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.
New shows hold up well on Thursday night
Notable trends so far this broadcast season
Nielsen: We’re using the PPM to measure television
Podcast mania: Here are the most popular
The cost of cord cutting: Nearly $1 billion
Rachel, he gets the elevator, I get the shaft
It’s coming: Media Life’s new sports newsletter
Weekend TV: ‘Saturday Night Live’ returns
A pair of pickups for ABC: ‘Speechless’ and ‘Survivor’
The future of Viacom? It may be with CBS.
‘Empire’ falls to second-lowest rating in series history
ESPN’s ‘MNF’ hits all-time low versus debate
The latest argument for cord cutting: Cat videos
- Kyle Acquistapace becomes president at Supermoon
- Kevin Grady becomes SVP and ECD at FCB Chicago
- Joachim Bader becomes Central Europe CEO at Wunderman
- David Brewer rises to SVP of program strategy at Bravo & Oxygen
- Christian Kurz rises to SVP of consumer insights at Viacom
- Sandra Oh guesting on ABC's 'American Crime'
- Tiffany Hines and Bailey Chase join Fox's '24: Legacy'
- Molly Parker joins Netflix's 'Lost In Space'
- ‘All My Children’ creator Agnes Nixon dies at 93
This week’s broadcast ratings
This week’s cable ratings
This month’s digital traffic data: August 2016
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
Strategic media planner/buyer needed in Charlotte
Wanted: Media buyer in Providence, Rhode Island
Media buyer wanted in Savannah, Georgia
Needed: Digital media planner/buyer in NJ
Media planner/strategist job in Dallas/Fort Worth