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Scarborough Research Articles

How Much Time Do eReader Households Spend Online?
Interesting study from Scarborough Research ties the relationship of households with eReader devices to newspaper readership, media website, demographics and Internet usage.

E-Reader Owners More Engaged Online

More than three-quarters of adults in the U.S. in e-reader households read a newspaper in print or online during the past week, compared to 71 percent of all adults, according to a new report from Scarborough Research.

Forty-one percent of adults in E-Reader Households visited a newspaper website during the past month, compared to 27 percent of total adults. They are 48 percent more likely than all consumers nationally to have visited a newspaper website during this time frame.

Majority Of Americans Reading Newspapers In Print And Online
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The majority (74%) of Americans, or nearly 171 million people, read a newspaper in print or online during the past week, according to a new report by Scarborough Research.

"While our data does show that print newspaper readership is slowly declining, it also illustrates that reports about the pending death of the newspaper industry are not supported by audience data," said Gary Meo, Scarborough Research’s Senior Vice President of Print and Digital Media Services.

Broadband Penetration Up 300% Since 2002

Broadband penetration has increased more than 300 percent since 2002, according to a new analysis from Scarborough Research.

In 2002, 12 percent of U.S. adults had a broadband connection in their household. Now, close to half (49%) have broadband. DSL connections have grown more than cable modems, but both have seen significant growth. Since 2002, cable modem penetration increased 188 percent and DSL connections increased 575 percent.

Newspaper Web Sites Make Up For Print Losses
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While print circulation of newspapers has declined online readership has risen. Overall, the increase in the online newspaper audience has made up 28 percent of the losses in print circulation, according to a new study from Scarborough Research.

Scarborough examined newspaper Web site readership of 88 newspapers in the top 50 local markets from August 2004 to March 2007. It found that online newspaper readership rose 14 percent during that period and that 70 percent of the newspaper Web site audience also read the printed version.