Newspaper Websites attract high-spending Internet users - Scarborough Research

MUMBAI: From travel services to online banking, Newspaper Website readers are active online consumers and significant spenders. A new analysis by Scarborough Research, the authority for newspaper audience ratings and consumer behavior information, has found that newspaper website audiences are more likely than average Internet users to be avid online shoppers, spending more than the average Internet user on online purchases.

The Scarborough analysis examined newspaper website readers of major papers. In all of these markets, newspaper website readers are more likely than other Internet users to be spending upwards of $1,000 online annually.

In fact, newspaper website readers are more likely than average Internet users in their local markets to have made a purchase in leading e-shopping categories measured by Scarborough, including airline tickets and other travel reservations, books and clothing, asserts an official release.

Scarborough Research senior vice president, print and Internet services Gary Meo said, "When you combine this robust online buying activity with the fact that newspaper website audiences are large and growing, it is very clear that newspapers provide audiences that advertisers need to reach, in print and online."

"Through newspapers and their websites, advertisers in a variety of categories from travel to retail, banking to electronics have ready access to consumers that have cash and want to spend it," he added.

In the financial category, newspaper website readers examined in the analysis are typically more likely to use Internet banking services than average Internet users in their market, as per the research.

Meo further said, "In any marketing effort, localism is critical. With Scarborough's local-market newspaper website audience information, advertisers can better understand the characteristics of the audience and improve the return on investment (ROI) of their campaigns."

Newspaper website readers are generally among the most avid Internet users in a local market. They are more likely than the average Internet user to spend 20 hours or more online in the average week and more likely to have broadband internet connections at home, adds the release.

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