| | |
|
 |
|
|
NEWSPAPERS STILL TOP CHOICE FOR HOME BUYERS |
|
|
Despite a burgeoning online industry, the Sunday newspaper remains the top media
resource for home buyers, according to a new report from the Newspaper Association of America. |
|
|
The survey found that 55 per cent of home buyers used a Sunday, daily or weekly
newspaper during the buying process. That's more than the 34 per cent who used home listing magazines or the
19 per cent who used a newspaper to find their current home. |
|
|
More than half of respondents under the age of 35 used a newspaper to find
their current home. |
|
|
"Although other media have been nipping at our heels for years, newspapers remain
the most trusted and relied-upon medium for home buyers," says John Kimball, NAA senior vice-president
and chief marketing officer. |
|
|
The study also found that home buyers use newspapers more frequently than they
use other media. The report found that on average, home buyers used the daily newspaper 25 times during
their home search, outpacing the use of home magazines, used just over nine times, and the Internet,
used almost 13 times. These numbers indicate that many buyers use the Internet in conjunction with
their newspaper. |
|
|
Buyers also said they read articles in their newspaper's real estate section:
three quarters said they read articles when searching for a home and 65 per cent said they read articles
even when they are not looking for a home. |
|
|
The study "Newspapers: The Foundation of a Successful Home Search", was conducted
on behalf of the nonprofit NAA, which represents the newspaper industry. Respondents were members of the
NFO Research Consumer panel and were a representative sample of people who purchased their primary residence
within the two years prior to the survey.
Inman News Features
|
|
|
Back to About Us |
|
|
