|Consumers who read digital newspaper content respond to digital advertising as well, according to a new survey Newspapers have a wide digital reach, with 60 per cent of respondents saying they looked at an online version from a laptop or desktop in the last week, while 26 per cent said they looked at an online version using a smartphone, and 12 per cent looked at an online version using a tablet. (There was overlap between these categories; overall, 67 per cent of respondents fell into one or more of them.)
The survey, conducted from Jan. 20 to Feb. 1, 2012, consisted of 2,518 online interviews among adults 18+ who use the Internet, followed by another round of 1,179 online surveys for statistical balance, as well as nine focus groups conducted across the U.S.
Among digital newspaper media consumers, the NAA-Magid survey found that 66 per cent said they act on digital ads displayed with the newspaper content, while 61 per cent of tablet users said they act on newspaper tablet ads, and 59 per cent of smartphone users respond to ads with newspaper content viewed on those devices.
While print ad revenues may be declining, newspapers' print products are also still reaching large audiences, with 66 per cent of respondents saying they looked at the Sunday print edition of a local newspaper in the last seven days, and 64 per cent saying they looked at the weekday edition in the same period.
Overall, 80 per cent of respondents fell into one or both of these categories. 73 per cent of respondents said they have used printed circulars included in newspapers in the past 30 days, and 74 per cent said they make a point of looking at printed Sunday circulars.
The preferred means of consumption varied considerably by age cohort, with 65 per cent of adults ages 18-34 saying they read the newspaper on a computer in the last week, compared to 48 per cent of adults 65+. Likewise, 41 per cent of adults ages 18-34 read the newspaper on a smartphone, versus just 11 per cent of adults 65+.