Some 4.0% of adults (or 9.2 million Americans) used a mobile app to read a newspaper in the prior month, and 3.7% (or 8.4 million Americans) used an app to read a magazine in the same period, according to GfK MRI.
Although the numbers are small, apps represent an opportunity for the struggling print media industry. Nearly seven in 10 newspaper app users (69%) have annual household incomes of $100,000 or more, as do 53% of magazine app users. In addition, these app users skew young, offering newspapers in particular a way to connect with consumers who have abandoned their print offerings.
Source: “Survey of the American Consumer,” GfK MRI, Anne Marie Kelly, SVP Marketing and Strategic Planning, 75 Ninth Ave., 5th Fl., New York, NY 10011; 212-884-9204; annemarie.kelly@mediamark.com; www.mediamark.com. Price: Call for information.
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.