More Than Half of Mobile Newspaper Readers Still Show Print Love

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It might seem obvious that consumers who use mobile devices to read newspapers have little interest in traditional, printed versions. But in actuality, more than 55 percent of all Mobile Newspaper Readers* absorb information in newspapers that roll off paper presses within an average weekday period. And they are nearly 10 percent more inclined to do so than American adults in general.

Scarborough’s data paints a very attractive picture of Mobile Newspaper Readers when it comes to their demos, broader media usage, spending habits, most popular geographic locations and much more.

Mobile Newspaper Readers tend to be young, affluent and very well educated. Thirty-one percent are Millennials**, and they are 55 percent more likely to be in that age bracket than the average American. In addition, 39 percent of Mobile Newspaper Readers belong to Generation X*.

Twenty-three percent of mobile newspaper readers have graduated from a four-year college, and about the same percentage have worked on a post-graduate degree. And 36 percent make $100,000 or more annually. They are 82 percent more likely to pull in that kind of salary than the general public.

As the interest in printed papers suggests, the people in this group don’t fixate on mobile devices to the exclusion of other media. In fact, Scarborough’s mobile statistics show that advertisers can extend their reach with mobile opportunities.

In fact, Mobile Newspaper Readers’ consumption of other media outshines average usage in many instances. For example, they are nearly 20 percent more likely to watch comedies on TV, and they watch sports shows 13 percent more frequently than the average Joe or Jane.

What’s more, they are more apt to listen to 27 out of a total 58 different radio formats tracked by Scarborough.

Their online activities  is very rich as well. Over 35 percent visit  websites to find out about restaurants, and about the same percentage check out sports news, outdistancing the general public’s habits by 42 percent and 34 percent, respectively.

Ways Mobile Newspaper Readers Used Internet (Index) (Past 30 Days) Chart

They are 52 percent more likely to have purchased sports event tickets online, and 38 percent more likely to buy apparel with sports logos, than the average person.

And auto advertisers take note: 20 percent of Mobile Newspaper Readers go online to find out information about cars. Nearly 20 percent have shopped for a car online, and are over 30 percent more apt to have done so than the general public.

Mobile Newspaper Readers can be found in greater numbers in very specific markets. Washington, DC, tops the list. Some 23 percent of all adults in that political nerve center track newspaper information on mobile devices. It’s followed in the rankings by San Francisco, CA; Austin, TX; Dallas, TX and New York, NY in descending order.

Top Markets DMA for Mobile Newspaper Readers (%) Chart

*Mobile Newspaper Readers are defined as those who used a mobile device to read newspapers within the past 30 days

**Scarborough defines the different American generations as Millennials (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).

SOURCE: Scarborough USA+ Study, Release 2, 2012.

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