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Marketing ICA 3

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 Questionnaires Personal interviews Phone interviews Email. Executive Summary. Findings and analysis

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Marketing ICA 3

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  1. Marketing ICA 3 www.asiaone.com

  2. Executive Summary • Objectives: • To find out how, where and when people read the news and their reasons. • Methodology: • A survey through the use of • Questionnaires • Personal interviews • Phone interviews • Email

  3. Executive Summary • Findings 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

  4. 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

  5. Introduction • The 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

  6. 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%

  7. Findings & Analysis • Level 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%

  8. Findings & Analysis • Industry: • 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%

  9. Findings & Analysis • Where 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%

  10. 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%

  11. Conclusions • More male than female readers • Biggest age group of readers: 15 – 24 • Majority of the readers have attained at least an ‘O’ Level certificate • Most of the respondents do not hold a job due to the fact that they are students • Most Singaporeans like to read the papers in the morning at home • Most of them take 11 – 20 minutes to read the news • Majority read the newspapers as it is readily available and does not put as much strain on the eyes • The minority who read it online in the office or use a laptop.

  12. Recommendations • Since the respondents fall in the age group of 15 – 24 • The 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

  13. Questionnaire Survey 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? o15 – 24 o25 – 34 o35 – 44 o45 – 54 o> 54

  14. Questionnaire 2. What is your gender? oMale oFemale 3. What is your highest level of education? o PSLE o‘O’ Level o‘A’ Level oDiploma oUniversity Degree oOthers (please specify):

  15. Questionnaire 4. What is your economic status? oStudent oRetired oHomemaker oWorking oUnemployed oOthers (please specify): 5. Which industry do you work in? oService industry oTrade industry oAcademic industry oMilitary industry oGovernment / Civil service oConstruction industry oTechnical industry Others (please specify):

  16. Questionnaire 6. When do you usually read the news? oIn the morning oIn the afternoon oIn the evening oOthers (please specify): 7. Where do you usually read the news? oAt home oOn the way to work / school oAt work / school Others (please specify):

  17. Questionnaire 8. How much time will you spend reading the news? o<10 mins o11 – 20 mins o21 – 30 mins o31 – 40 mins o41 – 50 mins o> 51 mins 9. Do you prefer to read the news on line or from the physical newspaper? oOnline oNewspapers

  18. Questionnaire 10. Why would you prefer to read the news online? 11. Why would you prefer to read the newspaper?

  19. AGE GROUPS

  20. GENDER

  21. HIGHEST LEVEL OF EDUCATION

  22. ECONOMIC STATUS

  23. TYPES OF INDUSTRY WHICH INTERVIEWEES BELONG TO

  24. Convenient 36% REASONS FOR READING NEWS ONLINE Free 29% Archived articles, easier and faster search 21% A variety of articles 14%

  25. Less strain on eyes 26% REASONS FOR READING NEWS FROM PHYSICAL NEWSPAPER Available anytime, any day 48% Habit 3% ComputerIlliteracy 4% No time wasted on scrolling, loading and logging on 19%

  26. The End

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