U.S.

UK

REPORT
11. 2012

Mobile News Consumption

The State of

Mojiva is the mobile ad network that reaches more than 1.1 billion devices globally and represents more than 8,000 mobile, tablet and app publishers. Mojiva provides advertisers and agencies with every imaginable mobile media execution across tablets and smartphones through mobile web sites and apps. Founded in May 2008 and based in New York City, Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., a privately held company backed by Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamrock Capital. Follow Mojiva on Twitter, like us on Facebook and learn more at http://www.mojiva.com.

Contents
Introduction Objectives & Methodology Mobile News Survey Conclusion About Mojiva Contact Us 2 4 6 15 16 16

The State of Mobile News Consumption

Introduction
The proliferation of mobile devices worldwide is transforming TV and print news consumers into the new multi-platform news consumers of today. During a recent session at Advertising Week, NYTimes.com General Manager, Denise Warren said in her remarks when introducing a recent study from the Pew Research Center, We think new devices will replace old ones, but users actually find time in the day to add one more device. News readers arent necessarily giving up one platform in favor of a different or newer platform, but instead morphing into multi-platform consumers. New tablet users are actually spending more time with news than they have in the past. Additional sources for news consumption allow for more opportunities for news to be consumed. The Pew Research Center study cites thirty-one percent (31%) of new tablet users are spending more time with news, as well as turning to new news sources. While forty-three percent (43%) indicate they are adding to the news they consume. Clearly, the addition of mobile news sources isnt cannibalizing traditional sources, but instead creating incremental news consumption. Additionally, the study cites half, (50%) of American adults own either a smartphone or a tablet. Of these Americans, the majority, (66%), get news on their device. The study goes on to suggest growth in mobile news consumption will be driven by continued tablet adoption over the next six months. Of those surveyed, nearly one-quarter, (23%) of the fifty-six percent (56%) of Americans who currently do not own a tablet plan to buy one in the next six months. Similar growth in mobile news consumption can be seen in Europe according to a recent study from comScore, a leader in measuring the digital world. The study showed nearly thirty-seven percent (37%) of smartphone users in the EU5 (UK, France, Germany, Spain and Italy) reported accessing news sites via an app or browser in January 2012, showing an increase of seventy-four percent (74%) over the previous January. For EU5 smartphone users who accessed news sites/apps on a near-daily basis, the growth rate was even stronger at eighty-two

The State of Mobile News Consumption

percent (82%). The UK showed the highest penetration with nearly half, (46.8%) of smartphone users reporting having accessed news sites/apps at least once in the past month. The continued growth in smartphone adoption in Europe has fuelled the increasing consumption of news and information on-the-go, said Hesham Al-Jehani, comScore Europe product manager for Mobile. Todays mobile consumer wants to be plugged into whats happening around them every second of the day, and their smartphones are enabling them to do that. This rapidly changing trend brings with it significant incremental opportunity for news publishers to extend their audiences, but also the challenges of delivering their content effectively through the small screen.**

The State of Mobile News Consumption

Objectives & Methodology

To gain insight into how mobile news consumers in the United States and United Kingdom access news content from their mobile devices, Mojiva conducted a study on The State of Mobile News Consumption. The purpose of the study was to understand the role smartphones and tablets play in how U.S. and UK consumers access news content, as well as to evaluate their attitude towards mobile advertising in general, and specifically within mobile news sites and apps. The U.S. studies fielded from September 26 September 27, 2012, targeted U.S. smartphone owners and tablet owners. Each study garnered 1,000 completes from a random sample. In addition, the UK study, fielded from September 26 October 3, 2012, targeted UK smartphone owners only and garnered 1,000 completes from a random sample.

Major Findings
Nearly one-quarter, (24%) of U.S. smartphone respondents get their primary news updates from their smartphone or tablet, compared to less than one-quarter, (20%) of UK smartphone respondents who get their primary news updates from their smartphone or tablet. Although, TV and laptops prevail as the dominant way U.S and UK news consumers receive their primary news updates. Mobile devices, smartphones and tablets, outpace TV as the primary source for breaking news in the U.S., while TV still holds favor among UK consumers. Over one-quarter, (30%) of U.S. smartphone respondents learn about breaking news stories via text alerts or notifications on their smartphone or tablet, while only twenty-five percent (25%) rely on TV as their primary breaking news outlet. TV is seen as the primary source for breaking news in the UK, twenty-nine percent (29%) of all respondents, compared to just twenty percent (20%) receiving breaking news via text alerts or notifications on their smartphone or tablet. U.S. tablet respondents check news updates more frequently than U.S. smartphone respondents. Seventy percent (70%) of U.S. tablet respondents check two or more news sites/apps daily, compared to sixty-one percent (61%) of U.S. smartphone respondents. Although not as high, over half of UK smartphone respondents, fifty-two percent (52%), check two or more news sites/apps from their smartphone daily.

The State of Mobile News Consumption

 In the U.S., fifteen percent (15%) of tablet respondents and 8 percent (8%) of smartphone respondents read news content on their device while watching TV. Similarly, the study finds eight percent (8%) of UK smartphone respondents read news content on their smartphone while watching TV. U.S. respondents rank relevance, humor and interesting content as the top factors for a mobile ad to gain their attention. One-quarter, (25%), of U.S. smartphone respondents are more likely to pay attention to mobile ads if they are relevant to their needs. Nineteen percent (19%) of U.S. smartphone respondents indicated humor and fifteen percent (15%) indicated interesting content as the factors most likely to gain their attention. Smartphone respondents in the UK indicated slight differences in the top factors most likely to gain their attention in a mobile ad, relevance, twenty-four percent (24%), humor, twenty percent (20%), and fewer ads overall, sixteen percent (16%). Mobile ad relevance on a news site/app is the top factor in gaining the attention of consumers. Sixty-seven percent (67%) of U.S. smartphone respondents, fifty-four percent (54%) of U.S. tablet respondents, and sixty-five percent (65%) of UK smartphone respondents will pay more attention to a mobile ad if the content is relevant to the actual news story they are reading or watching on their mobile device. The majority of U.S. and UK smartphone respondents, sixty-five percent (65%) and sixty-nine percent (69%) respectively, as well as the majority of U.S. tablet respondents, fifty-nine percent (59%), would not pay for a subscription to access their favorite news source from their smartphone or tablet.

The State of Mobile News Consumption

Primary News Source

U.S.Tablet U.S.Tablet
30 30 29 29
OF RESPONDENTS OF RESPONDENTS

U.S. Smartphone primary news source? UK Smartphon What is your U.S. Smartphone UK Smartphon
The majority of all respondents indicate traditional media 32 32 29 sources, TV and laptops, currently serve as their primary news 29 source. In the U.S., sixty-one percent (61%) of smartphone respondents and fifty-nine percent (59%) of tablet respondents indicate19 and laptops as their primary news source. TV 19 Sixty-three percent (63%) of UK smartphone respondents indicate the same.
OF RESPONDENTS OF RESPONDENTS

32

32

17 17 10 10 9 9 2 2
Desktop computer Laptop computer/ Desktop computer notebook Laptop computer/ Mobile phone notebook Mobile phone

17 17

1 1
Tablet Radio Tablet TV Radio TV

1 1

0 0
Word of mouth Newspaper Word of mouth Other Newspaper Other

10 9 However, smartphones and tablets are also acting as a primary 10 9 news source5 a certain group of consumers. In the U.S., for 5 2 twenty-four percent (24%) 1of smartphone respondents and 1 1 2 twenty-six percent (26%) of tablet 1 respondents indicate 1 1

3 3

3 3

their smartphone or tablet serves as their primary news source. In the UK, twenty percent (20%) of smartphone respondents indicate their smartphone or tablet as their primary news source.

U.S. Smartphone
32 29
U.S. Tablet U.S. Tablet U.S. Smartphone U.S. Smartphone

UK Smartphone
32 31

UK Smartphone UK Smartphone
OF RESPONDENTS

OF RESPONDENTS

f mouth aper

OF RESPONDENTS

19 21 22 22 21 22 22 5 2

29 26 25 29 17 26 25 9 3 3 3
Breaking news on Breaking television news on television

10

15 15 14 15 15 14 1 1 1 4 4 5 5
Other

5 5

3 3 3

10 10

16 16 1

23 23

3 3

OF RESPONDENTS OF RESPONDENTS

16 16 1

15 15 7 7 4 4

Base: U.S. Tablet, n=1,000, U.S. Smartphone, n=1,000, UK Smartphone, n=1,000 desktop tells me or Laptop/ Someone Other Note: Percentages may not add to 100 due to rounding.

Laptop/

Someone

alerts desktop alerts

overhear tells me or others overhear others

Over the radio Over the radio

OF RESPONDENTS

Receive Receive breaking news breaking news Receive Receive text alerts or text alerts or breaking news breaking news noti cations noti cations text alerts or text alerts or on mobile on tablet noti cations noti cations phone on mobile on tablet The State of Mobile News Consumption phone

17 10

17

SPONDENTS

SPONDENTS

9 2

10 5

9 3 3

1
Tablet Radio TV

0
Word of mouth Newspaper Other

U.S. Smartphone U.S. Smartphone

32 32 29 29

Desktop computer Laptop computer/ notebook Mobile phone

UK Smartphone UK Smartphone
31 31

Immediacy of Breaking News32 32

OF RESPONDENTS OF RESPONDENTS

OF RESPONDENTS

OF RESPONDENTS

19 19

U.S. Tablet

U.S. Smartphone

UK Smartphone

17 17 29 23 3 33 3 10 3 3 1 1 16 1 116

10 10 22 22 21 5 5 2 2 1151 1 1 1 1 15 14

9 926 25

39

OF RESPONDENTS

15 7

4
Laptop/ desktop alerts Someone tells me or overhear others

3
Breaking news on television

3
Over the radio Receive breaking news text alerts or noti cations on mobile phone
23 23 16 16 15 15 7 7

16

15

Other

Receive breaking news text alerts or noti cations on tablet

29 29

OF RESPONDENTS

33 martphone tphone 10 27

How do you primarily hear about breaking news? 31

19
tablet alert/notification. Thirty percent (30%) of smartphone respondents and thirty-one percent (31%) of tablet 16 16 16 16 15 15 Tablet respondents indicate turning to these devices over 9 traditional10 10 like TV or radio, for breaking news. In media, 4 7 7 the UK, a smaller percentage of smartphone respondents 4 4 3 33 3 turn to a smartphone or tablet for breaking news, twenty 7 percent (20%), compared to the largest number of Over Receive Receive Over thethe Receive respondents whobreaking news TV breaking news depend on orReceive thirty-nine 30 radio, radio breaking news breaking news radio text alerts percent (39%), for text alerts or or text alerts or or breaking news. text alerts

OF RESPONDENTS

10

10

OF RESPON

37 11 13 2
10

29 29 When it comes to breaking news the majority of U.S. 26 26 25 respondents receive their news from a smartphone or 25 23 23

U.S.

39 39

(Combined totals)

Smartphone
23 23 15

U.S.
31 31

31 30 20 30 20 31
29 29

OF RESPONDENTS

OF RESPONDENTS

18 5 Breaking 7Breaking news news on on

16

16 15

30 30

10

39 39

6 31

television television

Application (App)

noti cations noti cations noti cations noti cations on mobile on tablet on mobile on tablet Bookmarked mobile site Browser phone phone

Dont access news information

Other

Text alert

U.S.Tablet 31 31 19 19
46

OF RESPONDENTS OF RESPONDENTS Base: U.S. Tablet, n=1,000, U.S. Smartphone, n=1,000, UK Smartphone, n=1,000 Note: Percentages may not add to 100 due to rounding.

OF RESPONDENTS OF RESPONDENTS

U.S. Smartphone 37 37

UK Smartphone
The State of Mobile News Consumption

U.S. U.S.

40

1 1313

1111

UK UK

5 2

21 21 22 22 21 1 1 15 15 15 15 14 1 15 15 14 14 44 5 5 5 5 4 5 5
Laptop/ Laptop/ Laptop/ desktop desktop desktop alerts alerts alerts Someone Someone Someone tells me oror tells me or tells me overhear overhear overhear others others others Other Other Other Breaking Breaking Breaking news on news on news on television television television

OF RESPONDENTS F RESPONDENTS F RESPONDENTS

1 10 10 10

16 16 16

16 16 16

15 15 15 77 7

33 33 3 3
Over the Over the Over the radio radio radio Receive Receive Receive breaking news breaking news breaking news text alerts oror text alerts text alerts or noti cations noti cations noti cations on mobile on mobile on mobile phone phone phone
29 23

44 4

Mobile News Updates

33 33 33 10 10 10
29
OF RESPONDENTS OF RESPONDENTS OF RESPONDENTS OF RESPONDENTS OF RESPONDENTS OF RESPONDENTS
16 15

Receive Receive Receive breaking news breaking news breaking news text alerts oror text alerts text alerts or noti cations noti cations noti cations on tablet on tablet on tablet

phone

26 25

27 27 27

31 31 31

10

16 16Tablet Tablet

U.S. U.S.

23

19 19 19 39 9 9 9 4 4 4 77 7
16 15

31

18 18 18
Breaking news on television

Tablet

15 7

U.S. U.S. Smartphone Smartphone

Smartphone
23 7

30

20
29

OF RESPONDENTS

10 3
Over the radio

2
10

55 5 77 7

Dont access news information Dont access news information Dont access news information

Receive Receive breaking news breaking news text alerts or text alerts or noti cations noti cations Application (App) on mobile Application (App) Bookmarked mobile site Bookmarked on tabletsite mobile Application (App) phone Bookmarked mobile site

30 30 30

31

30

39

6 3

Other Other Other

Browser Browser Browser Text alert Text alert Text alert

U.S.Tablet U.S.Tablet U.S.Tablet 31 How do you primarily get 19 9 4

OF RESPONDENTS

updates from a news source 46 46 46 on your smartphone/tablet?

Smartphone

U.S. Smartphone U.S. Smartphone U.S. Smartphone 37 11

40 40 40

OF RESPONDENTS

UK Smartphone UK Smartphone UK Smartphone

U.S. Over one-third of U.S. smartphone respondents, (37%),

OF RESPONDENTS OF RESPONDENTS OF RESPONDENTS

13 2 6 31
12 12 12 55 5

primarily get news updates on their smartphone via browser/ bookmarked site. A smaller percentage of U.S. smartphone respondents, thirty-one percent (31%), primarily get their 26 26 7 news updates via an app, and nineteen percent (19%) receive 26 text alerts. U.S. tablet respondents indicate a similar usage 21 21 21 30 pattern, forty-three percent (43%) use a browser/bookmarked site, twenty-seven percent (27%) use an app, and eighteen 15 15 15 percent (18%) use text alerts as their primary method of 13 13 er 13 receiving news updates. In the UK, smartphone respondents 88 indicate comparable use patterns to U.S. smartphone 8 55 respondents, thirty-seven percent (37%) use a browser/ 5 44 4 bookmarked site, slightly more, thirty-seven percent (37%) use an percent (11%) use text U.S. Smartphone app, and slightly less, elevenUK Smartphone alerts as their primary method of receiving news updates.
4 4 to 5 4 to 5 to 5 00 0 6 6 to 9 to 9 11 6 to 9 1 10 plus to 3 Base:2 2 to 3 n=1,000,10 plus U.S. to 3 U.S. Smartphone, n=1,000, UK Smartphone, n=1,000 10 plus 2 Tablet,
Note: Percentages may not add to 100 due to rounding.

Smartphone
31 31 31
OF RESPONDENTS OF RESPONDENTS OF RESPONDENTS

UK

37 37 37

17 17 17 10 10 10

44 4

3 22 33 2

40

37 31
OF R

The State of Mobile News Consumption

OF R

10 27

33 10 10 27 27

31 19 9 4

31 19 9 4 7 30

U.S. U.S. U.S. U.S. Tablet Tablet Tablet

18 5 7
Tablet

U.S. U.S. U.S. U.S. 9 Smartphone Smartphone Smartphone

9 4 4 7 7 30 30
Smartphone

31 31 19 19

OF RESPONDENTS

37 11 13 2 6 31

37 11 13 2 6 31

3 3 1 1

18 18 7 5Mobile News Monitoring 5 7 30 7

1 1 Sm 2 2 6 6 3 3

pplication (App) Application (App) Application (App) Bookmarked mobile Bookmarked mobileBrowser Browser Bookmarked mobileBrowser site site site Application (App) Bookmarked mobile site Browser ont access news information news information alert Text alert Text alert Dont access news information Dont access Other Other Text Other Dont access news information Other Text alert

S.Tablet U.S.Tablet U.S.Tablet U.S.Tablet

46 46 46 46

U.S. SmartphoneSmartphone U.S. U.S. Smartphone U.S. Smartphone

40 40 40 40

UK SmartphoneSmartphone UK Smartphone UK UK Smartphone

37 31 31

37 31 31

37 37

OF RESPONDENTS

OF RESPONDENTS

OF RESPONDENTS

OF OF RESPONDENTS RESPONDENTS

OF RESPONDENTS

OF OF RESPONDENTS RESPONDENTS

OF RESPONDENTS

OF RESPONDENTS

26

26

26 26

21

21 15

21 21 15 15 15

17

17 10

13

13

12

13 13 4

17 17 10 10 10 2 3

12

8 8 4

12 12 4 5 4 4 5 5

4 4

5 5

2 2

3 3

0 1 2 to 3

4 to0 5 4 to 5 0 0 6 to19 6 to 9 1 1 to 2 to 3 10 plus 310 plus 2 2 to 3

4 to 5 4 to 9 6 5 6 to 9 10 plus 10 plus

How many news sites/apps do you check daily on your device

Over three in five U.S. smartphone respondents, (61%), check two or more mobile news sites/apps every day. A majority of U.S. tablet respondents, (70%), also indicate checking two or more mobile news sites/apps every day. In comparison to U.S. smartphone respondents, slightly more than half of UK smartphone respondents, (52%), check two or more mobile news sites/apps every day.

36

36

36 36

23

Base: U.S. Tablet, n=1,000, U.S. Smartphone, n=1,000, UK Smartphone, n=1,000 23 23 Note: Percentages may not add to 100 due to rounding.

23

15

15

15 15 12

12

12 12

The State of Mobile News Consumption

23

15 12 6 8

Mobile News Frequency

0 1 2 to 3 4 to 5 6 to 9 10 Plus

U.S. Tablet
40

U.S. Smartphone

UK Smartphone

39 35 32 29 27 OF RESPONDENTS

17 14 13 10 5 6 6 2 3 3 5 1 2 1 1 1 1 7

Daily

Few times a day

Few times a week

Weekly

Few times a month

Monthly

Other

Dont access news info on mobile phone/tablet

U.S.Tablet
19

What best describes how often you check your favorite news site/app on your device?
U.S. Smartphone
favorite news site/app daily, with forty percent (40%) checking once a day and thirty-two percent (32%) 19 checking a few times a day. Similarly, 16 15 in the UK, sixty-two percent (62%) of smartphone12 12 respondents check their 10 8 favorite news site/app once a day, 9 thirty-five percent (35%) daily and twenty-seven percent (27%) a few times a day.

UK Smartphone
19
OF RESPONDENTS

Over two in three U.S. smartphone respondents, (68%), check their favorite 19 news site/app daily. Of these, thirty-nine percent (39%) check their favorite 15 news site/app only once a day, while 12 more than one-quarter, (29%), check 10 10 9 their favorite news site/app a few 7 times a day. An even greater number of U.S. tablet respondents, seventytwo percent (72%), check their
When you wake up Breakfast Lunch

21

At work Bedtime In transit Other While watching evening TV

Base: U.S. Tablet, n=1,000, U.S. Smartphone, n=1,000, UK Smartphone, n=1,000 Note: Percentages may not add to 100 due to rounding.

OF RESPONDENTS

14

12

11 8 5

10

OF RESPONDENTS

OF RESPONDENTS

The State of Mobile News Consumption

10

OF RESPOND

ESPONDENTS NDENTS

NDENTS

17 14 13 14 14 5 13 13 6

17 17 14 6 5 5 6 26 3 6 6 3 3 3 3 3 13 5 1 1 1 12 2 11 1 1 1 1 1 1 17 7 1 1 5 10 5 5 6 7

10 10 3

2 2

76 2

Daily

Few times Daily a day Daily

Few times Few times a week a day Few times a day

FewWeekly times a week Few times a week

Few times Weekly a month Weekly

Few Monthly times a month Daily Few times a month

Other Monthly

Few times Monthly a day

U.S. Smartphone

Multi-Platform News User

UK Smartphone

Dont Other Dont access news access news Few times mobileinfo on mobile Few time Weekly Other Dont info on a week a month access news phone/tablet phone/tablet info on mobile phone/tablet

29

U.S.Tablet U.S.Tablet U.S.Tablet

27

U.S. Smartphone U.S. Smartphone U.S.Tablet U.S. Smartphone

OF RESPONDENTS

UK Smartphone UK Smartpho U.S. Smartph UK Smartph

19 19 12 19 14 14 11 19 16 21
OF RESPONDENTS OF RESPONDENTS OF RESPONDENTS OF RESPONDENTS

19
17 14 13

19

19 19 10
5 6

19 19 9 1010 10
2

19 15 12 9
3 9

15 10 15 12 12
1 2 1

16

19 19 19 12
5

16 19 16

OF RESPONDENTS

OF RESPONDENTS OF RESPONDENTS

15 12

15 15 15 9 8 8 10 12 10 9 9 7

12
7

10

12

14

3 10 7

7 7

12 8 12 10 9

10

12

10

11 12 8 12 11

w times a day

Few times a week

Weekly

Few times a month

Monthly

Other

In what one situation do you tend to check the news most on your device?
U.S. Smartphone
OF RESPONDENTS RESPONDENTS OF In evaluating the responses

At work Bedtime When you wake up you wake up At work Bedtime When Breakfast Breakfast In transit InOther transit Other At work Bedtime When you wake up While watching evening TV evening TV Lunch While watching Lunch In transit Other Breakfast While watching evening TV Lunch

Dont access news info on mobile phone/tablet

When you wake up Breakfast Lunch

At work Bedtime In transit Other While watching evening TV

UK Smartphone
OF RESPONDENTS RESPONDENTS OF

12 7

from U.S. smartphone and OF RESPONDENTS tablet respondents clear usage patterns emerge. While 25 smartphones and tablets show heavier use in the 25 both 19 early part of the 16 25 morning, smartphone usage tends to 15 decline throughout the day and pick up slightly right 12 12 before bedtime. Tablets taper off in a similar fashion 10 Tablet Tablet while9consumers during the work day, but usage picks up 8 watch could 16 TV and at bedtime. ThisTabletbe an indication 16 smartphones and tablets are the first things consumers 16 look 59 at upon awakening and the last thing they look at 59 before retiring for bed.
OF RESPONDENTS

U.S. U.S. U.S.

15 25
14

OF RESPONDENTS RESPONDENTS OF

19

15 15

21

OF RESP

12

11

At work Bedtime n transit Other smartphone respondents indicate the heaviest use U.S. While watching evening TV on awakening, nineteen percentcurrently dont breakfast, during Yes, I would pay, but currently dont Yes, I would pay, but (19%), No No Yes, I percent (16%), subscription subscription pay alreadypay, but currently dont sixteenalreadyYes, IIfor a andpaytransit, fifteen percent (15%). in for a Yes, would No

59

20 16 65 59

20 20 65 65

Smartphone 10 Smartphone 8 Tablet Smartphone

5

U.S. U.S. U.S. U.S.

15

U.S. tablet respondents indicate a subscription use upon Yes, I already pay for a subscription Yes, I already pay for the heaviest awakening, nineteen percent (19%), during breakfast, nineteen percent (19%), and also while watching evening OF UK smartphone respondents OF RESPONDENTS TV, fifteen percent (15%). RESPONDENTS indicate slightly lower use than U.S. smartphone respondents 13 upon awakening, fourteen U.S. SmartphoneSmartphone U.S. Tablet 15 percent (14%), while slightly UK SmartphoneSmartphone U.S. Tablet U.S. UK higher during breakfast, nineteen percent (19%), with the U.S. Tablet U.S. Smartphone UK Smartphone U.S. Tablet U.S. Smartphone UK Smartphone strongest usage in transit at twenty-one percent (21%). Base: U.S. Tablet, n=1,000, U.S. Smartphone, n=1,000, UK Smartphone, n=1,000

OF RESPONDENTS

OF RESPONDENTS

20 65

Yes, I would pay, but currently dont

No

Smartphone

U.S.

Note: Percentages may not add to 100 due to rounding.

Smartphone
OF RESPONDENTS

UK

OF RESPONDEN OF RESPONDENTS

20 65

The State of Mobile News Consumption

18

69

11

25
Few times a month 10

15

16

15
12

OF RESPONDENTS

martphone

Daily

Few times a day

Few times a week

Weekly

Monthly

10

Tablet

U.S.

12 Other 7

Dont access news info on mobile phone/tablet

16 59When you wake up U.S. Smartphone

19 16 12 12 8
OF RESPONDENTS OF RESPONDENTS

20
Breakfast Lunch At work Bedtime In transit Other While watching evening TV No

65

Mobile News Subscriptions U.S.Tablet

10 6 6 2 3

UK Smartphone
19 21

Yes, I would pay, but currently dont Yes, I already pay for a subscription
OF RESPONDENTS OF RESPONDENTS

19 3

19
1

5 2 1 1

15

15

Weekly

Few times a month

Monthly

10

10

Other12

U.S. Smartphone Lunch

19 16

Would you pay for a subscription to access your favorite news Bedtime When on your At work source you wake up device? In transit Other Breakfast
While watching evening TV

Dont access news info on mobile 7phone/tablet

14

25

10

12

OF

11

8 15

U.S. Tablet

Tablet

U.S.

U.S. Smartphone

UK Smartphone

The majority of U.S. smartphone and tablet respondents, as well as UK smartphone respondents, would not pay 21 for access to their favorite news source from their 19 device. Conversely, in the U.S., thirty-five percent (35%) of smartphone respondents and forty-one percent (41%) 15 OF RESPONDENTS 14 of tablet respondents have paid or would pay for access 12 11 12 12 10 to their favorite news source. In the UK, thirty-one percent 9 25 8 (31%) of smartphone respondents have paid or would pay for access to their favorite news source.
OF RESPONDENTS

UK Smartphone

16 59

20

65

Relevant/ OF RESPONDENTS

Yes, I would pay, but currently dont Yes, I already pay for a subscription personalized entertaining
OF RESPONDENTS

Humorous/

15
5

10

Contains interesting information

No

If there were fewer ads overall

In pro

Given the role advertising plays in supporting the distribution Tablet of content at no cost to the consumer, when it comes to 16 mobile news content, it appears consumers favor an advertising supported content model compared to a 59 subscription based model.

U.S.

OF RESPONDENTS

54 20 21 65 5 10 13 10

U.S. Tablet

Smartphone

U.S.

OF RESPONDENTS

U.S. Smartphone

UK Smartphone

67 14

OF RESPONDENTS

Yes, I would pay, but currently dont Yes, I already pay for a subscription

No

OF RESPONDENTS

Tablet

U.S.

23 24
Contains interesting information If there were fewer ads overall

15
Smartphone

U.S.

Relevant/ personalized

20 65

U.S. Tablet

U.S. Smartphone

UK Smartphone

Smartphone

UK

Humorous/ entertaining

33

In prom

18Relevant to news story I am reading

news journalist or news gure 69 67 Includes study to back up claims None of these 54 14 21
OFInclusion of prominent RESPONDENTS

Reads like a news article

OF RESPONDENTS

OF RESPONDENTS

Base: U.S. Tablet, n=1,000, U.S. Smartphone, n=1,000, UK Smartphone, n=1,000 Note: Percentages may not add to 100 due to rounding.

Relevant/ personalized

Humorous/ entertaining

Contains interesting information

If there were fewer ads overall

5 10
Includes promo/deal

Includes of Mobile News Consumption 12 Interactive/ Other The State video or audio prominently /animated displayed on screen

Tablet

U.S.

23 24

25
Tablet

15

13
Smartphone

U.S.

U.S.

16 59

20 65

18 69

Mobile Ad Consideration
Yes, I would pay, but currently dont Yes, I already pay for a subscription No

U.S. Tablet

U.S. Smartphone

UK Smartphone

OF RESPONDENTS

Relevant/ personalized

Humorous/ entertaining

Contains interesting information

If there were fewer ads overall

Includes promo/deal

Includes video or audio /animated

Interactive/ prominently displayed on screen

Other

What one factor would make you pay more attention to mobile ads while on sites/apps 67 54 on your device? 14
OF RESPONDENTS OF RESPONDENTS

OF RESPONDENTS

65 17 18 16 29

21

Study respondents identify several factors for a mobile ad to garner their attention. For U.S. smartphone 5 Tablet respondents the key factors are relevance, twenty-five percent (25%), 10 humor, nineteen percent (19%), and information of interest, fifteen percent 10 (15%). The top factors identified by U.S. tablets respondents are in close alignment to U.S. smartphone respondents. U.S. tablet respondents Relevant to news story I am reading identify relevance, Reads like a news article twenty-three percent

U.S.

(23%), humor, nineteen percent (19%), and information of interest, sixteen 23 percent (16%). In the UK, smartphone Smartphone respondents identify relevance, twenty24 four percent (24%) and humor, twenty percent (20%), as the top two factors 33 to gain their attention in a mobile ad. This group also indicated they would pay more attention to a mobile ad if there were fewer ads overall, sixteen percent (16%).

U.S.

Smartpho

UK

Inclusion of prominent news journalist or news gure Includes study to back up claims None of these

Base: U.S. Tablet, n=1,000, U.S. Smartphone, n=1,000, UK Smartphone, n=1,000 Note: Percentages may not add to 100 due to rounding.

The State of Mobile News Consumption

13

k Bedtime sit Other watching evening TV

16 59

5 10 10

20 65

U.S. Tablet

U.S. Smartphone

UK Smartphone

Tablet

U.S.

23 24 33

Yes, I would pay, but currently dont Yes, I already pay for a subscription
OF RESPONDENTS

No

OF RESPONDENTS

Mobile Ad15 Consideration News Sites/Apps

nt

No

on

Please select all content that U.S. Tablet U.S. Smartphone 20 would make you pay more attention 65 mobile ads while to using news sites/apps on your smartphone.
Our findings indicate mobile ad content is a factor in both Humorous/ U.S. and UK respondents Relevant/ consideration of mobile adsContains on personalized entertaining interesting mobile news sites/apps. Sixty-seven percent (67%) ofinformation U.S. smartphone respondents and slightly over half, (54%), of U.S. tablet respondents would give more consideration to a mobile ad on a news site/app if it was relevant to the UK Smartphone story they were reading. In the UK, sixty-five percent OF RESPONDENTS (65%) of smartphone respondents would give greater consideration to a mobile ad on a news site/app if it was 54 relevant to the story they were reading.

Smartphone

U.S.

Relevant to news story I am reading Reads like a news article

Relevant/ personalized

13

Humorous/ entertaining

Contains interesting information

Inclusion of prominent news journalist or news gure Smartphone Includes study to back up claims None of these UK Smartphone
OF RESPONDENTS

UK

If there were fewer ads overall

pr

18

OF RESPONDENT

54 21 5
If there were fewer ads overall

69

67 14 23
Interactive/ prominently displayed on screen Other 24

Tablet
Includes promo/deal Includes video or audio /animated

U.S.

10 10

33

martphone

OF RESPONDENTS

/ g

U.S. smartphone and tablet respondents would give greater consideration to a mobile ad on a news site/app, if it reads like a news article, thirty-three percent (33%) and ten 5 percent (10%) respectively. Inclusion of a prominent news Tablet Contains If there were Includes Includes Interactive/ journalist/figure would also garner greater consideration, interesting fewer ads promo/deal video or audio prominently 10 information twenty-four percent (24%) and ten /animated overall displayed percent (10%) respectively. on screen In the UK, smartphone respondents also indicate mobile 10 ads that read like a news article, twenty-nine percent (29%) and the inclusion of a prominent news journalist/figure, sixteen percent (16%), would garner greater consideration OF RESPONDENTS for a mobile ad on a news site/app.

21

Relevant to 67 like a news story I am reading Reads news article Inclusion of prominent news journalist or news 14 Includes study to back up claims
OF RESPONDENTS

OF

gure None of these

65 17 18

U.S.

23
Other

24 33

Smartphone

U.S.

16 29

67 14

OF RESPONDENTS

Relevant to news story I am reading Reads like a news article

65 17 18 16 29
Smartphone

Inclusion of prominent news journalist or news gure Includes study to back up claims None of these

23 24 33

Smartphone

U.S.

UK

Base: U.S. Tablet, n=1,000, U.S. Smartphone, n=1,000, UK Smartphone, n=1,000 Note: Percentages may not add to 100 due to rounding.

ing

nalist or news gure

The State of Mobile News Consumption

14

Conclusion

Continuing consumer adoption of smartphones and tablets is adding additional screens to the media mix every day. These additional screens provide unprecedented access to content, always on, always available. Our study demonstrates U.S. smartphone and tablet owners, and UK smartphone owners use their mobile devices from the time they wake up, until the last thing before they go to bed, and every time in between. Meals, travel, work or leisure, every waking moment of the day is an opportunity to view content from a mobile device. This allows consumers to access content in tandem with traditional media or where traditional media may not be available. Hence, mobile devices give consumers the option to fill in moments of their day with additional content, making them multi-screen consumers, consuming incremental content. These new media moments are creating additional content consumption, not cannibalizing existing content consumption. More screens, more content, more consumption. When it comes to consuming mobile news content U.S. smartphone owners are checking news sites/apps regularly. According to comScore MobiLens, half, (50%) of U.S.

smartphone owners access news from their mobile device monthly, with seventeen percent (17%) accessing news daily. As our study indicates TV and laptops/desktops still play an important part in how consumers receive news content. However, the addition of smartphones and tablets to the media mix is helping to create the new multi-screen news consumer. The study also points out the majority of U.S. and UK respondents are not willing to pay for mobile news content. Thus, to provide mobile news content to consumers free of charge, a traditional advertising supported content model is indicated. With increasing smartphone and tablet adoption multiscreen news content consumption will continue to grow, providing brands with additional opportunities to reach their audiences. The end result of the new multi-screen consumer is, more screens creating more opportunities for publishers and advertisers to connect with more audiences as they consume incremental content.

Research Center, The Future of Mobile News, The Explosion in Mobile Audiences and a Close Look at What it Means for News MobiLens, January 2012 comScore MobiLens, September 2012
comScore,

Sources:
Pew

The State of Mobile News Consumption

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About Mojiva
Mojiva is the mobile ad network that reaches more than 1.1 billion devices globally and represents more than 8,000 mobile, tablet and app publishers. Mojiva provides advertisers and agencies with every imaginable mobile media execution across tablets and smartphones through mobile web sites and apps. Founded in May 2008 and based in New York City, Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., a privately held company backed by Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamrock Capital. Follow Mojiva on Twitter, like us on Facebook and learn more at http://www.mojiva.com.

Contact Us
For press inquiries, please contact: USA Mindy M. Hull +1 415 889 9977 or Colleen Wickwire +1 858 336 1078

mindy@mercuryglobalpartners.com

colleen@mercuryglobalpartners.com

UK Julia Nightingale + 44 207 932 5580 or Victoria Sennitt +44 207 932 5590

julia.nightingale@marlinpr.com

victoria.sennitt@marlinpr.com

The State of Mobile News Consumption

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