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.
Record ratings for women’s big win
New place for ads: The masthead
‘Dates,’ love stories of first meetings
A complete guide to fall premiere dates
NBC closes the book on ‘The Bible’
What’s ailng the U. S. media economy
‘Living With the Enemy,’ skip this one
So tell us, how are upfront negotiations going?
Real-life panic amidst Shark Week
Trump: NBC violated our contract
Programming blog: Latest pickups and cancellations
‘Extant’ returns to a series low
Facebook monetizing booming videos
- Droga5 vice chairman Andrew Essex exiting
- Clay Fisher becomes SVP of consumer marketing at The NY Times
- Kesal Patel becomes head of advertising technology at Dow Jones
- Melissa Leo joins the cast of HBO's 'All The Way'
- Longtime TV host Val Doonican dies at age 88
- Photojournalist Charles Harbutt dies at age 79
- Lowrider magazine founder Sonny Madrid dies at age 70
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
Part-time media buyer job in Lake Bluff, Illinois
Media buyer/planner wanted in Louisville
Assistant media planner opening in Atlanta
Media planner position in Minneapolis
Media buyer position in Sacramento