Website Audience Analysis. Fall 2009

Transcription

1 Website Audience Analysis Fall 2009 Release Date January 2010

2 Analysis Goals Profile CapeMayCountyHerald.com visitors Understand preferred content and features Evaluate Internet and media use habits Identify consumer preferences and behaviors 2

3 Methodology We invited visitors to CapeMayCountyHerald.com to participate in an online survey. Survey ran Nov-Dec Input from over 500 site visitors. We paired survey results with metrics from Google Analytics 3

4 Metrics Derived from Analysis Total Audience* Unique visitors during survey month Local Audience** CMCo residents in total audience Regional Audience** NJ, PA, NY residents in total audience Local Intent* Visitors who came either directly or by searching keyword herald or a CMCo location name Local Web-Unique** CMCo residents who visited the site at least weekly and did read the Cape May County Herald weekly Core Audience** Weekly visitors Incidental Audience** Those who visited less often than weekly * Source: Google Analytics ** Derived from survey results 4

5 Summary Strong Local Audience Extended Regional Reach High Frequency Local Intent Active Consumers 5

6 Geography Strong local & regional audience Total Audience 88,669* Core Audience 82,817 (93.4%**) Cape May County, NJ Local Audience 60,650 (68.4%** of Total) Local Web-Unique 29,718 (49%** of CMCo visitors) (i.e., do not also read print) NJ, PA, NY Regional Audience 79,802 (90%** of Total) Regional (not Local) 25,713 (21%** of Total) * Total Audience Source: Google Analytics (11/09) ** Other figures derived from Belden Interactive Survey (01/10, N=563) 6

7 Audience is strong and growing stronger! Loyal visitors! 93% visit at least weekly 47% visit daily Local Intent! 59% of visits either direct or local keyword Strong growth! 79% more visitors than prior year 82% more visits than prior year, Google Analytics (11/09) 7

8 Demographics CapeMayCountyHerald.com attracts a high-value audience mix Gender 53% Women; 47% Men Age Range 71.8% ages Household Income 26% over $100K; 42% over $75K Education 67% attended college Residence 90% NJ, PA, NY residents 68% Cape May County residents 8

9 Demographics CapeMayCountyHerald.com draws slightly more women than men 53% 47% Women Men 9

10 Demographics 71% of visitors are years of age 31% Typical Age: 50 23% 14% 17% 7% 7% 1%

11 Demographics Ethnicity of audience reflects local census profile Caucasian African - Native American Hispanic Asian Not Specified 2% 1% 1% 1% 3% 92% 0% 25% 50% 75% 100% 11

12 Demographics High income audience: More than 1/4 have household income > $100,000 Under $25,000 $25,000 - $34,999 $35,000 - $49, % 9.9% 9.0% $50,000 - $74,999 $75,000 - $99,999 $100,000 - $124, % 18.8% 15.8% $125,000 - $149, % $150,000 or more 9.2% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 12

13 Demographics An educated audience High School Graduate 23% Technical Training 9% Some College/AA 32% College Graduate 17% Graduate Studies 7% Graduate Degree 12% 0% 10% 20% 30% 40% 50% 13

14 Demographics Audience reports strong employment Professional/Managerial Technical Admin. Support Sales Service Worker Government Education Retired Homemaker Unemployed 4% 8% 5% 4% 9% 3% 10% 3% 6% 41% 0% 10% 20% 30% 40% 50% 14

15 Demographics Most visitors are married, but others also use the site Married 62% Engaged to be married 4% Single, Never Married Divorced or Separated Cohabitating/Partnered Widowed 15% 8% 6% 2% 0% 25% 50% 75% 100% 15

16 Demographics Most site visitors own their residence Own 72% Rent 19% Other 9% 0% 25% 50% 75% 100% 16

17 Geography Most site visitors live in NJ, PA, NY 68% are Cape May County residents. 90% are residents of NJ, PA or NY. 22% 10% Local Zips 68% Regional, non-local Other 17

18 Geography Core audience has strong relationship with the local area Visitors and part-time residents make up more than 25% of the core audience. Pulse Research 07/08 18

19 Content Drivers News, Classifieds & Opinion drive most visits Breaking News Crime & Courts Classified Ads (Jobs, Auto, RE, Mdse) Opinion Most Viewed Obituaries Columnists Business Lifestyle Calendar Coupons, discount offers Sports Other advertising Business Listings Weddings & Engagements 42% 39% 35% 26% 21% 18% 17% 16% 16% 16% 12% 9% 8% 7% 84% 19

20 Content Drivers Audience participation and multi-media content are popular features Audience comments 38% Photo galleries 29% Forums 23% Videos 20% Blogs 12% 20

21 Civic and Political Behavior Audience supports civic and political activities Vote in a local election Donate money or services to a charity or religious group Attend community or political evets/rallies Contribute to political party or interest group 14% 28% 52% 61% Actions planned during next 12 months 21

22 Planned Purchases Active consumers Travel Family entertainment & attractions Computer/Electronics Pet supplies Furniture Large appliance State programs & services Education/Training Insurance Financial services 12% 36% 33% 31% 27% 27% 19% 43% 52% 51% Actions planned during next 12 months 22

23 Online-Offline Consumer Behavior Offline and online sources influence local buying behavior Went online to research local products/services Went online to compare local business prices Used online information to support offline purchase Went online in response to offline advertisement 63% 65% 81% 80% Actions during next 12 months 23

24 Preferred Advertising Media Desired Advertising Coupons or discount offers Restaurants, movie theaters Local retail stores Jobs Travel, entertainment Real estate to buy or rent Contests, samples or give-aways Prof services (health, finance, etc.) New or used automobiles or trucks 25% 24% 64% 61% 53% 49% 48% 39% 38% 24

25 Preferred Advertising Media For purchases >$100, Local newspaper has greatest influence Local print newspaper Local newspaper website Local newspaper - print & web Other internet Store circulars mailed to home Store catalogs mailed to home TV Weekly "shoppers" Magazines Coupons mailed to home Radio Yellow Pages 28% 24% 22% 14% 11% 7% 7% 47% 54% 52% 40% 74% 25

26 Local Print Readership Most also read print Herald; Fewer read other local print media Cape May County Herald 73% Press of Atlantic City* 53% Shoppe 46% Gazette Exit Zero Wildwood Leader Cape May Star & Wave Seven Mile Times Bright Side Sun by the Sea Ocean City Sentinel 28% 21% 16% 10% 10% 8% 4% 39% Read during past 4 weeks; *Past 7 days 26

27 Your Audience is waiting