Nearly half of online shoppers are online-newspaper readers, according to a Newspaper Association of America study of online usage.
The survey found that among the 51% of all online users who shop online, 45% are online newspaper users. Slightly more than half (51%) of the 19% of Internet users looking online for information about sales in local stores are online newspaper readers, as are 53% of the 11% who participate in auctions, and 59% of the 10% who download coupons.
Of the 30% of online users who reported making a purchase on the Internet, 50% have looked at an online newspaper. Within the 24% of those who purchased airline tickets online, 66% use an online newspaper. A full 59% of the 47% who bought books online are online newspaper users, and nearly as many (58%) are included in the 40% who bought hardware or software online. Online newspaper users also accounted for 56% of the 30% who bought music compact discs or tapes, 55% of the 18% who purchased clothing online, and 55% of the 18% who used the Internet to buy games or toys.
The survey, conducted by Scarborough Research of New York, polled online users, age 18 and older, via telephone in the top 50 U.S. markets.
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