Newspaper Digital Audience is Younger, Wealthier, Better Educated

The assumption has been that the newspaper's digital audience is younger, more affluent and better educated than print. Now, a recent Pulse Research national survey shows just how distinct and compelling newspaper's digital audience is.Demographics: The average age of a digital audience member is 44, seven years younger than the average age of 51 for a print household. In the 30 and under segment, there are 60% more digital households than print. The average household income of a digital household is $65,480, which is 21% higher than a print average household income of $53,776. Even more significant, 82% more digital households earn over $100,000 per year. Digital households are better educated; 22% more digital households have a college or post degree education. In addition, 50% more digital households have children at home; 48% compared to 32% of print households having children at home.

Purchasing plans: In the key real estate and automotive categories, the digital household has much higher planned purchases over the next 12 months. Personal home: 46% more digital households plan to purchase a personal residence in the next 12 months; 7.6% compared to 5.2% of print households.

Digital household purchasing plans for new cars in the next 12 months is 24% higher than print households; 8.4% to 6.8%. The same upward purchasing trends hold true for furniture stores. The planned purchasing by a digital household at a furniture store in the next 12 months is 51% higher than a print household; 24.4% compared to 16.2%.

The digital audience is defined as a household that has visited the local newspaper website in the last 30 days and owns a smart phone. – Pulse Research