Research finds average age of U.S. digital audience member is 44 versus 51 for print household; there are 60% more digital households than print in 30 and under segment, average income for digital household is 21% higher
December 13, 2011
– The assumption has been that the newspaper's digital audience is younger, more affluent and better educated than print. Now, a recent Pulse Research national survey shows just how distinct and compelling newspaper's digital audience is.
Demographics: The average age of a digital audience member is 44, seven years younger than the average age of 51 for a print household. In the 30 and under segment, there are 60% more digital households than print. The average household income of a digital household is $65,480, which is 21% higher than a print average household income of $53,776. Even more significant, 82% more digital households earn over $100,000 per year. Digital households are better educated; 22% more digital households have a college or post degree education. In addition, 50% more digital households have children at home; 48% compared to 32% of print households having children at home.
Purchasing plans: In the key real estate and automotive categories, the digital household has much higher planned purchases over the next 12 months. Personal home: 46% more digital households plan to purchase a personal residence in the next 12 months; 7.6% compared to 5.2% of print households.
Digital household purchasing plans for new cars in the next 12 months is 24% higher than print households; 8.4% to 6.8%. The same upward purchasing trends hold true for furniture stores. The planned purchasing by a digital household at a furniture store in the next 12 months is 51% higher than a print household; 24.4% compared to 16.2%.
The digital audience is defined as a household that has visited the local newspaper website in the last 30 days and owns a smart phone.
Methodology: The methodology utilized in this research was a self-selecting newspaper readership and website user survey. The surveys were conducted online between July 1, 2011 and September 30, 2011. Participating publications and websites published house ads promoting the survey project both in print and online. A total of 5,034 surveys were completed and tabulated. Those meeting the criteria to be classified as part of the "digital audience" numbered 832.
For a complimentary copy of the Executive Summary of the digital audience research, go to www.pulseresearch.com/results/ The complete research results are also available.
Pulse of America is an ongoing, quarterly publication readership and consumer shopping survey first launched in early 2008. Over 200 publications, corporate publishing groups and press associations participate in the quarterly Pulse of America survey. Pulse Research, founded in 1985 is the host and sponsor the Pulse of America.