Mobile Media News Consumption National Survey Roger Fidler Program Director for Digital Publishing Director of RJI Digital Publishing Alliance Donald W Reynolds Journalism Institute fidlerrrjionlineorg ID: 566645
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2012 RJI-DPAMobile Media News ConsumptionNational Survey
Roger FidlerProgram Director for Digital PublishingDirector of RJI Digital Publishing AllianceDonald W. Reynolds Journalism Institutefidlerr@rjionline.org
University of Missouri
Missouri School of JournalismSlide2
Overview1,015 randomly selected participants completed the survey between Jan. 17 and Mar.
25.44 Average age; ages ranged from 18 to 8818% Between 18 and 2419% Between 25 and 3413%
Between 35 and 4419% Between 45 and 54
19% Between 55 and 6414%
65 years or older56% M
en
University of Missouri
Missouri School of JournalismSlide3
57% Only had a cell phone26% Had
a cell phone and landline telephone17% Only had a landline telephone28% Over all owned at least one media tablet31% Owned by men 26%
Owned by women52% Over all household income under $75,00034% Over all household income above $75,000
14% Refused or didn’t know
University of Missouri
Missouri School of Journalism
OverviewSlide4
Mobile media devices used during the seven days prior to taking the survey 57% used a smartphone39% used an Apple iPhone
66% averaged one or more hours per day57% used it to consume news21% used a large media tablet87% used an Apple iPad40% averaged one or more hours per day31%
used it to consume news
University of Missouri
Missouri School of JournalismSlide5
Mobile media devices used during the seven days prior to taking the survey 13% used an e-reader73% used an Amazon Kindle
36% averaged one or more hours per day 1% used it to consume news 7% used a small media tablet69% used an Amazon Kindle Fire43% averaged one or more hours per day 4%
used it to consume news
University of Missouri
Missouri School of JournalismSlide6
Mobile media devices used during the seven days prior to taking the survey 24% used some other mobile media device30% used an Apple iPod Touch
48% averaged one or more hours per day15% used it to consume news
University of Missouri
Missouri School of JournalismSlide7
What are owners doing with their mobile media devices?85% Interpersonal communication40% averaged one or more hours per day
73% Entertainment36% averaged one or more hours per day68% Web searching and surfing (non-news)16% averaged one or more hours per day63%
Keeping up with the news17% averaged one or more hours per day
University of Missouri
Missouri School of JournalismSlide8
What are owners doing with their mobile media devices?58% Social media and networks16% averaged one or more hours per day
54% Leisure reading17% averaged one or more hours per day49% Financial activities4.5% averaged one or more hours per day42%
Creating, editing, managing content6% averaged one or more hours per day
University of Missouri
Missouri School of JournalismSlide9
What are owners doing with their mobile media devices?40% Work-related activities16% averaged one or more hours per day
34% E-Commerce2% averaged one or more hours per day25% Educational activities9% averaged one or more hours per day10%
Other activities24% averaged one or more hours per day
University of Missouri
Missouri School of JournalismSlide10
What presentation formats did owners of mobile media devices prefer for reading news?
54% News organization websites22% News organization apps 7% Social media websites or apps 7% News aggregator apps 1%
Digital replica editions 1% Blogs 1% RSS Feeds
University of Missouri
Missouri School of JournalismSlide11
How do mobile devices compare with traditional media for consuming news? 53% Better than printed newspapers or newsmagazines
18% Worse than printed newspapers or newsmagazines50% Better than television news programs21% Worse
than television news programs62% Better than radio news programs13%
Worse than radio news programs
University of Missouri
Missouri School of JournalismSlide12
Likelihood of purchasing a mobile media device in the next six months28% over all said
they are considering purchasing a mobile media device. 44% Likely to purchase a large media tablet78% now would choose an Apple iPad37% Likely to purchase a smartphone52% now would choose an Apple
iPhone9% Likely to purchase a small media tablet50%
now would choose a Kindle Fire
University of Missouri
Missouri School of JournalismSlide13
Likelihood of purchasing a mobile media device in the next six months28% over all said
they are considering purchasing a mobile media device. 6% Likely to purchase an e-reader59% now would choose a Kindle14% Likely to purchase some other device13% now would choose an Apple
device9% Are unsure of what they would purchase
University of Missouri
Missouri School of JournalismSlide14
Current subscribers to printed newspapers and/or newsmagazines 40% over all said
they currently subscribed to at least one newspaper or newsmagazine. 76% subscribed to a local daily or Sunday newspaper31% subscribed to a newsmagazine29% subscribed to a weekly community newspaper17%
subscribed to a national newspaper
University of Missouri
Missouri School of JournalismSlide15
Over all attitudes toward the news media and journalists
Statement: Professional journalists play a vital role in our society.73% Agree 16% Neutral 10% DisagreeStatement: I prefer news stories produced and selected by professional journalists.
63% Agree 25% Neutral 12%
DisagreeStatement: I prefer to get only the news that interests me.
44% Agree 22% Neutral
34% Disagree
University of Missouri
Missouri School of JournalismSlide16
Over all attitudes toward the news media and journalists
Statement: I expect to get all my news from mobile digital devices within the next 10 years.36% Agree 19% Neutral 45% DisagreeStatement: I consider some advertising to be useful content.
35% Agree 30% Neutral 36%
DisagreeStatement: I don't trust the mainstream news media.
31% Agree 32% Neutral
37% Disagree
University of Missouri
Missouri School of JournalismSlide17
Over all attitudes toward the news media and journalists
Statement: News is news; it doesn't matter to me who produced it.24% Agree 15% Neutral 61% DisagreeStatement:
I am willing to pay extra to get my news without advertising.23% Agree 19%
Neutral 58% DisagreeStatement
: I prefer to get most of my news from friends I trust.21%
Agree 19% Neutral 60% Disagree
University of Missouri
Missouri School of JournalismSlide18
Diving into MobileThe mobile phone and tablet products of dailies and weeklies
Mike JennerProfessor and Houston Harte ChairMissouri School of Journalismjennerm@missouri.edu
University of Missouri
Missouri School of JournalismSlide19
Two national phone surveys of newspaper publishers completed in 2011 310 Daily publishers
78% response rate400 Weekly publishers85% response rate
University of Missouri
Missouri School of Journalism
OverviewSlide20
Mobile app activity correlates with newspaper size 62% of dailies with a circulation of
25,000 or more had a mobile phone app in 2011.
University of Missouri
Missouri School of Journalism
Mobile phone productsSlide21
Mobile app activity correlates with newspaper size 21% of dailies with a circulation of
25,000 or lesshad a mobile phone appin 2011.
University of Missouri
Missouri School of Journalism
Mobile phone productsSlide22
Phone app plans59% of daily newspapers that
didn’t offer a mobile phone app in 2011 are planning to offer one sometime this year.45% of those newspapers plan to charge
University of Missouri
Missouri School of JournalismSlide23
Mobile app activity correlates with newspaper size 7% of weeklies offeredphone apps
in 201128% plan to offer one this year37% of those planto charge
University of Missouri
Missouri School of Journalism
Phone apps: WeekliesSlide24
Four out of 10 larger dailies offered a tablet product in 201139%
of dailies with a circulation of 25,000 or more had a tablet product.
University of Missouri
Missouri School of Journalism
Tablet apps/sitesSlide25
Tablet apps/sites48% of daily newspapers that
didn’t offer a tablet product in 2011 are planning to offer one sometime this year.35% of those newspapers plan to charge
University of Missouri
Missouri School of JournalismSlide26
One in 10 smaller dailies offered tablet products in 2011 9%
of dailies with a circulation less than 25,000had a tablet product in 2011.
University of Missouri
Missouri School of Journalism
Tablet apps/sitesSlide27
Today: Portion of total revenue from print
University of Missouri
Missouri School of Journalism
Print/digital revenueSlide28
In 3 years: Portion of revenue from print
University of Missouri
Missouri School of Journalism
Print/digital revenueSlide29
Today: Portion of revenue from digital
University of Missouri
Missouri School of Journalism
Print/digital revenueSlide30
In 3 years: Portion of revenue from digital
University of Missouri
Missouri School of Journalism
Print/digital revenueSlide31
Smaller papers adapting more quickly46% of dailies with a circulation less than 25,000
are chargingfor some online content.
University of Missouri
Missouri School of Journalism
Paid content modelsSlide32
Smaller papers adapting more quickly24% of dailies with a circulation morethan 25,000
are chargingfor some online content.
University of Missouri
Missouri School of Journalism
Paid content modelsSlide33
University of Missouri
Missouri School of Journalism
Plans to chargeSlide34
Please visitwww.RJIonline.org
Roger FidlerProgram Director for Digital PublishingReynolds Journalism Institute
fidlerr@rjionline.org
University of Missouri
Missouri School of Journalism
Mike Jenner
Professor and Houston Harte
Chair
Missouri
School of
Journalism
jennerm@missouri.edu
Ken Fleming, Ph.D.
Associate Director of Research
Reynolds Journalism Institute
flemingk@missouri.edu