Mojiva Publishes "State of Mobile News Consumption" Report
Study reveals mobile devices have become a 'go-to' source for news: nearly 25 percent of US respondents and 20 percent of UK respondents receive primary news updates via their smartphone or tablet device
NEW YORK, Dec. 4, 2012 /PRNewswire/ -- Mojiva (http://www.mojiva.com), the leading mobile ad network that reaches more than 1.1 billion devices globally and represents 8,000 mobile and tablet publishers and apps, today announced the publication of a new report on "The State of Mobile News Consumption". Mojiva conducted the study to determine how smartphone and tablet users in the United States and the United Kingdom access news through their mobile devices, and to examine their receptiveness as it relates to mobile advertising.
"People who read the news aren't necessarily giving up one platform in favor of a different or newer platform, but are instead morphing into 'multi-platform' consumers for different news 'experiences'," said Amy Vale, VP, Global Research and Strategic Communications of Mojiva, Inc. "Reading the news in print, or even online, is a much more immersive experience given the nature of the screen size, whereas reading news on a mobile device gives consumers up-to-the-minute information on breaking news the second it becomes available, wherever they may be."
The Mojiva report supports industry research that indicates the rise in mobile news consumption isn't limited to the United States. In fact, the United Kingdom has the highest percentage of frequent mobile news users at 46.8 percent, and is the EU5 country (France, Germany, Italy, Spain and the United Kingdom) with the highest smartphone-based news consumption. The major findings of the report include:
- 24 percent of U.S. respondents get their primary news updates from their smartphone or tablet, compared to 20 percent of U.K. smartphone respondents.
- 30 percent of U.S. smartphone respondents learn about breaking news stories via text alerts or notifications on their smartphones and tablets, while only 25 percent are loyal to TV as their primary breaking news outlet. In the U.K., 29 percent leverage TV as a top source for breaking news, compared to just 20 percent being notified of breaking news via text alerts and notifications on their smartphones and tablets.
- U.S. tablet users check news updates more frequently than U.S. smartphone users. 70 percent of U.S. tablet owners check two or more news sites or apps daily, compared to 61 percent of U.S. smartphone owners. Although not as high, over half of U.K. smartphone owners (52 percent) check two or more news sites or apps from their devices daily.
- In the U.S., 15 percent of tablet owners and eight percent of smartphone owners read news content on their devices simultaneously while watching TV. Similarly, eight percent of U.K. smartphone owners read news on their devices while watching TV in the evenings.
- 67 percent of U.S. smartphone owners, 54 percent of U.S. tablet owners and 65 percent of U.K. smartphone owners will pay more attention to mobile ads if the content is relevant to the actual news story they are reading or watching on their mobile device.
- The top three factors for mobile advertising receptiveness within mobile news sites or apps in the U.S. are personalization/relevance (25 percent), humor/entertainment (19 percent), and interesting content and information (15 percent). The top three factors for mobile advertising receptiveness in the U.K. are personalization/relevance (24 percent), humor/entertainment (20 percent), and a minimal presence of fewer ads overall (16 percent).
- The majority of U.S. and U.K. smartphone respondents, 65 percent and 69 percent respectively, as well as the majority of U.S. tablet respondents (59 percent), would not pay for a subscription to access their favorite news source from their smartphone or tablet.
The U.S. studies were fielded from September 26 – September 27, 2012 and targeted U.S. smartphone owners and tablet owners. Each U.S. study garnered 1,000 completes from a random sample. The U.K. study was fielded from September 26 – October 3, 2012, targeted U.K. smartphone owners only, and garnered 1,000 completes from a random sample. Download and read the full Mojiva "State of Mobile News Consumption" report here.
Mojiva is the mobile ad network that reaches more than 1.1 billion devices globally and represents more than 8,000 mobile and tablet publishers and apps. Mojiva provides advertisers and agencies with every imaginable mobile media execution across tablets and smartphones through mobile websites and apps.
Founded in May 2008 and based in New York City, Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., a privately held company backed by Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamrock Capital. Follow Mojiva on Twitter, like us on Facebook or learn more at http://www.mojiva.com.
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