Charts for Research Report 3

1. donald w. reynolds rji journalism institute
2014 RJI Mobile Media
News Consumption Survey
Charts for Research Report 3
The Go-To Place for Ideas, Experiments, and Research • • • w ww.RJIonline.org

2. Who uses smartphones in 2014?
41%
18-34
38%
18-34
24%
55+
41
AVERAGE
AGE
35%
35-54
25%
55+
42
AVERAGE
AGE
38%
35-54
Women
47% of smartphone owners
Men
53% of smartphone owners
Percentages of smartphone owners within gender and age groups
Smartphone 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.
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014.
Donald W. Reynolds Journalism Institute CHART 3.1 Roger Fidler • 5/22/14

3. Who used smartphone news apps?
56% 2.5
2.2
WOMEN
62%
OVERALL
59%
3.1 3.8 3.6
59% 58% 55%
3.1
60%
3.2
50%
3.2
63% 59%
55%
3.1 3.0
2.8
67%
2.7
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.
MEN
18-34 35-54 55 or Older All Ages
Percentages of smartphone owners within gender and age groups
Smartphone 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.
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 3.2 Roger Fidler • 5/22/14

4. Who used smartphone newspaper apps?
39%
1.4
WOMEN
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.
38%
1.6
OVERALL
51%
43% 46%
2.1
40% 43% 40% 42%
42%
1.6 1.5
1.8
44%
1.5
1.3 1.7 1.5 1.6
37%
1.7
MEN
18-34 35-54 55 or Older All Ages
Percentages of smartphone news app users within gender and age groups
Smartphone 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.
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 3.3 Roger Fidler • 5/22/14

5. Who used an Apple iPhone?
42%
MEN
47% 48% 51%
54%
58%
50% 50% 53%
54%
46% 49%
18-34 35-54 55 or Older All Ages OVERALL
WOMEN
Percentages of smartphone owners within gender and age groups
Smartphone 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.
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014.
Donald W. Reynolds Journalism Institute CHART 3.4 Roger Fidler • 5/22/14

6. Who used their smartphones frequently?
95%
92% 93% 90% 92% 91%
89% 91% 90%
4.6 4.8
4.7 4.7 4.8 4.7
82% 84% 83%
4.6 4.7 4.6 4.4 4.4 4.4
Percentages are derived from the combined rankings
of “4” (Frequently) and “5” (Very Frequently).
18-34 35-54 55 or Older All Ages OVERALL
WOMEN
The average (mean) rankings are shown in white type.
Percentages of smartphone owners within gender and age groups
MEN
Smartphone 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.
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014.
Donald W. Reynolds Journalism Institute CHART 3.5 Roger Fidler • 5/22/14

7. Who used smartphones everywhere?
69%
WOMEN
64%
OVERALL
72% 76%
60%
74%
71%
67% 64% 66% 66% 68%
MEN
18-34 35-54 55 or Older All Ages
Percentages of smartphone owners within gender and age groups
Smartphones 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.
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 3.6 Roger Fidler • 5/22/14

8. Who used smartphones throughout the day?
73%
63% 64% 63% 66% 66% 70%
WOMEN
OVERALL
63%
69%
64% 68% 66%
MEN
18-34 35-54 55 or Older All Ages
Percentages of smartphone owners within gender and age groups
Smartphone 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.
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Donald W. Reynolds Journalism Institute CHART 3.7 Roger Fidler • 5/22/14

9. Who also used a large or mini media tablet?
41%
WOMEN
35%
OVERALL
39%
52%
30%
47%
46% 46% 46% 46% 42%
37%
MEN
18-34 35-54 55 or Older All Ages
Percentages of smartphone owners within gender and age groups
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014. Smartphone 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.
Donald W. Reynolds Journalism Institute CHART 3.8 Roger Fidler • 5/22/14

10. Who preferred scrolling on smartphones?
59% 57% 58%
52%
58%
43%
51%
32%
58% 55%
50%
18-34 35-54 55 or Older All Ages OVERALL
WOMEN
64%
Percentages of smartphone owners within gender and age groups
MEN
Smartphone 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.
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014.
Donald W. Reynolds Journalism Institute CHART 3.9 Roger Fidler • 5/22/14

11. Likelihood of purchasing mobile device in 2014
[ Current smartphone owners ]
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%
36%
28%
22%
35-54
55 +
Smartphone
29%
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%
* Overall percentages
** Android operating systems
15% 18%
14% 16%
Large Tablet
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%
6%
8% 4% 6%
Mini Tablet
18-34
OVERALL
Percentages of smartphone owners in each category within each age group
Smartphone 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.
Percentages may not total 100% due to rounding. Based on a random sampling of 1,191 U.S. adults in Q1 2014.
Donald W. Reynolds Journalism Institute CHART 3.10 Roger Fidler • 5/22/14

12. donald w. reynolds rji journalism institute
2014 RJI Mobile Media
News Consumption Survey
The intended purpose of these annual RJI sur veys is to gain
insights into who uses mobile media and ho w 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 Fidler
RJI Program Director for Digital Publishing
FidlerR@RJIonline.org
The Go-To Place for Ideas, Experiments, and Research • • • w ww.RJIonline.org