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Indispensable?

Indispensable?. Average Total Page Views News & Information Category. Source: Nielsen//NetRatings NetView. Overall Sample Demographics. Age. Gender. SES.

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Indispensable?

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  1. Indispensable?

  2. Average Total Page ViewsNews & Information Category Source: Nielsen//NetRatings NetView

  3. Overall Sample Demographics Age Gender SES Classification A: What is your gender? -- Q. B: What is your age group? – SES = Socio-Economic Status (based on income, education, occupation) Source: Online Publishers Association, Brand Affinity Study, Spring 2004

  4. Faster to find what you are looking for More useful Easier to use Playing a more important role in your day More informative Online Properties Offer Functional Advantages… Q. 30(A-J): Compare SITE and OFFLINE PROPERTY. Which of the two is…? BASE: Those who use offline property frequently/occasionally. Source: Online Publishers Association, Brand Affinity Study, Spring 2004

  5. Overall, Slight Majority PrefersOnline Over Offline Prefer Web site (55%) Prefer offline property (45%) Q. 32: Overall, if both SITE and OFFLINE PROPERTY were available to you at the same time at the same place, which one would you prefer to use? BASE: Total sample (N=25,852) Source: Online Publishers Association, Brand Affinity Study, Spring 2004

  6. Onliners Multi Channelers Frequent 29% 8% 51% 13% Online Use Offliners Dabblers Infrequent Offline Use Infrequent Frequent Segments Based On Online/Offline Brand Usage Frequency BASE: Total sample (N=25,852) Definitions: Frequent online use = Several times a week or more (Q. 3). Infrequent online use = several times a month or less (Q. 3). Frequent offline use = frequently/occasionally (Q. 20). Infrequent offline use = rarely/never (Q. 20). Source: Online Publishers Association, Brand Affinity Study, Spring 2004

  7. Gender: 70% male 30% female Age: 40% age 18-34, 60% age 35-54 Gender: 51% male, 49% female Age: 33% age 18-34, 67% age 35-54 Gender: 53% female, 47% male Age: 35% age 18-34, 65% age 35-54 Gender: 34% male, 66% female Age: 30% age 18-34, 70% age 35-54 Segment Profiles Onliners Multi Channelers Frequent Online Use Infrequent Dabblers Offliners Offline Use Infrequent Frequent Source: Online Publishers Association, Brand Affinity Study, Spring 2004

  8. Benefits of Online Activity • Adults with Internet access at work say nearly every major category of transaction and research is made simpler online. • Nearly two-thirds agree that they keep current on news events more online than they would without Internet access. Source: Netratings/WPNI: Working Women Online, Spring 2004 (Results shown above are from entire sample – male and female.)

  9. Interest in Specific Types of News • More than half of all active Internet users say that they read news on the Internet. Among those who indicate an interest in online news, there are varying levels of interest by specific category of news. • General breaking news is widely sought after, with nearly two-thirds of online news readers indicating that they are ‘very interested’ in the genre. • In-depth analysis and editorial/opinion pieces are much less appealing to a mass audience – less than 25% of online news readers indicate strong interest in these areas. Source: AdWorks National Segmentation Study, Summer 2003

  10. Attributes of a Good News and Information Site • Community and transactional features draw more limited interest among local online news readers than do general news topics such as international news or political coverage. • Less than 20% of local news users feel it is important for a news Web site to allow you to buy and sell merchandise. • Video and audio features are not widely viewed as essential for a news Web site, although use of these features has grown steadily over the years. Source: M&RR Local Market Segmentation Study, Spring, 2004 (Results above refer to LOCAL Web users only.)

  11. It’s Still About Journalism • Continuous News • Use the Medium • Be More than the Paper

  12. Is There a Business Here? • Advertising • Registration • Subscription Model • What about Google and Yahoo (Overture)

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