CF Daily paper Readership overview May 2005 - PowerPoint PPT Presentation

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CF Daily paper Readership overview May 2005

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CF Daily paper Readership overview May 2005

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  1. CF Newspaper Readership survey May 2005

  2. Goal of the research • Who are the readers? • How do they use the papers? • What changes do they want? • How do they rate the papers? • What are the advertising opportunities?

  3. Method • Questionnaire based on earlier CFNA version • Pre-tested at CFB Petawawa • Base Newspapers printed questionnaires for readers to fill in and return: 164 received. • An online version was also posted: 780 received • Analysis and reporting on national level

  4. The Readers • Male (57%) • Average 41 yrs old • Married (74%), with children (50%) • 60% with post-secondary • Household income: 64% @ $60K+

  5. Reader Housing

  6. Reader Age

  7. The Readers

  8. Reader Environment

  9. Base Newspaper Usage • Get Base Newspaper at work (64%) • Get base Newspaper at home (22%) • Many read entire paper (47%) • Read online (32%) • Share with 2.4 other people • Refer to print ads (55%) • Refer to online ads (24%) • Bought something in Classifieds (18% this year) • Read non-Base Newspapers too (77%)

  10. Readers’ Internet use

  11. Favourite Features

  12. Desired Features

  13. Ratings out of 5

  14. Intend to purchase in the next 12 months • Gardening, Landscaping 61 % • Furniture, Appliances 56 % • Home repair or improvements 55 % • Travel 44 % • Health food, Vitamins 39 % • Automotive parts, repairs 36 % • Dry cleaning 35 % • Camping, Hunting, Fishing 35 % • Eye glasses, Contact lenses 33 % • Computer 33 %

  15. Intend to purchase in the next 12 months Cont’d • Sports, Fitness equipment 30 % • Educational courses 30 % • Car or truck 28 % • Veterinarian 26 % • TV, Stereo 26 % • Life or Home insurance 25 % • Real estate 21 % • Camera, Camcorder 18 % • Financial 17 % • Jewellery 17 % • New cell phone 16 %