Ready, Fire, Aim! - Mihail's Public Blog: Power users read newspapers online

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Thursday, March 25, 2004

Power users read newspapers online

"Power users" tend to read newspapers online according to a MORI 2002 study for NAA according to this Presstime story:

MORI recently updated this study and found that 88 percent of power users are employed, 84 percent recently shopped online and 22 percent recently paid for online content, said Coats. They spend 19 hours a week online and spent an average of $900 online in the last six months. Their median age is 38, compared to 54, the median age of newspaper subscribers (for more information on power users, see p. 10).

"If we are looking to expand our franchise, we're already reaching a younger audience" with online newspapers, said Coats. Yet, 71 percent read a newspaper in the last week. "They still use the local paper as source of advertising," Coats said.

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