Marketing ICA 3

www.asiaone.com

Executive Summary

Objectives: • To find out how, where and when people

read the news and their reasons.

Methodology: • A survey through the use of

QuestionnairesPersonal interviewsPhone interviewsEmail

Executive SummaryFindings and analysis• The information collected was collated• It was then changed to percentages for easier

perusal• In all, we interviewed a sample size of 100 people

aged 15 to 60• The information collected:

Demographics (age, gender, highest level of education, economic status and industry)

Place where news is read Time of day when news is read How much time is spent reading the news And reasons for preferring the physical and online

methods

Executive Summary

Conclusions and recommendations:• After collation, we drew conclusions from

the information gathered

• And made recommendations to how

• the site can be improved to attract more customers

IntroductionThe news is an important source of information• About what is going on in the world• And in our country• Also whether it will affect us

There are a few ways of getting the news • one way is to buy the physical papers• Another is to go online

My group will be touching on these 2 different ways And how people are influenced by their habits or circumstances to use each way

Findings and Analysis

Demographics: • Age: people between 15 – 60 years of age

15 – 24: 40%25 – 34: 27%35 – 44: 17%45 – 54: 9%54 and above: 7%

Gender:• Male: 56%• Female: 44%

Findings & AnalysisLevel of education:• PSLE: 13%

• ‘O’ Levels: 30%

• ‘A’ Levels: 11%

• Diploma: 21%

• University Degree: 21%

• Did not complete education: 4%

Economic Status:• Working: 47%

• Student: 38%

• Retired: 6%

• Homemaker: 6%

• Unemployed: 1%

• National Service: 2%

Findings & AnalysisIndustry:• Service: 23%• Academic: 23%• Government / Civil Service: 9%• Trade: 7%• Military: 6%• Construction: 8%• Non – working: 24%

When news is read:• Morning: 57%• Afternoon: 10%• Evening: 33%

Findings & AnalysisWhere news is read:• At home: 75%

• On the way to work / school: 10%

• In the office / school: 15%

Time taken• <10 minutes: 15%

• 11 – 20 minutes: 32%

• 21 – 30 minutes: 29%

• 31 – 40 minutes: 18%

• 41 – 50 minutes: 5%

• >50 minutes: 1%

Preferred method:• Online: 24%

• Newspapers: 76%

Findings & Analysis

Reasons:• Online

Variety: 14% Archived: 21% Free: 29% Convenient: 36%

• Physical (newspapers) Less strain on eyes: 26% Available: 48% Habit: 3% Computer illiteracy: 4% No wasted time: 19%

ConclusionsMore male than female readersBiggest age group of readers: 15 – 24 Majority of the readers have attained at least an ‘O’ Level certificateMost of the respondents do not hold a job due to the fact that they are studentsMost Singaporeans like to read the papers in the morning at homeMost of them take 11 – 20 minutes to read the newsMajority read the newspapers as it is readily available and does not put as much strain on the eyesThe minority who read it online in the office or use a laptop.

RecommendationsSince the respondents fall in the age group of 15 – 24The market can be targeted at them by:• promoting the website through schools• Discounts for textbooks and other

educational material can be posted • A wider range of news articles can be

posted to attract more readers• Ease of navigation will also help to

encourage readers

QuestionnaireSurvey on Singapore Press Holdings website, www.asia1.com

 We are doing a survey on the Singapore Press Holdings website, www.asia1.com. We would appreciate it very much if you would take some time to complete the questionnaire below. Thank You.

 1. Which of the following age groups do you belong in?         15 – 24       25 – 34       35 – 44       45 – 54       > 54

Questionnaire2. What is your gender?         Male       Female 3. What is your highest level of education?        PSLE       ‘O’ Level       ‘A’ Level       Diploma       University Degree       Others (please specify):

Questionnaire4. What is your economic status?        Student       Retired       Homemaker       Working       Unemployed       Others (please specify): 5. Which industry do you work in?        Service industry       Trade industry       Academic industry       Military industry       Government / Civil service       Construction industry       Technical industryOthers (please specify):

Questionnaire6. When do you usually read the news?        In the morning        In the afternoon        In the evening        Others (please specify): 7. Where do you usually read the news?        At home       On the way to work / school       At work / schoolOthers (please specify):

Questionnaire8. How much time will you spend reading the news?

 

       <10 mins

       11 – 20 mins

       21 – 30 mins

       31 – 40 mins

       41 – 50 mins

       > 51 mins

9. Do you prefer to read the news on line or from the physical newspaper?

       Online

       Newspapers

Questionnaire

10. Why would you prefer to read the news online?

11. Why would you prefer to read the newspaper?

15-24 25-34 35-44 45-54 >55

40% 27% 17% 9% 7%

40%

27%

17%

9%

7%

15-24

25-34

35-44

44-55

>55

>5544-5535-4425-3415-24

Male Female

56% 44%

male

56%

female

44%

PSLE ‘O’

LEVEL

‘A’ LEVEL DIPLOMA UNIVERSITY DEGREE

OTHERS: NO EDUCATION

13% 30% 11% 21% 21% 4%

0%5%

10%15%20%25%30%35%

PSLE

'O' L

EV

EL

'A' L

EV

EL

DIP

LOM

A

UN

IVE

RS

ITY

DE

GR

EE

OTH

ER

S:

NO

ED

UC

ATI

ON

Level of Education

STUDENT

RETIRED

HOMEMAKER

WORKING

UNEMPLOYED

OTHERS:NATIONAL SERVICE

38% 6% 6% 47% 1% 2%

0%5%

10%15%20%25%30%35%40%45%50%

STUDENT RETI RED HOMEMAKER WORKI NG UNEMPLOYED OTHERS:

NATI ONAL

SERVI CE

INDUSTRY

0%

5%

10%

15%

20%

25%

30%

INDUSTRY 23% 7% 23% 6% 9% 4% 4% 24%

SERVICE TRADE ACADEMIC MILITARYGOVERNMENT / C IVIL

CONSTRUCT-ION

TECHNICALOTHERS:

NON-WORKING

MORNING

AFTERNOON

EVENING

57% 10% 33%

PREFERRED TIME GIVEN BY THE

INTERVIEWEES FOR READING THE

NEWS

MORNING

57%AFTERNOON

10%

EVENING

33%

MORNING

AFTERNOON

EVENING

PREFERRED PLACE WHERE

INTERVIEWEES READ THE NEWS

0%

20%

40%

60%

80%

PREFERRED PLACE WHERE

INTERVIEWEES READ THE

NEWS

75% 10% 15%

AT HOMEON THE WAY TO

WORK / SCHOOL

IN THE OFFICE /

SCHOOL

0%

5%

10%

15%

20%

25%

30%

35%

TIME SPENT ON READING THE NEWS

TIME SPENT 15% 32% 29% 18% 5% 1%

<10 10-20 21-30 31-40 41-50 >50

ONLINE NEWSPAPER

24% 76%

PREFERRED WAYS TO READ THE NEWS

NEWSPAPER

76%

ONLI NE

24%

ONLINE

NEWSPAPER

Convenient 36%Free 29%Archived articles, easier and faster search 21%A variety of articles 14%

36%

29%

21%

14%

0% 5% 10% 15% 20% 25% 30% 35% 40%

CONVENIENT

FREE

ARCHIVED ARTICLES, EASIER & FASTER SEARCH

A VARIETY OF ARTICLES

CONVENIENT FREE ARCHIVED ARTICLES, EASIER & FASTER SEARCH A VARIETY OF ARTICLES

Less strain on eyes 26%

Available anytime, any day 48%

Habit 3%

Computer Illiteracy 4%

No time wasted on scrolling, loading and logging on

19%

19%

26%

48%

3% 4%

0%

10%

20%

30%

40%

50%

60%

LESS STRAIN ON

EYES

AVAILABLE

ANYTIME, ANY DAY

HABIT COMPUTER

ILLITERACY

NO TIME WASTED

ON SCROLLING,

LOADING & LOGGING

ON

LESS STRAIN ON EYES

AVAILABLE ANYTIME, ANY DAY

HABIT

COMPUTER ILLITERACY

NO TIME WASTED ON SCROLLING,LOADING & LOGGING ON

The End