TNS Nipo recently conducted a study for Cebuco, the branche organization for Dutch newspapers. The study's goal was to determine how readers experience newspapers' websites. When the newspaper is delivered daily already, what's the website's added value?
The study concludes that readers find their newspapers to be up-to-date, informative and pleasant to read. These findings should strike as odd, considering websites are kept up-to-date 24 hours a day instead of just once a day, and reading online is also found to be relaxing, just like reading the newspaper.
Besides the latest news, the main reasons for readers to visit their newspaper's website are the news archives, video and sound and the ability to respond to articles. Readers barely replace the newspaper with its online equivalent to save money: in fact, 78% finds that the two add value to eachother and that the combination of online and offline news strenghtens their newspaper experience.
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