Users of online national newspaper sites are younger, more affluent and spend more time and money online, according to research.
Online national newspaper users spend about 24 minutes longer on the internet each weekday than average online users, according to BMRB's Internet Monitor, commissioned by the Newspaper Marketing Agency.
The average national newspaper reader's annual household income was found to be 8% higher than the average online user's.
Online national newspaper users were also found to make more purchases and spend more money online. Those who shopped online spent an average of £685 in the previous six months, which was £67 or 11% more than the average of online users who did not visit a national newspaper website.
The research also found that users of online national newspapers were more likely to be male, 15-24 and ABC1.
The Newspaper Marketing Agency is publishing the full analysis on Wednesday as part of its PressClick initiative, which is designed to give advertisers a clearer picture of the reach of online newspapers and the characteristics of people who use the sites.
PressClick includes monthly data detailing the reach of online national newspapers in terms of unique users, and a new £10,000 annual award for the best online newspaper ad.
It will be judged by creative directors from digital agencies and the first award will be presented at the annual ANNAs event in January next year.
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