Advertising and media use in kentucky

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Advertising and media use in kentucky

  1. 1. Advertising & Media Use In Kentucky A Report For: A Division of Integrated Marketing Services, Inc. 279 Wall Street, Princeton, NJ 08540 P: 609-683-9055 F: 609-683-8398 June 2010 www.imsworld.com
  2. 2. Table Of Contents PAGE I. Executive Summary 3 II. Specific Findings 1. News & Advertising Sources 12 2. Newspaper Readership 18 3. Public Notice Advertising 31 Appendix A: Methodology Appendix B: Questionnaire Advertising & Media Use in Kentucky June 2010 2
  3. 3. I. Executive Summary Printed newspapers are easily the primary source for news and advertising in Kentucky and this is particularly true for public notices and legal advertising. Having the ability to access public notices is important to Kentucky adults. • The vast majority of Kentuckians (nine in 10) say keeping the public informed through public notice advertising is an important requirement for government agencies • Newspapers are easily the preferred sources for this type of advertising • Moving legal notices from printed newspapers to government websites would result in a significant drop in readership. In addition, more than six in 10 of all Kentucky adults who use any advertising say newspapers are their primary source of local sales and shopping information, true of all groups including young adults. Newspapers are also the primary source of advertising for a wide variety of products and services ranging from groceries to local entertainment. These are just some of the findings of a research study conducted for the Kentucky Press Association by the independent research firm of American Opinion Research (AOR) based in Princeton, NJ. These results are based on interviews with 600 Kentucky residents age 18 and older across the state. These results have a margin of error of plus or minus 4 percentage points. Advertising & Media Use in Kentucky June 2010 3
  4. 4. Executive Summary (A more complete explanation of the methodology for this study is included in Appendix A of this report.) Following is: • An executive summary of the results • Detailed findings of the research • The methodology used in this research • The questionnaire used in this project PUBLIC NOTICE ADVERTISING As stated previously, having the ability to access public notices is important to Kentucky adults. As shown in the adjoining chart, more than half (56%) of Kentucky adults who use any source of public notice advertising, the majority of Kentuckians, say newspapers are their primary source. Fewer than one in 10 (9%) rely primarily on the Internet. Advertising & Media Use in Kentucky June 2010 4
  5. 5. Executive Summary The majority of Kentucky adults (58%) recall seeing or reading public notices and legal advertising in a newspaper. Readership is higher among newspaper readers and higher income Kentuckians. Nine in 10 Kentuckians (equal to almost 2.9 million adults) say keeping the public informed through public notice advertising is an important requirement for government agencies. This is true among all types of adults. In addition, as shown in the adjoining chart, adults who have seen public notice advertising are easily more likely to prefer receiving them in a printed newspaper than any other source. More than six in 10 (61%) say newspapers are their preferred source. Moving public notices online would result in significant loss of readership. Advertising & Media Use in Kentucky June 2010 5
  6. 6. Executive Summary Almost six in 10 (59%) said they would read public notices less often if they were eliminated from newspapers and put online on government websites. Adults who actually read public notice advertising are even less likely (72%) to read them online. Fewer than one in five Kentucky adults have ever looked for public notices or legal ads online; even among younger adults, the percentage who read legal notices online is small. Among the relatively few adults who have looked online for legal notices there is no dominant website; in fact, half of those cannot remember which website they used. As shown in the adjoining chart, trust or credibility is significantly higher for legal notices placed in newspapers than in government websites; 55 percent say they trust public notices printed in newspapers compared with 35 percent who trust them posted on government websites. The same question, analyzed by adults who have read public notices, shows credibility is even higher for legal notices placed in newspapers; more than two thirds (68%) say they trust legal notices placed in newspapers compared with 39 percent for government websites. Kentuckians are also much more likely to read legal notices printed in newspapers than they are to read them on a government website; 49 percent are likely to read them in newspapers compared with 15 percent on government websites. Almost two-thirds (64%) of Kentucky adults who have read public notices say they are likely to use newspapers for these ads, much higher than the percentage who would use government websites. Advertising & Media Use in Kentucky June 2010 6
  7. 7. Executive Summary Asked to make a choice, newspapers are clearly the source most adults (77%) would use to access public notice advertising. Among adults who have read public notices, almost nine in 10 (89%) prefer newspapers. NEWS AND ADVERTISING SOURCES Printed newspapers easily remain Kentuckians top source of local sales and shopping information. As shown in the adjoining chart, more than six in 10 Kentuckians (61%) who use any advertising say newspapers are their primary source; cable television rates second at only 13 percent. This is true even among younger adults; 54 percent of those between ages 18 and 39 say newspapers are their primary source compared with 12 percent who choose the Internet. Newspapers are also the primary source consumers use for most products and services including: • Groceries • Appliances • Used vehicles • Home improvement • Real estate • Jobs (followed by the Internet) • Local entertainment Newspapers and the Internet are statistically tied as the primary source for new cars, trucks, vans or SUV’s; however, online sources tend to be more fragmented than newspapers. Advertising & Media Use in Kentucky June 2010 7
  8. 8. Executive Summary NEWSPAPER READERSHIP As shown in the adjoining chart, three in four (equal to more than 2.4 million adults) read a daily newspaper at least once during an average week, Monday through Friday. • More than four in 10 (43%) read on an average weekday • Half read on an average Sunday An even higher percentage (84%) read a daily, Sunday or weekly newspaper during an average week, equal to more than 2.6 million adults. Weekday readership (not including weekly newspapers) is strong among all groups in Kentucky. Even among younger adults (age 18 to 39) more than seven in 10 (72%) read a newspaper during an average week, Monday through Friday. (There is a 43 percent gap between past week and average weekday readership, higher than the national average of 24 percent. Strategically, this means Kentucky newspapers should focus on building reader frequency.) Kentucky weekday and Sunday newspapers reach an average of 2.6 readers per copy; 1.6 readers in addition to the reader interviewed. Advertising & Media Use in Kentucky June 2010 8
  9. 9. Executive Summary Weekly Newspaper Readership Weekly or community newspapers are also well read in Kentucky. As shown in the adjoining chart, almost six in 10 adults (56%) read a weekly newspaper. Almost half (45%) read a weekly or community newspaper during an average week. Advertising & Media Use in Kentucky June 2010 9
  10. 10. II. Specific Findings Advertising & Media Use in Kentucky June 2010 10
  11. 11. 1. News & Advertising Sources § Printed newspapers easily remain Kentuckians top source of local sales and shopping information. • More than six in 10 Kentuckians (61%) who use any advertising say newspapers are their primary source; cable television rates second at only 13 percent. • This is true even among younger adults; 54 percent of those between ages 18 and 39 say newspapers are their primary source compared with 12 percent who choose the Internet. § Newspapers are the primary source consumers use for most products and services including: • Groceries • Appliances • Used vehicles • Home improvement • Real estate • Jobs (followed by the Internet) • Local entertainment Advertising & Media Use in Kentucky June 2010 11
  12. 12. News & Advertising Sources § Newspapers and the Internet are statistically tied as the primary source for new cars, trucks, vans or SUV’s; however, online sources tend to be more fragmented than newspapers. § Printed newspapers follow local television as the single most relied upon source for local news and information; television is, however, generally very fragmented and the local newspaper typically rates higher than any individual station. Advertising & Media Use in Kentucky June 2010 12
  13. 13. News & Advertising Sources Newspaper Top Source For Shopping Q1a. What is your main source of local sales and shopping Information information? Base: Adults Using Any Advertising Source (3,075,400) Printed newspapers 61% Local TV 13% The Internet 7% Information in the mail/ 4% flyers/circulars Radio 4% National TV 4% Go to the store 3% Magazines 2% Word-of-mouth/family/ 1% friends Shopping guides 1% 0% 25% 50% 75% 100% More than six in 10 Kentuckians who use any advertising say newspapers are their primary source of local sales and shopping information. This is true even among younger adults; 54 percent of those between ages 18 and 39 say newspapers are their primary source compared with 12 percent who choose the Internet. Newspapers rate even stronger among other age groups. Advertising & Media Use in Kentucky June 2010 13
  14. 14. News & Advertising Sources Sources of Local News Q1b. What is your main source of local news and Base: Adults Using Any Local News Source (3,198,400) information? Local TV 37% Printed newspapers 30% National TV 18% The Internet 7% Radio 7% Word-of-mouth/family/ 2% friends 0% 25% 50% 75% 100% Printed newspapers follow cable television as the most relied upon source for local news and information. Television is, however, generally very fragmented and the local newspaper generally rates higher than any individual station. Advertising & Media Use in Kentucky June 2010 14
  15. 15. News & Advertising Sources Q2. Which of the following sources of advertising Newspaper Top Source For Most Products information would you turn to first if you were looking for…? Base: Shoppers of Each Product Who Use Any Advertising (RANDOMIZE) Would it be a printed newspaper, television, radio, information you receive in the mail, Yellow Pages, magazines, billboards, the Internet or something else? PRIMARY ADVERTISING SOURCE FOR: Major New Cars, Trucks, Used Cars, Trucks, Groceries Appliances Vans or SUVs Vans or SUVs % % % % PRINTED NEWSPAPER 63 44 31 44 STORE/DEALER/AGENT 12 11 10 6 MAIL 12 7 3 2 TELEVISION 5 7 13 6 INTERNET 4 24 35 32 RADIO 1 1 3 3 BILLBOARDS 1 * * * WORD-OF-MOUTH 1 1 1 3 YELLOW PAGES * 3 1 1 MAGAZINES * 2 2 3 OTHER * * 1 1 (Table Continues) *(Less than .05 percent) Newspapers are the primary source consumers use for most products and services including groceries, appliances, used vehicles, home improvement, real estate, jobs and local entertainment (shown on the following page). Newspapers and the Internet are statistically tied as the primary source for new cars, trucks, vans or SUV’s; however, online sources tend to be more fragmented than newspapers. Advertising & Media Use in Kentucky June 2010 15
  16. 16. News & Advertising Sources Q2. Which of the following sources of advertising Newspaper Top Source For Most information would you turn to first if you were looking for…? Products, continued (RANDOMIZE) Would it be a printed newspaper, television, Base: Shoppers of Each Product Who Use Any Advertising radio, information you receive in the mail, Yellow Pages, magazines, billboards, the Internet or something else? PRIMARY ADVERTISING SOURCE FOR: Hardware, Home Local Improvement New or Different Jobs or Entertainment, Supplies Home To Buy Employment Places To Go % % % % PRINTED NEWSPAPER 43 45 52 46 STORE/DEALER/AGENT 13 3 * * MAIL 7 2 1 2 TELEVISION 7 3 1 13 INTERNET 22 33 40 25 RADIO 1 * * 7 BILLBOARDS 1 1 * 1 WORD-OF-MOUTH 1 2 2 3 YELLOW PAGES 5 2 1 2 MAGAZINES * 4 * 1 OTHER * 5 4 * *(Less than .05 percent) Advertising & Media Use in Kentucky June 2010 16
  17. 17. News & Advertising Sources Newspaper Top Job Source Q24. What is the main source you use when looking for a Base: Adults Using Any Job Source (2,434,700) job? Newspaper classified ads 45% Internet 40% Word-of-mouth 9% Employment agency 7% Go out and apply for jobs/ 2% look around Executive search agency/ 1% headhunter 0% 25% 50% 75% 100% Newspaper classified ads are still the top source that consumers use when looking for a job. The Internet rates second; again, however, there are many Internet sources. No other source comes close Advertising & Media Use in Kentucky June 2010 17
  18. 18. 2. Newspaper Readership § Kentucky adults are avid newspaper readers. • Three in four (equal to more than 2.4 million adults) read a daily newspaper at least once during an average week, Monday through Friday • More than four in 10 (43%) read on an average weekday • Half read on an average Sunday § An even higher percentage (84%) read a daily, Sunday or weekly newspaper during an average week, equal to more than 2.6 million adults. § Weekday readership (not including weekly newspapers) is strong among all groups in Kentucky. • Even among younger adults (18 to 39) more than seven in 10 (72%) read a newspaper during an average week, Monday through Friday. § There is a 43 percent gap between past week and average weekday readership, higher than the national average of 24 percent. § Strategically, this means Kentucky newspapers should focus on building reader frequency. Advertising & Media Use in Kentucky June 2010 18
  19. 19. Newspaper Readership § Kentucky weekday and Sunday newspapers reach an average of 2.6 readers per copy; 1.6 readers in addition to the reader interviewed. § Weekly or community newspapers are also well read in Kentucky. § Almost six in 10 adults (56%) read a weekly newspaper; 45 percent read during an average week. Advertising & Media Use in Kentucky June 2010 19
  20. 20. Newspaper Readership Newspaper Readership in Kentucky Base: Total Kentucky Adults (3,235,400) PERCENT WHO READ A NEWSPAPER 1,382,900* 43% Average Weekday Average Five Weekdays 2,441,000* 75% 1,631,600* 50% Average Sunday Average Four Sundays 1,932,500* 60% Average Seven Days 2,608,800* 84% (Any newspaper) 0% 25% 50% 75% 100% *(Total Adults) Kentucky adults are avid newspaper readers. Three in four read a daily newspaper during an average week, Monday through Friday, and more than four in 10 (43%) read on an average weekday. Half read on an average Sunday. An even higher percentage (84%) read a daily, Sunday or weekly newspaper during an average week, equal to more than 2.6 million adults. Advertising & Media Use in Kentucky June 2010 20
  21. 21. Newspaper Readership Comparing Average Week And Average Day Readership Base: Total Kentucky Adults (3,235,400) NEWSPAPER READERSHIP Average Average 5-Days Weekday TOTAL % 75 43 GENDER Male % 72 41 Female % 79 44 AGE 18-39 % 72 32 40-54 % 76 42 55-64 % 77 52 65+ % 81 60 HOUSEHOLD INCOME Under $35,000 % 75 35 $35,000 to $49,999 % 75 46 $50,000 to $74,999 % 72 39 $75,000 or more % 82 52 Weekday readership (not including weekly newspapers) is strong among all groups in Kentucky. Even among younger adults (18 to 39) more than seven in 10 (72%) read a newspaper during an average week, Monday through Friday. There is a 43 percent gap between past week and average weekday readership, higher than the national average of 24 percent. Strategically, this means Kentucky newspapers should focus on building reader frequency. Advertising & Media Use in Kentucky June 2010 21
  22. 22. Newspaper Readership High Readers Per Copy Q5. Not counting yourself, how many other people on average also look at the same copy of the daily newspaper Base: Weekday Newspaper (2,441,000) you read? 0 18% 1 38% 2 20% 3 11% AVERAGE NO. OF “OTHER” READERS: 1.6 4 4% 5 3% 6 or more 1% Don’t know 4% 0% 25% 50% 75% 100% Kentucky newspapers reach an average of 2.6 readers per copy. This is 1.6 readers in addition to the reader interviewed. Advertising & Media Use in Kentucky June 2010 22
  23. 23. Newspaper Readership Monthly And Average Sunday Newspaper Readership Base: Total Kentucky Adults (3,235,400) SUNDAY NEWSPAPER READERSHIP Average Average 4-Sundays Sunday TOTAL % 60 50 GENDER Male % 60 49 Female % 59 51 AGE 18-39 % 59 47 40-54 % 57 46 55-64 % 57 53 65+ % 70 65 HOUSEHOLD INCOME Under $35,000 % 52 40 $35,000 to $49,999 % 59 52 $50,000 to $74,999 % 77 73 $75,000 or more % 75 61 As on weekdays, Sunday newspapers reach the majority of all demographic groups. Even among younger adults almost six in 10 (59%) read a Sunday newspaper and almost half (47%) read on an average Sunday. Advertising & Media Use in Kentucky June 2010 23
  24. 24. Newspaper Readership Sunday Readers Per Copy Q8. Not counting yourself, how many other people on average also look at the same copy of the Sunday Base: Adults Who Have Read A Sunday Newspaper (1,932,500) newspaper you read? 0 16% 1 42% 2 19% 3 11% AVERAGE NO. OF “OTHER” READERS: 1.6 4 5% 5 3% 6 or more 2% Don’t know 2% 0% 25% 50% 75% 100% As on weekdays, the average Sunday newspaper is read by 2.6 adults. Advertising & Media Use in Kentucky June 2010 24
  25. 25. Newspaper Readership Kentucky Weeklies Widely Read Base: Total Kentucky Adults (3,235,400) PERCENT WHO READ WEEKLY/COMMUNITY NEWSPAPERS 45% Average Week 1,467,100* 1,814,700* 56% Average Four Weeks 0% 25% 50% 75% 100% *(Total Adults) Weekly or community newspapers are also well read in Kentucky. Almost six in 10 adults (56%) read a weekly newspaper; 45 percent read during an average week. Advertising & Media Use in Kentucky June 2010 25
  26. 26. Newspaper Readership Total Newspaper Readership in Kentucky Base: Total Kentucky Adults (3,235,400) TOTAL NEWSPAPER READERSHIP DURING AN AVERAGE 7-DAY PERIOD TOTAL % 84 GENDER Male % 81 Female % 88 AGE 18-39 % 81 40-54 % 85 55-64 % 87 65+ % 87 HOUSEHOLD INCOME Under $35,000 % 84 $35,000 to $49,999 % 84 $50,000 to $74,999 % 90 $75,000 or more % 88 Kentucky newspapers (weekday, Sunday and weekly) have very high combined reach. More than eight in 10 adults read at least one during an average week, true of every demographic group including younger adults. Advertising & Media Use in Kentucky June 2010 26
  27. 27. 3. Public Notice Advertising § Having the ability to access public notices is important to Kentucky adults. § This research clearly shows: • The vast majority of Kentuckians (nine in 10) say keeping the public informed through public notice advertising is an important requirement for government agencies • Newspapers are easily the preferred sources for this type of advertising • Moving legal notices from printed newspapers to government websites would result in a significant drop in readership § More than half (56%) of Kentucky adults who use any source of public notice advertising, the majority of Kentuckians, say newspapers are their primary source. • Fewer than one in 10 (9%) rely primarily on the Internet § The majority of Kentucky adults (58%) recall seeing or reading public notices and legal advertising in a newspaper. • Readership is higher among newspaper readers and higher income Kentuckians. Advertising & Media Use in Kentucky June 2010 27
  28. 28. Public Notice Advertising § Kentuckians who have seen public notice advertising are easily more likely to prefer receiving them in a printed newspaper than any other source. • More than six in 10 (61%) say newspapers are their preferred source. § Moving public notices online would result in significant loss of readership. • Almost six in 10 (59%) said they would read public notices less often if they were eliminated from newspapers and put online on government websites. • Adults who actually read public notice advertising are even less likely (72%) to read them online. § Fewer than one in five Kentucky adults have ever looked for public notices or legal ads online; even among younger adults, the percentage who read legal notices online is small. § Among the relatively few adults who have looked online for legal notices there is no dominant website; in fact, half of those cannot remember which website they used. Advertising & Media Use in Kentucky June 2010 28
  29. 29. Public Notice Advertising § Trust or credibility is significantly higher for legal notices placed in newspapers than in government websites. • 55 percent say they trust public notices printed in newspapers compared with 35 percent who trust them posted on government websites • The same question, analyzed by adults who have read public notices, shows credibility is even higher for legal notices placed in newspapers; more than two thirds (68%) say they trust legal notices placed in newspapers compared with 39 percent for government websites § Kentuckians are also much more likely to read legal notices printed in newspapers than they are to read them on a government website. • 49 percent are likely to read them in newspapers compared with 15 percent on government websites § Almost two-thirds (64%) of Kentucky adults who have read public notices say they are likely to use newspapers for these ads, much higher than the percentage who would use government websites. § Asked to make a choice, newspapers are clearly the source most adults (77%) would use to access public notice advertising. § Among adults who have read public notices, almost nine in 10 (89%) prefer newspapers as their source. Advertising & Media Use in Kentucky June 2010 29
  30. 30. Public Notice Advertising Newspapers Top Source For Public Notices Q1c. What is your main source of public notice advertising, Base: Kentuckians Naming Any Source (2,775,500) such as legal notices, hearings, tax notices, etc.? Printed newspapers 56% Local TV 16% The Internet 9% National TV 9% Information in the mail/ 5% flyers/circulars Radio 3% Word-of-mouth/family/ 1% friends Other 1% 0% 25% 50% 75% 100% More than half (56%) of Kentucky adults who use any source of public notice advertising, the majority of Kentuckians, say newspapers are their primary source. No other source is close. Fewer than one in 10 (9%) rely primarily on the Internet. Advertising & Media Use in Kentucky June 2010 30
  31. 31. Public Notice Advertising Q11. Kentucky state and local laws require governmental Most Adults See Public Notices agencies to publish public notices and legal advertising in Base: Total Kentucky Adults (3,235,400) newspapers where the citizens may be affected by the actions of those agencies. These notices include information on zoning changes, proposed budgets, notices of public hearings, proposed taxes and other important government actions. Do you recall reading or seeing public notices and legal advertising in any newspaper? PERCENT SEEING PUBLIC NOTICES Don't Know % 1% TOTAL 58 NEWSPAPER READERS 63 INCOME Under $35,000 54 $35,000-$49,999 63 No $50,000-$74,999 61 41% $75,000+ 67 Yes 58% (1,863,700)* *(No. of adults) The majority of Kentucky adults (58%) recall seeing or reading public notices and legal advertising in a newspaper. Readership is higher among newspaper readers and, contrary to the perception of some adults, higher income Kentuckians. Advertising & Media Use in Kentucky June 2010 31
  32. 32. Public Notice Advertising Most Kentuckians Support Public Notice Q12. Do you believe that keeping the public informed in this Advertising way is an important requirement for government agencies? Base: Total Kentucky Adults (3,235,400) TOTAL SUPPORTING PUBLIC Don't Know SERVICE ADVERTISING 2% % No TOTAL 90 8% AGE 18-39 91 40-54 90 55-64 89 65+ 86 Yes 90% (2,898,600)* *(No. of adults) Nine in 10 Kentuckians (equal to almost 2.9 million adults) say keeping the public informed through public notice advertising is an important requirement for government agencies. This is true among all types of adults. Advertising & Media Use in Kentucky June 2010 32
  33. 33. Public Notice Advertising Most Kentuckians Actually Read Notices Q13. Have you ever read public notice or legal Base: Kentuckians Who Have Ever Seen Public Notice advertisements? Advertising (1,863,700) PERCENT WHO HAVE READ PUBLIC NOTICES* No % 8% TOTAL 92 AGE 18-39 88 40-54 94 55-64 95 65+ 94 INCOME Under $35,000 93 $35,000-$49,999 84 $50,000-$74,999 93 $75,000+ 93 *(Among adults who have ever seen public notice advertising) Yes 92% (1,717,300)* *(No. of adults) More than nine in 10 Kentucky adults who have ever seen public notice advertising or legal advertising (90%) have actually read these ads, true even of younger adults and higher-income households. This is equal to 53 percent of all Kentucky adults or about 1.7 million people. Advertising & Media Use in Kentucky June 2010 33
  34. 34. Public Notice Advertising Newspapers Preferred Source For Q14. How would you prefer to receive public notice or legal Public Notices advertisements, including proposed budgets, notice of public hearings, taxation, etc.? Would you prefer to receive Base: Kentuckians Who Have Ever Seen Public Notice them…? Advertising (1,863,700) In a printed newspaper 61% In the mail 26% On the Internet or online 8% Some other way 4% Prefer not to receive them 1% Don’t know 1% 0% 25% 50% 75% 100% Kentuckians who have seen public notice advertising are easily more likely to prefer receiving them in a printed newspaper than any other source. More than six in 10 (61%) say newspapers are their preferred source. Advertising & Media Use in Kentucky June 2010 34
  35. 35. Public Notice Advertising Q15. Some government officials have suggested dropping Fewer Would Read Notices Online public notices in newspapers in favor of putting them on Base: Total Kentucky Adults (3,235,400) government websites. If public notices were eliminated from newspapers and only made available online on government websites, would you read them: Much more Don't know PERCENT WHO WOULD READ LESS often 5% % 3% More often TOTAL 59 11% HAVE READ PUBLIC NOTICES 72 The same 21% Much less often 36% Less often 23% Moving public notices online to government websites would result in significant loss of readership. Almost six in 10 adults (59%) said they would read public notices less often if they were eliminated from newspapers and put online to government websites. Adults who actually read public notice advertising are even less likely (72%) to read them online. Advertising & Media Use in Kentucky June 2010 35
  36. 36. Public Notice Advertising Why Use Government Websites Less? Q16. Why would you be less likely to read public notices on Base: Adults Less Likely To Read Notices on Government government websites? Websites (1,912,300) TOTAL % NO COMPUTER/INTERNET ACCESS 46 Don't have internet access 29% Don't have a computer 18% EASIER TO READ A NEWSPAPER 17 DO NOT/WILL NOT VISIT GOVERNMENT WEBSITES 14 INCONVENIENT 12 Takes too much time 6% Would have to look for it 4% Not easily accessed 2% DO NOT/WOULD NOT USE THE INTERNET FOR PUBLIC NOTICES 11 NOT INTERESTED IN PUBLIC NOTICES 6 NO TIME 5 DON'T TRUST THE GOVERNMENT 1 DON'T KNOW 4 More than four in 10 adults less likely to read notices on government websites say they don’t have Internet or computer access; almost one in five (17%) say it’s simply easier to read them in a newspaper. Advertising & Media Use in Kentucky June 2010 36
  37. 37. Public Notice Advertising Few Read Notices Online Q17. Have you ever looked for public notice or legal Base: Total Kentucky Adults (3,235,400) advertising on the Internet or online? PERCENT READING ONLINE NOTICES Yes % 17% TOTAL 17 (18%)* AGE 18-39 18 40-54 20 55-64 16 65+ 8 No 83% *(Kentuckians who have read public notices) Fewer than one in five Kentucky adults have ever looked for public notices or legal ads online, about the same percentage as those who actually read public notices. Even among younger adults, the percentage who read legal notices online is small. Advertising & Media Use in Kentucky June 2010 37
  38. 38. Public Notice Advertising Q18. What website did you access for public notice or legal No Dominant Website advertising? (RECORD FIRST RESPONSE AND FOLLOW Base: Kentuckians Who Have Read Public Notices Online WITH; “What other websites have you used for public notice (535,300) or legal advertising?”) PERCENT WHO USED: Google 8% WKYT.com 6% Kentucky.gov 6% USGOC.org 5% Government website 4% (unspecified) WHS.com 3% Courier-Journal.com 3% Kydoket.com 1% 0% 25% (Table Continues) 50% 75% 100% Among the relatively few adults who have looked online for legal notices there is no dominant website. In fact (as shown on the following page), half of those cannot remember which website they used. Advertising & Media Use in Kentucky June 2010 38
  39. 39. Public Notice Advertising Q18. What website did you access for public notice or legal No Dominant Website, continued advertising? (RECORD FIRST RESPONSE AND FOLLOW Base: Kentuckians Who Have Read Public Notices Online WITH; “What other websites have you used for public notice (535,300) or legal advertising?”) PERCENT WHO USED: KYNews.com 1% JeffersonCountyGovernment.com 1% Independence.com 1% County website 1% (unspecified) Jefferson.com 1% Kentucky government website 1% (unspecified) KentuckyStateTreasure.com 1% Other 5% Don’t know/refused 50% 0% 25% 50% 75% 100% Advertising & Media Use in Kentucky June 2010 39
  40. 40. Public Notice Advertising Q19. Using a scale of 5 to 1 where 5 means you have a great Notices In Newspapers More Credible deal of trust or credibility and 1 means little or no credibility Base: Total Kentucky Adults (3,235,400) or trust, how much credibility or trust do you have in public notices: 31% Printed in a newspaper 55% 19% On a government website Great deal of 35% trust ("5" rating) Trusted ("5" or "4" rating) 0% 25% 50% 75% 100% Trust or credibility is significantly higher for legal notices placed in newspapers than on government websites. Advertising & Media Use in Kentucky June 2010 40
  41. 41. Public Notice Advertising Comparing Credibility Among Public Q19. Using a scale of 5 to 1 where 5 means you have a great Notice Readers deal of trust or credibility and 1 means little or no credibility or trust, how much credibility or trust do you have in public Base: Total Kentucky Adults Who Have Read Public Notices notices: (1,717,300) 38% Printed in a newspaper 68% 21% On a government website Great deal of 39% trust ("5" rating) Trusted ("5" or "4" rating) 0% 25% 50% 75% 100% The same question, analyzed by adults who have read public notices, shows credibility is even higher for legal notices placed in newspapers; more than two thirds (68%) say they trust legal notices placed in newspapers. Advertising & Media Use in Kentucky June 2010 41
  42. 42. Public Notice Advertising Newspaper Notices More Likely To Q20. Using a scale of 5 to 1 where five means you would be Be Read very likely to use this source and 1 means not likely at all, how likely are you to read public notice or legal advertising: Base: Total Kentucky Adults (3,235,400) PERCENT LIKELY TO USE EACH: 31% Printed in a newspaper 49% 8% On a government website Very likely ("5" 15% rating) Likely ("5" or "4" rating) 0% 25% 50% 75% 100% Kentuckians are much more likely to read legal notices printed in newspapers than they are to read them on a government website. Advertising & Media Use in Kentucky June 2010 42
  43. 43. Public Notice Advertising Readership Higher In Newspapers Q20. Using a scale of 5 to 1 where five means you would be very likely to use this source and 1 means not likely at all, Base: Total Kentucky Adults Who Have Read Public Notices (1,717,300) how likely are you to read public notice or legal advertising: PERCENT LIKELY TO USE EACH: 39% Printed in a newspaper 64% 6% On a government website Very likely ("5" 15% rating) Likely ("5" or "4" rating) 0% 25% 50% 75% 100% Almost two-thirds (64%) of Kentucky adults who have read public notices say they are likely to use newspapers for these ads, much higher than the percentage who would use government websites. Advertising & Media Use in Kentucky June 2010 43
  44. 44. Public Notice Advertising Newspapers Top Choice For Legal Notices Q21. Would you be most likely to access public notices: Base: Total Kentucky Adults (3,235,400) PERCENT LIKELY TO ACCESS PUBLIC NOTICES: In a newspaper 77% (89%)* On a government website 16% (10%)* None 4% 3% (1%)* Don’t know 0% 25% 50% 75% 100% *(Readers of public service notices) Asked to make a choice, newspapers are clearly the choice most adults (77%) would use to access public notice advertising. Among adults who have read public notices, almost nine in 10 (89%) prefer newspapers as their source. Advertising & Media Use in Kentucky June 2010 44
  45. 45. Appendix A: Methodology A total of 600 interviews were conducted among adults who live throughout the State of Kentucky. The sample of respondents was designed using a systematic random selection of telephone households and respondents within each household. Telephone numbers were generated to include both listed and unlisted numbers. The sample of respondents was drawn in proportion to adult population. Results have a margin of error of plus or minus 4 percentage points. Interviewing was conducted between May 20th and June 2nd, 2010. The data are projected to the estimated number of adults in the state. American Opinion Research (AOR) is a nationally recognized, full-service research firm. AOR has conducted research for some of the nation’s largest media companies. In addition, AOR also has a number of clients in the commercial, retailing and manufacturing sectors including: AGFA, General Motors, Ford, Chrysler, Procter and Gamble, McGraw-Hill, Siemens, Chevron, Apple and many others. Advertising & Media Use in Kentucky June 2010 45

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