2014 RJI Mobile Media Research Report 7: Tablets tend to boost news consumption on smartphones and likelihood of paying for mobile news content

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Smartphone owners who also have tablets are much more likely to use their smartphones for consuming news organization content than those who do not have tablets, according to the latest mobile media …

Smartphone owners who also have tablets are much more likely to use their smartphones for consuming news organization content than those who do not have tablets, according to the latest mobile media survey from the Donald W. Reynolds Journalism Institute (RJI). Smartphone owners with tablets also are more likely to pay for subscriptions to mobile news content (see chart 7.8) and to use smartphone newspaper apps (see chart 7.10).

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  • 1. donald w. reynolds rji journalism institute 2014 RJI Mobile Media News Consumption Survey Charts for Research Report 7 The Go-To Place for Ideas, Experiments, and Research • • • w ww.RJIonline.org
  • 2. Who used smartphones and/or tablets? Aged 18-34 Aged 35-54 Aged 55 or Older 23% 34% 44% Smartphone Only 27% 34% 40% Smartphone + Tablet 49% 23% 28% Tablet Only 26% 38% 36% All Mobile Media Percentages of mobile media users within each category and age group Mobile media users are participants who said they had used a smartphone and/or tablet in the week prior to participating in the 2014 RJI Mobile Media News Consumption Survey. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.1 Roger Fidler • 8/18/14
  • 3. Who used smartphones and/or tablets? 34% 18-34 Smartphone Only Smartphone + Tablet Tablet Only 5% 52% 43% 35-54 13% 48% 40% 55 or Older 7% 55% 39% All Ages 4% 62% Percentages of mobile media users within each category and age group Mobile media users are participants who said they had used a smartphone and/or tablet in the week prior to participating in the 2014 RJI Mobile Media News Consumption Survey. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.2 Roger Fidler • 8/18/14
  • 4. Who used mobile to keep up with the news? 93% 85% SMARTPHONE ONLY SMARTPHONE + TABLET 18-34 69% 76% 87% 69% ONLY TABLET 35-54 All Ages 68% 53% 81% 55 or Older 68% 75% 87% Percentages of mobile news consumers within each category and age group Mobile news consumers are participants who said they had used a smartphone and/or tablet to keep up with the news in the week prior to participating in the Q1 2014 RJI Mobile Media News Survey. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.3 Roger Fidler • 8/18/14
  • 5. Who used mobile to keep up with the news? 18-34 Men Women Overall Smartphone Only Smartphone + Tablet Tablet Only 67% 30% 3 53% 43% 4 61% 36% 3 35-54 Men Women Overall 56% 41% 3 42% 52% 6% 49% 47% 5% 55 or Older Men Women Overall 40% 49% 11% 36% 48% 16% 38% 49% 13% All Ages Men Women Overall 57% 38% 5% 45% 48% 7% 51% 43% 6% Percentages of mobile news consumers within each gender and age group Mobile news consumers are participants who said they had used a smartphone and/or tablet to keep up with the news in the week prior to participating in the Q1 2014 RJI Mobile Media News Survey. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.4 Roger Fidler • 8/18/14
  • 6. How do mobile news consumers compare? Smartphone Only Smartphone + Tablet Tablet Only 42% 63% 44% Income ≥ $75,000‡ 49% 72% 73% Average Ages Smartphone Only 37 Smartphone + Tablet 43 Tablet Only 51 Employed 68% 43% 44% College Degree 58% 62% 62% Urban Location Percentages of mobile news consumers within each category and group Employed includes full-, part-, and self-employed; College Degree indicates at least a 4-year college degree; Urban Location includes cities and suburbs with populations of 40,000 or more. ‡ Excludes 17% of mobile users overall who did not reveal their incomes. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.5 Roger Fidler • 8/18/14
  • 7. Consumed news organization content [ Using a smartphone ] 83% 68% SMARTPHONE ONLY SMARTPHONE + TABLET 18-34 70% 65% 77% 35-54 57% 46% 70% 55 or Older 68% 62% 77% All Ages 73% SMARTPHONE OVERALL Percentages of smartphone owners within each category and age group Smartphone owners were asked if they had used their smartphones to get news stories or other content provided by news organizations in the week prior to participating in the 2014 RJI Mobile Media Survey. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.6 Roger Fidler • 8/18/14
  • 8. Time spent with news organization content SMARTPHONE… Less than 5 Minutes 5-20 Minutes More than 20 Minutes 18-34 … Only + Tablet Overall 5% 36% 59% 2 27% 71% 4 32% 64% 35-54 … Only + Tablet Overall 7% 34% 59% 3 31% 66% 5% 33% 62% 55 or Older … Only + Tablet Overall 13% 30% 57% 10% 47% 43% 11% 40% 49% All Ages … Only + Tablet Overall 7% 35% 59% 4 34% 62% 6% 34% 60% Percentages of smartphone news consumers within categories and age groups Smartphone owners who said they had consumed news organization content on their smartphones were asked about the amount of time (in minutes) they spent with this activity in a typical day. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.7 Roger Fidler • 8/18/14
  • 9. Who pays to subscribe to mobile news content? Smartphone Only Smartphone + Tablet Smartphone Overall 8% 10% 9% 12% 16% 16% 9% 9% 4% 14% 10% 7% 18-34 35-54 55 or Older All Ages Percentages of smartphone owners within each category and age group Smartphone owners were asked if they were currently paying to subscribe to any news organization content intended for consuming on smartphones and/or tablets. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.8 Roger Fidler • 8/18/14
  • 10. Who used smartphone news apps? Smartphone Only Smartphone + Tablet Smartphone Overall 68% 3.2 66% 59% 55% 52% 3.1 3.0 3.6 45% 3.5 3.7 65% 55% 3.2 59% 2.8 3.0 62% 2.5 62% 2.7 63% 2.4 The average number of smartphone news apps used by the owners who used smartphone news apps in the week prior to taking the survey are shown in white type. 18-34 35-54 55 or Older All Ages Percentages of smartphone owners within categories and age groups Smartphone owners were asked how many smartphone news apps they had actually used with their smartphones in the week prior to participating in the 2014 RJI Mobile Media Survey. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.9 Roger Fidler • 8/18/14
  • 11. Who used smartphone newspaper apps? Smartphone Only Smartphone + Tablet Smartphone Overall 53% 50% 1.5 1.8 43% 46% 48% 38% 1.7 1.6 35% 1.5 1.6 38% 1.7 1.8 37% 1.6 40% 1.7 42% The average number of smartphone newspaper apps used by the owners who used smartphone newspaper apps in the week prior to taking the survey are shown in white type. 18-34 35-54 55 or Older All Ages 1.6 37% 1.5 Percentages of smartphone news app users within categories and age groups Smartphone owners who said they had used smartphone news apps were then asked how many were smartphone newspaper apps in the week prior to participating in the 2014 RJI Mobile Media Survey. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.10 Roger Fidler • 8/18/14
  • 12. Who subscribes to printed newspapers? Smartphone Only Smartphone + Tablet Smartphone Overall 13% 8% 28% 25% 22% 49% 54% 45% 24% 28% 26% 18-34 35-54 55 or Older All Ages 15% Percentages of smartphone owners within each category and age group Smartphone owners were asked if they subscribed to any printed newspapers at the time they participated in the Q1 2014 RJI Mobile Media News Consumption Survey.. Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 7.11 Roger Fidler • 8/18/14
  • 13. donald w. reynolds rji journalism institute 2014 RJI Mobile Media News Consumption Survey The intended purpose of these annual RJI sur veys 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 The Go-To Place for Ideas, Experiments, and Research • • • w ww.RJIonline.org