Study: Young tablet owners engage with ads
December 13, 2012
While many young people have abandoned print news, they're actively consuming news on their tablets, and they’re much more likely than older people to interact with advertising while reading news on their mobile devices.
That's according to a vast new study from the Pew Research Center's Project for Excellence in Journalism and The Economist Group, which surveyed 9,513 U.S. adults, including 4,638 mobile device owners.
The older the tablet reader, the more likely he or she is, to some degree, to consume news on it. The study found that 33 percent of tablet owners age 18-29 get news on their device on a daily basis, compared to 38 percent of 30-49s, 43 percent of 50-64s and 32 percent of those 65-plus.
The activity is more popular among male tablet owners, with 43 percent of men getting news daily, compared to 32 percent of women.
What's encouraging for advertisers is that younger groups are more likely to interact with ads while reading news on their tablets.
Twenty-five percent of tablet news users 18-29 touch advertisements at least sometimes, significantly higher than the 12 percent of 30-49s and 7 percent of 50-64s who reported doing the same.
For many more findings on the demographics of mobile news, click here.
TV ad clutter is worse than ever
Ranking the new shows, top to bottom
‘Crazy Ex-Girlfriend,’ surprisingly good
Rachel, I hear promise after promise
Tell us what you want from OOH ratings
Weekend TV: The zombies return
Cable overnights: Another MLB record
Fusion lays off 30 two years after launch
Even with decline, ‘Empire’ dominates
Cute: Halloween fun on Realtor.com
Survey: Morale is low at agencies
Rupert really steps in it on Twitter
Actually, ad blocking’s not such a threat
- David Kolbusz becomes CCO at Droga5 London
- Andrew Dauska becomes managing director at TBWA\Chiat\Day
- Lisa Zakarin becomes managing director at Publicis Hawkeye
- Kevin Dolak, Seung Lee and Helen Russell join Newsweek
- Karen DeFriez becomes affiliate sales manager at Westwood One
- Dick Costolo joins HBO's 'Silicon Valley' as a consultant
- Lou Diamond Phillips guesting on NBC's 'Blindspot'
- Melanie Liburd joins HBO's 'Game of Thrones'
- 'Sopranos' actor Frank Albanese dies at age 84
This week’s broadcast ratings
This week’s cable ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
This week’s younger viewer ratings
Digital media planner opening in Seattle
Paid social media planner wanted in McLean, Virginia
Assistant OOH strategist position in New York
Media planner wanted in Philadelphia
Media buyer coordinator opening in New Haven