20 quick facts that showcase newspaper website vitality
Posted: December 21, 2011 | 10:11 ET

Originally published on the Newspaper Canada website, we thought these 20 fast and fascinating facts about newspapers are well worth repeating. For example, did you know almost 40% of all Internet traffic is going to newspaper websites?1

  • Almost half of Canadians have gone online to find out more after having been inspired by something they saw on a newspaper site.2

  • Canadian newspaper websites are accessed more often than TV, radio or magazines sites.3

  • All 94 daily newspapers in Canada and most of the over 1,100 community newspapers have an associated website.4

  • Canadians believe that newspapers are not just a printed products but websites and mobile sources of news.2

  • Consumers consider local newspaper sites to be their most trusted source for online advertising.1

  • Consumers consider ads on newspaper sites to be more current, credible and relevant to them.5

  • Eight in 10 newspaper website users also read a print newspaper.3

  • Readership of newspaper websites has doubled from 10% of Canadian adults in 2001 to 22% in 2010.3

  • Online readers read more print newspapers (5.4 weekly issues read vs. 4.8).3

  • Including hubs (sites housing many papers), 30% of Canadians read a newspaper website each week.3

  • Including hubs (sites housing many papers), online readership is highest in Ottawa (37%), Quebec City (36%) & Montreal (35%).3

  • Newspaper website users skew younger, higher income and more educated than the general population.3

  • Visitors spend two hours (121 minutes) weekly reading newspaper sites – an average of 17 minutes a day.3

  • Eight in ten community newspaper readers access the Internet at home.6

  • 84% of community newspaper readers search online for information.6

  • 42% of online users spend most of their time on content sites, such as newspapers, far out-weighing time spent on “other including email” (36%) and social networking (22%).5

  • Canadians visit newspaper sites to get brief news updates quickly, which they do frequently throughout the day.2

  • For women, the top online activities are “read the news” (73%) only topped by “connect with family & friends” (76%).7

  • For Boomers (those aged 45-65), the top online activities are “read the news” (73%) only topped by e-mail (93%).8


Sources:
1. Newspaper Association of America, 2011
2. Totum Research, 2010
3. NADbank, 2010
4. Newspapers Canada, 2011
5. Pew Research, 2010
6. ComBase 2008/2009
7. Unicast, “What Women Want From the Web Report”8. Center for Media Research
8. Center for Media Research




Tags: Consumer Attitudes , Consumer Behaviour , Measurement , Newspaper , Trustworthiness , Interactive


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