Today s Newspaper Audience Print & Online How does your newspaper audience compare to the national average? What is the trend in adults reading print vs. digital? What categories of business are ripe for each?
Today s Newspaper Audience Print and Online Summary Nearly 129 million Americans (67%) read a newspaper during an average week in 2014. This is down slightly from 72% in 2010. Three in 10 Americans (29%) read online and one in 10 (11%) ONLY read online they have not read a print edition. The move from print to online continues. Today, 84% of a newspaper s total audience reads a print edition - down nine percentage points from 2010. The remaining 16% read online ONLY, a huge increase (+129%) in just four years. More than one in four Americans (27%) read both a print edition and online during the past seven days, up 15% between 2010 and 2014. Demographically, adults age 50 and over comprise 60% of print newspaper readers, while adults under 50 comprise nearly 70% of the online audience.
Today s Newspaper Audience Print and Online Summary Demographically, the print audience is above the market average in terms of income, education, home ownership and being employed full time. The online audience is higher yet in these same demographics, and they are more likely to have children at home. Because of the difference in their lifestages (age 50+ vs under 50), the print and online audiences are in the market for vastly different products and services. Beyond newspapers, the two groups (print and online) also differ widely in their media usage. Adults using Online Only are very Internet savvy and they are in their prime acquisition years. Print Only readers seek health, financial and travel information. Bottom Line: The shift to reading newspaper content online vs. print is continuing. As the population ages, the number of online readers will surpass those reading in print perhaps in five years time. Whether they re reading in print or online, newspaper audiences are upscale consumers in the market for a wide variety of goods and services.
How People Read Newspapers During the course of a week, two in three Americans (67%) read a daily newspaper. More than half (56%) read a print edition and three in 10 (29%) read online. 67% of Americans read newspapers in print or online* Newspaper Media Used Number Percent Read Any Print or Online 128,619,121 67% Read Print 108,010,092 56% Read Print Only 73,772,352 38% Read Online 54,846,769 29% Read Online Only 20,609,029 11% Do Not Read Print or Online 63,782,622 33% Total US Adults 192,401,743 100%
Newspaper Audience Shifting from Print to Online Compared to 2010, the composition of today s newspaper audience is less likely to be reading Print, particularly Print Only (not online). Meanwhile, the number of adults reading online jumped 42%. This includes adults who only read Online (no Print) which more than doubled in the past four years. 2010-14 Newspaper Media Used 2010 Adults 2014 Adults 2010 2014 % Change Read Any Print or Online 133,254,368 128,619,121 100% 100% -3.5% Read Print 124,259,344 108,010,092 93% 84% -13.1% Read Print Only 94,497,672 73,772,352 71% 57% -21.9% Read Online 38,756,688 54,846,769 29% 43% 41.5% Read Online Only 8,995,018 20,609,029 7% 16% 129.1% Read Print and Online 29,761,672 34,237,740 22% 27% 15.0% Do Not Read Print or Online 52,161,376 63,782,622 28% 33% 22.3% Total US Adults 185,415,744 192,401,743 100% 100% 3.8% Source: Nielsen Scarborough 2010 & 2014, R1 (Multimarket)
How US Adults Read Newspaper Content Compared to 2010, the composition of today s newspaper audience is less likely to be reading Print, particularly Print Only (no online). 2010 2014 Print Only Print and Online Online Only Print Only Print and Online Online Only 94.5 million 29.8 million 9.0 million 73.8 million 34.2 million 20.6 million Source: Nielsen Scarborough 2010-14, R1 (Multimarket)
Adults Age 50+ Read Print, Under 50 Online Generally, the print newspaper reader is age 50 and over, while adults who consumer newspaper content online are under age 50. Less than 40% of adults who read Print Only are under 50, and less than 25% of Online Only readers are 50 or older. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 70 or older 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 21-24 18-20 0% Total Adults Any Print or Online Print Print Only Online Online Only
80% of Seniors are Print Readers while 70% of 21-44 Year Olds are Online Comparing adults who read Print Only vs. Online Only shows that adults over 50 are print dominant while those under 50 are more likely to read newspapers online. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70 or older Print Only Online Only
Print Readers are Upscale, Online Even More So Whether they re reading in print or online, demographically the readers of newspaper content are upscale with incomes, home ownership rates, education and employment status above the national average. While younger than print readers, online users are even more upscale in these same demos. Median Median Own College Have Employed Newspaper Media Used Key Age Groups Age Income Home Graduate+ Children Full Time Read Any Print or Online 50 Plus 49.2 $ 60,110 67.9% 31.4% 35.9% 44.3% Read Print 50 Plus 51.6 $ 57,448 68.4% 29.7% 33.4% 41.9% Read Print Only 50 Plus 54.8 $ 49,447 69.4% 23.1% 29.9% 36.0% Read Online 18-49 41.2 $ 75,490 65.8% 42.7% 44.1% 55.5% Read Online Only 18-49 37.7 $ 73,473 62.2% 40.7% 49.4% 57.0% Total US Adults 46.7 $ 54,237 64.2% 27.3% 38.2% 43.3%
Opportunities with Print Only Readers Products and services catering to older adults are prime targets for a print campaign. Financial services and medical products are key categories. Characteristic Percent Index Retired - Yes 27% 156 None employed in household 29% 140 20+ years in present home 31% 140 Grandparent of child under 18 37% 134 Contributed to Veteran organizations 19% 122 Type of health insurance - Medicare 33% 143 Used Cardiologist* 15% 131 Used Podiatrist* 10% 126 Took Cholesterol medicine* 21% 129 Took Arthritis medicine* 14% 128 Took High Blood Pressure medicine* 30% 127 Ordered Prescription Drugs via mail order 15% 121 Key Advertising Categories Financial planning Accounting, Tax Preparation Attorneys Brokerages Reverse mortgages College savings plans Medicare supplements Baby and toy stores Charities Prescription medicines Physicians Mail order prescriptions *past 7 days **past 12 months
Internet and Media Usage of Print Only Readers Characteristic Percent Index Access the Internet No 19% 156 Use wireless cell phone No 11% 133 Did not shop on Internet** 42% 128 Time spent Social Networking None 48% 125 Read Home and Garden section 35% 121 Read Comics 41% 121 Read AARP magazine 14% 146 Read ad circulars, inserts, flyers 43% 121 Watch Turner Classic Movies** 8% 133 Watch The Weather Channel** 15% 126 Watch Hallmark Channel 19% 126 Watch Golf Channel 7% 125 Watch Cooking Channel 8% 121 Typically watch daytime soaps 10% 124 Used Yellow Pages** 25% 132 Use Coupons Sunday paper 53% 128 Use Coupons Daily paper 23% 126 Print only readers are much less likely to be going online for information. These adults watch a variety of niche cable networks and above average users of coupons distributed in the newspaper. *past 7 days **past 12 months
Opportunities with Online Only Readers Demographically, Online only readers are in the key acquisition years. Products targeting education, career development and children are important. Characteristic Percent Index HH Income - $75,000+ 13% 178 Professional occupation 24% 162 Any college 73% 127 Any post-graduate work or degree 19% 154 Currently enrolled in college/university 17% 152 Employed full or part time 74% 122 Two or more employed in household 57% 123 White Collar occupation 56% 143 Have children age 5 or younger 23% 139 Have two or more children 29% 130 Time in present home under 5 years 45% 131 Colleges and Universities Technical/Vocational Schools Cleaning and Lawn Services *past 7 days **past 12 months ***past 30 days
Internet and Media Usage of Online Only Readers Adults who consume newspapers online have a tremendous appetite for information of all kinds, and they are turning to an everexpanding array of media for both editorial and shopping information, including mobile devices, blogs, internet sites, and social media. *past 7 days **past 12 months ***past 30 days Characteristic Percent Index Used mobile device to read newspaper* 76% 381 Visited newspaper website* 56% 310 Used Internet on Smartphone 20+ ways 8% 185 Read Blogs*** 13% 185 Visited Huffington Post*** 14% 175 Used Linkedin*** 22% 170 Spent $2,500 or more online** 12% 166 Used smartphone to shop** 19% 165 Used smartphone to social network*** 51% 154 Used online consumer reviews** 33% 153 Listen to online music service** 37% 152 Accessed Local news online 43% 152 Used daily deals (Groupon, etc)*** 27% 142 Visited Craigslist*** 32% 140 Listen to Pop Contemporary Hits radio 38% 138 Visited YouTube*** 59% 138 Did social networking on any device*** 77% 132 Used Video on Demand*** 39% 130 Made an Internet purchase** 83% 130 Have smartphone 84% 128
Goods and Services Sought by Online Only Readers Because they are in their key acquisition years and Internet savvy, adults who read newspapers online are prime prospects for a wide variety of services and retailers. Characteristic Percent Index Used maternity care past 3 years 13% 147 Used pediatrics past 3 years 20% 142 Bought Children s medicine** 23% 137 Shopped IKEA** 15% 153 Shopped for Health/Beauty items** 21% 137 Shopped Amazon*** 52% 142 Shopped Amazon*** 52% 142 Shopped Old Navy for clothes 3 months 20% 126 Shopped Best Buy 3 months 30% 125 Shopped Target*** 45% 123 Shopped Costco*** 23% 122 *past 7 days **past 12 months ***past 30 days Bought men s business clothing** 21% 152 Bought sports equipment** 21% 136 Bought athletic clothing** 31% 136 Used online investing/trading service** 9% 154 Ate at Chipolte for lunch** 7% 149 Visited Starbucks*** 20% 139
Opportunities with Online Only Readers Products and services catering to younger, Internet-savvy readers are prime prospects for newspaper websites and digital editions. Characteristic Percent Index Attended rock concert** 18% 136 Did yoga/pilates** 15% 136 Jogging or running** 38% 135 Went hiking/backpacking** 22% 142 Pay more for eco-friendly products 20% 134 Buy organic food regularly 26% 132 Have auto loan 26% 132 Have home mortgage 38% 131 Did Photography** 23% 131 Went bicycling** 36% 127 Belong to a gym or fitness club 25% 124 Took a domestic air round trip** 50% 124 Drank vodka*** 22% 124 Ate at Mexican restaurant** 26% 124 Visited urgent care facility past 3 years 23% 124 Type of alcohol drink most often - Beer 26% 122 Bought furniture** 25% 122 Took foreign trip past 3 years 46% 122 Key Advertising Categories Festivals and Events Home fitness products Gym memberships Sports equipment Groceries Homeopathic remedies Loan products Travel agents Airlines/rental cars Restaurants Liquor Urgent care facilities Home improvement Home furnishings *past 7 days **past 12 months ***past 30 days