Audience Segmentation: Nielsen Scarborough Research

Nielsen Scarborough, a global measurement and data analytics company, conducted a research regarding the most common types of local newspaper audiences.

You have probably read about the main audience segments of the US media and New England area newspapers in our ‘Audience Segmentation’ article.

In this article IO Technologies team will examine what those categories mean.

Nielsen Scarborough, a global measurement and data analytics company, conducted a research regarding the most common types of local newspaper audiences. Their experts divided audiences by media channels (print, web, mobile and a mix of platforms) and the main goal of this research was to provide media advertising networks with information on solvent audiences.

Nevertheless, the outcomes can be used for different purposes thanks to their diversity.

Before diving into the specifics of each audience segment, let’s take a look at the main trends discovered by the research:

  • 48% of adults prefer to read traditional printed newspapers. Youngsters prefer digital platforms.
  • Every audience segment differs by behavior and demographics. More explanation can be found below.
  • People who get news from all platforms are usually well-educated and have the highest income.
Four audience segments according to the Nielsen Scarborough research

Audience Segments: Overview

Let’s inspect each user group. Some points may be already familiar to you, however, additional information should provide new insights.

  1. 1. Print Loyalists

    Adults who prefer printed news. The number of this customer segment is 48% for the US.

    There is almost no youngsters in this category, just retirees and empty-nesters. This is rather predictable due to the strong cultural difference.

  2. Print loyalists Nielsen Scarborough audience segment overview
  3. 2. Dual devotees

    This group gets news from 2 sources, both printed and web/mobile.

    The average age of this segment is 48. They are younger than Print loyalists and utilize computers or smartphones from time to time. People from this audience segment are usually educated and have stable high incomes (around $94K per year).

  4. Dual devotees Nielsen Scarborough audience segment details
  5. 3. Digital dignitaries

    This user group prefers digital platforms. They rarely purchase printed issues. This audience segment (16%) is the smallest. People from this group are mostly aged under 40, and one-third are Millennials.

    Digital dignitaries’ average income is around $96K, they are well-educated, and half of them have office jobs.

  6. An overview of the Digital dignitaries audience segment by Nielsen Scarborough
  7. 4. News omnivores

    The last group includes users of all information sources, from printed issues to web or mobile platforms. It’s one of the youngest groups discovered by the research. The average age is 43, and half of the segment is younger than 34.>

    This audience segment is the best educated, and has the highest income (more than $110K). News omnivores prefer intellectual labor, 56% of them are work as ‘white collars’ workers.

  8. News omnivores is the last segment of audience according to Nielsen Scarborough

How can this research help?

Audience segmentation research helps us know customer groups better. Though it was aimed mainly at getting insights for improving advertising, we can use this information to understand readers better.

In case you’re a newsroom representative, this material may give you a couple of ideas about developing your information distribution channels. It depends on visitors you’re aiming at.

Besides this Nielsen Scarborough research, there are more examples of audience segmentation. Check them out:

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by IO Technologies