Crossovers (readers of both print and online newspapers) influence, on average, 18 family members, friends and co-workers weekly -- 38%  more than the web user who does not visit newspaper websites.

Year: 2007

Type of Promotional Material/Activity Tested:

Newspaper websites

Sample Population:

Methodology:

25-minute web-based interviews conducted September/October 2007

Metrics:

Print/online newspaper users v. non-newspaper website users and their influence on others.

Top-Line Results:

• Newspaper Website Users are 52% more likely to be “Influencers” (adults who share their opinions with others in at least three different ways, as defined by MRI) compared to Newspaper Non-Website Users -- 47 % vs. 31%.

• Crossovers influence, on average, 18 family members, friends and co-workers weekly -- 38% more than the web user who does not visit newspaper websites.

• Newspaper Website Users are more likely than their counterparts to be asked their opinions about the product categories measured in this study  (consumer electronics, cooking/entertainment, sports, investment/financial planning, and fashion).

• Newspaper Website Users (Crossovers particularly) are most confident that their opinions resonate among their peers -- especially with business colleagues (+64%) and common interest groups (+45%).
  

• Adults who use newspaper websites and read printed newspapers are 82% more likely to be early adopters of new products and the latest technology as compared to newspaper website non-users.

• Respondents deem newspaper advertising as "more credible" than ads featured on social network, search engines, and peer-to-peer sites:

Take-Away:

Link to 2007 NNN Website Influencer Study - Newspaper Websites Deliver One Of The Most Highly Influential Audiences on the Web