"Tablets are fundamentally redefining how people consume news and information, with the format more conducive to reading longer form content than PCs or smartphones," said Mark Donovan , comScore SVP of Mobile. "In the case of online newspapers, tablets are now driving 7 percent of total page views, an impressive figure considering the relative infancy of the tablet space. Publishers that understand how these devices are shifting consumption dynamics will be best positioned to leverage this platform to not only drive incremental engagement among current subscribers but also attract new readers."
1 in 10 Tablet Owners Read Newspapers and Magazines Almost Daily on their Device
In the three-month average period ending August 2012, 37.1 percent of tablet owners read a newspaper on their device at least once during the month, with 11.5 percent of tablet owners reading newspapers almost every day. Kindle Fire users demonstrated the greatest tendency to read newspapers, with 39.2 percent doing so in August, slightly edging out iPad at 38.3 percent. NOOK Tablet owners boasted the greatest percentage of high-frequency newspaper readers with 13.4 percent doing so on a near daily basis.
Magazines/periodicals showed even higher readership rates than newspapers with 39.6 percent of tablet owners reading magazines on their device during the month. Kindle Fire owners once again showed the highest readership rate at 43.9 percent, followed by iPad users at 40.3 percent.
On-Device Readership Driven by Consumers Age 25-44
Analysis into readership demographics revealed that newspaper and magazine tablet audiences closely resembled one another in gender, age and household income distribution. Across both newspapers and magazines, readers were significantly more likely to be male. Newspaper audiences were 17 percent more likely to be male compared to an average tablet owner (index of 117), while magazine audiences were 11 percent more likely to be male (index of 111).
People between the ages of 25-34 represented the highest share of readers, accounting for 27.4 percent of newspaper consumers and 28.2 percent of magazine/periodical consumers, while people age 35-44 accounted for 1 in 5 readers in both categories. More than half of readers had a household income of $75k or greater, while those in the highest income segment of $100k or greater skewed most heavily toward readership.
comScore TabLens is a monthly syndicated service providing insights into U.S. tablet ownership and usage. Based on a 3-month rolling sample of 6,000 U.S. tablet owners, TabLens provides insight into tablet audiences, including demographics, content consumption habits and device ownership, to provide the industry with the most up-to-date look at this expanding tablet market. http://www.comscore.com/Products_Services/Product_Index/TabLens