It’s a click-fest

Read­ers of on­line news­pa­pers are among the most dig­i­tally ac­tive in so­ci­ety

The Works - - DIGITAL -

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.

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