Tablet owners tend to consume a greater variety and volume of news on their devices, and tablets’ visual, interactive features encourage in-depth exploration, according to a joint study from Starcom MediaVest and the online division of the BBC.Seventy-eight percent of respondents said that they read more news stories and follow a greater variety of news topics. More than three-fourths said that tablets make the overall news experience more enjoyable, and more than a third said they spend more hours per day with media because of their tablets.
The findings were derived from six informal, in-depth interviews and a 1,100-person survey of people in the U.S. ages 15 to 54, 88% of whom were already in possession of a tablet. All identified themselves as consumers of news content.
The study also found that two in three tablet owners frequently use their devices while doing other things, such as watching TV or spending time with friends, a habit that was even more frequent among those who had owned a tablet for seven months or longer. (Said behavior has already fueled the development of a variety of tablet apps designed to be used while consuming content on a second device, namely television sets.)
Additionally, respondents tended to gravitate more toward established news brands on their devices over “news aggregators” — a statistic the BBC will no doubt enjoy touting to advertisers. Significant numbers of respondents also said, amusingly enough, that they would sooner give up sports (47%), coffee (44%) or Facebook (44%) before giving up their tablet news apps.
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