2014 RJI Mobile Media Research Report 5: The pairing of large tablets with smartphones has important implications
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2014 RJI Mobile Media Research Report 5: The pairing of large tablets with smartphones has important implications

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The pairing of large tablets with smartphones has important implications for news organizations. ...

The pairing of large tablets with smartphones has important implications for news organizations.

Nearly 9 in 10 large tablet owners also use smartphones according to the latest mobile media survey from the Donald W. Reynolds Journalism Institute. Only 4 in 10 smartphone owners said they also used large tablets.

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2014 RJI Mobile Media Research Report 5: The pairing of large tablets with smartphones has important implications 2014 RJI Mobile Media Research Report 5: The pairing of large tablets with smartphones has important implications Presentation Transcript

  • The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org 2014 RJI Mobile Media News Consumption Survey Charts for Research Report 5 donald w. reynolds journalism instituterji
  • Donald W. Reynolds Journalism Institute CHART 5.1 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. Percentages of large tablet owners within gender and age groups Large tablet owners are participants who said they had used a tablet with an 8-inch or larger display in the week prior to participating in the Q1 2014 RJI Mobile Media News Consumption Survey. 31% 18-34 38% 35-54 31% 55+ Men 47% of large tablet owners 45 AVERAGE AGE 33% 18-34 39% 35-54 28% 55+ Women 53% of large tablet owners 44 AVERAGE AGE Who uses large media tablets in 2014?
  • Donald W. Reynolds Journalism Institute CHART 5.2 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. MEN WOMEN 18-34 35-54 55 or Older All Ages Percentages of large tablet owners within gender and age groups Large tablet owners were asked how many tablet news apps they had actually used with their large tablets in the week prior to participating in the 2014 RJI Mobile Media Survey. OVERALL 2.7 47% 2.4 52% 2.9 3.0 3.3 2.5 2.8 2.9 2.6 40% 2.635% 2.3 46% 2.9 Who used tablet news apps? 50% 56% 69% 43% 48% 53% 44% The average number of tablet news apps used by the owners who used tablet news apps in the week prior to taking the survey are shown in white type.
  • Donald W. Reynolds Journalism Institute CHART 5.3 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. MEN WOMEN 18-34 35-54 55 or Older All Ages Percentages of large tablet news app users within gender and age groups Large tablet owners who said they had used tablet news apps were then asked how many were tablet newspaper apps in the week prior to participating in the 2014 RJI Mobile Media Survey. OVERALL 1.5 59% 1.5 61% 1.5 2.11.7 2.7 1.71.6 1.8 41% 1.5 40% 1.3 41% 1.7 Who used tablet newspaper apps? 60% 59%58% 62% 55%54% 56% The average number of tablet newspaper apps used by the owners who used tablet newspaper apps in the week prior to taking the survey are shown in white type.
  • Donald W. Reynolds Journalism Institute CHART 5.4 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. Who used an Apple iPad? Percentages of large tablet owners within gender and age groups Large tablet owners were asked what types of large tablets they were currently using. Other overall: 10% had Amazon Kindle Fires, 3% B&N Nook Tablets, and 1% Microsoft Surface Tablets. MEN WOMEN 18-34 35-54 55 or Older All Ages OVERALL 81% 64%61%59% 65% 72% 69%67% 71% 68%71% 64%
  • Donald W. Reynolds Journalism Institute CHART 5.5 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. Who used their large tablets frequently? Percentages of large tablet owners within gender and age groups Large tablet owners were asked to rank how frequently they had used their large tablets in the past seven days on a 1-to-5 scale where “1” was Rarely and “5” was Very Frequently. MEN WOMEN 18-34 35-54 55 or Older All Ages OVERALL 53% 68% 54%57% 50% 61% 63%63% 63% 59% 55% 63% 3.8 3.5 4.0 3.93.8 4.0 3.7 3.5 3.9 3.53.6 3.3 Percentages are derived from the combined rankings of “4” (Frequently) and “5” (Very Frequently). The average (mean) rankings are shown in white type.
  • Donald W. Reynolds Journalism Institute CHART 5.6 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. MEN WOMEN 18-34 35-54 55 or Older All Ages Percentages of large tablet owners within gender and age groups Large tablet owners were asked where they used their large tablets most often. Other overall: 14% Everywhere, 8% At Work or School, 4% While Commuting or Travelling. OVERALL Who used large tablets most often at home? 76% 84% 71%71%71% 80% 69% 65% 74% 74%71% 77%
  • Donald W. Reynolds Journalism Institute CHART 5.7 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. MEN WOMEN 18-34 35-54 55 or Older All Ages Percentages of large tablet owners within gender and age groups Large tablet owners were asked when they were most likely to use their large tablets. Other overall: 29% Throughout the Day, 9% Weekday Daytime, 4% Weekday Mornings, 7% Weekends. OVERALL Who used large tablets mostly in the evening? 55% 58% 51%48% 54% 57% 42% 35% 49% 51%49% 52%
  • Donald W. Reynolds Journalism Institute CHART 5.8 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. MEN WOMEN 18-34 35-54 55 or Older All Ages Percentages of large tablet owners within gender and age groups Large tablet owners were asked if they also had used a smartphone in the seven days prior to participating in the 2014 RJI Mobile Media Survey. OVERALL Who also used a smartphone? 88% 93%91%90%92% 91% 78%81% 76% 87%87% 87%
  • Donald W. Reynolds Journalism Institute CHART 5.9 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. Percentages of large tablet owners within gender and age groups Large tablet owners were asked if they preferred scrolling continuously or swiping pages when reading long stories on their large tablets. Other overall: 39% Scrolling, 8% No Preference. Who preferred swiping pages on large tablets?MEN WOMEN 18-34 35-54 55 or Older All Ages OVERALL 52% 49%51% 56% 44% 50% 59%57% 61% 53%51% 55%
  • Donald W. Reynolds Journalism Institute CHART 5.10 Roger Fidler • 6/26/14 Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding. Likelihood of purchasing mobile device in 2014 [ Current large tablet owners ] 34% 28% 31% Smartphone 31% 6% 13% Large Tablet 11% 10% 5% Mini Tablet 8% 6% 6% Percentages of large tablet owners in each category within each age group Large tablet owners in the 2014 survey were asked if they were likely to purchase a new tablet or smartphone 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  48% Samsung brand **   20% Other Android brands  9% Windows brand  1% Another type  4% Don’t know/Not sure  19% TYPE OF LARGE TABLET * Apple iPad  56% Amazon Kindle Fire **   9% Other Android brands  9% Windows brand  3% Another type  9% Don’t know/Not sure  15% TYPE OF MINI TABLET * Apple iPad Mini  57% Amazon Kindle Fire **   5% Other Android brands  10% Windows brand  5% Another type  5% Don’t know/Not sure  19% * Overall percentages ** Android operating systems
  • 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