A new analysis by Scarborough Research, finds that newspaper website audiences are more likely than average Internet users to be avid online shoppers, spending more than the average Internet user on online purchases.
In five local markets studied, Sacramento, Houston, Providence, Orlando, and Kansas City newspaper website readers are more likely than other Internet users to be spending upwards of $1,000 online annually. The study reports that newspaper website readers are more likely than average Internet users in their local markets to have made a purchase in leading e-shopping categories measured by Scarborough, including airline tickets and other travel reservations, books and clothing.
Gary Meo, senior vice president, print and Internet services, Scarborough Research, said "When you combine this robust online buying activity with the fact that newspaper website audiences are large and growing, it is very clear that newspapers provide audiences that advertisers need to reach, in print and online."
Combining newspaper website readers' offline and online behaviors in top categories takes the story even further. In Houston, readers are 34 percent more likely than all Internet users in the market to purchase travel reservations online, and these adults are also 24 percent more likely than the average Internet user in Houston to have traveled to the Caribbean during the past three years, and 16 percent more likely to have visited Europe.
Mr. Meo continued, "With Scarborough's local-market newspaper website audience information, advertisers can better understand the characteristics of the (local) audience and improve the ROI of their campaigns."
Newspaper website readers are generally among the most avid Internet users in a local market. They are more likely than the average Internet user to spend 20 hours or more online in the average week and more likely to have broadband internet connections at home.
The Scarborough Integrated Newspaper Audience white paper is available for download here.