People who visit newspaper Web sites on an average day are more likely to make online purchases, and make greater use of the Internet for advertising, shopping information and various types of news and information, according to a new study conducted for the Newspaper Association of America. The study, conducted by MORI Research, found that 82 percent of newspaper “Power Users” — readers who use newspaper Web sites on an average day — purchase products online, compared with only 55 percent of individuals who do not frequently use newspaper Web sites.

The consumer study, conducted by Minneapolis-based MORI Research, surveyed 1,501 Internet users by phone, as well as 9,576 online newspaper users via an online survey on 10 newspaper sites.

“These compelling results show that newspaper Web site ‘Power Users’ are a valuable audience for advertisers seeking to reach purchase-minded consumers,” said NAA President and CEO John F. Sturm. “Online newspaper readers are a unique class of highly engaged consumers who have made newspaper Web sites an integral part of their daily lives as they seek information, conduct research on products, and execute transactions.”

The study, “Power Users 2006: An Engaged Audience for Advertising and News,” builds upon previous studies conducted in 2002 and 2004. Key findings:

* Nearly all Power Users research, browse and make purchases online,
strongly leading non-users of newspaper Web sites in these behaviors:

— 82 percent of Power Users purchased products online v. 55 percent
— 76 percent browse products for sale v. 48 percent non-users.
— 43 percent download coupons v. just 14 percent non-users.
— 78 percent check store hours and location v. 36 percent non-

* Power Users spend twice as much time online than non-users (19 hours a
week v. 9 hours).

* Checking local news on newspaper Web sites is a daily habit for Power
Users (54 percent v. 7 percent non-users).

* Power Users are more likely to use various online services than non-
users of newspaper sites (70 percent pay bills online v. 28 percent for
non-users; 66 percent get maps and directions online v. 32 percent).

* At least 65 percent of Power Users have high speed Internet access at
home and at work, v. 50 percent of non users (who have high speed at
home). Only 29 percent of non-users have high speed Internet access at

* Demographically, Power Users are younger, better-educated and more
affluent than non-users of newspaper sites.

— The mean age of Power Users is 39, compared with 42 for non-users
(40 percent are between the ages of 18 and 34 compared with 36
percent non-users in that age group).
— The mean income of Power Users is $73,200 v. $65,900 for non-
— 52 percent of Power Users have college degrees v. 35 percent of

Usage by Power Users is rising as well since 2004. Those who “visited yesterday” rose from 12 percent to 16 percent in 2004. In addition, 29 percent of Power Users visited in the past seven days, a four percent increase from two years ago.

The data for this study were collected with telephone and online surveys of more than 10,000 online consumers in the U.S. conducted in December 2005 and January 2006. For the 2006 report, a different analytical approach was taken to compare “Power Users” (defined as those who use the newspaper Web site on an “average day”) with “non-users” (defined as those Internet users who have not used a newspaper Web site in the last six months). The findings reflect the characteristics and habits of the two groups surveyed by phone and pop-up surveys, and showcase the desirability of the newspaper Web site audience. The full report is published by NAA’s digital-media analysis site The Digital Edge (

The pop-up surveys were placed on 10 newspaper sites:,,,,,,,,, The full report, published by NAA’s digital-media analysis site The Digital Edge (