The 2007 Newspaper National Network Integrated Newspaper Footprint Study conducted by Scarborough Research for the Newspaper National Network profiles two segments of newspaper website users: crossover users, who regularly use both media; and web-only users.
According to the study:
- Crossover users are by far the largest segment: 81% of newspaper website users had also read the printed newspaper in the previous 7 days.
- Crossover users have deep affinity with both their printed newspaper and their newspaper website: 83% agree with the statement, “I love both my printed newspaper and visiting my newspapers website.”
- Crossover users visit their newspaper website to access breaking news (96%), find articles seen previously (85%), and to find things to do/places to go (72%).
- Newspaper websites should show sustained growth, as 83% of crossover users say their newspaper site will be among their primary destinations five years from now.
- More than half – 55% – of website-only news readers are women.
- The main reasons newspaper website-only users cited for using newspaper websites include accessing local news (84%), entertainment information (74%), and food or restaurant information (58%).
- Newspaper-website-only users are web-savvy: 52% write or read blogs and 46% have joined a web community.
- The two segments differ in the time of day they are using newspapers. Among those who indicated a time of day for usage:
- Crossover users are more likely to read their printed newspaper in the morning (63% read the printed newspaper before 10 AM) and access their newspaper website in the afternoon or evening (46%).
- Newspaper-website-only users are more likely to access the website in the morning (49% of website-only users access the website before 10am vs. 34% of crossover users).
- Interestingly, 87% of crossover users report that their time spent with newspaper media has increased or remained the same, versus 12% who say time spent with newspapers has decreased.
About the study: The NNN Newspaper Footprint Study identified newspaper and website user attitudes, perceptions and behavior as they relate to the printed and web products. The study was fielded from April 16, 2006 to April 30, 2007. It was conducted over the telephone using a re-contact sample from the Scarborough database. The sample consisted of 710 adults 18+ who had visited a newspaper website in the previous 7 days.
