ResearchResults

 

The First Marketing Newsletter Readership Study is designed to evaluate recall, readership, reader behavior, topic preferences, attribute ratings and demographics for our clients. Perhaps most importantly, our wireless clients also seek to measure the effectiveness of their newsletters inů

  • Promoting new ways for cellular customers to use their service.
  • Educating customers about cellular technology and the value of the service.
  • Building loyalty to deflect competition.

The results included in this market report clearly demonstrate the power of professionally produced, custom newsletters to achieve the specific objectives of wireless companies. Highlights include:

  • 55% of customers surveyed recall seeing the newsletter and, among those respondents, 69% report reading every or almost every issue.
  • More than 60% of the readers say they read all or some of the articles in each issue.
  • Almost 50% of respondents who recall the newsletter report that the newsletter provides them with more reasons and ways to use their service.

These highlights reflect just a few of the ways a First Marketing newsletter can support your goals, as part of an integrated communications program. For a full report, including statistics on topic preferences, attribute ratings and demographics, please contact us and mention the market you are interested in.

Recall
Yes
55%
No
44%
Recall Chart
No Answer
1%
Wireless customers show a high degree of interest in publications sent to them regarding wireless services and products. 55% of respondents recall seeing an issue of the newsletter previously.

Every or
Almost Every Issue
69%
Very Few
24%
Scope of Readership Chart
No Answer
1%
None
6%
Among customers who recall seeing the newsletter, 70% report that they read every or almost every issue they receive.

Depth of Readership
All or Some
Articles
62%
Parts
32%
Depth of Readership Chart
No Answer
6%
The range of topics and the editorial approach featured in wireless publications created by First Marketing also deliver a high level of readership. 62% of customers who recall the newsletter say they read all or some of the articles in each issue.

Topic Recall
Topic Recall Chart
Recall of Product and service articles is high among respondents. 40% to 50% of all readers recall reading articles based on these topics in the publications they receive.

Trial
Trial Chart
In total, nearly 1 in 4 respondents who recall these topics have tried at least one of these services as a result of something they read in the newsletter.

Usage
Yes
49%
No
18%
Usage Chart
No Answer
2%
Not
Sure
31%
The most significant question regarding the effectiveness of a wireless publication is whether it provides readers with more reasons and ways to use their service. Usage motivation for wireless readers is almost 50% for First Marketing publications. Another 31% are unsure about the newsletter's impact, but did not answer "no."

Survey Instrument

The survey instrument is self-administered and consists of standard and custom questions and scales. Responses are tabulated along two axes: marginal counts and cross-tabulations. All closed-ended questions are analyzed by number of responses and percent of responses.

The statistics on these pages represent a sample of 864 respondents from the wireless industry. A sample of this size carries with it a confidence interval between 2.0% and 3.3% (see chart below).

Margin of Error

Standard error is a statistical term that describes the likelihood of achieving the same result in a similar study. At the 95% confidence level, we are assured that if we were to do this test n times, the same result + or - the appropriate confidence interval would occur 95 out of 100 times.

Data Split Cell Size
500 600 700 800 900

10%-90%
20%-80%
30%-70%
40%-60%
50%-50%

2.6
3.5
4.0
4.3
4.4

2.4
3.2
3.7
3.9
4.0

2.2
3.0
3.4
3.6
3.7

2.1
2.8
3.2
3.4
3.5

2.0
2.6
3.0
3.2
3.3

 
ResearchResults
 
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