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Mobile Devices Are “Go-To” Sources for News

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A study by Mojiva reveals mobile devices have become a ‘go-to’ source for news: nearly 25% of United States respondents and 20% of United Kingdom respondents receive primary news updates via their smartphone or tablet device

The report, “The State of Mobile News Consumption,” looks at how smartphone and tablet users access news through their mobile devices and examined their receptiveness as it relates to mobile advertising.

“People who read the news aren’t necessarily giving up one platform in favor of a different or newer platform, but are instead morphing into ‘multi-platform’ consumers for different news ‘experiences’,” said Amy Vale, VP, Global Research and Strategic Communications of Mojiva, Inc.

“Reading the news in print, or even online, is a much more immersive experience given the nature of the screen size, whereas reading news on a mobile device gives consumers up-to-the-minute information on breaking news the second it becomes available, wherever they may be.”

The Mojiva report supports industry research that indicates the rise in mobile news consumption isn’t limited to the United States. In fact, the United Kingdom has the highest percentage of frequent mobile news users at 46.8%, and is the EU5 country (France, Germany, Italy, Spain and the United Kingdom) with the highest smartphone-based news consumption.

The major findings of the report include:

  • 24% of U.S. respondents get their primary news updates from their smartphone or tablet, compared to 20% of U.K. smartphone respondents.
  • 30% of U.S. smartphone respondents learn about breaking news stories via text alerts or notifications on their smartphones and tablets, while only 25% are loyal to TV as their primary breaking news outlet. In the U.K., 29% leverage TV as a top source for breaking news, compared to just 20% being notified of breaking news via text alerts and notifications on their smartphones and tablets.
  • U.S. tablet users (70%) check news updates from two or more news sites or apps more frequently than U.S. smartphone users (61%). Although not as high, 52% of U.K. smartphone owners check two or more news sites or apps from their devices daily.
  • In the U.S., 15% of tablet owners and 8% of smartphone owners read news content on their devices simultaneously while watching TV. Similarly, 8% of U.K. smartphone owners read news on their devices while watching TV in the evenings.
  • 67% of U.S. smartphone owners, 54% of U.S. tablet owners and 65% of U.K. smartphone owners will pay more attention to mobile ads if the content is relevant to the actual news story they are reading or watching on their mobile device.
  • The top three factors for mobile advertising receptiveness within mobile news sites or apps in the U.S. are:
    • Personalization/relevance (25%)
    • Humor/entertainment (19%)
    • Interesting content and information (15%)
  • The top three factors for mobile advertising receptiveness in the U.K. are:
    • Personalization/relevance (24%)
    • Humor/entertainment (20%)
    • A minimal presence of fewer ads overall (16%).
  • The majority of U.S. (65%) and U.K. (69%) smartphone respondents, as well as the majority of U.S. tablet respondents (59%), would not pay for a subscription to access their favorite news source from their smartphone or tablet.

The U.S. studies were fielded from 26 Sep–27 Sep 2012 and targeted U.S. smartphone owners and tablet owners. Each U.S. study garnered 1,000 completes from a random sample. The U.K. study was fielded from 26 Sep–3 Oct 2012, targeted U.K. smartphone owners only, and garnered 1,000 completes from a random sample.