Newspaper Website Visitors Fact Sheet.
October 21, 2011
A new study from Scarborough Research, the audience ratings measurement service for the newspaper industry, reveals insights regarding adults who have visited a newspaper website in the past 30 days; they are:
31% more likely than all internet-using adults to be employed in professional/managerial positions
34% more likely to influence company purchasing decisions about travel arrangements
33% more likely to influence decisions to purchase information technology
38% more likely to have annual household incomes of $250K+, 33% more likely to live in homes valued at $1M+
48% more likely to hold a post-graduate degree
31% more likely to have contributed to arts or cultural organizations in the past year, 25% more likely to have contributed to political organizations and 20% more likely to have contributed to social welfare organizations
25% more likely to support politicians based on eco-positions, 20% more likely to pay more for eco-friendly products and
22% more likely to own or lease a hybrid vehicle
22% more likely to have visited an art museum in the past year
20% more likely than all internet-enabled adults to have taken three or more trips outside the continental U.S. in the past three years
25% more likely to live in a household that owns an e-reader
19% more likely to live in a household that owns a smartphone
According to the Scarborough Research (Scarborough USA+ Study, Release 1 2011), the following cities are among the top local markets for American internet-using adults who have visited newspaper websites in the past thirty days: New Orleans (53%), Boston (51%), Syracuse (50%), Philadelphia (44%) and Washington/San Francisco/New York (43%).
For more information at http://www.scarborough.com