PORTLAND, OR, December 13, 2011 /24-7PressRelease/ -- The assumption
has been that the newspaper's digital audience is younger, more affluent
and better educated than print. Now, a recent Pulse Research national
survey shows just how distinct and compelling newspaper's digital
audience is.
Demographics: The average age of a digital audience
member is 44, seven years younger than the average age of 51 for a print
household. In the 30 and under segment, there are 60% more digital
households than print. The average household income of a digital
household is $65,480, which is 21% higher than a print average household
income of $53,776. Even more significant, 82% more digital households
earn over $100,000 per year. Digital households are better educated; 22%
more digital households have a college or post degree education. In
addition, 50% more digital households have children at home; 48%
compared to 32% of print households having children at home.
Purchasing plans: In the key real estate and automotive
categories, the digital household has much higher planned purchases over
the next 12 months. Personal home: 46% more digital households plan to
purchase a personal residence in the next 12 months; 7.6% compared to
5.2% of print households.
Digital household purchasing plans for new cars in the
next 12 months is 24% higher than print households; 8.4% to 6.8%. The
same upward purchasing trends hold true for furniture stores. The
planned purchasing by a digital household at a furniture store in the
next 12 months is 51% higher than a print household; 24.4% compared to
16.2%.
The digital audience is defined as a household that has
visited the local newspaper website in the last 30 days and owns a smart
phone.
Methodology: The methodology utilized in this research
was a self-selecting newspaper readership and website user survey. The
surveys were conducted online between July 1, 2011 and September 30,
2011. Participating publications and websites published house ads
promoting the survey project both in print and online. A total of 5,034
surveys were completed and tabulated. Those meeting the criteria to be
classified as part of the "digital audience" numbered 832.
For a complimentary copy of the Executive Summary of the digital audience research, go to www.pulseresearch.com/results/ The complete research results are also available.
Pulse of America is an ongoing, quarterly publication
readership and consumer shopping survey first launched in early 2008.
Over 200 publications, corporate publishing groups and press
associations participate in the quarterly Pulse of America survey. Pulse
Research, founded in 1985 is the host and sponsor the Pulse of America.
Contact: John Marling - (503) 626-5224 - marling@pulseresearch.com - www.pulseresearch.com