Consumers are still reading the news. But, more people are accessing the stories that interest them through their mobile devices. The latest Reynolds Journalism and Digital Publishing Alliance Mobile Media Research Project report shows that publishers should aim to sell ad packages that include smartphone and tablet formats to reach a broad audience more frequently.
About 64% of all consumers now own either a smartphone or tablet. The penetration rate is highest, 84%, for consumers who are between the ages of 18 and 24. Only 25% of consumers who are over the age of 65 own either one of these devices. When consumers with mobile devices want to read the news, about 46% use both smartphones and tablets. A nearly identical number, 45%, use only smartphones, and 9% use only tablets.
This year, tablet use for new reading, is skewing female. 62% of tablet-only news consumers are women while 38% are men. On the other hand, 60% of the smartphone-only news audience is male and 40% is female.
The analysts also reported that the total mobile device audience in the week before the surveys were done grew only 3% between last year and this year. However, they did note that the percentage of these news readers who use both kinds of mobile devices grew 25% in one year. Marketers have an opportunity to reach readers of mobile news when they buy ad space from publishers but they should tweak their formats to optimize their pitches on both the smartphone and tablet screens.
To learn more about heavy newspaper readers (print or online), check out the AudienceSCAN report available on the Research Store at ad-ology.com.