Eighty-one percent of newspaper Web site readers have also read the printed newspaper in the last seven days, according to a new released study by Newspaper National Network LP and Scarborough Research.
Those crossover users have a strong affinity with both versions of the newspaper, the study found. Crossover users visit the newspaper Web site in order to:
- Access breaking news (96%),
- Find articles seen previously (85%),
- Find things to do or places to go (72%).
“The study shows that the core newspaper reader now accesses his or her local newspaper across multiple formats, print and web, and is deeply engaged with both,” stated Jason E. Klein, President and CEO of the Newspaper National Network.
The study also indicated that 55 percent of Web-only readers are female, while only only 48 percent of the crossover readers are female. Web-only users cited the main reasons they use newspaper websites, including:
- Accessing local news (84%),
- Entertainment information (74%),
- Food or restaurant information (58%).
The Web did not harm overall newspaper consumption, the study found, since 87 percent of crossover users said their time spent reading the printed newspaper has increased or remained the same.