Online newspapers have made minor gains in usage and penetration, but they don’t drive their readers to advertising and ecommerce as effectively as traditional newspaper models, according to a new Power User study conducted for the Newspaper Association of America by MORI Research.
“News has become a limiting factor,” say the authors. “Newspaper sites remain as bit players as a destination among consumers who seek shopping and advertising information online. Store sites and search engines currently own this category.”
It’s not all bad news for newspapers. Twenty-one percent of Internet users now look at a local newspaper site at least twice a week. This breaks down to ten percent looking at newspaper sites daily, while 11 percent look at sites at least twice a week. Another 16 percent look at newspaper sites at least once a month, while 14 percent have looked at a newspaper site within the last six months. But 49 percent have not looked at a newspaper site in six months.