How Consumers Use Media NAA’s 2003 Readership Conference January 7th Prepared for: Information Buffet © 2002 Knowledge Networks, Inc.
Media Consumption Variables Content:News and Advertising Satisfaction/ Perception Involvement & Receptivity Media Consumption Drivers & Value Relevant Experience
The Focus Today… • What’s happening in today’s newspaper world? • A snapshot of how different consumer segments use various media relying heavily on data from: • NAA • Readership Institute’s Impact Study of 37,000 people about consumers, media & U.S. newspapers in summer 2000 • KN nationally representative panel of 40,000 people constructed with extensive profile database • Media data collected by KN/SRI • Multi-Media-Mentor, the leading tool for allocating media spending across mediums (TV, print, radio, internet) • “How People Use Media” capability for valuing media according to attentiveness and how it is consumed
Additional Focus Today…. • How newspapers fit in the media mix • How advertisers can benefit by including newspapers in their plans
Readership Trends Newspaper Readership Among the Adult U.S. Population Source: Newspaper Association of America
Weekday Readership Has Declined • Faster Among Women — Down 27 Points Source: Newspaper Association of America
And More Women Subscribe Then Men • While 56% of single copy weekday buyers are men • During the week and weekend the majority of newspaper subscribers are women
21 – 25 Year Olds (% Reading Daily) Source: General Social Survey 2002
But, Readership Trends and Source Of Acquisition Barely Touch On The Full Picture
Newspaper Overview From KN 2002 Profile Data & Readership Institute Data
Are The “Standard” Demographic Data Helpful In Turning Around Readership And Frequency Of Consumption?
Newspaper Readership Frequency By Ethnographic Group Read: Once a Week or Less More Than Once a Week
General News Most Widely Read But Differs By Income $75+K $30K or Less Next Read Read Business/ Finance Editorial
Importance Of Various Story Topics • The most important topics for a paper’s magazine to cover, if they have one, according to the “very important” ratings of readers, are local news and local events and organizations, followed by historical events and incidents and national news. Percent Very/Somewhat Important Historical events and incidents Local news Local events and organizations National news Health and Fitness The Arts Science and Technology Popular Culture Local politics Noted local residents National politics Travel Fiction and Literature Personal reflections Food and Wine Memoirs Business and Finance Design Celebrities Fashion and Style Sports
Performance vs. Importance — Top 2 Box • The topics on which a newspaper stands to gain the most in more effective coverage are national news and politics, health and fitness, science and technology, and travel. These are the topics which are ranked relatively high in importance but relatively low in coverage. 80% Local Events and Organizations The Arts Local News Food and Wine Historical Events and Incidents Fashion and Style Celebrities Local Politics Popular Culture Design Performance Health and Fitness Travel Personal Reflections National News Science and Technology Memoirs National Politics Fiction and Literature Sports Business and Finance 50% 35% 95% Importance
Readership On-Line Extended To Other News Sites • 33% of people under 44 read news on line at abcnews.com vs. only 15% at cbsnews.com or foxnews.com • 40% went to CNN.com and MSNBC.com
Readers of a Newspapers Sunday Magazine Tend To Read More Magazines in General Index to General Population Source: Knowledge Networks’ Magazine Profile Survey on 100 major consumer magazines. “Magazines read frequently” are those for which respondent reads 3 or 4 out of every four issues.
Old Media — Old Targets For Advertisers CBS NBC ABC TV Newspapers Woman’s Day Radio Women 18 – 54
New Media Choices — New Targets For All CBS ABC NBC Fox AOL NYT People WGN
What’s Going On– The Context • Fragmentation: Media options have increased exponentially making the complexity and promise of targeting greater • Effect On Advertisers: Cost of creating new products/brands almost cost prohibitive so advertisers need to accurately target established brand advertising • Speed: Time to get content and product ideas to market and proven much shorter but risk of targeting failure higher then ever • Technology: Has changed consumer access to information and therefore the reading/viewing/buying process
You Wake Up, Your Day Starts ….. • With 1440 minutes • You spend about 1000 minutes awake • And…..
Daily Media Minutes = 528 Source: KN/SRI MultiMedia Mentor Adults 18 – 64
Daily Media Reach Source: KN/SRI MultiMedia Mentor Adults 18 – 64
Daily Inter-media Reach Among Newspaper Readers Source: KN/SRI MultiMedia Mentor Adults 18 – 64; M-S 6A-12M
Daily Media Reach: 6AM – 9AM Source: KN/SRI MultiMedia Mentor Adults 18 – 64+
Media Use: Illustrative Targets • College Graduates • Owners of Brokerage Accounts • Women with Children
Media Minutes: Indexed Newspapers Stronger Than TV Among College Graduates! Source: KN / SRI MultiMedia Mentor Adults 18 – 64 = 100
Media Minutes: Indexed Among Owners of Brokerage Accounts Newspapers Pop! Source: KN/SRI MultiMedia Mentor Adults 18 – 64 = 100
Media Minutes: Indexed Women 18 – 49 With Children Index High For Time Spent With Newspapers! Source: KN/SRI MultiMedia Mentor Women 18 – 49 = 100