Newspaper Website Visitors Fact Sheet

A new study from Scarborough Research, the audience ratings measurement service for the newspaper industry, reveals insights regarding adults who have visited a newspaper website in the past 30 days; they are:

• 31% more likely than all internet-using adults to be employed in professional/managerial positions
• 34% more likely to influence company purchasing decisions about travel arrangements
• 33% more likely to influence decisions to purchase information technology
• 38% more likely to have annual household incomes of $250K+, 33% more likely to live in homes valued at $1M+
• 48% more likely to hold a post-graduate degree
• 31% more likely to have contributed to arts or cultural organizations in the past year, 25% more likely to have contributed to political organizations and 20% more likely to have contributed to social welfare organizations
• 25% more likely to support politicians based on eco-positions, 20% more likely to pay more for eco-friendly products and 22% more likely to own or lease a hybrid vehicle
• 22% more likely to have visited an art museum in the past year
• 20% more likely than all internet-enabled adults to have taken three or more trips outside the continental U.S. in the past three years
• 25% more likely to live in a household that owns an e-reader
• 19% more likely to live in a household that owns a smartphone