By: Jennifer Saba People who read newspapers online buy more products online, a new study from the Newspaper Association of America found. Eighty-two percent of "power users" purchase products online compared with only 55% of individuals who don't frequent newspaper Web sites.
The study conducted by MORI Research on behalf of the NAA surveyed 1,501 Internet users by phone as well as 9,576 online newspaper users via an online ?pop-up? survey on 10 newspaper Web sites.
"Power users" are defined as readers who visit Web sites on an average day. The mean age of a power user is 39 compared with 42 for non-users. Forty percent are between the ages of 18 and 34. Fifty-two percent hold college degrees versus 35% of non-users.
The research also found that 72% of newspaper online power users browse for products on sale versus 48% of non-users. Additionally, 43% of power users download coupons compared with 14% of non-users.
"Online newspaper readers are a unique class of highly engaged consumers who have made newspaper Web sites an integral part of their daily lives as they seek information, conduct research on products, and execute transactions," John Sturm, NAA president and CEO, said in a statement.
Power users are more likely to use online services: Seventy percent pay their bills online compared with 28% of non-users, for example.
The study found that power users are going to online newspapers more often than they did in 2004. Those who "visited yesterday" advanced from 12% to 16% in 2004. Twenty-nine percent visited newspaper Web sites in the past seven days.
The 10 online newspapers that participated in the study include: AZCentral.com, Boston.com, CJOnline.com, Cleveland.com, DelawareOnline.com, KnoxNews.com, MySanAntonio.com, Sacbee.com, TBO.com, and TwinCities.com.
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