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The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org
2014 RJI Mobile Media
News Consumption Survey...
Donald W. Reynolds Journalism Institute	 CHART 2.1	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults ...
Donald W. Reynolds Journalism Institute	 CHART 2.2	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults ...
Donald W. Reynolds Journalism Institute	 CHART 2.3	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults ...
Donald W. Reynolds Journalism Institute	 CHART 2.4	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults ...
Donald W. Reynolds Journalism Institute	 CHART 2.5	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults ...
Donald W. Reynolds Journalism Institute	 CHART 2.6	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults ...
Donald W. Reynolds Journalism Institute	 CHART 2.7	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults ...
Donald W. Reynolds Journalism Institute	 CHART 2.8	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults ...
Donald W. Reynolds Journalism Institute	 CHART 2.9	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults ...
Donald W. Reynolds Journalism Institute	 CHART 2.10	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults...
Donald W. Reynolds Journalism Institute	 CHART 2.11	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults...
Donald W. Reynolds Journalism Institute	 CHART 2.12	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults...
Donald W. Reynolds Journalism Institute	 CHART 2.13	 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults...
The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org
2014 RJI Mobile Media
News Consumption Survey...
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2014 RJI Mobile Media Research Report 2: Seniors hold key to future growth for mobile media: RJI Mobile Media Research Project

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While the percentage of U.S. adults who use smartphones and/or tablets continues to grow, the use of mobile media by people aged 55 or older, who now represent more than 60 percent of non-users, will be a critical factor in future growth according to the latest Reynolds Journalism Institute (RJI) mobile media poll.

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Transcript of "2014 RJI Mobile Media Research Report 2: Seniors hold key to future growth for mobile media: RJI Mobile Media Research Project"

  1. 1. The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org 2014 RJI Mobile Media News Consumption Survey Charts for Research Report 2 donald w. reynolds journalism instituterji
  2. 2. Donald W. Reynolds Journalism Institute CHART 2.1 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. Who are mobile users and non-users in 2014? Percentages of all respondents within each category and age group Mobile Users are participants who said they had used a smartphone and/or tablet in the week prior to participating in the Q1 2014 RJI Mobile Media News Consumption Survey. 38% 18-34 15% 18-34 36% 35-54 23% 35-54 26% 55+ 62% 55+ Non-Users 30% of All Respondents Mobile Users 71% of All Respondents 42 AVERAGE AGE 56 AVERAGE AGE Percentages may not total 100% due to rounding.
  3. 3. Donald W. Reynolds Journalism Institute CHART 2.2 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. How do mobile users and non-users compare? Percentages of mobile users and non-users in each demographic group Employed includes full-, part-, and self-employed; College indicates at least a 4-year college degree; Urban includes cities and suburbs with populations of 40,000 or more. GENDER Male ETHNICITY White INCOME ‡ ≥ $75,000 EMPLOYMENT Employed MOBILEUSERS Non-USERS 53% 54% 74% 76% 50% 20% 68% 45% EDUCATION College 52% 32% LOCATION Urban 56% 40% ‡ Excludes 19% of respondents overall who did not reveal their incomes.
  4. 4. Donald W. Reynolds Journalism Institute CHART 2.3 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. How do their households compare? [ One or more mobile devices in households ] MOBILEUSER HOUSEHOLDS NON- USER 75% 23% Smartphones 47% 61% 12% Large Tablets 16% 20% 6% Mini Tablets 54% 69% 17% Tablets (both types) Based on a random sampling of 1,191 U.S. adults in Q1 2014. Percentages of mobile user and non-user households within each group All participants — mobile users and non-users — in the 2014 survey were asked if any members of their households had smartphones or media tablets. A Non-User Household is one in which the respondent had not used a smartphone or tablet in the week prior to taking the survey. OVERALL HOUSEHOLDS 96%
  5. 5. Donald W. Reynolds Journalism Institute CHART 2.4 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. Whattypesofphoneswereusedintheirhomes? [ Cell phones vs. landline phones ] Cell Phones (All Types) Cell Phones Only Landline Phones Landline Phones Only CELL PHONES WERE USED BY 89% OF RESPONDENTS WHO COMPLETED THE SURVEY 100% 93% 66% 48% 34% 52% 0% 7% MOBILE USERS NON-USERS Percentages of mobile users and non-users within each category Participants were asked at the beginning of the survey about the cell phones (all types) and landline phones (plugged into phone jacks or Internet modems) used in their homes. PERCENT OF CELL PHONES THAT WERE SMARTPHONES In households of respondents who were mobile users In households of respondents who were non-users 96% 25%
  6. 6. Donald W. Reynolds Journalism Institute CHART 2.5 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. Who uses common forms of media for news? Percentages of mobile users and non-users who used each news medium Participants who said they had read stories or ads in printed newspapers, watched news on TV sets, listened to news on radios or used PCs for news on websites or social media in the prior week. NEWSPAPERS Reading Stories NEWSPAPERS Looking at Ads TV NEWS Using TVs RADIO NEWS Using Radios MOBILEUSERS Non-USERS 35% 40% 46% 51% 77% 84% 47% 41% WEB NEWS Using PCs 58% 42% SOCIAL MEDIA Using PCs 31% 18%
  7. 7. Donald W. Reynolds Journalism Institute CHART 2.6 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. How much time is spent with news media? Percentages of mobile users and non-users who used each news medium Participants who said they spent more than 20 minutes on a typical day consuming news or advertising with each of the common forms of media they had used in the prior week. NEWSPAPERS Reading Stories NEWSPAPERS Looking at Ads TV NEWS Using TVs RADIO NEWS Using Radios USERS Non-USERS 10% 13% 36% 48% 75% 83% 54% 57% WEB NEWS Using PCs 48% 58% SOCIAL MEDIA Using PCs 36% 39%
  8. 8. Donald W. Reynolds Journalism Institute CHART 2.7 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. What are their main sources of news? [ Mobile users and non-users overall ] Broadcast & Cable Websites & Social Media Newspapers Other NATIONAL/INTERNATIONAL NEWS LOCAL NEWS 53% 66% 35% 19% 9% 13% 3% 3% 57% 60% 23% 7% 16% 27% 4% 6% MOBILE USERS NON-USERS MOBILE USERS NON-USERS Percentages of mobile users and non-users who used each news medium Broadcast & Cable includes network, cable, and public television news programs as well as radio news programs; Other includes magazines, e-mail, and word-of-mouth. NEWSPAPER SUBSCRIBERS Mobile Users Non- Users 27% 37%
  9. 9. Donald W. Reynolds Journalism Institute CHART 2.8 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. What are their main sources of news? [ 18-34 age group ] Broadcast & Cable Websites & Social Media Newspapers Other NATIONAL/INTERNATIONAL NEWS LOCAL NEWS 44% 40% 47% 49% 6% 8% 3% 4% 50% 51% 32% 17% 13% 23% 6% 9% MOBILE USERS NON-USERS MOBILE USERS NON-USERS Percentages of mobile users and non-users who used each news medium Broadcast & Cable includes network, cable, and public television news programs as well as radio news programs; Other includes magazines, e-mail, and word-of-mouth. NEWSPAPER SUBSCRIBERS Mobile Users Non- Users 13% 17%
  10. 10. Donald W. Reynolds Journalism Institute CHART 2.9 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. What are their main sources of news? [ 35-54 age group ] Percentages of mobile users and non-users who used each news medium Broadcast & Cable includes network, cable, and public television news programs as well as radio news programs; Other includes magazines, e-mail, and word-of-mouth. Broadcast & Cable Websites & Social Media Newspapers Other NATIONAL/INTERNATIONAL NEWS LOCAL NEWS 55% 64% 34% 15% 8% 16% 3% 5% 62% 67% 23% 9% 11% 20% 4% 5% MOBILE USERS NON-USERS MOBILE USERS NON-USERS NEWSPAPER SUBSCRIBERS Mobile Users Non- Users 24% 32%
  11. 11. Donald W. Reynolds Journalism Institute CHART 2.10 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. What are their main sources of news? [ 55 or older age group ] Broadcast & Cable Websites & Social Media Newspapers Other NATIONAL/INTERNATIONAL NEWS LOCAL NEWS 64% 73% 18% 13% 15% 12% 4% 1% 60% 59% 11% 5% 26% 31% 3% 5% MOBILE USERS NON-USERS MOBILE USERS NON-USERS Percentages of mobile users and non-users who used each news medium Broadcast & Cable includes network, cable, and public television news programs as well as radio news programs; Other includes magazines, e-mail, and word-of-mouth. NEWSPAPER SUBSCRIBERS Mobile Users Non- Users 50% 44%
  12. 12. Donald W. Reynolds Journalism Institute CHART 2.11 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. Likelihoodofpurchasingmobiledevicein2014 [ All participants ] 35% 28% 18% Smartphone 27% 14% 16% Large Tablet 12% 14% 6% Mini Tablet 6% 4% 5% Percentages of participants in each device category within each age group Participants in the 2014 survey were asked if they were likely to purchase a new mobile media device and what types they were most likely to purchase before the end of the calendar year. 18-34 35-54 55+ OVERALL TYPE OF SMARTPHONE * Apple iPhone  36% Samsung brand **   28% Other Android brands  9% Windows brand  1% Another type  5% Don’t know/Not sure  21% TYPE OF LARGE TABLET * Apple iPad  44% Amazon Kindle Fire **   10% Other Android brands  9% Windows brand  7% Another type  5% Don’t know/Not sure  25% TYPE OF MINI TABLET * Apple iPad Mini  54% Amazon Kindle Fire **   13% Other Android brands  8% Windows brand  3% Another type  3% Don’t know/Not sure  18% Percentages may not total 100% due to rounding. * Overall percentages ** Android operating systems
  13. 13. Donald W. Reynolds Journalism Institute CHART 2.12 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. Likelihoodofpurchasingmobiledevicein2014 [ Current mobile media users ] 35% 27% 22% Smartphone 29% 14% 17% Large Tablet 15% 15% 6% Mini Tablet 8% 4% 6% Percentages of users in each device category within each age group Participants in the 2014 survey were asked if they were likely to purchase a new mobile media device and what types they were most likely to purchase before the end of the calendar year. 18-34 35-54 55+ OVERALL TYPE OF SMARTPHONE * Apple iPhone  41% Samsung brand **   30% Other Android brands  10% Windows brand  1% Another type  3% Don’t know/Not sure  16% TYPE OF LARGE TABLET * Apple iPad  47% Amazon Kindle Fire **   9% Other Android brands  10% Windows brand  7% Another type  5% Don’t know/Not sure  22% TYPE OF MINI TABLET * Apple iPad Mini  58% Amazon Kindle Fire **   12% Other Android brands  8% Windows brand  4% Another type  4% Don’t know/Not sure  15% Percentages may not total 100% due to rounding. * Overall percentages ** Android operating systems
  14. 14. Donald W. Reynolds Journalism Institute CHART 2.13 Roger Fidler • 5/6/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014. Likelihoodofpurchasingmobiledevicein2014 [ Current non-users ] 34% 30% 14% Smartphone 21% 11% 14% Large Tablet 9% 10% 4% Mini Tablet 0% 3% 3% Percentages of non-users in each device category within each age group Participants in the 2014 survey were asked if they were likely to purchase a new mobile media device and what types they were most likely to purchase before the end of the calendar year. 18-34 35-54 55+ OVERALL TYPE OF SMARTPHONE * Apple iPhone  21% Samsung brand **   23% Other Android brands  7% Windows brand  0% Another type  11% Don’t know/Not sure  38% TYPE OF LARGE TABLET * Apple iPad  33% Amazon Kindle Fire **   11% Other Android brands  6% Windows brand  8% Another type  6% Don’t know/Not sure  36% TYPE OF MINI TABLET * Apple iPad Mini  33% Amazon Kindle Fire **   22% Other Android brands  11% Windows brand  0% Another type  0% Don’t know/Not sure  33% Percentages may not total 100% due to rounding. * Overall percentages ** Android operating systems
  15. 15. The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org 2014 RJI Mobile Media News Consumption Survey The intended purpose of these annual RJI surveys is to gain insights into who uses mobile media and how their uses for news may change over time. The research reports can be found at: www.rjionline.org/research/rji-mobile-media-project. For more information, contact: Roger Fidler RJI Program Director for Digital Publishing FidlerR@RJIonline.org donald w. reynolds journalism instituterji
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