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The McClatchy Company Message Board

  • newspaper_advertising newspaper_advertising Nov 16, 2012 4:39 PM Flag

    Newspapers being read on tablets, report is favorable for growing paywall usage, Comscore study below

    Tablets Capturing Newspaper Viewers

    According to a recent comScore study, from its TabLens service, nearly 2 in 5 U.S. tablet owners read newspapers and/or magazines on their device in August, with 1 in 10 reading publications almost daily. Analysis of readership activities across platforms revealed that Kindle Fire users displayed the strongest propensity for reading newspapers and magazines on their device.

    Mark Donovan, comScore SVP of Mobile, says “... tablets are... redefining how people consume news and information... with the format more conducive to reading longer form content... in the case of online newspapers, tablets are now driving 7% of total newspaper page views... impressive... considering the relative infancy of the tablet space... “

    In the three-month average period ending August 2012, 37.1% of tablet owners read a newspaper on their device at least once during the month, with 11.5% of tablet owners reading newspapers almost every day.

    Kindle Fire users demonstrated the greatest tendency to read newspapers, with 39.2% doing so in August, slightly edging out iPad at 38.3%. NOOK Tablet owners boasted the greatest percentage of high-frequency newspaper readers with 13.4% doing so on a near daily basis.

    Magazines/periodicals showed even higher readership rates than newspapers with 39.6% of tablet owners reading magazines on their device during the month. Kindle Fire owners once again showed the highest readership rate at 43.9%, followed by iPad users at 40.3%.

    Sentiment: Hold

 
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