Statewide Advertising Research
CNA regularly commissions surveys to gauge consumers’ media usage habits. Year after year, the study results show that newspapers and newspaper websites are well-read and meet an important need among consumers. Following are results from the 2013 study.
Iowa's newspapers reach consumers!
• 77% of Iowans read newspapers in print or digitally
• 3.1 million Iowans read newspapers in print or digitally
• The average age of a newspaper reader is 49. She is from Generation X.
• When shopping for a good deal on merchandise consumers ranked newspapers and newspaper websites as the most useful source of information over direct mail, television, radio or websites such as Groupon!
• Consumers find newspaper ads worthwhile. 60% of Iowa adults say advertising that appears in newspapers is important or very important!
• More than half of newspaper readers view the advertising circulars or flyers included with their newspaper nearly every time or very often.
• When receiving advertising circulars or flyers, consumers want to receive them in newspapers — 48% prefer to receive ad inserts in newspapers compared to only 18% who prefer direct mail and 13% free shoppers.
• 79% of Iowans who are considering changing their financial institution in the next year are newspaper readers
• 85% of Iowans who are interested in receiving information about new health care insurance options are newspaper readers
• 88% of Iowans who have visited a casino in the past year are newspaper readers
• 79% of Iowans who are considering changing their cable or satellite provider are newspaper readers
• 82% of Iowans who plan to buy a new vehicle in the next 12 months are newspaper readers
• 81% of Iowans who have influence on agriculture purchases are newspaper readers
• When looking for information about schools in the community, consumers rank newspapers as the most useful source of information - more than double the next closest source
• When looking for information about local high school sports, consumer rank newspapers as the most useful source of information - double the next two highest sources combined
• When looking for information about local things to do, consumer rank newspapers as the most useful source of information - more than double the next closest source
• 82% of adults who have contacted an elected official in the past 12 months read a newspaper in print or digitally
Source: 2013 Scarborough Research– CNA Consumer Media Usage Study