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Mobile Newspaper Apps Deliver Young Readers

“A new survey by the Pew Research Center released Monday found more than a quarter of all American adults read news on their mobile.” –Pew research

This headline from the March 3rd edition of MobileMarketing Daily caught our attention.  The headline is taken from the recently release Understanding The Participatory Newspaper Consumer which is a deep analysis of the publishing ecosystem.  From our perspective as a mobile publishing company the most encouraging news for publishers is the degree to which younger readers – the readers newspaper publisher need to bring into their franchise – are using their mobile devices to access news and information where and when they want.   This table taken from the study confirms  that younger adults are much more likely to access news and information on their mobile than older adults – 43% adults under 50 expect to find  at least some of news and information that they need on their mobiles.



We are not surprised by the importance of mobile as a trusted source of news and information for younger adults.  The iPhone apps we have built for our publishing clients continue to drive double digit growth in new subscribers and page views.  As important, app publishers are experiencing month over month growth in average number of articles read.  This tells us that  iPhone app subscribers  have quickly adapted newspapers to fit their reading habits – they no longer need to be in front of the paper or online editions to access the news they want when they want it  We expect to continued growth in on demand newspaper as more and more adults move to app enabled phones.

We remind our publishing clients that Apple app editions deliver a young readership – almost half of whom are under the age of 34 according to AdMob research.– and  that these apps are the pipeline to their future franchise.

When most of us think of Apple app editions, we usually think of the iPhone as the most likely delivery device.    But as Flurry research shows, the iTouch now delivers 41% of all Apple app user  sessions

AdMob data above  clearly demonstrates that the iTouch user profile is very different from the iPhone user profile – three quarters of iTouch users are below the age of 18 vv 15% of iPhone users.  We believe that the iTouch cohort is of vital importance to publishers for two reasons.

1)      Because they can and do access the App Store just as easily as iPhone users, they are a captive audience for news and information relevant to them

2)      They are now locked in to satisfying their information and entertainment needs with proprietary Apple hardware and software.  As they mature, the migration to the iPhone and iPad will be a natural and seamless progression for them.

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Pew Research Center Study on the Participatory News Consumer

Yesterday, The Pew Research Center released a new report on the state of news consumers, specifically focusing on the behaviors and habits of digital consumers. What was interesting about this report was the focus that it put on mobile. Click here to be taken to the mobile section of the report. In summary the report finds the follow:

Some 80% of American adults have cell phones today, and 37% of them go online from their phones. The impact of this new mobile technology on news gathering is unmistakable. One quarter (26%) of all Americans say they get some form of news via cell phone today — that amounts to 33% of cell phone owners. These wireless news consumers get the following types of news on their phones:

Wireless news consumers have fitted this “on-the-go” access to news into their already voracious news-gathering habits. They use multiple news media platforms on a typical day, forage widely on news topics and browse the web for a host of subjects.

Among this subgroup of internet-using mobile phone users, Pew found that the vast majority get some kind of news online:

  • 72% check weather reports on their cell
  • 68% get news and current events information on their cell
  • 49% have downloaded an application that allows them to access news, weather, sports, or other information on their cell
  • 44% check sports scores and related information on their cell
  • 35% check traffic information on their cell
  • 32% get financial information or updates
  • 31% get news alerts sent by text or email to their phones
  • 88% say yes to at least one of the above

These are very interesting statistics and the report shows that mobile users and more engaged with their news brands and appreciate news more when it is highly interactive.

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