As a whole, news and information web sites attract an influential audience that tends to be deeply engaged with
their communities. They tend to be well-educated and employed in executive, managerial or professional occupations
with a generous household income. They are likely to own their home, have a family, and spend a considerable amount
of time on the Internet. In fact, our site visitors spend about twice as much time online as other Internet users.
Online Advertising with Local Newspaper & TV Station Web Sites is Powerful!
Newspaper and TV station sites rank highest for trust in advertising. In fact, over 55% of adults trusted ads most
from their local newspaper and TV station sites!
Advertising on local newspaper and TV station sites is most likely to generate action. In fact, over 44% of
consumers took action after seeing advertising on a newspaper or TV station site!
Local media sites attract consumers who spend more money online. In fact, over 39% spent $500+ online in the past
12 months!
On average, news and information web site users continue to be younger, more affluent, and more educated than other users of the Internet.
- Equal balance of men and women visit our sites (50%/50%)
- Balance of 18-34 year olds (40%) and 35-54 year olds (49%) visit our sites
- Over a third of our visitors have a HHI of over $100,000 (35%)
- Over half of our audience (53%) are college graduates
News and information web site users are much more likely to be employed and white-collar workers than other
Internet users.
- Almost 70% of visitors own their home
- Almost 90% are employed and over 60% have executive, managerial or professional occupations
News and information site visitors continue to spend twice as much time online as other Internet users.
- On average, our audience spends over 20 hours a week online
- Over 75% of our audience has high-speed access at home, and 68% at work
Freedom Interactive attracts a highly coveted audience of young, affluent and well-educated adults that visit our
network of sites frequently.
- About one fourth of our audience visits our sites at least 2 times a week
- Almost half of our audience visits our sites at least once a month
Click here to go back.Freedom Interactive attracts a highly coveted audience of young, affluent and well-educated adults that visit our network of sites frequently.
- About one fourth of our audience visits our sites at least 2 times a week
- Almost half of our audience visits our sites at least once a month
News site readers are connected through a community of shared interests and local information. They visit news and information sites many times a day because of the convenience of being able to access news and information content throughout the day, whether at home or at work. In fact, over 75% of online news consumers have high-speed access at home, and nearly 70% have high-speed access at work.
Our Sites have a Long-Term and Loyal Audience:
- On average, our audience spends 20 hours a week online.
- Over 75% of our audience has high-speed access at home and 68% at work.
- On average, our audience visits our sites more than 4 days out of 7. In fact, over half our audience visits our sites at least once a day.
- Nearly 70% of our audience began visiting our sites at least a year ago and nearly a third have been visiting our sites for 3 or more years.
- Our network averages 15 pages viewed and over 10 minutes spent per visitor.
Source: MORI/NAA Power User Study; Belden Interactive Research Study, 2007; Nielsen/NetRatings, October 2007
Our audience is actively engaged in a wide variety of leisure-time activities and hobbies. They are most likely to participate in events and activities such as going to the movies, visiting amusements parks, and enjoying fairs and concerts.
Our audience turns to us for information about their leisure-time activities and hobbies:
- Over 40% turn to our web sites for community events calendars.
- Almost 40% actively seek information about local restaurants.
- About 37% use our sites to find local movie listings.
Our Sites are Powerful Drivers of Local Purchases:
- Most of our site visitors are local residents – in fact, 75% report being permanent full time local residents.
- More than one-third of newspaper web site readers have browsed display ads online.
- Over 90% of our audience bought products and services locally that they researched online.
- One-third of newspaper web site readers have visited the online classified section.
- The internet is 15% more effective than radio in influencing purchase decisions.
Our Audience Turns to the Internet to Research and Buy Products:
- Newspaper site users are one-third more likely to shop online than the general online users.
- Over 80% of newspaper web site readers have researched a product or service online in the past 6 months.
- On a weekly basis, over two-thirds of our audience uses the web to research products and services prior to purchase.
- Over 80% of newspaper web site readers reported purchasing online in the past 6 months.
- Our visitors use the internet most when considering $100+ purchases.
- Over 57% of our audience intends to make a $100 online purchase in the next 6 months.
Our visitors will be buying a wide range of products and services in the next 6 months!
Our visitors will be buying a wide range of high cost products and services in the next 6 months!
- Travel – 49%
- Furniture – 35%
- Home Re-decorating –31%
- Home Remodeling – 25%
- Major Re-furbishing – 21%
- Home Structure – 21%
- Large Appliances – 21%
Source: MORI/NAA Power User Study; Belden Interactive Research Study, 2007; Nielsen/NetRatings, October 2007
