http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905358649&rel=true



 
  
Online Publishers Association: Online media users stick to same brand offline
Dec 09 2002: According to a new Online Publishers Association study, users of branded media websites are more likely to read, watch or listen to those same media brands offline. 

A recent OPA survey found that 56 percent of online media users tend to use the offline component of a brand. 

Furthermore, 66 percent of users with high affinity towards a particular media website are likely to watch the companion network or read the companion publication, compared to just 23 percent of low affinity users.

Users of special interest and sports websites are particularly likely to translate into offline readers, viewers or listeners of the corresponding brand, according to the research.

The study concludes that online media sites introduce valuable new consumers to the overall media brand and are a highly effective and efficient channel for driving print subscriptions.