“While our data does show that print newspaper readership is slowly declining, it also illustrates
that reports about the pending death of the newspaper industry are greatly exaggerated,” said
Gary Meo, Scarborough’s Senior Vice President of Print and Digital Media Services. “Given the
fragmentation of media choices, printed newspapers are holding onto their audiences relatively
well.”

According to the demographic data in the study, newspapers continue attract educated, affluent readers.
In an average week:

• 79% of white collar employed adults read a printed newspaper
• 82% of adults with household incomes of $100,000 or more read a printed newspaper
• 84% of adults who are college graduates or more read a printed newspaper

“While this self-awareness of how they rate their healthy living seems to contradict statistics on
child and teen obesity published by the CDC and other agencies, it shows that there is a foundation
or predisposition for turning awareness into actual healthy lifestyle patterns,” said Steve Seraita, Executive Vice President, Scarborough Research.

Parents Know Best

Using the internet is an integral part of teen activity, but it ranks second as a source for where teens go for health information. 63 percent of teens say that when they have questions about health or nutrition, the seek out their parents or guardians, while half turn to the internet. In both cases, girls are more likely to use either source. Seriata notes that healthcare social marketing efforts designed to reach teens might have an even greater impact if their parents were targeted as well.

When teens do go to the web for information on health, they’re more likely to rely on a search engine than they are a social network.

“Teens are considered to be at the forefront of social networking, but, when it comes to seeking health information, we can see the power of search outweighs that of social networking,” said Seraita.”However, with half of all teens going to the Internet for health information, marketers must create a comprehensive and diversified online marketing plan — otherwise they will miss reaching half of their target audience.”

Download Scarborough’s Teen Health Perceptions Study.

The White House announced that the President will be drinking Bud Light at tonight’s much-publicized “Beer Summit.” Consumer and media research firm Scarborough Research shows that Bud Light is also the beer choice for politically mainstream Americans. Bud Light drinkers (ages 21+) have no distinct political profile. They are just as likely as all drinking-age Americans to consider themselves Democrat, Republican, or Independent, and are average for voting in presidential, statewide and local elections. Bud Light drinkers are also average for being registered to vote.

 * Bud Light Drinkers are adults 21+ who drank a Bud Light during the past month.

Washingtonpost.com was the leading newspaper website, with 24 percent of adults in the local market visiting the newspaper’s web site in the past week. 

Weekly Print Audience 

 * Gannett Wisconsin Newspapers include Appleton Post-Crescent, Fond du Lac Reporter, Green Bay Press-Gazette, Manitowoc Herald Times Repoter, Oshkosh Northwestern

Weekly Website Audience 

Integrated Newspaper Audience

Read the full press release.

Of key interest to advertisers is the finding that 95 percent of teens notice some type of advertising at the mall, with display ads, hanging banners and displays where samples can be tried the most effective.  View the full study, free of charge, here.

“The findings show that teens do in fact notice advertising in the mall, and our study shows that they generally rate it positively,” said Jane Traub, senior vice president of research for Scarborough.

Read the full press release regarding Scarborough’s study here.

“This data begs the question: is the constant negative news feed on the industry warranted when newspapers are actually being read by three-fourths of the adult population? When you look at audience data, it seems irrational that advertisers are leaving newspapers because the numbers speak for themselves,” said Gary Meo, senior vice president, print and digital media, Scarborough Research.

The study found that Hispanic Internet users are 21% more likely to download digital content than the average adult online. Forty-two percent of Hispanic Internet Users have downloaded some form of digital content during the past 30 days, compared to 35% of the total Internet population. Music is the top download category for both Hispanics and the total Internet population. Almost one-third (32%) of Hispanic Internet users and almost one-quarter (24%) of all Internet users have downloaded music during the past month.

“Increased high-speed Internet access among Hispanics is opening the door for online businesses to establish brand loyalty with this consumer group,” said Gary Meo, senior vice president of digital media services, Scarborough Research. “Offering Hispanics new and creative ways to interact with a brand online – particularly via downloaded digital content – could go a long way in successfully marketing to the Hispanic adult.”

Download the complete report from Scarborough Research.

It’s official: Americans love their carbs.  The Bread and Baked Goods category ranked number one for 2008 — both in terms of consumer purchases and retail sales.  According to Nielsen, 99% of U.S. homes purchased bread/baked goods at least once during the 52 weeks ending June 28, 2008.  The Bread/Baked Goods category raked in $18.3 billion in sales through November 1.  Other popular CPG categories include paper products, snacks, and carbonated beverages.

Scarborough Research, a joint partnership with Nielsen and Arbitron, also reported on the top U.S.  markets for online shopping.  Washington, D.C. and San Francisco ranked first and second, respectively, with 39% and 35% of adults spending $500 or more online in the past year.  Nationwide, 25% of adults reported spending $500 or more online in the past year.

Top 10 Consumer Packaged Goods Purchased by U.S. Homes

Top 10 Consumer Packaged Goods Sold in U.S. Retail Stores

Top U.S. Markets For Adults Who Spent More Than $500+ Online Last Year

View the press release.

Relive the greatest hits of 2008 — stay tuned on Nielsen Wire for more Tops In 2008 coverage.

Look ahead to the new year with Nielsen Wire’s 2009 Industry Outlook series.