MICHIGAN CONSUMER MEDIA RESEARCH STUDY. Scarborough 2013

Transcription

1 MICHIGAN CONSUMER MEDIA RESEARCH STUDY Scarborough 2013

2 THE RESEARCH The market research study consists of 1,000 interviews from adults in Michigan. 850 interviews were conducted on a random-digit dial basis to ensure unlisted telephone numbers are included in the sample. An additional 150 interviews were conducted with cell-phone owners to ensure representation from those who do not have landline telephones. Data from the survey was adjusted to recent census estimates of age, gender, education, household size, DMA, race, and ethnicity. Usual measure of newspaper readership were used that match standards used by the Association of Audited Media and the Media Ratings Council. The survey results are accurate to plus and minus 3 percent.

3 THE QUESTIONS Readership Community Information by Source Print, Online and Apps Schools Advertising Circulars Sports Purchase Opportunities Entertainment Fast Food Crime and Personal Safety New Cars or Trucks Political and Advocacy Cable Providers Voting Decisions and History Financial Institutions Interaction with Elected Officials Health Care Fiscal and Social Issues Casinos Demographics Agriculture Travel

4 IMPRESSIVE NUMBERS!

5 MICHIGAN CONSUMER MEDIA USAGE RESEARCH STUDY READERSHIP

6 MICHIGAN 71% Of adults read newspapers in print or digitally!

7 MICHIGAN 5.1 Million adults read newspapers in print or digitally!

8 MICHIGAN READERSHIP BY GENDER Integrated Newspaper Readership - Newspaper + Digital 78% 76% 74% 72% 70% 68% 66% 64% 62% 60% 76% 71% 66% Total Male Female

9 MICHIGAN READERSHIP BY AGE Integrated Newspaper Readership - Newspaper + Digital 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 71% 64% 69% 78% The average age of a reader is 49 years old. She is from Generation X. Total

10 MICHIGAN READERSHIP BY HOME OWNERSHIP Integrated Newspaper Readership - Newspaper + Digital 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 78% 71% 54% Total Rent Own

11 MICHIGAN READERSHIP BY EDUCATION Integrated Newspaper Readership - Newspaper + Digital 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 71% 69% Total HS Graduate or Less 75% Some College 80% College Graduate or More

12 MICHIGAN CONSUMER MEDIA USAGE RESEARCH STUDY BUYING HABITS

13 #1 WHEN CONSUMERS ARE SHOPPING THEY LOOK TO NEWSPAPERS! MICHIGAN When shopping for a good deal on merchandise consumers ranked newspapers and newspaper websites as the most useful source of information over direct mail, television, radio or websites such as Groupon!

14 MICHIGAN NEWSPAPERS ARE PREFERRED! When shopping for a good deal on merchandise, consumers ranked newspapers and newspaper websites as the most useful source of information over direct mail, television, radio or websites such as Groupon! 30% 25% 20% 15% 10% 5% 0% Local Newspaper Coupons In the Mail Internet TV Radio Refused / NK

15 Nearly 6 out of 10 adults think newspaper ads are important! Consumers find newspaper ads worthwhile. 56% of Michigan adults say advertising that appears in newspapers is important or very important!

16 MICHIGAN NEWSPAPER READERS PAY ATTENTION TO AD INSERTS! More than half of newspaper readers view the advertising circulars or flyers included with their newspaper nearly every time or very often.

17 MICHIGAN NEWSPAPERS ARE PREFERRED! When receiving advertising circulars or flyers, consumers want to receive them in newspapers 43% prefer to receive ad inserts in newspapers compared to only 23% who prefer direct mail and 10% free shoppers. 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Local Newspaper No Preference In the Mail In Free Shoppers Refused / NK

18 MICHIGAN 441,400 Michigan adults are considering changing their financial institution in the next year. REACH 84% of them with newspapers in print and digitally.. Base: 6% of adults consider changing their financial institution.

19 MICHIGAN Reach over 7 out of 10 adults who ate fast food last week! If you want to reach hungry consumers you can t miss with Michigan newspapers and their digital content together they reach 73.9% adults who ate at least once at a fast food restaurant in the past week.. Base: 65% of adults ate fast food last week.

20 MICHIGAN 1,543,500 Michigan adults are interested in receiving information about new health care insurance options. REACH 80% of them with newspapers in print and digitally.. Base: 20% of adults are interested in receiving information..

21 MICHIGAN 2,042,800 Michigan adults visited a casino in the past 12 months! REACH 81% of them with newspapers in print and digitally.. Base: 27% of adults visited a casino.

22 MICHIGAN 1,124,500 Michigan adults are considering adding, changing or dropping their cable or satellite provider in the next year. REACH 79% of them with newspapers in print and digitally.. Base: 15% of adults are considering adding, changing or dropping.

23 MICHIGAN 484,700 Michigan adults plan to buy a new vehicle in the next 12 months! REACH 92% of them with newspapers in print and digitally.. Base: 14% of adults plan to buy a new vehicle.

24 MICHIGAN 1,638,700 Michigan adults have influence on agriculture purchases! REACH 79% of them with newspapers in print and digitally.

25 Reach nearly 4 out of 5 adults who influence agricultural purchases! If you want to reach farmers, you can t miss with Michigan newspapers and their digital content together they reach 79% of adults influential in the purchase of goods and services used on farms.

26 MICHIGAN 430,100 Michigan adults have influence on farm equipment purchases! REACH 73% of them with newspapers in print and digitally.

27 MICHIGAN 347,500 Michigan adults have influence on farm fertilizer purchases! REACH 71% of them with newspapers in print and digitally.

28 MICHIGAN 416,700 Michigan adults have influence on the purchase of livestock feed and supplies! REACH 78% of them with newspapers in print and digitally.

29 MICHIGAN 330,300 Adults have influence on the purchase of agricultural seed! REACH 68% of them with newspapers in print and digitally.

30 MICHIGAN CONSUMER MEDIA USAGE RESEARCH STUDY COMMUNITY INFORMATION

31 NEWSPAPERS ARE THE MOST USEFUL SOURCE! When looking for information about schools in the community, consumers rank newspapers as the most useful source of information more than double the next closest source. MICHIGAN 60% 49% rate newspapers as the most useful source! 50% 40% 30% Only 19% rate the Internet as the most useful source! 20% 10% 0% Local Newspaper The Internet Television Newscasts Radio Refused / NK

32 NEWSPAPERS ARE THE MOST USEFUL SOURCE! MICHIGAN When looking for information about local high school sports, consumers rank newspapers as the most useful source of information more than all other sources combined. 60% 54% rate newspapers as the most useful source! 50% 40% 30% 20% Only 31% rate the Internet, television and radio combined as the most useful source! 10% 0% Local Newspaper Television Newscasts The Internet Radio Refused / NK

33 NEWSPAPERS ARE THE MOST USEFUL SOURCE! When looking for information about local things to do, consumers rank newspapers as the most useful source of information more than double the next closest source. MICHIGAN 60% 50% 40% 30% 50% rate newspapers as the most useful source! Only 22% rate the Internet as the most useful source! 20% 10% 0% Local Newspaper The Internet Television Newscasts Radio Refused / NK

34 NEWSPAPERS ARE THE MOST USEFUL SOURCE! When looking for information about crime and personal safety, consumers rank newspapers as the most useful source of information! MICHIGAN 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Local Newspaper 40% rate newspapers as the most useful source! Television Newscasts Only 35% rate television as the most useful source! The Internet Radio Refused / NK

35 MICHIGAN CONSUMER MEDIA USAGE RESEARCH STUDY ENGAGEMENT

36 NEWSPAPERS GIVE YOU THE OPPORTUNITY TO CONTROL YOUR MESSAGE BEYOND A SOUND BITE

37 REACH MICHIGANITES ENGAGED IN THEIR COMMUNITIES! Michigan adults care about their communities. More than 1 in 5 is a member of a club or organization that works on issues that are important to them. MICHIGAN REACH 78% of them with newspapers in print and digitally.

38 TARGET THOSE WHO ENGAGE WITH THEIR ELECTED OFFICIALS! One quarter of adults contacted an elected official in the past 12 months. REACH 87% of them with newspapers in print and digitally. MICHIGAN

39 MICHIGAN TARGET VOTERS WHO CARE ABOUT STATE AND NATIONAL ISSUES! Michigan adults are voters those who stated they had voted in the state and national election in November of 2012 REACH 77% of them with newspapers in print and digitally.

40 MICHIGAN REACH VOTERS WHO CARE ABOUT LOCAL ISSUES! Michigan adults are voters those who stated that they vote most of the time or nearly every time in local, school board or other county elections REACH 82% of them with newspapers in print and digitally.

41 CUSTOMIZED NEWSPAPER ADVERTISING QUESTIONS

42 THANK YOU CUSTOMIZED NEWSPAPER ADVERTISING Susan Patterson Plank CNA Sales and Marketing Director ext. 140