The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org 2014 RJI Mobile Media News Consumption Survey Charts for Research Report 3 donald w. reynolds journalism institute rji
Aug 23, 2014
The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org
2014 RJI Mobile Media News Consumption Survey
Charts for Research Report 3
donald w.reynolds journalism instituterji
Donald W. Reynolds Journalism Institute CHART 3.1 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
Who uses smartphones in 2014?
Percentages of smartphone owners within gender and age groupsSmartphone owners are participants who said they had used a smartphone in the week prior to
participating in the Q1 2014 RJI Mobile Media News Consumption Survey.
41%18-34
38%18-34
35%35-54
38%35-54
24%55+
25%55+
Women47% of smartphone owners
men53% of smartphone owners
41AVERAGE
AGE
42AVERAGE
AGE
Donald W. Reynolds Journalism Institute CHART 3.2 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
men
Wo
men
18-34 35-54 55 or older All Ages
Percentages of smartphone owners within gender and age groupsSmartphone owners were asked how many smartphone news apps they had actually used
with their smartphones in the week prior to participating in the 2014 RJI Mobile Media Survey.
oV
eRA
LL
2.964%3.0
63%2.9 3.13.5 2.7 2.83.0
2.5
63%2.557%
2.1
68%2.7
Who used smartphone news apps?
64% 62%63% 61% 63%66%60%
The average number of smartphone news apps used by the owners who used smartphone news apps in the
week prior to taking the survey are shown in white type.
Donald W. Reynolds Journalism Institute CHART 3.3 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
men
Wo
men
18-34 35-54 55 or older All Ages
Percentages of smartphone news app users within gender and age groupsSmartphone owners who said they had used smartphone news apps were then asked how many were smartphone newspaper apps in the week prior to participating in the 2014 RJI Mobile Media Survey.
oV
eRA
LL
1.541%1.5
39%1.6 1.8
2.1
1.31.61.7 1.5
37%1.6
38%1.4
37%1.7
Who used smartphone newspaper apps?
40% 40%47%
33%39%41% 37%
The average number of smartphone newspaper apps used by the owners who used smartphone newspaper apps in
the week prior to taking the survey are shown in white type.
Donald W. Reynolds Journalism Institute CHART 3.4 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
Who used an Apple iPhone?m
en
Wo
men
18-34 35-54 55 or older All Ages
oV
eRA
LL
48% 51%47%54%
42%50% 53%50%
58%49%46%
54%
Percentages of smartphone users within gender and age groupsSmartphone owners were asked what types of smartphones they were currently using. Other
overall: 26% had Samsung [Android] brands, 18% other Android brands, and 7% other types.
Donald W. Reynolds Journalism Institute CHART 3.5 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
Who used their smartphones frequently?
Percentages of smartphone owners within gender and age groupsSmartphone owners were asked to rank how frequently they had used their smartphones in
the past seven days on a 1-to-5 scale where “1” was Rarely and “5” was Very Frequently.
men
Wo
men
18-34 35-54 55 or older All Ages
oV
eRA
LL
4.74.7 4.84.44.4 4.4
4.64.6 4.74.74.84.6
Percentages are derived from the combined rankings of “4” (Frequently) and “5” (Very Frequently).
The average (mean) rankings are shown in white type.
95%90% 92%93%92% 91%
83%82% 84%90%89% 91%
Donald W. Reynolds Journalism Institute CHART 3.6 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
men
Wo
men
18-34 35-54 55 or older All Ages
Percentages of smartphone owners within gender and age groupsSmartphones owners were asked where they used their smartphones most often. Other
overall: 17% At Home, 9% At Work or School, 6% While Commuting or Travelling.
oV
eRA
LL
Who used smartphones everywhere?
72% 76%
64%69%
60%
74%66%67% 64% 68%66%
71%
Donald W. Reynolds Journalism Institute CHART 3.7 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
men
Wo
men
18-34 35-54 55 or older All Ages
Percentages of smartphone owners within gender and age groupsSmartphone owners were asked when they were most likely to use their smartphones. Other
overall: 15% Weekday Evenings, 14% Weekday Daytime, 2% Weekday Mornings, 3% Weekends.
oV
eRA
LL
Who used smartphones throughout the day?
63%69%
63%64%63% 66% 70%66%73%
66%64% 68%
Donald W. Reynolds Journalism Institute CHART 3.8 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
men
Wo
men
18-34 35-54 55 or older All Ages
Percentages of smartphone owners within gender and age groupsSmartphone owners were asked if they also had used a large or mini media tablet in the seven days
prior to participating in the 2014 RJI Mobile Media Survey.
oV
eRA
LL
39%
52%
35%41%
30%
Who also used a large or mini media tablet?
46% 46%46% 46% 42%37%
47%
Donald W. Reynolds Journalism Institute CHART 3.9 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
Percentages of smartphone owners within gender and age groupsSmartphone owners were asked if they preferred scrolling continuously or swiping pages when
reading long stories on their smartphones. Other overall: 30% Swiping, 15% No Preference.
Who preferred scrolling on smartphones?m
en
Wo
men
18-34 35-54 55 or older All Ages
oV
eRA
LL
57% 58%59%52%
64%58%
43%51%
32%
55%58%50%
Donald W. Reynolds Journalism Institute CHART 3.10 Roger Fidler • 5/22/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
Likelihood of purchasing mobile device in 2014[ Current smartphone owners ]
36%28%
22%
Smartphone
29%
15% 18%
Large Tablet
14% 16%6%
mini Tablet
8% 4% 6%
Percentages of smartphone owners in each category within each age groupSmartphone owners in the 2014 survey were asked if they were likely to purchase a new smartphone
or tablet and what types they were most likely to purchase before the end of the calendar year.
18-3
4
35-5
4
55 +
oV
eRA
LL
TYPE OF SMARTPHONE *
Apple iPhone 42% Samsung brand ** 30%Other Android brands 10%Windows brand 1%Another type 3%Don’t know/Not sure 15%
TYPE OF LARGE TABLET *
Apple iPad 46% Amazon Kindle Fire ** 10%Other Android brands 11%Windows brand 7%Another type 5%Don’t know/Not sure 22%
TYPE OF MINI TABLET *
Apple iPad Mini 60% Amazon Kindle Fire ** 10%Other Android brands 6%Windows brand 4%Another type 4%Don’t know/Not sure 16%
* Overall percentages** Android operating systems
The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org
2014 RJI Mobile Media News Consumption Survey
The intended purpose of these annual RJI surveys is to gain insights into who uses mobile media and how their uses for news
may change over time. The research reports can be found at: www.rjionline.org/research/rji-mobile-media-project.
For more information, contact:
Roger FidlerRJI Program Director for Digital Publishing
donald w.reynolds journalism instituterji