Print Media Audience’s Mobile Behavior [CHART]

Chart - Print Media Audience's Mobile Behavior

Slightly more than half of mobile device users read digital versions of print publications on their devices, according to a survey commissioned by the IAB and conducted by ABI Research, released in July. While just 5% rely solely on the smartphone/tablet edition, 13% reads the digital edition more than the print version. 11% split their time equally, and 22% read the print version more often.

When asked how mobile devices have changed their consumption of print publications, 19% of smartphone users, and 32% of tablet owners report that they consume less, as data from “Mobile’s Role in the Consumer’s Media Day” reveals. But, clearly, some of the readership that a publication like The New York Times loses to digital stays in house, at nytimes.com. Indeed, newspapers improved upon website traffic in Q1 2012 with a 4.4% increase year-over-year in adult unique visitors (113 million) and a 10% increase in adult average daily visitors (25 million), according to the Newspaper Association of America (NAA), citing comScore data. Read the rest at MarketingCharts.

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