Research: Digital readers regularly visit news media content
As appearing on the INMA blog on November 16, 2017.
The convergence of technology is reshaping consumer behaviour and redefining publishers’ business models. Media research must reflect this dynamic environment with technology capable of capturing consumer behaviour and eliciting insights.
In the summer of 2014, Vividata began the journey toward cross-platform measurement in Canada. Fifteen months later, in October 2015, Canada’s first single-source study provided cross-platform readership data for newspapers and magazines.
Recognising that consumer behaviour continues to evolve, Vividata conducted extensive qualitative research into respondents’ understanding of the 2015 questionnaire. Findings revealed respondents understood print-related questions, but had difficulty distinguishing between the various digital platforms (such as pdf, digital replica, and Web site/app).
That research led directly to improved digital questions that went into the field in 2016:
- Brand-centric approach but filtered by format, with separate streams for print and digital.
- Measure digital by device and how it is accessed (such as social, search engine, or app).
- Simplify wording and definitions based on current consumer understanding.
Vividata’s recently released 2017 Q2 study provides new stories and opportunities for publishers and incorporates expanded cross-media profiling. The importance of digital can be seen in this release.