Women between the ages of 18 and 24 represent the fastest growing segment of the digital newspaper audience. According to a report from the Newspaper Association of America (based on research conducted by comScore of 300 U.S. newspapers), the number of young women who read digital newspaper content jumped by 38% between August 2013 and August 2014.
The only other segments that experienced growth rates above 30% were men between the ages of 35-44 (31% growth) and men between the ages of 45-54 (also 31% growth). The only other audience segment that saw a growth rate above 20% was women above the age of 55 (21% growth rate). Digital newspaper content also has the greatest reach among women between the ages of 25-34 segment (92%).
Overall, the digital newspaper audience grew by 18% to 164 million unique visitors between August 2013 and August 2014. In fact, 80% of U.S. adults who used the Internet during August of 2014 viewed some kind of digital newspaper content, which is the highest rate ever tracked.
However, all of that growth in digital newspaper content audiences means one of two things. Either more people are reading all kinds of newspapers (i.e., print and digital) or more people are shifting from print to digital news content. Many studies have confirmed this shift from print to digital in recent years, but the comScore study reveals another interesting fact. Based on the comScore research, it is clear that digital newspaper audiences are now changing how they access digital content.
The number of people in the digital newspaper audience who access digital news content only through mobile devices jumped by 102% between August 2013 and August 2014. The number of audience members who access digital news content using both mobile and non-mobile (i.e., desktop and laptop computers) devices to access digital content grew by 48% during the same time period. On the other hand, the number of audience members who accessed digital news content only using non-mobile devices dropped by 16%.
In August 2014, 38% of digital newspaper audiences accessed digital news using only a mobile device, while 28% used both mobile and non-mobile devices and 34% used only non-mobile devices. Based on the growth and decline rates discussed in the previous paragraph, you can assume that this breakdown will be very different by August 2015. At that time, we’ll almost certainly see a far less equal share of the digital newspaper audience between these platforms. You can expect the non-mobile device share to be the smallest by this time next year.
How do you access digital newspaper content? Mobile only? Mobile and non-mobile? Non-mobile only? Leave a comment and share your thoughts.