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Sales and Site Survey

Sales and Site Survey. Fall 2005. Client Release Date – November 2005. Profile CNHI Sites (CNHI Sites) visitors Describe visitors’ Internet and Site use habits Assess the impact of CNHI Sites on newspaper readership & circulation

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Sales and Site Survey

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  1. Sales and Site Survey Fall 2005 Client Release Date – November 2005

  2. Profile CNHI Sites (CNHI Sites)visitors Describe visitors’ Internet and Site use habits Assess the impact of CNHI Sites on newspaper readership & circulation Identify visitor’s content preferences and future purchasing plans Examine special issues: Search & New Technology SURVEY GOALS

  3. METHODOLOGY • We invited visitors to CNHI Sites to participate in an online survey. • The survey were conducted between May andNovember 2005. • Data from 5,751 site visitorinterviews in this report.

  4. Sites Surveyed

  5. TRAFFIC ESTIMATES

  6. Audience Estimates Summary

  7. In general, CHNI sites were below Belden reach averages Like Valdosta (below), most local newspaper Sites have a vast majority in-state.

  8. SUMMARY • Great Audience • Extended Reach • High Frequency • Local Opportunity

  9. DEMOGRAPHICS

  10. Highlights Respondent Demographics CNHI Sitesattracts a highly desirable audience mix…

  11. Demographics Overall, CNHI Sites draws more women thanmen. In-NDM proportions are 32% men and 68% women Sample N = 5,751

  12. Variation between sites, but women are more active daily users of sites.

  13. Demographics Most CNHI Sites visitors are 25-54 years of age Median Age (Total): 41 Years In-Market: 41 Years Sample N = 5,751

  14. Median age varies by almost ten years between sites

  15. Demographics Most site visitors are non-Hispanic whites Norman and Valdosta had the highest levels of minority use, with 14% of Norman American Indian and 13% of Valdosta African-American Sample N = 5,751

  16. Demographics CNHI Sites visitors have high incomes Median Income: $53,000 NDM In-Market: $46,100 Out-of-Market ZIPs: $65,300 U.S. 2000 Median: $42,150 Sample N = 5,751

  17. Site visitor income typically exceeds local market median income.

  18. Demographics CNHI Sites visitors have high levels of education Sample N = 5,751

  19. Demographics Most CNHI Sites Visitors report being employed Sample N = 5,751

  20. Demographics CNHI Sites visitors are in white collar professions Sample N = 5,751

  21. Demographics Most CNHI Sites users are married, but singles also use the site Sample N = 5,751

  22. Demographics Most site visitors are home owners Sample N = 5,751

  23. Reach Most site visitors live in theLOCAL area. There is wide variation in the proportions of out-of-market visitors among sites For CNHI Sites, 59% report being permanent full-time LOCAL area residents Sample N = 5,751

  24. There is wide variation as to in vs. out of market use of sites Mean

  25. Reach Most visitors have direct relations with the local area “Former Resident”and “Relatives/Friends” were the next largest groupings behind “Permanent Resident” Sample N = 5,751

  26. USAGE MOTIVES

  27. General Drivers – Top Items LocalNews leadsfollowed by Obits, then, Breaking News & Crime. Page 1 of 3 Percent “Very Interested” Sample N = 5,751

  28. General Drivers – Top Items All tested items have value to at least some site visitors Page 2 of 3 Percent “Very Interested” Sample N = 5,751

  29. General Drivers – Top Items All tested items have value to at least some site visitors Page 3 of 3 Percent “Very Interested” Sample N = 5,751

  30. Ad Content Impact Visitors show interest in a wide variety of local advertising Page 1 of 2 All items referto “Local Ads” Percent “Very Interested” Sample N = 5,751

  31. Ad Content Impact Visitors show interest in a wide variety of local advertising Page 2 of 2 All items referto “Local Ads” Percent “Very Interested” Sample N = 5,751

  32. PURCHASE INTENTIONS

  33. Purchase Intentions – Major Items Travel tops the list of tested high-cost items Percent who will shop in next 6 months Sample N = 5,751

  34. Purchase Intentions – Special Interest Items Groceries and Clothing lead purchase intentions. Page 1 of 2 Percent who will shop in next 6 months Sample N = 5,751

  35. Purchase Intentions – Special Interest Items Interest in consumer categories extends over many types Page 2 of 2 Percent who will shop in next 6 months Sample N = 5,751

  36. LOCAL SHOPPING

  37. Lifestyles Most CNHI Sites visitors haveshoppedlocal stores last 30 days Last 30 Days: Sample Base: Respondents who self-report living in the local area N = 3,207

  38. Lifestyles Most CNHI Sites users visitedlocal businesses in last 6 months Last Six Months: Sample Base: Respondents who self-report living in the local area N = 3,207

  39. Verticals Many local visitors will shop for vehicles or real estate Next 6 Months: Sample Base: Those who self-report living in the local area N = 3,207 Sample Base All Respondents N = 5,751

  40. Vehicles CNHI Sites visitors will shop for a variety of vehicle types Next 6 Months: NOTE: Only items over 5% are listed. Sample Base: Those who self-report living in the area and plan to buy a vehicle in the next 6 months N= 770

  41. Real Estate LOCAL CNHI Sites visitors will engage in various R/E transactions Sample Base: Respondents who will buy, sell or rent real estate in the area in the next 6 months N = 764

  42. Online Classifieds & Verticals

  43. Classifieds Over half of CNHI Sites users have visited onlineclassifieds section Sample Base: All Respondents N= 5,751 Local only N = 3,541

  44. Classifieds Online Classified Use is Active and Recent Sample Base: Classified Users All Sample N = 3,585 Local Only N = 2,458

  45. Classifieds Jobs tops usage in classifieds at local sites Classifieds Verticals Ever Used: Reporting base, “Visited Classifieds” All Sample N = 3,585 Local Only N = 2,458

  46. Classifieds Visitors have taken a wide variety of uses of online Verticals/Listings. Verticals/Classifieds Verticals Uses Last Six Months: Reporting base, “Visited Classifieds” LOCAL VISITORS ONLY N = 2,458

  47. Used Internet to Seek New/Different Job Search Career/Job Info Last 12 Months 15% 15% Next 12 Months 8 9 Both Last/Next 12 Months 24 27 Neither 50 45 Use of Web for Job Search Sample Base: All Respondents N= 5,751

  48. SITE USE

  49. Site Use Growing…visitors includeold-timers and newcomers CNHI Sites is still growing, with 8% of daily users visiting for the first time within the past month. Sample Base: N= 5,751

  50. Site Use Satisfaction levels with CNHI Sites are mixed Satisfaction Level with CNHI Sites: Sample Base: Began accessing site more than 30 days ago N = 5,027

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