Posts Tagged ‘Scarborough Research’

Newspapers, e-readers a natural fit

Tuesday, October 12th, 2010

It’s not surprising that the same adults affluent enough to buy an e-reader, such as a Kindle or Nook, also still read newspapers.

“Scarborough Research found that fully 78 percent of adults in so-called ‘e-reader households,’ which number about 4 million, read a newspaper in print or online within the past week,” Editor & Publisher says. “That compares with 71 percent of all adults. E-reader households are 11 percent more likely to read a newspaper regularly than an average adult.”

Adults in e-reader households are also 9 percent percent more likely than all adults nationally to have read a printed newspaper during the past week, and 48 percent more likely than all consumers nationally to have visited a newspaper website within the past month.

“E-reader devices are becoming an important technology for millions of Americans, and our data confirms their emergence as a natural companion to newspapers,” said Gary Meo, senior vice president of digital media and newspaper services for Scarborough Research. “At this point, many newspaper publishers are determining strategies for making their content available on e-reader devices, and this is creating a new opportunity to monetize content and increase readership.”

Online or in print, newspapers still valued

Wednesday, November 18th, 2009

A new study from Scarborough Research finds that 74 percent of adults — nearly 171 million — in the United States read a newspaper in print or online during the past week,” Editor & Publisher reports.

This number counters the notion that newspapers no longer impact consumers. ‘Given the fragmentation of media choices, printed newspapers are holding onto their audiences relatively well,’ Gary Meo, Scarborough’s senior vice president of print and digital media services, said in a statement.”

The next threat: digital coupons

Wednesday, August 19th, 2009

The Sunday newspaper still dominates, but a new study of coupon usage by Scarborough Research finds that virtual coupons in the form of text messages and e-mail are becoming more popular, says Media Daily News.

Scarborough says 8.6 million households get coupons via text messages or e-mail, equaling about 8 percent of U.S. households; 7 percent get their coupons from Web sites. That’s a long way from the 51 percent of households that get coupons from the Sunday newspaper, or the 35 percent that rely on in-store coupons but, says Media Daily News, “The demographic characteristics of digital coupon users are also quite attractive. Consumers who get coupons via e-mail or text messages are 51 percent more likely than the mainstream population to be college graduates (or hold a post-graduate degree) and also skew younger.”

The survey also found that digital couponing is more popular in college towns.