A curious crew
Audiences who enjoy newspapers love researching products on their tablet
The newspaper media tablet audience are hungry for information. It’s not just editorial content that they seek but product and service information that is relevant to their lifestyle.
Tablets are often referred to as the perfect sofa device – ideal
for browsing, re- searching and shopping, given their larger screen sizes compared to smartphones.
emma data suggests the newspaper tablet audience is more heavily disposed to do all these things than other tablet owners.
Some 2.9 million Australians access newspaper journalism via their tablet on a regular basis. They are significantly more likely to conduct information searches than non-newspaper reading tablet owners.
Advertisers should note that this behaviour is particularly strong in relation to products or services, and readers are 19 per cent more likely to seek such information than non-readers.
The correlation with online spending is inevitable. The data shows the newspaper media audience is 22 per cent more likely to have shopped online than non-readers.
Travel is an especially hot spot. The tablet audience is 54 per cent more likely to make travel arrangements online than non-readers. This mirrors the behaviour of print newspaper readers, which we detail in the Print section of this report.
In the newspaper tablet audience, advertisers can reach a group who are receptive to information and messages and predisposed to act on them.