Newspaper Web Readers Younger, More Educated

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By: Jennifer Saba

Online users who regularly visit newspaper Web sites are younger, better educated and more likely to be employed than general online users, according to a study released today by the Newspaper Association of America.

“Power Users 2004: Newspapers’ Online Audience in a Broadband World” found that 44% of online newspaper readers are between 18-34. Fifty-four percent of online users who visit newspaper sites have college degrees, compared with 45% of general Internet users.

The differences between the two groups vary with online shopping as well. Eighty-four percent recently researched a purchase online compared with 59% for general users and 82% recently made an online purchase versus 52% of all Web users.

The study found that in a given week, online newspaper readers are willing to spend nearly double the time online then the general user. And 87% of online newspaper readers visit newspaper sites three to four times per week or more, including 38% who visit several times a day.

Online newspaper users earn a mean income of $70,000. Twenty percent are minorities while 55% are women.

The study conducted by MORI Research, a media research and consulting company in Minneapolis, on behalf of the NAA, collected data from 2,000 national Internet users by telephone. In addition, the report culled information from 23,414 online newspaper users who responded to a pop-up survey on various newspaper sites.

“The important take-away here is that online newspaper readers are an extremely attractive audience for advertisers,” said John E. Kimball, NAA senior vice president and chief marketing officer, in a statement. “They truly represent a ‘power user’ class of Internet media consumers who have made online newspapers an integral part of their daily lives. They are getting the information they need through the newspaper brand — regardless of the delivery vehicle.”

The report is available at no cost to NAA Federation members, $19.95 for NAA members and $39.95 to nonmembers. Visit DigitalEdge.org for more information.

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