Study: Tablet Users Love to Read the News, Still Reluctant to Pay for It
Consuming news ranks, according to a new study conducted by the Pew Research Center’s Project for Excellence in Journalism, among the most popular things adults in the U.S. do with their tablets. Reading news sites and watching news-related video is about as popular as sending and receiving email, for example, and more popular than using social networking services. As the news industry struggles to find viable business models in this new world, though, one number that stands out is the fact that only 14% of U.S. adults have paid for news directly on their tablets.
According to this report, though, 23% of users also have “a subscription to a print newspaper or magazine that they say includes digital access.” This brings the total number of those who have paid access to news on their tablets to over 30% (assuming there is some overlap here, too). Only 21% of respondents were willing to pay $5 for news access, though, and 10% would pay $10.
It’s worth noting, though, that this data was gathered before the launch of iOS5. Some early data suggests that the Newsstand feature Apple built into its new operating system could boost sales for news-related apps. It remains to be seen if this is a real trend or just driven by curiosity as users try out this new feature, though.
More Data About Tablet Users
According to the Pew study, about 11% of all U.S. adults now own “some kind of tablet.” More than 80% of those who owned tablets said they owned an iPad, by the way. 2% didn’t know the brand of their tablet.
Other interesting data points: [list]
- tablet users tend to be more highly educated and have a higher household income than U.S. adults overall
- tablet users consume more news than the average U.S. adult and prefers reading news over watching it
- only 21% of users mostly use apps to consume news.
- those who download a specific news app mostly do so because they like the brand of the news organization (84%) and aren’t deterred by negative reviews [/list]
The Pew team put together a handy infographic with all the main data points from this study: