News Users 2009
This report analyzes results of Outsell’s third News Users study, our unique tracking of online and offline news reading preferences. It shows how preferences have (and haven’t) changed over time, and pinpoints which ones are on the way to becoming habits. Most reports on the news industry focus on publishers and how they are responding to a changing business environment, and at Outsell we regularly cover these core issues. Yet, fundamental to changes affecting publishers is the experience of readers and how changing reader preferences are driving basic business model change. This report focuses on the news consumer – the reader – to present the “demand-side” point of view. Data in the report is based on a survey of 2,787 US news consumers in July 2009, making it an elemental report on reader patterns key to driving strategic decision-making. The report contains data and analysis about:
- Key findings – seven main conclusions distilled from the survey;
- The rise in internet usage and fall in newspaper usage;
- News consumers’ willingness (or not) to pay for content;
- Online reading habits and primary sources for local news;
- How news consumers use Google to get their news;
- Power news users (those who look at news sources at least twice a day) and what they tell us about where regular news users are headed;
- Key areas where newspapers do – and don’t – retain strength;
- Essential actions for news publishers.
Pub Date: December 10, 2009
Type: Market Report
Segments: B2B NEWS SAS
Keywords: Consumer, Newspapers, Users
Pages: 36
Format: PDF 
We provide a link to download a PDF at the end of the purchase process.
Download PDF table of contents
Table of Contents
- Why This Topic?
- Methodology
- Key Findings
- The Internet Is Now the Go-To News Briefing Source
- News First Thing Going Digital
- For News Right Now, Digital Is the Number One Choice
- Newspaper Daily Usage Continues – and Will Continue – To Slip
- Movement of Readers from Print to Digital Will Continue With at Least the Same Rate
- Paid Content – Getting Online Readers To Pay – Is No Panacea for the Industry
- Online Reading Habits Are Gelling, With Aggregators, Niche Sites, and Newspaper Sites Retaining Their Places
- Google and News Media: The Emerging Ping-Pong Relationship
- The Habits of Power News Users – Half the Population – Are Being Adopted By Regular Users, Just More Slowly
- Key Areas Where Newspapers Retain Strength – and Where They Don’t
- Essential Actions
- Related Research
- Figure 1. News Usage: First Thing in Your Day
- Figure 2. News Usage: News Right Now
- Figure 3. Use of Daily Print Newspapers
- Figure 4. Reported Print Subscription Cancellations
- Figure 5. Sunday Circulation, Actual and Forecast
- Figure 6. Daily Circulation, Actual and Forecast
- Figure 7. Willingness to Pay
- Figure 8. Amount Willing to Pay for “iTunes for News” Type of Service
- Figure 9. Primary Sources for National News
- Figure 10. Primary Sources for Local News
- Figure 11. Reason for Visiting News Sources
- Figure 12. Use of Google
- Figure 13. Power News Users: News Sources Used Daily
- Figure 14. Power News Users’ Usage of Cell Phones/Smartphones
- Figure 15. Power News Users Commenting on Online Stories
- Figure 16. Primary Sources for Entertainment Activities
- Figure 17. Primary Sources for Real Estate News
- Figure 18. Primary Sources for Job Listings or Job Trends
- Figure 19. Use of Classified Ads
- Figure 20. Primary Sources for Business News
- Figure 21. Primary Sources for Pro Sports News
Tables & Figures