CF Newspaper Readership survey
May 2005
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?
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
The Readers
• Male (57%)
• Average 41 yrs old
• Married (74%), with children (50%)
• 60% with post-secondary
• Household income: 64% @ $60K+
Own Home65%
Own townhouse6%
Rent Home4%
Rent Apartment10%
Rent Townhouse2%
Married Quarters12%
Barracks/Ships1%
Reader Housing
Reader Age
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-6465+
0
5
10
15
20
25
30
20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+
The Readers
Regular Force50%
Civil. DND20%
Reserve12%
NPF8%
Family5%
Retired CF3%
General Public2%
Reader Environment
Air Force30%
Navy16%
Army54%
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%)
Readers’ Internet use
43%
74%
84%
88%
64%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Visited CFPSA Site
Shop Online
Bank Online
At Home
At Work
Favourite Features
59%
59%
47%
45%
42%
42%
37%
34%
33%
33%
33%
30%
30%
27%
25%
0% 10% 20% 30% 40% 50% 60% 70%
ND News
Unit Profiles
Sports
Calendar
Classifieds
Health
Retail Ads
Lifestyle
Editorial
MFRC
Community
Flyers
Letters
Mess
Cartoons
Desired Features
58%
51%
47%
43%
43%
43%
34%
31%
31%
29%
47%
26%
14%
19%
24%
0% 10% 20% 30% 40% 50% 60% 70%
Base News
Deployment News
Unit Profiles
ND News
Jobs
People
Calendar
Local News
Entertainment
Travel
Housing
Sports
Education
Environment
Ship News
Ratings out of 5
3.2
3.27
3.34
3.39
3.49
3.51
3.59
3.59
3.68
3.7
3.7
3.74
3.79
3.79
2.9 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9
Follow-up
Ad Variety
Local News
Local People
Timeliness
Entertaining
Layout
DND News
Useful
Relevant
Drop-box
Accuracy
Writing
Delivery
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 %
Intend to purchase in the next 12 months Cont’d
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 %
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