Real-World Education for Modern Marketers

Join Over 610,000 Marketing Professionals

Start here!
N E X T
Text:  A A

7 in 10 Adults Access Content From Newspaper Media Each Week

by   |    |  1,053 views

Most US adults—164 million (69%)—read newspaper media content in print or online in a typical week, or access it on mobile devices in a typical month, according to a recent report from Scarborough Research and The Newspaper Association of America.

Moreover, 59% of Americans age 18-24, the youngest group of adults surveyed, access newspaper content across all platforms during the same time period, the study found.

Below, additional findings from the NAA SenseMaker Report:

Mobile Audience Growth

  • Overall, the total newspaper media audience in a typical week (excluding mobile) dipped 2% in 2012 from 2011.
  • However, the mobile newspaper audience grew 58% in an average month in 2012 compared with the average month in 2011.
  • The audience of readers who are newspaper mobile-exclusive—that is, those who access newspaper content on mobile devices only—grew 83% in 2012 compared with a year ago.
  • Owners of Apple devices are particularly likely to be news consumers. From 2011 to 2012, the use of iPads to access newspaper content increased 151% and the use of iPhones grew 85%.

Younger Readers Go Digital

  • The median age of print newspaper readers is 54. That is almost identical to the median age of those who watch local TV evening news (53) or watch national/network news (53).
  • The median age of the online newspaper media audience is 43. That is also the median age of adults using the Internet for any purpose.
  • The median age of those who use a mobile device to access newspaper content in a typical month is 37; those who are "newspaper mobile exclusive," are even younger with a median age of 33.

About the research: The report was based on a survey of 206,000 US adults conducted on a rolling basis from August 2011 through September 2012. 


Join over 610,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is a digital strategy and content consultant. He is also a research writer for MarketingProfs. His experience includes working as a strategist and producer of digital content for Google/YouTube, the Travel Channel, and AOL.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!