1 / 15

CF Newspaper Readership survey May 2005

CF Newspaper Readership survey May 2005 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? Method Questionnaire based on earlier CFNA version Pre-tested at CFB Petawawa

Audrey
Download Presentation

CF Newspaper Readership survey May 2005

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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 %

More Related