Mobile Ad-Friendly Shoppers are Avid Readers of Newspaper Websites

NAA-Mobile-Ad-Friendly_shutterstock_148076447As the emphasis on mobile advertising continues, Scarborough examined the 13 percent of U.S. adults who  are Mobile Ad-Friendly Shoppers* to see how they are consuming news. This group makes up 13 percent of the U.S. population and 29 percent of them have a household income of $100k or more annually. They avidly use their mobile devices to read newspapers and  are 15 percent more likely than the average tablet or smartphone user to have visited a newspaper website during the past month. They are also more than twice as likely to have downloaded a newspaper, radio or TV app during that time frame. They are 29 percent more likely than the typical smartphone or tablet user to use a mobile device to read the newspaper.

Further, Mobile Ad-Friendly Shoppers are even more ad-friendly, so to speak, when it comes to newspaper ads – they are 14 percent more likely to agree that “advertising in newspapers is amusing.”

Sunday Newspaper A Leading Coupon Source for Mobile Ad-Friendly Shoppers

In-store coupons and the Sunday newspaper are the two leading coupon sources for Mobile Ad-Friendly Shoppers. Almost half (49%) of this consumer group usually obtains coupons via in-store sources, and 41 percent do so via the Sunday newspaper. While only five percent of Mobile Ad-Friendly Shoppers obtain coupons via QR codes, they are more than twice more likely than the average smartphone or tablet user to do so. Overall, Mobile Ad-Friendly Shoppers are avid coupon users – they are 19 percent less likely than the average smartphone or tablet user to indicate they never use coupons.

NAA Mobile Ad-Friendly Coupons

Mobile Ad-Friendly Shoppers Read Newspapers Across Devices

All types of mobile devices measured by Scarborough are used by Mobile Ad-Friendly Shoppers to read newspapers. This consumer group is 40 percent more likely than other tablet or smartphone users to use an iPad to read a newspaper and 37 percent more likely to use any other tablet. They are also 31 percent more likely to use an iPhone or other smartphone to read a newspaper.

FIND OUT MORE about Mobile Ad-Friendly Shoppers in our infographic here. Also, click here for another article about this connected consumer group.

*Mobile Ad-Friendly Shoppers are defined as those adults who own and used a smartphone or tablet in the past 30 days for shopping, and agree they’d be willing to receive ads on their phone in exchange for lower monthly costs or in exchange for services like live TV or text messaging, or disagree that ads on phones are annoying.




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