Marketers to Reach News Readers via Mobile Devices

Newspaper publishers have been hoping to increase their revenue streams with additional digital advertising. Some of this advertising will likely come through sales made for display on mobile devices like tablets. The latest research shows that more consumers are reading the news on their tablets and they make excellent candidates for digital marketing.

The results of the National Mobile Media News Consumption Survey published by The Reynolds Journalism Institute shows that, on average, 63% of consumers who own mobile devices such as smartphones, tablets, and e‑readers are paying attention to the news. For some of these consumers, 17%, reading the news can take up at least an hour a day of mobile use.

The age demographics of mobile news readers by should prove interesting to marketers. About 58% of consumers who are 55 or older spend 4.0 hours a week reading the news on mobile devices.  These are consumers who also enjoy reading in general and devote over 10 hours a week to mobile devices. Some analysts speculate that one reason mobile reading of news is not higher in this group is because these are the consumers most likely to still have print subscriptions to their favorite publications.

For mobile-​device users in the 35–54 year–old age bracket, the news-​reading numbers are even higher – 62% read the news on the go, spending 5.6 hours a week in this way.  These consumers also own more mobile devices on average, about 1.9 devices, than other age groups.

Over half of surveyed consumers, 53%, prefer mobile devices over traditional newspapers when reading the news. Compared to TV news, 50% prefer mobile devices. And, 63% of these consumers say the mobile experience is better than getting news from the radio.

The even better news is that 54% of these consumers go directly to news organization websites when they want to read articles. Another 22% access news organization apps.With tablets and smartphones becoming a must-​have device for larger groups of the population, established newspaper publishers have a big incentive to get the business model right for mobile and to show marketers that ads in this format will reach the desired audience.

[Source: 2012 RJI​-DPjionline​.org. 19 Jun. 2012. Web. 27 Jun. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.