Data Points: Print Loyalists

Mobile users aren’t abandoning print any faster than non-mobile users

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. People who own Apple and BlackBerry devices tend to be higher-educated and earn more than their Android-wielding counterparts.

The Business of Marketing

Don't miss The Business of Marketing podcast featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.