Newspaper websites attracted more than 70.3 million unique visitors in June (35.9% of all Internet users), according to a custom analysis provided by Nielsen Online for the Newspaper Association of America (NAA).
Key findings:
- Newspaper websites delivered 3.5 billion page views in June.
- Visitors to newspaper websites during the month spent 2.7 billion minutes browsing the sites over more than 597 million total sessions.
Print Remains Influential
A MORI Research survey of 3,000 adults indicates that newspaper advertising remains the leading advertising medium cited by consumers in planning, shopping, and making purchasing decisions. The study, part of a series entitled "American Consumer Insights," also found that 82% of adults said they "took action" as a result of newspaper advertising—from clipping a coupon or making a purchase to visiting a website to learn more.
"The latest numbers from Nielsen Online, coupled with early data from MORI Research, speak to the ongoing strength of newspaper websites and the enduring reach of the medium's print product, which attracts nearly 105 million readers each day," said Randy Bennett, NAA's senior vice president of business development. "As the financial environment improves and advertisers return to spending, they will want to reach the valuable and engaged consumer audience that only newspapers can deliver through their multiple platforms."
(Bennett provides further perspective on the online newspaper audience, as well as the MORI research, in NAA's August 5, 2009, podcast.)
Key findings:
- Nearly six in 10 adults (59%) identified newspapers as the medium they use to help plan shopping or make purchase decisions.
- Some 41% of US adults say they use newspapers more than any other medium to check out ads.
- More than four out of five (82%) US adults have taken some action as a result of a print newspaper ad in the previous 30 days: 61% clipped a coupon, 50% bought something advertised, and 52% visited a store.
- 73% of adults regularly or occasionally read newspaper inserts, and 82% have been spurred to action by a newspaper insert in the past month.
About the data: The data cited here was provided by Nielsen and by MORI Research.
Effective with June 2009 data, Nielsen has made several enhancements to the NetView service, including an increased sample size of more than 230,000 panelists, more granular reporting, and improved accuracy and representativeness. Due to the enhancements, trending of previously reported data with current results may show percentage differences attributable to these product enhancements and should only be compared directionally.
MORI Research conducted a phone and Internet survey of more than 3,000 adults for the Newspaper Association of America.
