Sales and Site Survey

1
Sales and Site Survey

• Spring 2005

Client Release Date July 2005
2
SURVEY GOALS

• Profile mankatoFreePress.com (MFP.com) visitors
• Describe visitors Internet and Site use habits
• Assess the impact of MFP.com on newspaper
  readership circulation
• Identify visitors content preferences and future
  purchasing plans
• Examine special issues Search New Technology

3
METHODOLOGY

• We invited visitors to
  mankatoFreePress.com to participate in an online
  survey.
• The survey went live on May 13, 2005 and closed
  June 20, 2005
• Data from 504 site visitor interviews in this
  report.

4
TRAFFIC ESTIMATES
5
June 2005 Audience Reach 9,600

• Local Population 178,100
• In-Market (Metro) Audience 6,800
• In-Market (NDM) Reach 4
• In-Market (NDM) Web-Unique 2,100
• Extended Reach in Local Population 1

Estimates are for a standard 28-day
month May/June 2005 Survey N 504 First 28-Day N
433
6
Incidentals are only 12 of daily visitors, but
are 64 total monthly.
Frequency
3,400 June Core Audience Visitors
Belden Estimates Incidental Audience Core
Audience
3,400
MFP.com is continuing to grow with 10 of daily
visitors first visiting in the last 30 days
6,200
Incidental 3 or fewer visits in month Core 4
or more visits
7
SUMMARY

• Great Audience
• Extended Reach
• High Frequency
• Local Opportunity

8
DEMOGRAPHICS
9
Respondent Demographics
Highlights

• MFP.com attracts a
• highly desirable audience mix

10
Overall, MFP.com draws more women than men
Demographics
In-NDM proportions are 30 men and 70 women
Sample N 504
11
Most MFP.com visitors are 25-54 years of age
Demographics
Median Age (Total) 38.5 Years Median Age
(In-MKT) 37 Years Median Age (Ex-MKT
Area) 44 Years
Sample N 504
12
Most site visitors are non-Hispanic whites
Demographics
Sample N 504
13
MFP.com visitors have high incomes
Demographics
Median Income 50,300 NDM In-Market
46,300 Out-of-Market ZIPs 61,700 U.S. 2000
Median 42,150
Sample N 504
14
MFP.com visitors have high levels of education
Demographics
Sample N 504
15
Most MFP.com Visitors report being employed
white collar
Demographics
Sample N 504
16
MFP.com visitors are in white collar professions
Demographics
Sample N 504
17
Most MFP.com users are married, but singles
also use the site
Demographics
Sample N 504
18
Most site visitors are home owners
Demographics
Sample N 504
19
Most site visitors live in the Mankato and
Surrounding area.
Reach

• There is wide variation in the proportions of
  out-of-market visitors among sites

For MFP.com, 58 report being permanent full-time
Mankato area residents
Sample N 504
20
Most visitors have direct relations with the
local area
Reach
Former Residentand Friends/Relatives were
the next largest groupings behind Permanent
Resident
Sample N 504
21
88 of respondents reported Minnesota ZIPs
MFP.com Web Site Footprint
Sample N 504
22
USAGE MOTIVES
23
Local News leads, followed by Breaking News,
Weather and Classifieds
General Drivers Top Items
Page 1 of 3
Percent Very Interested Sample N 504
24
All tested items have value to at least some
site visitors
General Drivers Top Items
Page 2 of 3
Percent Very Interested Sample N 504
25
All tested items have value to at least some
site visitors
General Drivers Top Items
Page 3 of 3
Percent Very Interested Sample N 504
26
Visitors show interest in a wide variety of
local advertising
Ad Content Impact
Page 1 of 2
All items referto Local Ads
Percent Very Interested Sample N 504
27
Visitors show interest in a wide variety of
local advertising
Ad Content Impact
Page 2 of 2
All items referto Local Ads
Percent Very Interested Sample N 504
28
PURCHASE INTENTIONS
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Travel tops the list of tested high-cost items
Purchase Intentions Major Items
Percent who will shop in next 6 months Sample N
504
30
Clothing and Groceries lead, followed by
Movies/Tickets.
Purchase Intentions Special Interest Items
Page 1 of 2
Percent who will shop in next 6 months Sample N
504
31
Interest in consumer categories extends over many
types
Purchase Intentions Special Interest Items
Page 2 of 2
Percent who will shop in next 6 months Sample N
504
32
LOCAL SHOPPING
33
Most MFP.com visitors have shopped local stores
last 30 days
Lifestyles
Last 30 Days
Sample Base Respondents who self-report living
in the local area N 332
34
Most MFP.com visited local businesses in last 6
months
Lifestyles
Last Six Months
Sample Base Respondents who self-report living
in the local area N 332
35
Many local visitors will shop for vehicles or
real estate
Verticals
Next 6 Months
Sample Base Those who self-report living in the
local area N 332
Sample Base All Respondents N 504
36
Auto MFP.com visitors will buy a variety of
vehicle types
Vehicles
Next 6 Months
Sample Base Those who self-report living in the
area and plan to buy a vehicle in the next 6
months N 78
37
R/E MFP.com visitors will engage in many types
of R/E transactions
Real Estate
Sample Base Respondents who will buy, sell or
rent real estate in the area in the next 6
months N 108
38
Online Classifieds Verticals
39
Most MFP.com users have visited online
classifieds section
Classifieds
Sample Base All Respondents N 504
40
Online Classified Use is Active and Recent
Classifieds
Sample Base Classified users N 320
41
Jobs tops usage in classifieds
Classifieds
Classifieds Verticals Ever Used
Percentages are for combined Mostly and
Somewhat Satisfied Reporting base, Visited
Classifieds N 320
42
Visitors have taken a wide variety of uses of
online Verticals/Listings.
Classifieds
Verticals/Classifieds Verticals Uses Last Six
Months
Reporting base, Visited Classifieds N 320
43
Use of Web for Job search
Sample Base All Respondents N 504
44
SITE USE
45
Competitive Set
Competition
Preferred Online Local News Information Source
MFP.com is the online source for local news
among our visitors.
Sample Base Mankato Local ZIPs N 356
46
Growingvisitors includeold-timers and newcomers
Site Use
MFP.com is still growing, with 10 of daily users
visiting for the first time within the past month.
Sample Base All Respondents N 504
47
Most visitors are satisfied with MFP.com
Site Use
Satisfaction Level with MFP.com
Sample Base Began accessing site more than 30
days ago N 440
48
MFP.com has visitors from both home and office
Internet Use
Sample Base All Respondents N 504
49
Visitors use the Internet and MFP.com very often
Internet Use
Average Days Visited in Past Seven Days
Sample Base First 28 day respondents N 433
50
36 of users visited 5 days in the past week
Site Use
Days used MFP.com in past 7 days
Average 3.3
Sample Base First 28 day respondents N 433
51
The average daily user accesses the site 2.2
times on the weekdays
Internet Use
Average Times Visited in Day Visiting
Sample Base First 28 day respondents
Sample Base 30 Day/Weekday Visitors N
343 Sample Base 30 Days/Weekend Visitors N 190
52
Nearly seven in ten site visitors have
high-speed home access
Internet Use
Sample Base All Respondents N 504
53
THE ONLINE AUDIENCE PRINT
54
Most MFP.com visitors are Free Press print readers
Reach

• 37 of local respondents had read The Star
  Tribune
• 6 had read St. Paul
  Pioneer Press

Sample Base Mankato Local ZIPs N 356
55
Most local MFP.com visitors are notFree Press
print subscribers
Effects of Site
34 of local respondents belong to Free Press
Subscribing Households.
Sample Base Enid Local ZIPs N 356
56
SPECIAL SECTION
57
MFP.com visitors actively use Search for
product/service info
Search
Sample Base Total Respondents 504
58
MFP.com use a wide variety of high tech
products/services
Competition
Sample Base Total Respondents 504
59
Most visitors have e-commerce experience
Notes on E-commerce

• 86 have made online purchases in the last six
  months.
• They spent an average of 402 online in the past
  6 months.

Sample Base All Respondents N 504
60
Three in ten users spent 500 or more online in
last six months.
Classifieds
Sample Base All Respondents N 504
61
SUMMARY

• Great Audience
• Extended Reach
• High Frequency
• Local Opportunity

62
Whats next?
The Future
Thank you.