2014 rji mobile media research report 8: more newspaper subscribers embracing mobile media while...

The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org

2014 RJI Mobile Media News Consumption Survey

Charts for Research Report 8

donald w.reynolds journalism instituterji

Donald W. Reynolds Journalism Institute CHART 8.1 Roger Fidler • 9/10/14

Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.

Percentages of participants within each category and age groupNewspaper subscribers are U.S. adults who said they subscribed to at least one print newspaper

at the time they participated in the 2014 RJI Mobile Media News Consumption Survey.

NON-SUBSCRIBERSSUBSCRIBERS

14%18–34

28%35–54

58%55 +

39%18–34

34%35–54

28%55 +

Newspaper subscribers vs. non-subscribers

55AVERAGE

AGE

42AVERAGE

AGE



How do subscribers and non-subscribers compare?

Percentages of participants within each gender and age groupNewspaper subscribers are U.S. adults who said they subscribed to at least one print newspaper

at the time they participated in the 2014 RJI Mobile Media News Consumption Survey.

18-34Men

WomenOverall

87%13%87%13%87%13%

35-54Men

WomenOverall

74%26%74%26%74%26%

55 or Older

MenWomenOverall

50%51%57%44%

53%47%

All Ages

MenWomenOverall

70%30%71%29%70%30%

Subscribers Non-Subscribers



ETHNICITYWhite

GenderMale

INCOME ‡≥ $75,000

EMPLOYMENTEmployed

86%

71%

54% 52% 56%

36%

52%

65%

EDUCATIONCollege

54%

43%

LOCATIONUrban

53% 53%

Percentages of subscribers and non-subscribers within each categoryEmployed 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.

NEW

SPA

PER

SUB

SCR

IBER

S

NEW

SPA

PER

N

ON

-SU

BSC

RIB

ERS

How do subscribers and non-subscribers compare?

‡ Excludes 19% of participants overall who did not reveal their incomes.



How do their households compare?

19%20%

1 Adult

50%54%49%

2 Adults

31%28% 32%

3 or More Adults

36%28%

40%

1 or More Children

Percentages of subscriber and non-subscriber households within each groupAll participants in the 2014 RJI survey were asked the number of adults (ages 18 or older), including

themselves, and the number of children (younger than 18) in their households.

18%

Subscribers Non-Subscribers All Participants

Average number persons/householdNEWSPAPER SUBSCRIBERS 2.2NON-SUBSCRIBERS 3.1ALL PARtICIPANtS 3.0



Percentages of mobile media users within each category and age groupMobile 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.


18%18–34

32%35–54

49%55 +

46%18–34

37%35–54

18%55 +

51AVERAGE

AGE

39AVERAGE

AGE

Who used mobile media?



18-34

79%74%

80%

35-54

50%54%47%

55 or Older

71%63%

74%

All Ages

86%87%82%


Percentages of participants within each category and age groupMobile media users are participants who said they had used a smartphone and/or tablet in the


NEW

SPA

PER

SUB

SCR

IBER

S

NEW

SPA

PER

N

ON

-SU

BSC

RIB

ERS

ALL

PA

RtI

CIP

AN

tS



Smartphone Only

27%26% 29%

Smartphone + Tablet

5%6% 4%

Tablet Only

71%63%

74%

Mobile Media

39%41%

31%

Percentages of participants within each category and groupMobile media users are participants who said they had used a smartphone and/or tablet in the






ETHNICITYWhite

GenderMale

INCOME ‡≥ $75,000

EMPLOYMENTEmployed

84%

71%

54% 52%

70%

36%

61% 65%

EDUCATIONCollege

61%

43%

LOCATIONUrban

59%53%

Percentages of subscribers and non-subscribers within each categoryEmployed 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.

NEW

SPA

PER

SUB

SCR

IBER

S

NEW

SPA

PER

N

ON

-SU

BSC

RIB

ERS

How do mobile media users compare?

‡ Excludes 19% of participants overall who did not reveal their incomes.



How do their households compare? [ One or more mobile devices in households ]

SUBS

CRI

BER

H

OU

SEH

OLD

S

NO

N-S

UBS

CRI

BER

H

OU

SEH

OLD

S75%79%

Smartphones

47%45% 48%

Large tablets

16%15% 16%

Mini tablets

54%52% 55%

tablets (both types)

Percentages of subscriber and non-subscriber households within each groupAll participants — newspaper subscribers and non-subscribers — in the 2014 RJI survey were

asked if they or any members of their households had smartphones or media tablets.

OV

ERA

LL

HO

USE

HO

LDS

66%



Percentages of mobile news consumers within each category and age groupMobile 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.


22%18–34

34%35–54

44%55 + 50%

18–3435%35–54

15%55 +

49AVERAGE

AGE

37AVERAGE

AGE

Who used mobile to keep up with the news?



Who used mobile to keep up with the news?

18-34

63%58%

65%

35-54

33%36%30%

55 or Older

56%47%

59%

All Ages

74%75%72%

Percentages of participants within each category and age groupMobile 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.

NEW

SPA

PER

SUB

SCR

IBER

S

NEW

SPA

PER

N

ON

-SU

BSC

RIB

ERS

ALL

PA

RtI

CIP

AN

tS



ETHNICITYWhite

GenderMale

INCOME ‡≥ $75,000

EMPLOYMENTEmployed

85%

71%

54% 53%

73%

45%

66%73%

EDUCATIONCollege

63%

51%

LOCATIONUrban

61% 58%

How do mobile news consumers compare?

Percentages of mobile news consumers within each category and groupEmployed 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.

NEW

SPA

PER

SUB

SCR

IBER

S

NEW

SPA

PER

N

ON

-SU

BSC

RIB

ERS



TV NEWSUsing TVs

RADIO NEWSUsing Radios

86%76%

52%44%

Who uses common forms of media for news?

Percentages of participants who selected each news mediumParticipants 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.

NEWSPAPERSReading Stories

NEWSPAPERSLooking at Ads

66%

24%

84%

32%

WEB NEWSUsing PCs

58%51%

SOCIAL MEDIA Using PCs

26% 28%

NEW

SPA

PER

SUB

SCR

IBER

S

NEW

SPA

PER

N

ON

-SU

BSC

RIB

ERS



What are their main sources of news?[Newspaper subscribers and non-subscribers overall ]

Broadcast & Cable

Websites & Social Media

Newspapers

Other

NATIONAL/INTERNATIONAL NEWS LOCAL NEWS

54%

58%

21%

34%

23%

5%

2%

3%

48%

62%

8%

23%

42%

9%

2%

6%

SUBSCRIBERS

NON-SUBSCRIBERS

SUBSCRIBERS

NON-SUBSCRIBERS

Percentages of participants who selected each news mediumBroadcast & Cable includes network, cable, and public television news programs as well as

radio news programs; Other includes magazines, e-mail, and word-of-mouth.



Who pays to subscribe to mobile news content?

18-34 35-54 55 or Older All Ages

Percentages of participants within each category and age groupParticipants were asked if they were currently paying to subscribe to any news organization content

intended for consuming on smartphones and/or tablets.

7%6%16%

9%7%15%

5%3%7% 7%5%11%





Percentages of smartphone owners within each category and age groupSmartphone 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.

3.1

71%3.2

56%3.1 3.63.6 3.5

3.03.42.8

62%2.5

62%2.4

64%3.1

Who used smartphone news apps?

59% 55%56% 53%59%63%

58%

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.

Subscribers Non-Subscribers Smartphone Overall




Percentages of smartphone news app users within categories and age groupsSmartphone 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.

1.5

54%1.6

38%1.5

1.81.6

2.0 1.6

1.5

1.738%1.6

35%1.7

60%1.4

Who used smartphone newspaper apps?

43% 46%51%

41% 42%

54%

37%

Subscribers Non-Subscribers Smartphone Overall

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.




Percentages of tablet owners within each category and age groupLarge 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.

2.7

60%2.3 49%

2.73.0

2.5

3.32.8

2.5

2.940%2.635%

2.8

Who used tablet news apps?

50%56%

64%

53%48%

58%

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.

Subscribers Non-Subscribers Tablet Overall

INSU

FFIC

IEN

t D

AtA




Percentages of tablet news app users within categories and age groupsLarge 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.

1.5

71%1.5

58%1.3 2.11.7

2.31.7

1.8

1.741%1.530%

1.8

Who used tablet newspaper apps?

60% 59%55%63%

55%63%

50%

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.

Subscribers Non-Subscribers Tablet Overall

INSU

FFIC

IEN

t D

AtA

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 FidlerRJI Program Director for Digital Publishing

[email protected]

donald w.reynolds journalism instituterji

2014 rji mobile media research report 8: more newspaper subscribers embracing mobile media while...

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