Total real estate ad spending has dropped 3 % so far this year, while spending on the online segment has grown 25.8%, hitting $2.6 billion. Borrell projects online real estate advertising to grow at 12.4% next year while total real estate advertising continues to compress. The report forcasts that agents and brokers will be spending more ad dollars with online media than with the newspaper within as little as three years.
Younger Online News Consumers are Not Newspaper Readers
A new comScore, study of the differences in online behavior among heavy, medium, light and non-newspaper readers showed that non-newspaper readers are likely to be younger, but are actually heavier than average online news consumers. Meanwhile, heavy newspaper readers are more likely than average to engage with traditional print news brands online.
Those age 65 and older are nearly 3 times more likely than average to read the print edition of newspapers 6 times per week, while those age 18-24 are 38 percent more likely than average to not read a print newspaper at all during a typical week.