2015 mobile research slides report 3
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Owners of phablets were much more likely to respond to advertisements embedded in news stories and videos than owners of standard smartphones, according to the latest Donald W. Reynolds Journalism Institute mobile media poll.
![Phablets likely to boost
responses to embedded
ads in news stories
Owners responded more frequently
to embedded ads using large-screen
smartphones than with other devices
Roger Fidler
RJI Program Director for Digital Publishing [Retired]REPORT THREE
Results from 2015 RJI Mobile Media
News Consumption Survey](https://image.slidesharecdn.com/2015mobileresearchslidesreport3-160310222224/85/2015-mobile-research-slides-report-3-1-320.jpg)
![25%
56%
45 +
18-44
Owners who said they had responded
to one or more ads embedded
in news stories or videos in the past week
Percent of all smartphone owners who also owned these devices within each age group
REPORT THREE
Results from 2015 RJI Mobile Media
News Consumption Survey 0 20% 40% 60% 80% 100%
STANDARD SMARTPHONE
PHABLET [LARGE-SCREEN SMARTPHONE]
TABLET
PERSONAL COMPUTER
35%
75%
45 +
18-44
28%
66%
45 +
18-44
31%
55%
45 +
18-44
40%
OVERALL
57%
OVERALL
47%
OVERALL
41%
OVERALL](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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2015 mobile research slides report 3
- 1. Phablets likely to boost responses to embedded ads in news stories Owners responded more frequently to embedded ads using large-screen smartphones than with other devices Roger Fidler RJI Program Director for Digital Publishing [Retired]REPORT THREE Results from 2015 RJI Mobile Media News Consumption Survey
- 2. 25% 56% 45 + 18-44 Owners who said they had responded to one or more ads embedded in news stories or videos in the past week Percent of all smartphone owners who also owned these devices within each age group REPORT THREE Results from 2015 RJI Mobile Media News Consumption Survey 0 20% 40% 60% 80% 100% STANDARD SMARTPHONE PHABLET [LARGE-SCREEN SMARTPHONE] TABLET PERSONAL COMPUTER 35% 75% 45 + 18-44 28% 66% 45 + 18-44 31% 55% 45 + 18-44 40% OVERALL 57% OVERALL 47% OVERALL 41% OVERALL
- 3. 7% 19% 45 + 18-44 Owners who said they had responded to five or more ads embedded in news stories or videos in the past week Percent of all smartphone owners who also owned these devices within each age group REPORT THREE Results from 2015 RJI Mobile Media News Consumption Survey 0 20% 40% 60% 80% 100% STANDARD SMARTPHONE PHABLET [LARGE-SCREEN SMARTPHONE] TABLET PERSONAL COMPUTER 11% 34% 45 + 18-44 8% 24% 45 + 18-44 12% 24% 45 + 18-44 13% OVERALL 24% OVERALL 16% OVERALL 17% OVERALL
- 4. Average number of responses to ads embedded in news stories or videos by device owners in the past week Average number of responses by smartphone owners who also owned these devices within each age group REPORT THREE Results from 2015 RJI Mobile Media News Consumption Survey 0 1.0 2.0 3.0 4.0 5.0 STANDARD SMARTPHONE PHABLET [LARGE-SCREEN SMARTPHONE] TABLET PERSONAL COMPUTER 1.7 4.1 45 + 18-44 1.0 3.2 45 + 18-44 1.5 3.1 45 + 18-44 0.8 2.6 45 + 18-44 1.7 OVERALL 3.0 OVERALL 2.1 OVERALL 2.2 OVERALL
- 5. 59% 84% 45 + 18-44 Owners who said they had consumed content provided by news organizations in the past week Percent of all smartphone owners who also owned these devices within each age group REPORT THREE Results from 2015 RJI Mobile Media News Consumption Survey 0 20% 40% 60% 80% 100% STANDARD SMARTPHONE PHABLET [LARGE-SCREEN SMARTPHONE] TABLET PERSONAL COMPUTER 80% 92% 45 + 18-44 68% 76% 45 + 18-44 87% 87% 45 + 18-44 69% OVERALL 86% OVERALL 72% OVERALL 87% OVERALL
- 6. 65% 51% 45 + 18-44 Smartphone owners who said they had used these devices in the week prior to taking the survey Percent of all smartphone owners who also owned these devices within each age group REPORT THREE Results from 2015 RJI Mobile Media News Consumption Survey 0 20% 40% 60% 80% 100% STANDARD SMARTPHONE PHABLET [LARGE-SCREEN SMARTPHONE] TABLET PERSONAL COMPUTER 36% 49% 45 + 18-44 42% 49% 45 + 18-44 75% 67% 45 + 18-44 59% OVERALL 41% OVERALL 45% OVERALL 71% OVERALL
- 7. About the 2015 RJI Mobile Media Survey This survey was conducted for RJI in June 2015 by Ipsos, one of the world’s largest market research companies. It included 1,001 U.S. adults. The questionnaire was drafted by Samuel Tham, a graduate student in the Missouri School of Journalism, under the guidance of Esther Thorson, RJI’s director of research. Unlike the three previous annual RJI Mobile Media News Consumption Surveys, which included users as well as non-users of smartphones and tablets, this survey was confined to those who had standard-size smartphones and phablets — smartphones with screens that measure diagonally 5.1 – 6.99 inches. Ipsos maintains a database that collects demographic information from commercial list brokers. Individuals in this database are offered incentives to participate in various surveys. For this survey, Ipsos sought to match respondents as close to the U.S. population as possible. About the Reynolds Journalism Institute The Donald W. Reynolds Journalism Institute engages media professionals, scholars and other citizens in programs aimed at strengthening journalism in the service of democracy. RJI generates and tests new techniques and new thinking that promise to improve journalism. REPORT 0NE Results from 2015 RJI Mobile Media News Consumption Survey
- 8. RJI Mobile Media Research Project https://www.rjionline.org/research/rji-mobile-media-project Roger Fidler Program Director for Digital Publishing [Retired] FidlerR@rjionline.org (573) 808.2137
Editor's Notes
- https://www.rjionline.org/research/rji-mobile-media-research-project