© 2012 frank n. magid associates, inc. confidential and proprietary copyright 2012 by frank n....
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© 2012 Frank N. Magid Associates, Inc.
CONFIDENTIAL AND PROPRIETARY Copyright 2012 by Frank N. Magid Associates, Inc. Any duplication, reproduction, or usage of this document or any portion thereof without the written consent of the firm is prohibited.
Presentation to:
Newspaper Multiplatform UsageQualitative Research Report
April 2012
© 2012 Frank N. Magid Associates, Inc.
Deepen understanding of multiplatform news consumption overall and identify newspaper brands’ unique benefits within the news media consumption landscape
For each newspaper consumption platform, identify key usage and engagement drivers, differentiating features, quality signifiers and perceived benefits
Understand consumers’ perceptions of and expectations for advertising when engaging with daily local newspaper content
Primary Objective
Secondary Objectives
Objectives
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© 2012 Frank N. Magid Associates, Inc.
Methodology Nine 1 hour and 40 minute mini-groups (three per market) were conducted with participants who met
the following criteria:
− Ages 21-60, with groups broken by age – 21-34, 35-49 and 50-60
− An even mix of males and females
− Read a local daily newspaper in print at least once a week (2/group could read once a month or less)
− Access a local daily newspaper on either a smartphone or iPad more than once a week
− Use a smartphone or iPad daily to access Internet
− No relevant industry employment
− Household income above $40,000 per year
Groups were conducted in:
− Washington, D.C., on November 2, 2011
− Austin on November 8, 2011
− Denver on November 10, 2011
Susan Kresnicka of Frank N. Magid Associates moderated the sessions.
As is the case with any qualitative research, these focus groups were conducted among a limited and specific sample. As such, the findings contained in this report should be used for directional purposes only.
Washington, D.C.
Austin
Denver
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© 2012 Frank N. Magid Associates, Inc.
Newspaper Readers Consume Newspaper Content on Multiple Platforms Throughout the Day… Especially on Weekdays
Upon
WakingBreakfast
A.M.
Commute
Start of
Work Day
Breaks/
Lunch
P.M.
CommuteEvening
Before
SleepErrands
Typical Weekday Newspaper Content Consumption
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© 2012 Frank N. Magid Associates, Inc. PlatformPlatform
Weekends Yield Lower, Less Vigilant News Consumption Overall, But Higher Print Use
Less frequent, less patterned consumption
− Some make a conscious decision to take a “mental break” from the news on weekends
− Others simply consume less because they are active, engaged in other activities
Fewer platforms
− Smartphones for top headlines dominate while out and about
− iPad and print for more relaxed news reading sessions
− Some Sunday morning TV news shows – e.g., “Meet the Press”
Print as ritual, relaxation
− More prevalent among older readers, but carried on by some younger readers, too
− Associated with total setting – coffee, couch, blankets, no rush
− Sales, coupons and circulars prove key drivers
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© 2012 Frank N. Magid Associates, Inc.
Multiplatform Newspaper Readers Seek Information Throughout the Day From a Set of ‘Go-to’ News Brands – Mix of TV, Radio, Print and Online News Brands
TV
Local
TV
News
Radio Newspaper
Local Daily
Newspaper
Online
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© 2012 Frank N. Magid Associates, Inc. Platform
Print – Emotional Experience, Circulars/Coupons Among the Best Things About Reading the Paper in Print
Strong emotional attachment to the reading experience
− Reinforces connection with heritage (familial, cultural)
− Associated with relaxation− Grounded in the tactile
Most trustworthy− Permanence of print demands
higher quality, better editing, greater accuracy
− However, some younger readers consider print less current, and therefore less trustworthy
Perceived as offering deeper reporting
Associated with less intrusive, more useful advertising
− Ads can’t pop up, take over or expand to cover the content
− Circulars, coupons considered useful and relevant
“Bad for the environment”
Bulky, awkward to use for some
Ink on hands
Requires more time to read; opportunity to relax/slow down
Isn’t always available (as opposed to smartphone)
Requires another platform to search/follow up for more info
Difficult to share with others
Articles jump to other pages, sections
Key Equities Key Drawbacks
Relatively deep
− Read with greater focus
− Consume more full articles than on other platforms
Engagement
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© 2012 Frank N. Magid Associates, Inc.
Website on Computer – Best for Search, Worst for ‘Intrusive’ Ads
Encourages search, exploration, connections to new information
− Easy to do with full keyboard, multiple tabs
Always fresh, up-to-date
Easy to share info with others – and type a message to accompany it
Provides anytime access to previous articles, archives
Offers a record of how stories unfold
“Intrusive” advertising can undermine the reading experience
Can be difficult to see/skim full range of content available
Key Equities Key Drawbacks
Moderate
− Skimming headlines, reading first few paragraphs
− Easy to become distracted, follow links/searches to new articles/sites
Engagement
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© 2012 Frank N. Magid Associates, Inc.
Smartphones’ Anytime, Anywhere News Keeps Readers Informed On the Go, but Offers a Suboptimal Reading Experience
Keeps news at the reader’s fingertips throughout the day
Provides something to do during down times during the day, especially when waiting
Offers constant access to local news that may affect the reader during the day
Small screen makes it difficult to read
Slow – articles spread over multiple pages; have to reload every time
Difficult to search for further information
Ads can be difficult to close; take up a disproportionate share of the visual real estate
Key Equities Key Drawbacks
Shallow− Mainly skimming headlines,
reading first few paragraphs
− Easy to get distracted by ads, small screen; need to expand font repeatedly
− Often used for squeezing news in between other activities, with limited time and concentration to begin with
Platform of last resort for reading the newspaper, yet far better than nothing
Engagement
Platform10
© 2012 Frank N. Magid Associates, Inc.
The iPad Makes Reading the Newspaper Fun and Convenient
Makes reading the newspaper fun
− Mimics print newspaper in novel, satisfying ways (especially page-turning)
− The platform itself elicits a “new toy” enthusiasm for users
− Users tend to associate the iPad with passive consumption and relaxation rather than purposeful tasks and work
“Small enough to carry, big enough to see.”
Provides easy-access video, audio
Lack of keyboard makes typing awkward for some
− Limits their desire to search
− Discourages sharing news because typing a corresponding message seems arduous
Key Equities Key Drawbacks
Moderate
− Deeper engagement because the experience is enjoyable, mimics print
− But articles seem truncated to some readers
Engagement
Platform11
© 2012 Frank N. Magid Associates, Inc. Platform
Newspaper Apps Offer Optimized Web Experiences, Greater Sense of Trust
Those who frequently use news apps develop strong loyalties to them, finding the experiences apps provide to be:
− “Smoother,” “less clunky,” “more seamless” and generally more intuitive
− “Faster” – less waiting for screens to load; some information cached for immediate access
− “Less cluttered,” “streamlined” visually
Some news app users also feel a greater sense of trust within the confines of the branded app experience
− Expect to avoid the behaviorally targeted, highly intrusive, potentially electronically dangerous advertising they associate with websites
− Believe the brand bears responsibility for creating a desirable experience within the “walls” of its app environment, including avoiding intrusive, “obnoxious” advertising
“I would trust an ad most if it’s within The [Washington Post] app on an iPad. … It would have the biggest effect on me because The Washington Post is taking responsibility for the app. On The Washington Post
website, I could be receiving an ad from anywhere.” – 21-34-year-old, Washington, D.C.
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© 2012 Frank N. Magid Associates, Inc.
Readers Retain and Sometimes Even Welcome AdvertisingWhen They Can Choose It and Find Value in It
Selecting the stores, brands, products and categories from which they receive advertising
Choosing how they experience advertising – upfront, interspersed, etc.
Opt-in ad platforms
− Social networking
− The print newspaper
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Discounts, sales, coupons, special offers and giveaways from brands/products they are interested in
Local deals
Loyalty program points/credits
Charitable donations
Even a good laugh
CONTROL VALUE
© 2012 Frank N. Magid Associates, Inc.
Circulars and Coupons Drive Interest in the Print Paper and Readers Seem Poised to Welcome Analogous or Improved Online Versions Circulars and coupons considered primary benefits of the print paper
Few recall seeing digital circulars/weekly ads in digital forms of the newspaper, but many receive these ads by e-mail or visit retailers’ websites to view them
Most readers express strong interest in a section of the digital paper that aggregates these ads, especially if it …
− Offers enhanced functionality
• Comparison shopping tools
• Product locater
• Links with discounts automatically applied
− Allows the reader to choose which brands’ ads to view
− Reduces unpleasant advertising experiences
• Intrusive advertising in content areas
• Overabundance of e-mail ads
− Offers an incentive for viewing it (e.g., discount on purchased products, reward system)
− Includes exclusive local and time-sensitive deals
− Maintains the brand-bounded experience of the traditional circular
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