August 1, 2012

Reynolds Journalism Institute
Although a greater percentage of people own Android smartphones, those who own Apple iPhones are the most attractive audience for news publishers, according to new research from Roger Fidler at the Reynolds Journalism Institute.

In fact, iPhone owners bested Android phone owners in every news-related category.

IPhone owners are more likely to subscribe to a local newspaper:

In the percentage of current digital news subscribers, Apple’s is nearly three times larger:

In the percentage of users who download news applications:

iPhone owners tend to be older, more educated and richer than Android owners:

The survey also found that the iPad holds similar advantages over the Kindle Fire and other media tablets.

Beyond the comparative analysis, it’s also notable that even among iPhone owners there are few digital news subscribers (less than 10 percent) and newspaper subscribers (less than a third).

Earlier: Other results from Fidler’s mobile survey show tablets emerging as the favored devices for traditional print readers willing to pay for content; iPads are used more often to keep up with newsRelated: Research in India’s fast-growing mobile market finds some mobile Internet users have cut their newspaper and television consumption by 50 percent (ViziSense)

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Jeff Sonderman ( is the Digital Media Fellow at The Poynter Institute. He focuses on innovations and strategies for mobile platforms and social media in…
Jeff Sonderman

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