20 per cent of Brits get primary news updates via mobile devices | Mobile Industry | Mobile Entertainment

20 per cent of Brits get primary news updates via mobile devices

20 per cent of Brits get primary news updates via mobile devices
Daniel Gumble

by

Industry / Market Data / December 4th 2012 at 5:15PM

Over half of UK smartphone owners check at least two news sites or apps every day.

It seems that smartphones and tablets have become a prominent tool in keeping abreast of the latest news from across the globe, after a new Mojiva report entitled The State of Mobile News Consumption found that 20 per cent of UK smartphone owners get their primary news updates from mobile devices.

The study, which garnered 1,000 participants from a random sample, revealed that the UK has the highest percentage of frequent mobile news users throughout all of Europe at 46.8 percent.

While 20 per cent of Brits cited smartphones and tablets as their principle source for news updates, the report also found that 52 per cent of UK smartphone owners check two or more news apps or website on their mobile device on a daily basis.

Mojiva’s study also lifted the lid on certain other aspects regarding our news consumption, showing that eight per cent of UK smartphone owners read news on their device whilst watching TV in the evening, while 65 percent will pay more attention to mobile ads if the content is relevant to the actual news story they are reading or watching on their mobile device. Furthermore, Mojiva found that the top three factors for mobile advertising receptiveness in the UK are personalisation/relevance (24 per cent), humour/entertainment (20 per cent), and a minimal presence of fewer ads overall (16 per cent).

Meanwhile, 69 per cent of respondents stated that they would not pay for a subscription to access their favourite news source from their smartphone or tablet.

“People who read the news aren’t necessarily giving up one platform in favour of a different or newer platform, but are instead morphing into ‘multi-platform’ consumers for different news ‘experiences’,” said Amy Vale, vice president, Global Research and Strategic Communications of Mojiva. “Reading the news in print, or even online, is a much more immersive experience given the nature of the screen size, whereas reading news on a mobile device gives consumers up-to-the-minute information on breaking news the second it becomes available, wherever they may be.”

* Like what ME does? Make sure you sign up to our free daily news headline service by clicking here. You can also follow/like us on Twitter and Facebook.