USA: Online newspaper readers who also read print editions more likely to be “influencers”

Posted by Cyril Gros on December 11, 2007 at 12:13 PM

A new study from the US Newspaper National Network shows that people who read newspaper Web sites and also read the print edition are more likely to form opinions about new products, technologies and issues than those who use the Web without consulting print newspapers.

The study reveals that readers of both newspaper Web sites who also read print editions tend to influence on average 18 people a week versus 13 people a week for Web users who don’t visit newspaper sites.

The study also shows that people who use both sources are more likely to be asked their opinion on finance, fashion, and sports.

These ‘crossover’ adults are 82 percent more likely to be early adopters of new products and the latest technology compared to non-newspaper Web site readers.

Source:ECJ

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