Why Do People Go To A Newspaper Website?

According to the a new study just released by the NAA (Newspaper Association of America - Internet Shopping & Advertising Study -- Consumer Usage of Newspaper Advertising 2006 - Prepared by MORI Research), about one out of three visitors to a newspaper web site went there to get information on retail stores...

"Newspaper Web Sites and Shopping Information
One-third of Internet users (32 percent) and 24 percent of all adults visited a newspaper Web site in the previous 30 days

Newspaper Web site visitors on average do more things online, including shopping, than is the case with other Internet users. This is amply documented in the recent “Power Users 2006” report from NAA. For example, among past-30-day, newspaper-site visitors, 55 percent have seen or used online preprint advertising, compared with only 42 percent of other Internet shoppers.

Why do users visit newspaper Web sites? Almost two-thirds of past 30-day visitors mentioned various types of advertising information, including 30 percent citing retail shopping information in particular. This proportion spikes up to 39 percent among the 25-to-34 age group.
Internet Shopping & Advertising

Question: Thinking of all the reasons you have visited the newspaper’s web site, for what types of information or services have you looked at or used the site? (aided)

Reasons Visited Newspaper Web site

• News (net) 88%
• Local or regional news = 80%
• National news = 66%
• Advertising (net) = 62%
• Shopping information for retail stores = 30%
• Homes or real estate search = 29%
• Job hunting information = 28%
• Shopping for cars or trucks = 19%
• Weather = 57%
• Movie listings or other entertainment information = 46%
• Sports scores & information = 42%
• Stocks or stock market = 21%
• None of these = 2%
  

Base = Adults who visited newspaper Web site in past 30 days"