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CONFIDENTIAL AND PROPRIETARY Copyright 2012 by Frank N. Magid Associates, Inc. Any duplication, reproduction, or usage of this document or any portion thereof without the written consent of the firm is prohibited.
Presentation to:
Newspaper Multiplatform UsageQualitative Research Report
Deepen understanding of multiplatform news consumption overall and identify newspaper brands’ unique benefits within the news media consumption landscape
For each newspaper consumption platform, identify key usage and engagement drivers, differentiating features, quality signifiers and perceived benefits
Understand consumers’ perceptions of and expectations for advertising when engaging with daily local newspaper content
Methodology Nine 1 hour and 40 minute mini-groups (three per market) were conducted with participants who met
the following criteria:
− Ages 21-60, with groups broken by age – 21-34, 35-49 and 50-60
− An even mix of males and females
− Read a local daily newspaper in print at least once a week (2/group could read once a month or less)
− Access a local daily newspaper on either a smartphone or iPad more than once a week
− Use a smartphone or iPad daily to access Internet
− No relevant industry employment
− Household income above $40,000 per year
Groups were conducted in:
− Washington, D.C., on November 2, 2011
− Austin on November 8, 2011
− Denver on November 10, 2011
Susan Kresnicka of Frank N. Magid Associates moderated the sessions.
As is the case with any qualitative research, these focus groups were conducted among a limited and specific sample. As such, the findings contained in this report should be used for directional purposes only.
Newspaper Apps Offer Optimized Web Experiences, Greater Sense of Trust
Those who frequently use news apps develop strong loyalties to them, finding the experiences apps provide to be:
− “Smoother,” “less clunky,” “more seamless” and generally more intuitive
− “Faster” – less waiting for screens to load; some information cached for immediate access
− “Less cluttered,” “streamlined” visually
Some news app users also feel a greater sense of trust within the confines of the branded app experience
− Expect to avoid the behaviorally targeted, highly intrusive, potentially electronically dangerous advertising they associate with websites
− Believe the brand bears responsibility for creating a desirable experience within the “walls” of its app environment, including avoiding intrusive, “obnoxious” advertising
“I would trust an ad most if it’s within The [Washington Post] app on an iPad. … It would have the biggest effect on me because The Washington Post is taking responsibility for the app. On The Washington Post
website, I could be receiving an ad from anywhere.” – 21-34-year-old, Washington, D.C.
Circulars and Coupons Drive Interest in the Print Paper and Readers Seem Poised to Welcome Analogous or Improved Online Versions Circulars and coupons considered primary benefits of the print paper
Few recall seeing digital circulars/weekly ads in digital forms of the newspaper, but many receive these ads by e-mail or visit retailers’ websites to view them
Most readers express strong interest in a section of the digital paper that aggregates these ads, especially if it …
− Offers enhanced functionality
• Comparison shopping tools
• Product locater
• Links with discounts automatically applied
− Allows the reader to choose which brands’ ads to view
− Reduces unpleasant advertising experiences
• Intrusive advertising in content areas
• Overabundance of e-mail ads
− Offers an incentive for viewing it (e.g., discount on purchased products, reward system)
− Includes exclusive local and time-sensitive deals
− Maintains the brand-bounded experience of the traditional circular