A cu­ri­ous crew

Au­di­ences who en­joy news­pa­pers love re­search­ing prod­ucts on their tablet

The Works - - DIG­I­TAL -

The news­pa­per me­dia tablet au­di­ence are hun­gry for in­for­ma­tion. It’s not just ed­i­to­rial con­tent that they seek but prod­uct and ser­vice in­for­ma­tion that is rel­e­vant to their life­style.

Tablets are of­ten re­ferred to as the per­fect sofa de­vice – ideal

for brows­ing, re- search­ing and shop­ping, given their larger screen sizes com­pared to smart­phones.

emma data sug­gests the news­pa­per tablet au­di­ence is more heav­ily dis­posed to do all these things than other tablet own­ers.

Some 2.9 mil­lion Aus­tralians ac­cess news­pa­per jour­nal­ism via their tablet on a reg­u­lar ba­sis. They are sig­nif­i­cantly more likely to con­duct in­for­ma­tion searches than non-news­pa­per read­ing tablet own­ers.

Ad­ver­tis­ers should note that this be­hav­iour is par­tic­u­larly strong in re­la­tion to prod­ucts or ser­vices, and read­ers are 19 per cent more likely to seek such in­for­ma­tion than non-read­ers.

The cor­re­la­tion with on­line spend­ing is in­evitable. The data shows the news­pa­per me­dia au­di­ence is 22 per cent more likely to have shopped on­line than non-read­ers.

Travel is an es­pe­cially hot spot. The tablet au­di­ence is 54 per cent more likely to make travel ar­range­ments on­line than non-read­ers. This mir­rors the be­hav­iour of print news­pa­per read­ers, which we de­tail in the Print sec­tion of this re­port.

In the news­pa­per tablet au­di­ence, ad­ver­tis­ers can reach a group who are re­cep­tive to in­for­ma­tion and mes­sages and pre­dis­posed to act on them.

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