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US study shows iPad users keen to ditch printed newspapers

21 Dec 2010

The first phase of a multi-year research project to understand how iPad users consume news content found that more than half of Apple iPad users in the US are likely to cancel their subscriptions to printed newspapers in the next six months in favour of the tablet computer.


US-based Reynolds Journalism Institute (RJI) recently completed the study, based on responses from more than 1,600 iPad users, found that 10 per cent had already cancelled their subscriptions to printed newspapers, with the trend expected to continue.


"Among the 931 respondents who indicated that they currently subscribe to print newspapers, there is a statistically significant, moderately strong, positive correlation between iPad news consumption and the likelihood of cancelling their print subscriptions," the RJI report said.


"For example, more than half (58.1 per cent) of the respondents who subscribe to printed newspapers and use their iPad at least an hour a day for news said they are very likely to cancel their print subscriptions within the next six months."


The study found that the most common use for the device (84.4 per cent of respondents) was to follow breaking news reports and current events, while leisure reading of books, newspapers and magazines was close behind with 81.5 per cent of respondents using it for this purpose.


Some 62.7 per cent of respondents said that they spent more than an hour during a typical day with their iPad, with 28.3 per cent saying they used their iPad more than two hours a day.


The average iPad user was also found to be male, between the ages of 35 and 64, and holding a Bachelor's degree.


Source: ProPrint



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