2015 mobile research slides report 4

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



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%




17%SMARTPHONE

OVERALL

Smartphone owners who said they used four or more approaches*



* 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%




47%SMARTPHONE

OVERALL

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



* 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%




Smartphone owners who said they frequently or very frequently go indirectly

to news organization content throughlinks provided by social media users.


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%




Smartphone owners who said they frequently or very frequently stumble onto

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


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%




Smartphone owners who said they frequently or very frequently go directly

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


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%




Smartphone owners who said they frequently or very frequently go directly

to news organization contentusing their smartphone apps.


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%




Smartphone owners who said they frequently or very frequently go indirectly

to news organization content throughlinks included in email messages.


24%SMARTPHONE

OVERALL


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%


Smartphone owners who said they somewhat agreed or strongly agreed that

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


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.



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

2015 mobile research slides report 4

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