Download - 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
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