2014 RJI Mobile Media Research Report 3: Majority of smartphone owners are now routinely using news...

The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org

2014 RJI Mobile Media News Consumption Survey

Charts for Research Report 3

donald w.reynolds journalism instituterji

Donald W. Reynolds Journalism Institute CHART 3.1 Roger Fidler • 5/22/14

Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.

Who uses smartphones in 2014?

Percentages of smartphone owners within gender and age groupsSmartphone owners are participants who said they had used a smartphone in the week prior to

participating in the Q1 2014 RJI Mobile Media News Consumption Survey.

41%18-34

38%18-34

35%35-54

38%35-54

24%55+

25%55+

Women47% of smartphone owners

men53% of smartphone owners

41AVERAGE

AGE

42AVERAGE

AGE



men

Wo

men

18-34 35-54 55 or older All Ages

Percentages of smartphone owners within gender and age groupsSmartphone 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.

oV

eRA

LL

2.964%3.0

63%2.9 3.13.5 2.7 2.83.0

2.5

63%2.557%

2.1

68%2.7

Who used smartphone news apps?

64% 62%63% 61% 63%66%60%

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.



men

Wo

men


Percentages of smartphone news app users within gender 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.

oV

eRA

LL

1.541%1.5

39%1.6 1.8

2.1

1.31.61.7 1.5

37%1.6

38%1.4

37%1.7

Who used smartphone newspaper apps?

40% 40%47%

33%39%41% 37%

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.



Who used an Apple iPhone?m

en

Wo

men


oV

eRA

LL

48% 51%47%54%

42%50% 53%50%

58%49%46%

54%

Percentages of smartphone users within gender and age groupsSmartphone owners were asked what types of smartphones they were currently using. Other

overall: 26% had Samsung [Android] brands, 18% other Android brands, and 7% other types.



Who used their smartphones frequently?

Percentages of smartphone owners within gender and age groupsSmartphone owners were asked to rank how frequently they had used their smartphones in

the past seven days on a 1-to-5 scale where “1” was Rarely and “5” was Very Frequently.

men

Wo

men


oV

eRA

LL

4.74.7 4.84.44.4 4.4

4.64.6 4.74.74.84.6

Percentages are derived from the combined rankings of “4” (Frequently) and “5” (Very Frequently).

The average (mean) rankings are shown in white type.

95%90% 92%93%92% 91%

83%82% 84%90%89% 91%



men

Wo

men


Percentages of smartphone owners within gender and age groupsSmartphones owners were asked where they used their smartphones most often. Other

overall: 17% At Home, 9% At Work or School, 6% While Commuting or Travelling.

oV

eRA

LL

Who used smartphones everywhere?

72% 76%

64%69%

60%

74%66%67% 64% 68%66%

71%



men

Wo

men


Percentages of smartphone owners within gender and age groupsSmartphone owners were asked when they were most likely to use their smartphones. Other

overall: 15% Weekday Evenings, 14% Weekday Daytime, 2% Weekday Mornings, 3% Weekends.

oV

eRA

LL

Who used smartphones throughout the day?

63%69%

63%64%63% 66% 70%66%73%

66%64% 68%



men

Wo

men


Percentages of smartphone owners within gender and age groupsSmartphone owners were asked if they also had used a large or mini media tablet in the seven days

prior to participating in the 2014 RJI Mobile Media Survey.

oV

eRA

LL

39%

52%

35%41%

30%

Who also used a large or mini media tablet?

46% 46%46% 46% 42%37%

47%



Percentages of smartphone owners within gender and age groupsSmartphone owners were asked if they preferred scrolling continuously or swiping pages when

reading long stories on their smartphones. Other overall: 30% Swiping, 15% No Preference.

Who preferred scrolling on smartphones?m

en

Wo

men


oV

eRA

LL

57% 58%59%52%

64%58%

43%51%

32%

55%58%50%



Likelihood of purchasing mobile device in 2014[ Current smartphone owners ]

36%28%

22%

Smartphone

29%

15% 18%

Large Tablet

14% 16%6%

mini Tablet

8% 4% 6%

Percentages of smartphone owners in each category within each age groupSmartphone owners in the 2014 survey were asked if they were likely to purchase a new smartphone

or tablet and what types they were most likely to purchase before the end of the calendar year.

18-3

4

35-5

4

55 +

oV

eRA

LL

TYPE OF SMARTPHONE *

Apple iPhone 42% Samsung brand ** 30%Other Android brands 10%Windows brand 1%Another type 3%Don’t know/Not sure 15%

TYPE OF LARGE TABLET *

Apple iPad 46% Amazon Kindle Fire ** 10%Other Android brands 11%Windows brand 7%Another type 5%Don’t know/Not sure 22%

TYPE OF MINI TABLET *

Apple iPad Mini 60% Amazon Kindle Fire ** 10%Other Android brands 6%Windows brand 4%Another type 4%Don’t know/Not sure 16%

* Overall percentages** Android operating systems

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

[email protected]

donald w.reynolds journalism instituterji

2014 RJI Mobile Media Research Report 3: Majority of smartphone owners are now routinely using news...

News & Politics

Transcript of 2014 RJI Mobile Media Research Report 3: Majority of smartphone owners are now routinely using news...