Herald Reveals Survey Results, Sweepstakes Winner

The Cape May County Herald’s independent auditing service, Circulation Verification Council, recently conducted a survey focused on the grocery-shopping behaviors of Herald readers. Surveys like this help us better understand our audience’s interests with the aim of serving you better. 
Links to the online survey were distributed via the Herald’s various multimedia channels. A total of 689 responses were tallied. Survey responses reflect the mid-winter timing and grocery focus. Here is an overview of survey results.
Demographics – Most grocery-shopping Herald readers are full-time, female residents between the ages of 25 and 64.
Respondents were 71 percent female, 29 percent male. The age range of survey respondents was 18 to 75+, with 72 percent ranging from 25 to 64, 22 percent were 65-74, 4 percent were 75+, 2 percent were under 25. 85 percent identified as full-time Cape May County residents, 9 percent as part-time residents, 3 percent as frequent visitors, 3 percent as former residents or occasional visitors. 
Connection – The Herald is the leading source of community information for Cape May County.
Respondents reported connecting to the Herald frequently through our various multimedia channels. 76 percent reported reading the print edition regularly; 52 percent report visiting the Herald website regularly; 16 percent read our digital editions; 13 percent subscribe to our email newsletters; 33 percent follow the Herald on social media; and 46 percent of respondents subscribe to Herald mobile alerts. Respondents reported regular use of various other local media sources, but cited the Herald as their leading source of Cape May County news and information, by a factor of more than 10 to 1 over any other source – more than four times all other sources combined.
Grocery Advertising – Herald readers prefer local shopping, and the Herald is the most influential vehicle for grocery advertising in Cape May County.
92 percent of respondents prefer shopping at a local grocery store. 61 percent typically spend $100 or more each week on groceries. 54 percent have no regular shopping day; others prefer the latter half of the week or weekend. 73 percent of respondents report regularly viewing grocery advertising in the Herald. Grocery advertising in the Herald has more than double the influence on shopping behavior, compared to advertising in other newspapers. Only 20 percent of respondents reported their grocery shopping behavior being influenced by advertising or circulars received by mail; 18 percent of respondents either do not receive grocery advertising at home (e.g., no mailbox) or they throw it away without looking at it.
Feedback – Herald readers love the Herald … and we love our Herald readers. More than half of survey respondents offered feedback on how we are doing – things they like, don’t like or suggested changes. This feedback (reflected in the accompanying word cloud) was shared among Herald staff and will be incorporated into our planning.
Congratulations to Dennis Krause, of Rio Grande, winner of the $100 Visa gift card sweepstakes. Thank you to all who participated in our survey and to all of you who are regularly connecting with us through our various media channels.