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Newspaper Association of America NEWSPAPER ASSOCIATION OF AMERICA How America Shops and Spends 2014 Consumers, Advertising & Media © Newspaper Association of America | www.NAA.org 1 Table of Contents 1. Executive Briefing 3 2. Advertising, Shopping & Purchasing 4 3. Media & Usage of Advertising 5 a. Advertising used in the past seven days 5 b. Advertising benefits 7 c. Newspaper ads drive action 8 d. Reading style & ad exposure 10 e. Non-readers & newspaper usage 11 4. Preprints & Consumers 12 a. Newspaper preprints drive action 12 b. Benefits of newspaper preprints 14 c. Style of reading newspaper preprints 15 d. Sunday preprint shelf life 16 e. Subscriber & single-copy buyers 17 f. Preference of delivery method 18 5. Coupons Usage 19 a. Frequency of using coupons 19 b. Sources for coupons 20 6. Online Activity 21 a. Shopping research & purchasing 21 b. Online ad users & newspaper ad engagement 23 c. Online circulars & newspaper inserts 25 7. Families with Children in the Household 26 8. Appendix: Methodology 27 © Newspaper Association of America | www.NAA.org 2 Executive Briefing Below are the key highlights from this 2014 national study of consumers, advertising and media usage. Almost nine in 10 adults (88%) used one of 21 types of advertising media tested in this study to help plan any shopping or make purchasing decisions in the past seven days. Eight in 10 (79%) of adults have taken action as a result of reading or seeing an ad in a print newspaper in the past 30 days. Newspaper media, combining the print newspaper and newspaper websites, are used by 57% of adults in the past seven days for shopping planning and purchase decisions. More than half (52%) use the print newspaper and one in five (21%) use newspaper websites. Four in 10 adults have taken an action online as a result of reading or seeing an ad in a print newspaper in the past 30 days. For print newspaper advertising, consumer benefits are most apparent for bringing sales to consumers’ attention (28%), for being believable and trustworthy (26%), advertising that consumers look forward to (22%), for being something that few try to avoid (9%) and for having advertising that few consider annoying (4%). One-quarter (26%) of those who say they have not “read” the newspaper in the past week report using the newspaper for a variety of purposes. Preprints in the weekday and Sunday newspaper move consumers—not just self- described newspaper readers—to act in a variety of ways. Nearly eight in 10 (78%) adults have taken some action in the past 30 days from an ad in a circular appearing in the newspaper package. Newspapers are the leading medium consumers use for coupons. Seven in 10 (69%) cite the Sunday or weekday editions as coupon sources. More than half (55%) of those who used various online ads also used print newspaper ads in the past week for the shopping planning and decision-making process. In the course of a month, nearly nine in 10 of those using online advertising took action as a result of a print newspaper ad (86%) or a newspaper preprint (84%). Of the 51% who sought out circulars online in the past 30 days, more than eight in 10 of them (86%) took some action in the same time period as a result of a print ad circular delivered in the newspaper. © Newspaper Association of America | www.NAA.org 3 Advertising, Shopping & Purchasing Use of Advertising in the Past 7 Days There is no shortage of advertising information for consumers. In fact, consumers sometimes can feel overwhelmed by the volume and frequency of advertising messages, since their own use of more media platforms for purposes other than shopping exposes them to more messages. Nevertheless, nearly all consumers rely on advertising when making plans to shop and making decisions on what to buy. Almost nine in 10 adults (88%) used one of 21 types of advertising media tested in this study to help plan any shopping or make purchasing decisions in the past seven days. Demographic Summary of Adults Using Advertising Past 7 Days Total Adults 88% Men 87% Women 89% Age Group 18-34 82% 35-54 91% Age 55+ 92% Household Income Less than $25K 83% $25K-$49K 90% $50K-$74K 90% $75K-$99K 88% $100K-$149K 93% $150K or more 90% Education High school or less 89% Some college 86% College graduate 89% Graduate degree or more 88% Family Status Families with Children 89% Base = total adults Use of advertising to help plan and purchase is so pervasive that there is little substantial difference in the demographics of those using advertising during the week. © Newspaper Association of America | www.NAA.org 4 Media & Usage of Advertising The table below (split into two parts) depicts the variety of advertising channels that consumers use in a typical week to assist their shopping plans and buying decisions. The column on the left lists mostly non-digital platforms. The column on the right details 10 specific digital advertising types. Media Used in Past 7 Days for Shopping Planning and Purchase Decisions Newspapers, Print & Online (net) 57% Online (net) including newspaper websites 58% Print newspapers, including ads in regular Online (net) without newspaper websites 55% news and classified pages and inserted 52% Store or product advertising that comes in 39% circulars email Local Newspaper Website 21% Online ads that appear sometime after you 27% Product displays in a regular store 52% viewed that product online Printed circular that you picked up inside the Advertising that appears on your 21% store where you were shopping/ad circulars 49% newspaper's website provided in stores Advertising displays on general interest Advertising that comes in the mail 48% websites such as Yahoo!, MSN, AOL or 20% Television 41% similar sites Magazines 24% Ads on social networking sites such as 19% Radio 22% Facebook, LinkedIn, Twitter or similar sites Advertising that is left at or near your front Advertising that appears on the right side 19% door, porch or driveway (but not in the mail) or the top of the screen when you use 17% search engine online Advertising videos shown in shopping malls 18% Advertising that appears on your or inside retail stores smartphone such as iPhone, Android, 16% Billboards 14% BlackBerry or similar device Yellow Pages book 12% Commercial that appears just before an 14% online video Advertising that appears on your tablet, 13% such as an iPad, Kindle or similar device Ads shown in video games 7% Base = total adults Newspaper media, combining the print newspaper and newspaper websites, are used by 57% of adults in the past seven days for shopping planning and purchase decisions. More than half (52%) use the print newspaper and more than one in five (21%) use newspaper websites. In-store product displays are also used by a majority of consumers (52%). Half of them use in-store circulars (49%) and ads delivered to them by mail (48%). Less than half cite television (41%), magazines (24%) or radio (22%) as providing advertisement they use in a typical week. One in five (19%) use advertising delivered to their residence but not put in the mailbox and nearly the same proportion (18%) cite videos ads in malls or stores. © Newspaper Association of America | www.NAA.org 5 Smaller numbers report billboards (14%) or the printed Yellow Pages book (12%) as sources they use. It comes as no surprise that a large number of adults use some type of online advertising during the course of a week (58%) for shopping planning and purchasing. Yet this online advertising is fragmented across ten different types probed in this study, ranging from email advertising (39%) to ads shown in video games (7%). Advertising on general interest websites are used by one-fifth of consumers during the week, and the same number (19%) cite social media. Advertising on smartphones are used by less than one in five (16%) of adults, and fewer cite ads appearing on their tablets (13%). © Newspaper Association of America | www.NAA.org 6 Advertising Benefits For consumers, each medium has a particular set of advantages. For the print newspaper advertising, consumer benefits are most apparent for bringing sales to consumers’ attention (28%), for being believable and trustworthy (26%), advertising that consumers look forward to (22%), for being something that few try to avoid (9%) and for having advertising that few consider annoying (4%). Print newspapers also demonstrate competitive strength vis-à-vis the Internet where consumers check for regular shopping (30% newspapers vs. 32% Internet), being most valuable in planning shopping (29% vs. 33%), and having ads they consult from stores they regularly shop (27% vs. 28%). Advertising Benefit Newspapers Internet TV Radio Magazines Catalogs Mail You check for regular 30% 32% 5% 1% 2% 3% 16% shopping Is most valuable in 29% 33% 5% 1% 2% 3% 16% planning shopping Is the best for bringing 28% 24% 18% 2% 2% 3% 16% sales to your attention Has advertising that you consult from stores 27% 28% 6% 1% 2% 3% 19% that you regularly shop Is the most believable 26% 18% 9% 2% 4% 4% 15% and trustworthy You look forward to 22% 19% 10% 1% 5% 5% 17% this type of advertising Is most convenient to 21% 44% 10% 2% 2% 2% 12% use You prefer it for receiving advertising 20% 31% 11% 3% 3% 4% 17% information Is the most up-to-date 20% 45% 14% 2% 1% 2% 10% Makes it easy to compare prices of 19% 53% 4% 1% 1% 1% 11% different stores You try to avoid this 9% 17% 19% 9% 3% 5% 19% kind of advertising Has the most annoying 4% 20% 36% 14% 2% 1% 13% advertising Base = Total Sample © Newspaper Association of America | www.NAA.org 7 Newspaper Print Ads Drive Action The power of newspaper print ads to drive consumers to action is clear.
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