Posted on December 12th by Kevin Donnellon

It’s time to mobilize to reflect news consumption for your brand and organization.

A recent study shows that in the emerging world of mobile news, men and the more highly educated emerge as more engaged news consumers.

This new study about mobile news consumption is from the Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group.

Highlights of the findings:

  • Younger tablet users are more likely to engage with advertising younger users  touch or click on ads when consuming news far more than older users – 25% of the 18 to 29-year-old tablet news users at least sometimes do  this, compared with 12% of 30 to-49-year-old tablet news consumers and just 7% of 50 to-64-year-olds.
  • Men – especially young men – are heavier mobile news consumers than women – 43% of male tablet owners consume news daily on their device versus 32% of female tablet owners. Fyi, the gap is nearly identical on smartphones (41% compared with 30% among women).
  • The level of education is also tied to mobile news choices — those with college educations are more likely to access news through mobile apps and to read in-depth articles on tablet devices. Fully 82% of the college-educated tablet news users read in-depth news articles there compared with 66% of those with lower education levels.

So, how can you capitalize on these study results:

  1. Mobilize your content – news releases, ads, posts and your website that contain video or visuals must adapt to mobile formats to enhance readership and viewership.
  2. Serve the youth – they haven’t left traditional media; they simply consume it differently.
  3. Mind the gender gap – men may have the lead here now, but women will catch up.
  4. Sharpen focus on your audience – education levels can affect your sales, but there are buyers that can’t be simply classified in that manner. Use your social media tools effectively to do so.

How do you see your brand mobilizing to capitalizing on these trends?

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