NAA: Newspaper Site “Power Users” Spend More Online

Eighty-two percent of newspaper site “power users” purchase products online compared to 55 percent of infrequent users, according to a new study by MORI Research for the Newspaper Association of America. The study defines “power user” as someone who uses newspaper sites on an average day. To the NAA, this shows that advertisers are more likely to reach purchase-minded users on newspaper sites. For perspective, only 16 percent of power users said they “visited yesterday” — up 4 percent from 2004 — and only 29 percent said they visited in the last seven days; both stats are up four percent over 2004.
Also from the study, which combined pop-up survey results from 9,576 users on 10 newspaper sites and 1,501 users surveyed by phone:
— power users spend twice as time onlijne than non-users.
— power users are more likely to use online services like billpaying.
— the majority of power users — 54 percent — check local news daily.
— power users are more likely to download coupons; 43 percent compared to 14 percent.
— nearly two-thirds of power users have high-speed access at home and work.
— power users tend to be younger, more affluent and better educated than non-users.
Press release. The full study is available to NAA Digital Edge users.

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