2014 rji mobile media research report 8: more newspaper subscribers embracing mobile media while...
DESCRIPTION
Newspaper subscribers are increasingly using smartphones and tablets while retaining a strong attachment to print, according to the latest mobile media survey from the Donald W. Reynolds Journalism Institute (RJI). The percentage of respondents who said they subscribed to at least one printed newspaper remained at around 30 percent between Q1 2013 and Q1 2014 (see chart 8.2 and 2013 report 6).TRANSCRIPT
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
Donald W. Reynolds Journalism Institute CHART 8.2 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.
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
Donald W. Reynolds Journalism Institute CHART 8.3 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.
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.
Donald W. Reynolds Journalism Institute CHART 8.4 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.
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
Donald W. Reynolds Journalism Institute CHART 8.5 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 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.
NON-SUBSCRIBERSSUBSCRIBERS
18%18–34
32%35–54
49%55 +
46%18–34
37%35–54
18%55 +
51AVERAGE
AGE
39AVERAGE
AGE
Who used mobile media?
Donald W. Reynolds Journalism Institute CHART 8.6 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.
18-34
79%74%
80%
35-54
50%54%47%
55 or Older
71%63%
74%
All Ages
86%87%82%
Who used mobile media?
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
week prior to participating in the 2014 RJI Mobile Media News Consumption Survey.
NEW
SPA
PER
SUB
SCR
IBER
S
NEW
SPA
PER
N
ON
-SU
BSC
RIB
ERS
ALL
PA
RtI
CIP
AN
tS
Donald W. Reynolds Journalism Institute CHART 8.7 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.
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
week prior to participating in the 2014 RJI Mobile Media News Consumption Survey.
Subscribers Non-Subscribers All Participants
Who used mobile media?
Donald W. Reynolds Journalism Institute CHART 8.8 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.
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.
Donald W. Reynolds Journalism Institute CHART 8.9 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.
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%
Donald W. Reynolds Journalism Institute CHART 8.10 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 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.
NON-SUBSCRIBERSSUBSCRIBERS
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?
Donald W. Reynolds Journalism Institute CHART 8.11 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.
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
Donald W. Reynolds Journalism Institute CHART 8.12 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.
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
Donald W. Reynolds Journalism Institute CHART 8.13 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.
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
Donald W. Reynolds Journalism Institute CHART 8.14 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.
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.
Donald W. Reynolds Journalism Institute CHART 8.15 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.
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%
Subscribers Non-Subscribers All Participants
Donald W. Reynolds Journalism Institute CHART 8.16 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.
18-34 35-54 55 or Older All Ages
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
Donald W. Reynolds Journalism Institute CHART 8.17 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.
18-34 35-54 55 or Older All Ages
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.
Donald W. Reynolds Journalism Institute CHART 8.18 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.
18-34 35-54 55 or Older All Ages
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
Donald W. Reynolds Journalism Institute CHART 8.19 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.
18-34 35-54 55 or Older All Ages
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
donald w.reynolds journalism instituterji