The US digital newspaper audience continued its hot streak in March 2015, rising 10% year over year to hit another all-time high that month—176 million adult unique visitors, according to research from the Newspaper Association of America (NAA) conducted by comScore.
Males were the driving force behind mobile-only readership gains. With the exception of the 45-to-54 bracket, men in all age groups experienced above-average mobile-only newspaper audience growth in March. Males ages 55 and older had the biggest boost, followed by 18- to 24-year-olds and 25- to 44-year-olds. Among females, those ages 45 to 54 had the largest leap, at 81%. Women ages 55 and older were the only other bracket to show an above-average gain in mobile-only audience.
Mobile was the star of the show. Mobile-only newspaper readers—those who exclusively use smartphones and/or tablets to access newspaper content—expanded their share of the newspaper digital audience to 40% in March 2015, up from 29% one year earlier, equating to 71 million adult unique visitors. Those who used a combination of mobile and desktop/laptop devices to access digital newspaper content accounted for 29% of the total, while PC-only readers fell to 31% of the audience. Read the rest at eMarketer.