This paper reviews market research about readers of online newspapers.
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Paper Summary:
This paper explains that the 350% increase of online versions of newspapers in the last five years was assisted by the development of speedier broadband. The author, through several consumer research reports, points out that generally online readers are younger, more upscale, better educated, "heavy" users of the Internet, and make more online purchases. The paper reports that, whereas the bulk of the online users may state that there has been no alteration in their conventional media habits, the reality is that a significant proportion of individuals have changed their reading habits and, within a comparatively limited time frame, have taken up novel methods of receiving the news.
From the Paper:
"The newspaper online sites are amongst the most talked about and accepted locally oriented destination on the web, as per a report from NFO Ad:Impact, of Greenwich, Conn. A comparative study found that 66 percent of online users were informed of online newspaper Web sites, while 34 percent were interested in local useful city guide sites. The newspaper sites are visited by many people: on an average 48 percent of people saw the local newspaper site and 16 percent saw the local city guide. An anticipated total population viewpoint for the markets review was done by NFO Ad: Impact and it projected that almost 5 million online users visited the newspaper sites during 30 day period of study and it turned out to be twice the quantity of the combined traffic on the local city sites."
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