Audience

The Local Audience Network provides ready access to active, engaged consumers. Newspaper web site users are younger, more affluent, better educated, more likely to have broadband, and spend twice as much time online on a daily basis, both at work and at home. They are also much more engaged by the Internet, as shown by their significant use of the medium both for advertising and shopping information and for various types of news and other information.

DEMOGRAPHICS

Newspaper Web Site Users

Men
Women
50%
50%
18-34
35-54
55+
40%
49%
21%
College Degree+ 52%
Average Household
Income
$73,200
 
Own Home
Rent/Other
69%
31%
Employed 90%
Excutive/Managerial
Professional
Technical and Sales
Administrative Support
Blue Collar/ Service/
Other
15%
36%
11%
14%
14%
 
Married/Partnered
Children in Household
64%
42%
Hispanic
Non-White
11%
15%

Source: 2006 Power Users Study, NAA, MORI

ONLINE ENGAGEMENT

Newspaper Web Site Users

Hours Online per week 19
Home High-Speed
Office High-Speed
68%
65%
Online Daily @ Home
Online Daily @ Work
58%
71%
Use E-Mail Daily 76%
Check News Daily 63%
Comparison Shop Online 75%
Shopped Online 91%
Bought Online 89%

Source: 2006 Power Users Study, NAA, MORI

pdf Audience factsheet (pdf - 212Kb)