Newspaper Website Visitors Fact Sheet

(November 17, 2011)

A new study from Scarborough Research, the audience ratings measurement service for the newspaper industry, reveals insights regarding adults who have visited a newspaper website in the past 30 days; they are:

• 31% more likely than all internet-using adults to be employed in professional/managerial positions
• 34% more likely to influence company purchasing decisions about travel arrangements
• 33% more likely to influence decisions to purchase information technology
• 38% more likely to have annual household incomes of $250K+, 33% more likely to live in homes valued at $1M+
• 48% more likely to hold a post-graduate degree
• 31% more likely to have contributed to arts or cultural organizations in the past year, 25% more likely to have contributed to political organizations and 20% more likely to have contributed to social welfare organizations
• 25% more likely to support politicians based on eco-positions, 20% more likely to pay more for eco-friendly products and 22% more likely to own or lease a hybrid vehicle
• 22% more likely to have visited an art museum in the past year
• 20% more likely than all internet-enabled adults to have taken three or more trips outside the continental U.S. in the past three years
• 25% more likely to live in a household that owns an e-reader
• 19% more likely to live in a household that owns a smartphone

According to the Scarborough Research (Scarborough USA+ Study, Release 1 2011), the following cities are among the top local markets for American internet-using adults who have visited newspaper websites in the past thirty days: New Orleans (53%), Boston (51%), Syracuse (50%), Philadelphia (44%) and Washington/San Francisco/New York (43%).

About Scarborough Research

Scarborough (www.scarborough.com, info@scarborough.com) measures American life. Our consumer insights reflect shopping patterns, media usage across platforms, and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities.  The company’s core syndicated consumer insight studies in 77 Top‐Tier Markets, its Multi‐Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid‐Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out‐of‐home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

Press Contact:      Haley Dercher, Scarborough Research, 646-654-8426 / HDercher@Scarborough.com

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