LEAP benchmarking reveals key audience insights

By Daniel Williams Published November 4, 2015

A recent benchmarking report for LEAP Media Solutions clients reveals valuable insights into the composition of the audiences that are engaged with these media brands.   The data and reporting was generated from LEAP's audience database, which has been standardized for newsmedia clients and represents markets ranging from fewer than 5,000 subscribers to over 75,000 subscribers.

By integrating subscriber, transactional and site registration data into LEAP's marketing database, and then appending demographic and lifestyle data to address, customer and email records, we are able to identify key characteristics that can be incorporated into not only audience marketing activities, but in the product and revenue development strategies for clients.

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Unsurprisingly, today's subscribers skew heavily toward older and more affluent households.  For example, households where the adult age range is 55 and above represent 45% of all active subscribers and are 54% more likely to be active subscribers relative to the overall market.  When looking at household income range, the general pattern reveals that higher income households are more likely to be active subscribers (not surprising).   On the other hand, where the household income range is 20,000 - 39,999, those households are slightly more likely to be active subscribers relative to the overall market.  This cohort is comprised largely of retirees with fixed social security and other retirement incomes.
Another benefit to appending demographics and lifestyle data to customer data is the ability to measure retention performance to the Acxiom Personicx Lifestage Segments that are part of the LEAP standard data model.
For the "Active Elders" segment - characterized as older, empty-nester homeowners who are deeply embedded into their communities - these households are 81.7% more likely to be active subscribers and on average retain at 56% annually, which is the highest performance across the measured markets.   While there are 28,614 active subscribers associated to this specific life stage segment, there are another 7,905 former subscriber households and 93,331 households with no previous subscription relationship with the newspaper.

Factoring these insights into audience segmentation and modeling processes, LEAP clients are able to most effectively allocate their marketing investments toward specific households that represent the greatest opportunity for response, activation and long-term retention.  This process is explained in greater detail here.

Among the other findings:

Owners vs. Renters

  • Whereas homeowners are 28% more likely to be active subscribers, renters are 42% less likely to be subscribers.
Marital Status
  • Married households are 28% more likely to be active subscribers, whereas non-married households are 30% less likely to be active subscribers.
Presence of Children
  • Empty nester households are 13% more likely to be active subscribers, and for households with children present, the younger the child the less likely the household is to maintain a newspaper subscription.
  • Aside from age, the leading indicator on propensity to subscribe relates to tenure in the market.  Where the length of residence is greater than 10 years, these households are 34% more likely to be active subscribers relative to the overall market.  On the other hand, where the length of residence is less than 2 years, those households are 36% less likely to be active subscribers.
For additional information on LEAP Media Solutions end-to-end audience management solutions, please contact Dan Williams via email or by phone at 860.710.5942.
Dan Williams is the Co-Founder and Chief Executive Officer of LEAP Media Solutions, and is based in Raleigh, NC.

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