Although it might seem counterintuitive, the newspaper industry is going mobile. The widespread adoption of tablets and smart phones has radically changed the way most people are consuming their news. According to Pew Research Center and the Economist Group in a 2012 News Media Consumption survey, “64% of tablet owners say they get news on their devices weekly and 37% report they do so daily.” In the case of smartphone owners – “62% get news on their device weekly and 36% do so daily.” The number is likely to have gone up since then. The survey also found that “31% of tablet news users said that they spend more time with news since getting their mobile devices. Another 43% said that the device is adding to the amount of news they consume.”
More people are going digital for their news and often access news content from their mobile device. This is especially true among Millennials. The Newspaper Association of America published an infographic visually depicting how the younger generation consumes their news. Interestingly, “3,000,000 U.S. Millennials are consuming mobile only newspaper content.” For marketers, this only further reinforces how mobile ads will be a driving force for reaching young consumers. Check out the infographic below and see how Millennials are consuming their news.
Source: Newspaper Association of America