2014 RJI Mobile Media Research Report 5: The pairing of large tablets with smartphones has important implications

The Go-To Place for Ideas, Experiments, and Research • • • www.RJIonline.org
2014 RJI Mobile Media
News Consumption Survey
Charts for Research Report 5
donald w.
reynolds journalism instituterji

Donald W. Reynolds Journalism Institute CHART 5.1 Roger Fidler • 6/26/14
Based on a random sampling of 1,191 U.S. adults in Q1 2014.Percentages may not total 100% due to rounding.
Percentages of large tablet owners within gender and age groups
Large tablet owners are participants who said they had used a tablet with an 8-inch or larger display
in the week prior to participating in the Q1 2014 RJI Mobile Media News Consumption Survey.
31%
18-34
38%
35-54
31%
55+
Men
47% of large tablet owners
45
AVERAGE
AGE
33%
18-34
39%
35-54
28%
55+
Women
53% of large tablet owners
44
AVERAGE
AGE
Who uses large media tablets in 2014?

MEN
WOMEN
18-34 35-54 55 or Older All Ages
Large tablet owners were asked how many tablet news apps they had actually used with their
large tablets in the week prior to participating in the 2014 RJI Mobile Media Survey.
OVERALL
2.7
47%
2.4
52%
2.9
3.0
3.3
2.5
2.8
2.9
2.6
40%
2.635%
2.3
46%
2.9
Who used tablet news apps?
50%
56%
69%
43%
48%
53%
44%
The average number of tablet news apps used by the
owners who used tablet news apps in the week prior
to taking the survey are shown in white type.

MEN
WOMEN
Percentages of large tablet news app users within gender and age groups
Large tablet owners who said they had used tablet news apps were then asked how many were
tablet newspaper apps in the week prior to participating in the 2014 RJI Mobile Media Survey.
OVERALL
1.5
59%
1.5
61%
1.5 2.11.7
2.7
1.71.6 1.8
41%
1.5
40%
1.3
41%
1.7
Who used tablet newspaper apps?
60% 59%58%
62%
55%54% 56%
The average number of tablet newspaper apps used
by the owners who used tablet newspaper apps in the
week prior to taking the survey are shown in white type.

Who used an Apple iPad?
Large tablet owners were asked what types of large tablets they were currently using. Other
overall: 10% had Amazon Kindle Fires, 3% B&N Nook Tablets, and 1% Microsoft Surface Tablets.
MEN
WOMEN
OVERALL
81%
64%61%59%
65%
72% 69%67%
71% 68%71%
64%

Who used their large tablets frequently?
Large tablet owners were asked to rank how frequently they had used their large tablets in
the past seven days on a 1-to-5 scale where “1” was Rarely and “5” was Very Frequently.
MEN
WOMEN
OVERALL
53%
68%
54%57%
50%
61% 63%63% 63%
59%
55%
63%
3.8
3.5
4.0
3.93.8 4.0
3.7
3.5
3.9
3.53.6
3.3
Percentages are derived from the combined rankings
of “4” (Frequently) and “5” (Very Frequently).
The average (mean) rankings are shown in white type.

MEN
WOMEN
Large tablet owners were asked where they used their large tablets most often. Other overall:
14% Everywhere, 8% At Work or School, 4% While Commuting or Travelling.
OVERALL
Who used large tablets most often at home?
76%
84%
71%71%71%
80%
69%
65%
74% 74%71%
77%

MEN
WOMEN
Large tablet owners were asked when they were most likely to use their large tablets. Other
overall: 29% Throughout the Day, 9% Weekday Daytime, 4% Weekday Mornings, 7% Weekends.
OVERALL
Who used large tablets mostly in the evening?
55% 58%
51%48%
54% 57%
42%
35%
49% 51%49% 52%

MEN
WOMEN
Large tablet owners were asked if they also had used a smartphone in the seven days prior to
participating in the 2014 RJI Mobile Media Survey.
OVERALL
Who also used a smartphone?
88%
93%91%90%92% 91%
78%81%
76%
87%87% 87%

Large tablet owners were asked if they preferred scrolling continuously or swiping pages when
reading long stories on their large tablets. Other overall: 39% Scrolling, 8% No Preference.
Who preferred swiping pages on large tablets?MEN
WOMEN
OVERALL
52% 49%51%
56%
44%
50%
59%57%
61%
53%51%
55%

Likelihood of purchasing mobile device in 2014
[ Current large tablet owners ]
34%
28% 31%
Smartphone
31%
6%
13%
Large Tablet
11% 10%
5%
Mini Tablet
8% 6% 6%
Percentages of large tablet owners in each category within each age group
Large tablet owners in the 2014 survey were asked if they were likely to purchase a new tablet or
smartphone and what types they were most likely to purchase before the end of the calendar year.
18-34
35-54
55+
OVERALL
TYPE OF SMARTPHONE *
Apple iPhone 48%
Samsung brand **
20%
Other Android brands 9%
Windows brand 1%
Another type 4%
Don’t know/Not sure 19%
TYPE OF LARGE TABLET *
Apple iPad 56%
Amazon Kindle Fire **
9%
Windows brand 3%
Another type 9%
TYPE OF MINI TABLET *
Apple iPad Mini 57%
Amazon Kindle Fire **
5%
Windows brand 5%
Another type 5%
* 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 Fidler
RJI Program Director for Digital Publishing
FidlerR@RJIonline.org
donald w.
reynolds journalism instituterji

2014 RJI Mobile Media Research Report 5: The pairing of large tablets with smartphones has important implications

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2014 RJI Mobile Media Research Report 5: The pairing of large tablets with smartphones has important implications