70 percent of NP site users have bought online in past month
– Search engines are prime sources for initiating online commerce
– ‘Old’ directory services & functionality may be due for comeback
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What can I do?• Examine existing business models
– Based on daypart use of content, focus existing website users on classifieds and shopping opportunities
– Tailor sales collateral to exploit demographics of online audience – Power Users are Power Shoppers
• Train print sales staff on the value of online and then give them incentives and goals (and give managers goals and incentives)
• Examine emerging business models– Know your marketplace and try new things
• Will paid content work for you?
• Will digital subscriptions sell?
• Should you develop or partner for local search?
• How do you continue the use of display ads online?
• How do you grow online-only classified sales?
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Thanks
Michael FibisonMORI ResearchBiz: 952.835.3050Cell: 651.324.1244E: [email protected]
Available online:http://
www.digitaledge.org/