CF Newspaper Readership survey

1

• CF Newspaper Readership survey
• May 2005

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Goal of the research

• Who are the readers?
• How do they use the papers?
• What changes do they want?
• How do they rate the papers?
• What are the advertising opportunities?

3
Method

• Questionnaire based on earlier CFNA version
• Pre-tested at CFB Petawawa
• Base Newspapers printed questionnaires for
  readers to fill in and return 164 received.
• An online version was also posted 780 received
• Analysis and reporting on national level

4
The Readers

• Male (57)
• Average 41 yrs old
• Married (74), with children (50)
• 60 with post-secondary
• Household income 64 _at_ 60K

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Reader Housing
6
Reader Age
7
The Readers
8
Reader Environment
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Base Newspaper Usage

• Get Base Newspaper at work (64)
• Get base Newspaper at home (22)
• Many read entire paper (47)
• Read online (32)
• Share with 2.4 other people
• Refer to print ads (55)
• Refer to online ads (24)
• Bought something in Classifieds (18 this year)
• Read non-Base Newspapers too (77)

10
Readers Internet use
11
Favourite Features
12
Desired Features
13
Ratings out of 5
14
Intend to purchase in the next 12 months

• Gardening, Landscaping 61
• Furniture, Appliances 56
• Home repair or improvements 55
• Travel 44
• Health food, Vitamins 39
• Automotive parts, repairs 36
• Dry cleaning 35
• Camping, Hunting, Fishing 35
• Eye glasses, Contact lenses 33
• Computer 33

15
Intend to purchase in the next 12 months Contd

• Sports, Fitness equipment 30
• Educational courses 30
• Car or truck 28
• Veterinarian 26
• TV, Stereo 26
• Life or Home insurance 25
• Real estate 21
• Camera, Camcorder 18
• Financial 17
• Jewellery 17
• New cell phone 16