According a recent consumer study, 82% of Internet users who visit newspaper sites each day also purchase products online - opposed to 55% of infrequent visitors.

The daily visitor also spends on average 19 hours online each week compared to 9 hours for the infrequent visitor.

Other key points from the study - the term “power user” refers to users visiting newspaper sites daily:

- 91% of power users recently shopped online and 89% made a recent online purchase

- 70% of power users pay bills online compared to 28% of non-power users

- 65% of power users have broadband at home and work compared with 50% of non-users having broadband at home and 29% at work.

- Power users are likely to be younger - mean age is 39

- Power users are have average incomes that are around 12% higher

- Power users love coupons - 43% vs. 14%

- 52 percent of power users have college degrees, vs. 35% of non-users.

So; if you want to feel richer, smarter, younger and more technologically sophisticated, visit a newspaper site daily.

But I guess what the sponsors of the study, the Newspaper Association of America, are really saying is that advertising on newspaper sites is a really, really, *really* good idea. In fact, I don’t think they could have made the goal of their survey report any plainer, short of having a headline of “If you don’t buy newspaper site ad space, you’re a moron!” :).

Read more of the Newspaper Site Power User report findings.