Data Points: Print Loyalists

Two-thirds of U.S. adults now use at least one mobile media device such as a smartphone or tablet, and they’re the kind of people marketers want to reach—they skew more educated and higher-income than people who don’t own those devices, according to a survey by the Donald W. Reynolds Journalism Institute at the University of Missouri. And, happily for purveyors of print, they haven’t abandoned newspapers and newsmagazines in droves. For marketers looking at where to place their bets, smartphone and large media tablets (iPad) owners are more likely to be male while e-readers and small tablets skew female.