2014 RJI Mobile Media Research Report 2: Seniors hold key to future growth for mobile media: RJI Mobile Media Research Project

The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org
2014 RJI Mobile Media
News Consumption Survey
Charts for Research Report 2
donald w.
reynolds journalism instituterji

Donald W. Reynolds Journalism Institute CHART 2.1 Roger Fidler • 5/6/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.
Who are mobile users and non-users in 2014?
Percentages of all respondents within each category and age group
Mobile Users are participants who said they had used a smartphone and/or tablet in the week
prior to participating in the Q1 2014 RJI Mobile Media News Consumption Survey.
38%
18-34
15%
18-34
36%
35-54
23%
35-54
26%
55+
62%
55+
Non-Users
30% of All Respondents
Mobile Users
71% of All Respondents
42
AVERAGE
AGE
56
AVERAGE
AGE
Percentages may not total 100% due to rounding.

How do mobile users and non-users compare?
Percentages of mobile users and non-users in each demographic group
Employed includes full-, part-, and self-employed; College indicates at least a 4-year college
degree; Urban includes cities and suburbs with populations of 40,000 or more.
GENDER
Male
ETHNICITY
White
INCOME ‡
≥ $75,000
EMPLOYMENT
Employed
MOBILEUSERS
Non-USERS
53% 54%
74% 76%
50%
20%
68%
45%
EDUCATION
College
52%
32%
LOCATION
Urban
56%
40%
‡ Excludes 19% of respondents overall who did not reveal their incomes.

How do their households compare?
[ One or more mobile devices in households ]
MOBILEUSER
HOUSEHOLDS
NON-
USER
75%
23%
Smartphones
47%
61%
12%
Large Tablets
16%
20%
6%
Mini Tablets
54%
69%
17%
Tablets (both types)
Percentages of mobile user and non-user households within each group
All participants — mobile users and non-users — in the 2014 survey were asked if any members
of their households had smartphones or media tablets.
A Non-User Household is one in
which the respondent had not
used a smartphone or tablet in the
week prior to taking the survey.
OVERALL
HOUSEHOLDS
96%

Whattypesofphoneswereusedintheirhomes?
[ Cell phones vs. landline phones ]
Cell Phones
(All Types)
Cell Phones
Only
Landline
Phones
Landline
Phones Only
CELL PHONES WERE USED BY 89% OF RESPONDENTS WHO COMPLETED THE SURVEY
100%
93%
66%
48%
34%
52%
0%
7%
MOBILE USERS
NON-USERS
Percentages of mobile users and non-users within each category
Participants were asked at the beginning of the survey about the cell phones (all types) and
landline phones (plugged into phone jacks or Internet modems) used in their homes.
PERCENT OF CELL PHONES
THAT WERE SMARTPHONES
In households of
respondents who
were mobile users
In households of
respondents who
were non-users
96%
25%

Who uses common forms of media for news?
Percentages of mobile users and non-users who used each news medium
Participants 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.
NEWSPAPERS
Reading Stories
NEWSPAPERS
Looking at Ads
TV NEWS
Using TVs
RADIO NEWS
Using Radios
MOBILEUSERS
Non-USERS
35%
40%
46%
51%
77%
84%
47%
41%
WEB NEWS
Using PCs
58%
42%
SOCIAL MEDIA
Using PCs
31%
18%

How much time is spent with news media?
Participants who said they spent more than 20 minutes on a typical day consuming news or
advertising with each of the common forms of media they had used in the prior week.
NEWSPAPERS
Reading Stories
NEWSPAPERS
Looking at Ads
TV NEWS
Using TVs
RADIO NEWS
Using Radios
USERS
Non-USERS
10% 13%
36%
48%
75%
83%
54% 57%
WEB NEWS
Using PCs
48%
58%
SOCIAL MEDIA
Using PCs
36% 39%

What are their main sources of news?
[ Mobile users and non-users overall ]
Broadcast
& Cable
Websites &
Social Media
Newspapers
Other
NATIONAL/INTERNATIONAL NEWS LOCAL NEWS
53%
66%
35%
19%
9%
13%
3%
3%
57%
60%
23%
7%
16%
27%
4%
6%
MOBILE USERS
NON-USERS
MOBILE USERS
NON-USERS
Broadcast & Cable includes network, cable, and public television news programs as well as
radio news programs; Other includes magazines, e-mail, and word-of-mouth.
NEWSPAPER
SUBSCRIBERS
Mobile
Users
Non-
Users
27%
37%

[ 18-34 age group ]
Broadcast
& Cable
Websites &
Social Media
Newspapers
Other
44%
40%
47%
49%
6%
8%
3%
4%
50%
51%
32%
17%
13%
23%
6%
9%
MOBILE USERS
NON-USERS
MOBILE USERS
NON-USERS
NEWSPAPER
SUBSCRIBERS
Mobile
Users
Non-
Users
13%
17%

[ 35-54 age group ]
Broadcast
& Cable
Websites &
Social Media
Newspapers
Other
55%
64%
34%
15%
8%
16%
3%
5%
62%
67%
23%
9%
11%
20%
4%
5%
MOBILE USERS
NON-USERS
MOBILE USERS
NON-USERS
NEWSPAPER
SUBSCRIBERS
Mobile
Users
Non-
Users
24%
32%

[ 55 or older age group ]
Broadcast
& Cable
Websites &
Social Media
Newspapers
Other
64%
73%
18%
13%
15%
12%
4%
1%
60%
59%
11%
5%
26%
31%
3%
5%
MOBILE USERS
NON-USERS
MOBILE USERS
NON-USERS
NEWSPAPER
SUBSCRIBERS
Mobile
Users
Non-
Users
50%
44%

Likelihoodofpurchasingmobiledevicein2014
[ All participants ]
35%
28%
18%
Smartphone
27%
14% 16%
Large Tablet
12% 14%
6%
Mini Tablet
6% 4% 5%
Percentages of participants in each device category within each age group
Participants in the 2014 survey were asked if they were likely to purchase a new mobile media
device and what types they were most likely to purchase before the end of the calendar year.
18-34
35-54
55+
OVERALL
TYPE OF SMARTPHONE *
Apple iPhone 36%
Samsung brand **
28%
Other Android brands 9%
Windows brand 1%
Another type 5%
Don’t know/Not sure 21%
TYPE OF LARGE TABLET *
Apple iPad 44%
Amazon Kindle Fire **
10%
Windows brand 7%
Another type 5%
TYPE OF MINI TABLET *
Apple iPad Mini 54%
13%
Windows brand 3%
Another type 3%
* Overall percentages
** Android operating systems

[ Current mobile media users ]
35%
27%
22%
Smartphone
29%
14% 17%
Large Tablet
15% 15%
6%
Mini Tablet
8%
4% 6%
Percentages of users in each device category within each age group
18-34
35-54
55+
OVERALL
Apple iPhone 41%
Samsung brand **
30%
Windows brand 1%
Another type 3%
Apple iPad 47%
9%
Windows brand 7%
Another type 5%
Apple iPad Mini 58%
12%
Windows brand 4%
Another type 4%

[ Current non-users ]
34%
30%
14%
Smartphone
21%
11% 14%
Large Tablet
9% 10%
4%
Mini Tablet
0% 3% 3%
Percentages of non-users in each device category within each age group
18-34
35-54
55+
OVERALL
Apple iPhone 21%
Samsung brand **
23%
Windows brand 0%
Another type 11%
Apple iPad 33%
11%
Windows brand 8%
Another type 6%
Apple iPad Mini 33%
22%
Windows brand 0%
Another type 0%

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 Fidler
RJI Program Director for Digital Publishing
FidlerR@RJIonline.org
donald w.
reynolds journalism instituterji

2014 RJI Mobile Media Research Report 2: Seniors hold key to future growth for mobile media: RJI Mobile Media Research Project

More Related Content

What's hot (19)

Viewers also liked (20)

Similar to 2014 RJI Mobile Media Research Report 2: Seniors hold key to future growth for mobile media: RJI Mobile Media Research Project (20)

More from Reynolds Journalism Institute (RJI) (20)

Recently uploaded (20)

2014 RJI Mobile Media Research Report 2: Seniors hold key to future growth for mobile media: RJI Mobile Media Research Project