Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
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A FIFTH OF ONLINE USERS WHO READ NEWSPAPERS NOW RELY PRIMARILY ON WEB EDITIONS,
A Greater Proportion of Men than Women Access their News Primarily Online.
NEW YORK- Nielsen//NetRatings, the global standard for Internet audience
measurement
and analysis, reported today findings from the Nielsen//NetRatings @Plan Summer
2005 release
on online versus offline newspaper consumption. The research focused exclusively
on Internet users
who consume newspapers and excluded online users who obtain their news from
other online news
and information sources.
The research shows that a significant 21 percent of Web users who read newspapers
have transferred their readership primarily to the online version, while a majority,
or 72 percent, of online users who consume newspapers primarily still access
print editions (see Table 1). Seven percent of online users who consume newspapers
split their time evenly between the online and offline editions.
“A significant percentage of newspaper readers have transferred their preference
from print to online editions,” said Gerry Davidson, senior media analyst, Nielsen//NetRatings.
“Accordingly, many online editions now feature original content and have developed
an online strategy that includes online message boards and editorial blogs, which
leverage the medium's strengths of interactivity and immediacy.”
Table 1. Nielsen//NetRatings @Plan Online & Offline Newspaper Consumption
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| Online/Offline Newspaper Consumption | Breakdown |
+---------------------------------------------------+------------------+
| Primarily Print Newspaper Reading | 72% |
| Primarily Online Newspaper Reading | 21% |
| Split Between Print & Online Newspaper Reading | 7% |
+---------------------------------------------------+------------------+
Source: Nielsen//NetRatings @Plan, Summer 2005 Release
Survey Question: Do you primarily read the newspaper online or offline?
Note: Percentages calculated from respondents who consumed either online or offline
newspapers, and excludes those who either did not respond or weren't sure.
A greater proportion of male readers than female readers access their newspapers
primarily online. Men who primarily read online newspapers make up 53 percent
of online readers while women comprise 47 percent. In comparison, women make
up 57 percent of those who read newspapers primarily in print.
NYTimes.com led the top five online newspapers with an audience of 11.3 million
unique visitors during May 2005, followed by USAToday.com with 9.2 million readers
and WashingtonPost.com with 7.4 million viewers (see Table 2). Rounding out the
top five were LATimes.com with 3.8 million and San Francisco Chronicle (SFGate.com)
with 3.4 million unique visitors.
“Not surprisingly, the top online newspapers tend to be located in metropolitan
cities where both population and broadband access rates are higher, which correlates
with greater Web page consumption,” said Davidson.
Table 2. Top 5 Newspaper Web sites (Non-aggregated Brands), May 2005, U.S., Home
& Work
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| Newspaper Web site | Unique Audience (000) | Active Reach |
+----------------------------+--------------------------+----------------+
| NYTimes.com | 11,255 | 7.6% |
| USATODAY.com | 9,186 | 6.2% |
| WashingtonPost.com | 7,387 | 5.0% |
| LA Times | 3,751 | 2.5% |
| San Francisco Chronicle | 3,421 | 2.3% |
+----------------------------+--------------------------+----------------+
Source: Nielsen//NetRatings NetView, June 2005
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