2014 RJI Mobile Media Research Report 5: The pairing of large tablets with smartphones has important...

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

2014 RJI Mobile Media News Consumption Survey

Charts for Research Report 5

donald w.reynolds journalism instituterji

Donald W. Reynolds Journalism Institute CHART 5.1 Roger Fidler • 6/26/14

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

Percentages of large tablet owners within gender and age groupsLarge tablet owners are participants who said they had used a tablet with an 8-inch or larger display

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

31%18-34

38%35-54

31%55+

Men47% of large tablet owners

45AVERAGE

AGE

33%18-34

39%35-54

28%55+

WoMen53% of large tablet owners

44AVERAGE

AGE

Who uses large media tablets in 2014?



Men

Wo

Men

18-34 35-54 55 or older All Ages

Percentages of large tablet owners within gender and age groupsLarge tablet owners were asked how many tablet news apps they had actually used with their

large tablets in the week prior to participating in the 2014 RJI Mobile Media Survey.

oV

eRA

LL

2.747%2.4

52%2.9 3.0

3.3

2.52.8

2.92.6

40%2.635%

2.3

46%2.9

Who used tablet news apps?

50%56%

69%

43%48%

53%44%

The average number of tablet news apps used by the owners who used tablet news apps in the week prior

to taking the survey are shown in white type.



Men

Wo

Men


Percentages of large tablet news app users within gender and age groupsLarge tablet owners who said they had used tablet news apps were then asked how many were

tablet newspaper apps in the week prior to participating in the 2014 RJI Mobile Media Survey.

oV

eRA

LL

1.559%1.5

61%1.5 2.11.7 2.7

1.71.6 1.841%1.5

40%1.3

41%1.7

Who used tablet newspaper apps?

60% 59%58% 62%55%54% 56%

The average number of tablet newspaper apps used by the owners who used tablet newspaper apps in the week prior to taking the survey are shown in white type.



Who used an Apple iPad?

Percentages of large tablet owners within gender and age groupsLarge tablet owners were asked what types of large tablets they were currently using. Other

overall: 10% had Amazon Kindle Fires, 3% B&N Nook Tablets, and 1% Microsoft Surface Tablets.

Men

Wo

Men


oV

eRA

LL

81%

64%61%59%65%

72% 69%67% 71% 68%71%64%



Who used their large tablets frequently?

Percentages of large tablet owners within gender and age groupsLarge tablet owners were asked to rank how frequently they had used their large tablets 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

53%

68%

54%57%50%

61% 63%63% 63% 59%55%63%

3.83.5

4.03.93.8 4.0 3.73.5

3.93.53.6

3.3

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

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



Men

Wo

Men


Percentages of large tablet owners within gender and age groupsLarge tablet owners were asked where they used their large tablets most often. Other overall:

14% Everywhere, 8% At Work or School, 4% While Commuting or Travelling.

oV

eRA

LL

Who used large tablets most often at home?

76%84%

71%71%71%80%

69%65%74% 74%71%

77%



Men

Wo

Men


Percentages of large tablet owners within gender and age groupsLarge tablet owners were asked when they were most likely to use their large tablets. Other

overall: 29% Throughout the Day, 9% Weekday Daytime, 4% Weekday Mornings, 7% Weekends.

oV

eRA

LL

Who used large tablets mostly in the evening?

55% 58%51%48%

54% 57%

42%35%

49% 51%49% 52%



Men

Wo

Men


Percentages of large tablet owners within gender and age groupsLarge tablet owners were asked if they also had used a smartphone in the seven days prior to

participating in the 2014 RJI Mobile Media Survey.

oV

eRA

LL

Who also used a smartphone?88%

93%91%90%92% 91%

78%81%76%

87%87% 87%



Percentages of large tablet owners within gender and age groupsLarge tablet owners were asked if they preferred scrolling continuously or swiping pages when

reading long stories on their large tablets. Other overall: 39% Scrolling, 8% No Preference.

Who preferred swiping pages on large tablets?M

en

Wo

Men


oV

eRA

LL

52% 49%51%56%

44%50%

59%57% 61%53%51% 55%



Likelihood of purchasing mobile device in 2014[ Current large tablet owners ]

34%28% 31%

Smartphone

31%

6%13%

Large Tablet

11% 10%5%

Mini Tablet

8% 6% 6%

Percentages of large tablet owners in each category within each age groupLarge tablet owners in the 2014 survey were asked if they were likely to purchase a new tablet or smartphone 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 48% Samsung brand ** 20%Other Android brands 9%Windows brand 1%Another type 4%Don’t know/Not sure 19%

TYPE OF LARGE TABLET *

Apple iPad 56% Amazon Kindle Fire ** 9%Other Android brands 9%Windows brand 3%Another type 9%Don’t know/Not sure 15%

TYPE OF MINI TABLET *

Apple iPad Mini 57% Amazon Kindle Fire ** 5%Other Android brands 10%Windows brand 5%Another type 5%Don’t know/Not sure 19%

* 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 5: The pairing of large tablets with smartphones has important...

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