NAA Study: Newspaper Web Users Above Average in Many Ways

NAA STUDY: NEWSPAPERS WEB USERS ABOVE AVERAGE IN MANY WAYS
[SOURCE: Editor&Publisher, AUTHOR: Jennifer Saba]
Thirty-seven percent of all active Internet users visited newspaper web sites in the first quarter of 2007, according to a study by the Newspaper Association of America. The study found that nearly 88% newspaper Web site visitors have made a purchase online in the last six months, compared with 79% of the overall Internet audience. About 73% of newspaper Web site visitors go online every day, compared with 57.8% of the entire Internet population. The study also found that online newspaper readers are more likely to read blogs -- 28.4%, versus 16.7% of the total online population. More than one in five newspaper Web site visitors have read about politics, compared with 10.8% of the overall Internet population. Forty-two percent of those who have visited newspapers online have viewed streaming video on their computers in the last 30 days, compared with 27.4% of the overall Internet population. Nearly 29% of newspaper Web site visitors have sought out or posted a product review, compared with 16% of the overall Web population.
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