In a lecture with Mark Fuler from Australian Regional Media,
different types of audiences where identified and explained. I found it very
interesting understanding where my future audiences where coming from! Here is
what he had to say:
Casual Users:
These users will likely never convert to subscribers, however they
deliver audience reach and build advertising inventory – with a good
opportunity for growth.
Medium Users:
Over half of casual users access our sites via search engines,
with another 21% coming via social networks and other websites. This kind
of visitor generally lands on an article page and reads little-to-no other
content other than the page they landed on.
If asked which sites they get their news from, they likely
wouldn’t mention any of our sites, but would attribute it to the search engine,
social network or website that they linked through from.
„44% of
medium users come direct to our sites – meaning that they either type the
address or have it bookmarked.
„55% land
on the homepage and navigate from there – with a further 12% accessing via a
site section landing page.
Heaviest Users:
„Over
two-thirds of these users access the sites directly.
„They
have a stronger news appetite and habit – consuming an average of 22 pages of
metered content every month. 66% enter the sites via the homepage and navigate
their sessions from there. A further 19% enter via a section landing
page, with more than half of these users coming directly to the site –
suggesting they have a relevant landing page bookmarked. „These consumers typically visit approximately 3 times every
week and spend almost 17 minutes with the site on each visit.
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