Newspaper Audiences boost Online Shopping

Newspaper website audiences are more likely to be avid online shoppers than average Internet users i.e. they are spending more than the average Internet user on online purchases according to a study conducted by Scarborough Research .

In five local markets studied, Sacramento, Houston, Providence, Orlando, and Kansas City newspaper website readers are more likely than other Internet users to be spending upwards of $1,000 online annually. The study reports that newspaper website readers are more likely than average Internet users in their local markets to have made a purchase in leading e-shopping categories including airline tickets and other travel reservations, books and clothing.

Combining newspaper website readers' offline and online behaviors in top categories reaches further heights. In Houston, readers are 34 percent more likely than all Internet users in the market to purchase travel reservations online, and these adults are also 24 percent more likely than the average Internet user in Houston to have traveled to the Caribbean during the past three years, and 16 percent more likely to have visited Europe.

Newspaper website readers are generally among the most avid Internet users in a local market. They are more likely than the average Internet user to spend 20 hours or more online in the average week and more likely to have broadband internet connections at home.

Source: Scarborough Research