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.
Fox’s ‘So You Think You Can Dance’ rebounds
Suddenly scripted series are the rage
Why TV is relying less on advertising
‘Houdini,’ here’s something to get out of
Tell us, what’s your take on automated buying?
Best tube bets this weekend
Little League World Series hits a home run
OOH spending grows, but more slowly
Cable overnights: ‘Chelsea’ goes out with a bang
NBC News president ruffles employees’ feathers
NBC wins Tuesday with growing reality shows
Fox head of sales Jean Rossi is leaving
Forecast: A good but not great 2014
- Colin Barlow rises to COO at GroupM Global
- Three rise in production and development at TLC
- Jonathan Stern becomes head of business development at Fusion
- Hunter Lewis becomes editor at Cooking Light
- Christian Baesler becomes president at Bauer Xcel Media
- Kent Ebersole becomes VP and GM at Active Interest Media
- Terry Duffy rises to group publisher at Palm Beach Media Group
- Chris Lencheski becomes head of sales at Back9Network
- Kei Huang becomes director of analytics at Keek
- Sen. Elizabeth Warren guesting on CBS's 'The Late Show'
This week’s cable ratings
This week’s broadcast 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
Senior media buyer/planner job in Rochester
Needed: Receptionist for a media agency
Media buyer position in Greenville, SC
Digital media analyst job in Greenville, SC
Media planner/buyer opening in Detroit