Users aged 18 to 24 most likely to download apps from UK national newspapers, concludes survey.
Suggestions that young people are not interested in the news may be wide of the mark, with a new a survey of tablet computer owners forecasting an increase in news readership among 18- to 24-year-olds.
More than 12 million adults in the UK now own a tablet device, such as an Apple iPad, Google Nexus 7 or Microsoft Surface, according to the YouGov survey for Newsworks, the UK newspaper industry marketing body.
The survey of 2,055 adults found that ownership of tablet computers soared to 30% to all internet-connected UK adults thanks to the Christmas boom.
Four in 10 owners said they were more likely to read news on a tablet, with the most marked increase among younger readers. Among 18 to 24-year-olds, 54% said they would use the tablets to read more news, as did 60% of 25- to -34-year-olds.
According to the survey, 18- to 24-year-olds were the most likely age group to download an app from one of the UK national newspapers, with 40% saying they would, compared to the average across all demographics of 30%.
“The UK tablet market is exploding. These devices haven’t been around for long but after an extraordinary Christmas this research shows nearly 30% of the UK population now owns one,” said Newsworks chief executive Rufus Olins.
“With intense competition driving down prices, more people are treating themselves to a tablet, across all ages and socio-economic groups. And they are spending a lot of time reading newspapers on their new gadgets. It is very good news for the news industry.”
The survey was carried out online between 28 and 31 December 2012. Newsworks was formerly known as the Newspaper Marketing Agency.
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