Tablets capturing US newspaper readers
New research conducted by comScore has shown that nearly two in five US tablet owners read newspapers and/or magazines on their device in August, with one in ten 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.
“Tablets are redefining how people consume news and information with the format more conducive to reading longer form content,” said Mark Donovan, comScore SVP of Mobile. “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 this year, 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 just over 39% doing so in August, slightly edging out iPad at 38%. NOOK Tablet owners boasted the greatest percentage of high-frequency newspaper readers with 13.4% doing so on a near daily basis.
Magazines and 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%.
Click here to see the full results of the study.