2015 mobile research slides report 4

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Screen size and age affect how smartphone owners get mobile news stories Phablet owners are much more likely than standard-size smartphone owners to frequently use multiple ways to access news organization content. Roger Fidler RJI Program Director for Digital Publishing [Retired] REPORT FOUR Results from 2015 RJI Mobile Media News Consumption Survey

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Screen size and age affect how smartphone owners get mobile news stories

Phablet owners are much more likely than standard-size smartphone owners to frequently use multiple ways

to access news organization content.

Roger FidlerRJI Program Director for Digital Publishing [Retired]

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey

18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

54% 56%

45%

24%

19%11%

69%76%

63%

43%38%

29%

31% STANDARD SMARTPHONE OVERALL 54% PHABLET OVERALL

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey

41%SMARTPHONE

OVERALL

Smartphone owners who said they used two or more approaches*

to access news organization content frequently or very frequently.

Percent of standard smartphone and phablet users within each age group

* Based on frequent or very frequent use of at least two of the five approaches described in slides 5-9 in the week prior to taking the survey.

18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

13%

24%

15%6%

4%2%

36%

46%

37%

19%

9% 9%

9% STANDARD SMARTPHONE OVERALL 27% PHABLET OVERALL

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey

17%SMARTPHONE

OVERALL

Smartphone owners who said they used four or more approaches*

to access news organization content frequently or very frequently.

Percent of standard smartphone and phablet users within each age group

* Based on frequent or very frequent use of at least four of the five approaches described in slides 5-9 in the week prior to taking the survey.

18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

26%30%

42%

65% 69%

77%

22%

14%

26%

41%

49%56%

56% STANDARD SMARTPHONE OVERALL 34% PHABLET OVERALL

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey

47%SMARTPHONE

OVERALL

Smartphone owners who said they used none of the common approaches*

to access news organization content frequently or very frequently.

Percent of standard smartphone and phablet users within each age group

* Based on frequent or very frequent use of none of the five approaches described in slides 5-9 in the week prior to taking the survey.

18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

55% 54%

36%

20%

11%7%

60%

73%

44%

32%25%

19%

26% STANDARD SMARTPHONE OVERALL 44% PHABLET OVERALL

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey

Smartphone owners who said they frequently or very frequently go indirectly

to news organization content throughlinks provided by social media users.

Percent of standard smartphone and phablet users within each age group

34%SMARTPHONE

OVERALL

18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

52% 51%

30%

15%13% 5%

62%

70%

51%

30%26%

20%

24% STANDARD SMARTPHONE OVERALL 45% PHABLET OVERALL

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey

Smartphone owners who said they frequently or very frequently stumble onto

news stories of interest while using their smartphone for non-news activities.

Percent of standard smartphone and phablet users within each age group

33%SMARTPHONE

OVERALL

18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

33%39%

30%

17%14% 12%

50%

58% 57%

33%

25%29%

22% STANDARD SMARTPHONE OVERALL 43% PHABLET OVERALL

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey

Smartphone owners who said they frequently or very frequently go directly

to news organization websites that they can access with their browser.

Percent of standard smartphone and phablet users within each age group

31%SMARTPHONE

OVERALL

18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

23%30%

25%

17%15%

10%

45%

55% 56%

35%

21%17%

19% STANDARD SMARTPHONE OVERALL 39% PHABLET OVERALL

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey

Smartphone owners who said they frequently or very frequently go directly

to news organization contentusing their smartphone apps.

Percent of standard smartphone and phablet users within each age group

27%SMARTPHONE

OVERALL

18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

13%

28%32%

17%14%

9%

36%

45%40%

24% 24%19%

18% STANDARD SMARTPHONE OVERALL 32% PHABLET OVERALL

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey

Smartphone owners who said they frequently or very frequently go indirectly

to news organization content throughlinks included in email messages.

Percent of standard smartphone and phablet users within each age group

24%SMARTPHONE

OVERALL

REPORT FOURResults from 2015 RJI Mobile Media

News Consumption Survey18-24 25-34 35-44 45-54 55-64 65+0

20

40

60

80

100

57%

46%

32%

16% 21% 17%

79%85%

74%

64%

49%44%

29% STANDARD SMARTPHONE OVERALL 67% PHABLET OVERALL

Smartphone owners who said they somewhat agreed or strongly agreed that

the size of their smartphone’s screen made reading news easier.

Percent of standard smartphone and phablet users within each age group

45%SMARTPHONE

OVERALL

About the 2015 RJI Mobile Media SurveyThis 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 nonusers 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 InstituteThe 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 FOURResults from 2015 RJI Mobile Media

News Consumption Survey

RJI Mobile Media Research Projecthttps://www.rjionline.org/research/rji-mobile-media-project

Roger FidlerProgram Director for Digital Publishing [Retired]

[email protected](573) 808.2137