Newspaper Association of America 2002 Online Consumer Study

1
Newspaper Association of America2002 Online
Consumer Study

• Conducted by MORI Research, Minneapolis
• National Telephone Survey (2,000 people who had
  been online in past six months)
  
• Online Survey in Eight Markets (12,429 completed
  interviews)

2
Demographics
Age
Income
Base Telephone respondents (n2,000) online
respondents (n12,429)
3
Demographics
Education
Race
Base Telephone respondents (n2,000) online
respondents (n12,429)
4
What time/times do you go online most?
Base Telephone respondents (n2,000) online
respondents (n12,429)
5
Using the Web for local news, entertainmentSplitt
ing the online audience in half
News
Entertainment
Base Telephone respondents (n2,000)
6
Where do you go online for local news?
Base Telephone respondents who used the Internet
to get local news (n952) online respondents
(n12,429)
7
Where do you go online for local events?
Base Telephone respondents who used the Internet
to get local event information (n982) online
respondents (n 12,429)
8
Read Online and/or Printed VersionExtending
Reach by degrees
By Age
By User
0
Base Telephone respondents (n2,000)
9
Media use since reading online newspapers
Saying Use Less
Base Read online in past 6 months, Telephone
(n809) online (n12,429)
10
Newspaper vs. Internet Why you use the web
version of the printed paper
Base If read online newspapers, Telephone
(n809) online (n12,429)
11
Where do you get your advertising? Primary
source for local goods services
Base Telephone respondents (n2,000) online
respondents (n12,429)
12
Online BuyersPurchased goods, services or
merchandise, past 6 months
Telephone Survey
Online Survey
Base Telephone respondents (n2,000) online
respondents (n12,429)
13
Percent of Purchases Made Online as a Result of
Browsing Online
Base If purchased specific item
14
How much did you spend online?Considering all
purchases in the past six months
Base If made purchase, Telephone respondents
(n 978) online respondents ( n9,899)
15
Online uses activities
DAILY USAGE
Base Telephone respondents (n2,000) online
respondents (n12,429)
16
Online uses activities
DAILY USAGE
Base Telephone respondents (n2,000) online
respondents (n12,429)
17
Online uses activities
SEVERAL TIMES A MONTH
Base Telephone respondents (n2,000) online
respondents (n12,429)
18
Online uses activities
SEVERAL TIMES A MONTH
Base Telephone respondents (n2,000) online
respondents (n12,429)
19
Interest in areas of local content
Very Interested
Base Telephone respondents (n2,000) Online
respondents (n12,429)
20
Interest in areas of local content
Very Interested
Base Telephone respondents (n2,000) Online
respondents (n12,429)
21
What other media/device interests you? For
breaking news, deals and specials...
Base Telephone respondents (n2,000) online
respondents (n12,429)