Nearly 2 in 5 Tablet Owners Read Newspapers and Magazines on Their Device
Digital/Online
October 17, 2012 – Digital measurement firm comScore, performed an analysis of tablet newspaper and magazine readership based on data from its proprietary comScore TabLens service. The study found that nearly 2 in 5 U.S. tablet owners read newspapers and/or magazines on their device in August, with 1 in 10 reading publications almost daily.
1 in 10 Tablet Owners Read Newspapers and Magazines Almost Daily on their Device
In the three-month average period ending August 2012, 37.1% of tablet owners read a newspaper on their device at least once during the month, with 11.5% of tablet owners reading newspapers almost every day. Kindle Fire users demonstrated the greatest tendency to read newspapers, with 39.2% doing so in August, slightly edging out iPad at 38.3%. NOOK Tablet owners boasted the greatest percentage of high-frequency newspaper readers with 13.4% doing so on a near daily basis.
Magazines/periodicals showed even higher readership rates than newspapers with 39.6%of tablet owners reading magazines on their device during the month. Kindle Fire owners once again showed the highest readership rate at 43.9%, followed by iPad users at 40.3%.
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Newspaper and Magazine Readership Analysis Across Tablets |
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% Share of Total Audience |
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|
Total Tablet |
iPad |
Android Tablet** |
Kindle Fire |
NOOK Tablet |
|
|
Total Tablet Audience: |
100.0% |
100.0% |
100.0% |
100.0% |
100.0% |
|
Read newspapers |
|||||
|
Almost every day |
11.5% |
12.0% |
12.1% |
12.8% |
13.4% |
|
At least once each week |
11.0% |
12.2% |
10.1% |
12.3% |
8.3% |
|
Once to three times throughout the month |
14.6% |
14.2% |
14.6% |
14.1% |
10.1% |
|
NET |
37.1% |
38.3% |
36.8% |
39.2% |
31.8% |
|
Read magazines or periodicals |
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|
Almost every day |
9.7% |
9.4% |
10.4% |
11.3% |
9.4% |
|
At least once each week |
13.3% |
13.8% |
12.7% |
16.0% |
15.0% |
|
Once to three times throughout the month |
16.7% |
17.1% |
15.5% |
16.6% |
15.0% |
|
NET |
39.6% |
40.3% |
38.5% |
43.9% |
39.4% |
**For this analysis, Kindle Fire and NOOK Tablet were excluded from the Android tablet total.
On-Device Readership Driven by Consumers Age 25-44
Analysis into readership demographics revealed that newspaper and magazine tablet audiences closely resembled one another in gender, age and household income distribution. Across both newspapers and magazines, readers were significantly more likely to be male. Newspaper audiences were 17% more likely to be male compared to an average tablet owner (index of 117), while magazine audiences were 11% more likely to be male (index of 111).
People between the ages of 25-34 represented the highest share of readers, accounting for 27.4% of newspaper consumers and 28.2% of magazine/periodical consumers, while people age 35-44 accounted for 1 in 5 readers in both categories.
More than half of readers had a household income of $75k or greater, while those in the highest income segment of $100k or greater skewed most heavily toward readership.
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Demographic Analysis:Newspaper and Magazine Readership on Tablets* |
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|
Read newspaper |
Read magazines or periodicals |
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% of Audience |
Composition Index of Audience** |
% of Audience |
Composition Index of Audience** |
|
|
Total Audience: |
100.0% |
100 |
100.0% |
100 |
|
Gender: |
|
|
|
|
|
Male |
57.5% |
117 |
54.6% |
111 |
|
Female |
42.5% |
83 |
45.4% |
89 |
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Age: |
|
|
|
|
|
13-17 |
4.0% |
66 |
5.3% |
87 |
|
18-24 |
14.1% |
98 |
15.3% |
106 |
|
25-34 |
27.4% |
123 |
28.2% |
127 |
|
35-44 |
20.1% |
103 |
21.1% |
108 |
|
45-54 |
18.4% |
99 |
17.5% |
94 |
|
55-64 |
9.5% |
90 |
7.4% |
70 |
|
65+ |
6.5% |
75 |
5.3% |
61 |
|
Household Income: |
|
|
|
|
|
<$25k |
7.5% |
83 |
7.8% |
87 |
|
$25k to <$50k |
16.7% |
95 |
17.5% |
99 |
|
$50k to <$75k |
19.8% |
100 |
19.4% |
98 |
|
$75k to <$100k |
16.7% |
98 |
16.6% |
97 |
|
$100k+ |
39.3% |
108 |
38.7% |
107 |
**Index = % of Audience Segment/% of Total Tablet Audience x 100; Index of 100 indicates average representation
About: comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition. comScore TabLens is a monthly syndicated service providing demographics, content consumption habits, device ownership and usage data based on a 3-month rolling sample of 6,000 U.S. tablet owners.
Source: comScore, Tablets Reinvent Americans’ Relationship with Print, Octboer 17, 2012.
