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.