It’s a click-fest
Readers of online newspapers are among the most digitally active in society
A review of the browsing behaviour of the digital newspaper audience is eye-catching.
They have a diverse range of interests that make them an appealing audience for advertisers across a range of categories.
In each of 17 category groupings reported by Nielsen Online Ratings, and fused into the emma database, their audiences do more on the web and visit a greater variety of sites than the average user.
Digital newspaper audiences are 32 per cent more likely to have visited a telco or ISP site than other Australians. This suggests advertising placed on newspaper websites will reach an audience predisposed to click for communications deals, especially when the NBN rolls into their town.
As the NBN brings faster connection speeds and eradicates download limits, streaming of online video will take off in Australia, as it has in overseas markets with services such as Hulu, Netflix and BBC iPlayer.
Newspaper web audiences are 77 per cent more likely to have visited video and movie sites than other users, making them an attractive market for the entertainment sector.
Another Nielsen grouping, Automotive, has been a strong vertical for print newspapers, and it is also common to see car ads on newspaper websites.
Interrogation of the browsing behaviour of the newspaper audience in this area reveals why - they are nearly three times as likely to have visited car site.
According to the Nielsen data fused into emma, they are also nearly twice as likely to have visited Home and Fashion sites.