Tablets complement, rather than replace, TV news viewing, and the 25-34 age demographic constitutes the biggest news enthusiasts, according to a BBC World News and bbc.com/news global study they said was the largest to date on the consumption of news in the digital age.

In general, people layer their device usage throughout the day to consume news, the survey conducted by InSite Consulting found.

Survey participants were top income earners and owners of at least three devices among the following: television, tablet, smartphone, and laptop or desktop computer.

Among the key findings from the BBC study:

  • Tablet owners watch more TV news, not less, with 43% of tablet users saying they consume more TV than they did five years ago, and most saying they use tablets alongside TV.
  • Young professionals, the 25-34-year-old demographic, are the biggest news enthusiasts.
  • Second-screening for news is becoming commonplace, with users often using devices in tandem: 83% of tablet users say they have used their tablets while watching television.
  • TV still dominates overall usage, making up 42% of people's news-consumption time, compared with laptops (29%), smartphones (18%), and tablets (10%).
  • News audiences expect to see advertising nearly as much on mobile (79% tablet, 84% smartphone) as they do on TV (87%) and online (84%).
  • People respond to advertising across all the screens, with 1 in 7 users saying they had responded to a mobile ad in the previous four weeks, while responses to TV and desktop are 1 in 5 and 1 in 4, respectively.

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ABOUT THE AUTHOR
image of Vahe Habeshian

Vahe Habeshian is the director of publications at MarketingProfs and a longtime editor. Reach him via vahe@marketingprofs.com.

Twitter: @habesh