US Mobile Newspaper Audience Growth By Demographic, October 2014 [CHART]
Young women were a prime reason for this impressive gain. The percentage of 18-to-24-year-old females who used mobile exclusively for newspaper content soared 173% between October 2013 and October 2014. In comparison, the number of mobile-only male readers in this age bracket increased by 67%.
However, older millennial males—ages 25 to 34—did play a part, with growth in this audience coming in at 112%—the second-highest rate out of all ranges. Usage was basically even for 35- to 44-year-olds in each group, but much higher growth among older women—especially those 55 and older—pushed the total increase in the female newspaper audience to just under 100%, vs. 70% for men.
The average time US adults spent per day with print newspapers was down 22.2% last year, from 18 minutes in 2013 to just 14 minutes, while daily time with nonvoice mobile activities rose 23.0%, from 2 hours 19 minutes to 2 hours 51 minutes. These represent respective shares of 1.9% and 22.9% of average time spent with major media by US adults on a daily basis. As this trend continues, it’s likely that many consumers who have put down their printed newspapers for good are spending more time consuming news on mobile. Read the rest at eMarketer.