Tablets spur news consumption

January 29, 2013, 12:15 PM GMT+0

More than one in four (42%) tablet owners say that having the device means they will read more news, according to a YouGov survey commissioned by Newsworks.

A plurality (42%) of tablet owners think that owning one of the devices either has increased or will increase their news consumption. Younger tablet owners are the most likely to read more news now that they own a tablet, with 54% of 18-24 year olds and 60% of 25-34 year olds anticipating an increase in news consumption. This is compared to 44% of 35-44 year olds, 38% of 45-54 year olds and just more than a quarter (27%) of the over 55s.

YouGov’s research shows that three in ten (30%) tablet owners plan to use their device to keep up with the news. Under 25s are also the most likely to get a newspaper app, with four in ten (40%) downloading one compared with the average of 30%. And while 62% of owners who read newspapers via their tablet have downloaded a newspaper app, the remainder access newspapers on their tablets via the web, other news apps or social media.

Tab-tastic Christmas

It follows a bumper Christmas for tablets. One in twenty (5%) either bought one of the devices at Christmas or received one as a gift meaning 29% of the UK public now own one. The market may rise even further, as 7% of people say they plan to buy a tablet before March 2013.

Kindle Fire was the tablet brand bought most frequently as a gift this Christmas (35%), followed by the Apple iPad (24%) and Samsung Galaxy (12%).

Tablet ownership

A majority (53%) of people over the age of 45 own a tablet, while just over a quarter (27%) of young people own one of these devices.

  • 27% of under 25s in the UK own tablets, compared to almost one in four (35%) 25-34 year olds, 34% of those aged between 35 and 44 and more than half (53%) of the over 45s.

Newsworks CEO Rufus Olins said, "The UK tablet market is exploding. These devices haven’t been around for long but after an extraordinary Christmas this research shows nearly 30% of the UK population now owns one. With intense competition driving down prices, more people are treating themselves to a tablet, across all ages and socio-economic groups. And they are spending a lot of time reading newspapers on their new gadgets. It is very good news for the news industry."

Newsworks the marketing body for national newspapers, helping agencies and advertisers get the most out of newsbrands.

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