Media Brand Reps outweigh Facebook and Twitter recommendations

Good news for fans of mobile news consumption in the US – mobile news consumption in the US is on the up.

Mobile news

That’s according to The State of the News Media 2012, which is an annual report on American Journalism from Pew Research, don’t you know.

The report is, according to The Guardian’s Greenslade blog, a “comprehensive analysis of the health of journalism in America”. Results show those in the US who consume news on mobile devices are not replacing their previous news digestion habits, but adding to them. They’re also reading more, and for longer.

According to the report, 34% of PC (desktop and laptop) news enthusiasts now also get their news on a smartphone – presumably when they are not using said PC while on the bus, out for a stroll or queuing up (perhaps to buy a newspaper, just for giggles). Even with one mobile device as a news source, over a quarter (27%) also consume news on a tablet. That’s at least three separate connected devices all used to get their news.

Is this surprising? Not so much. Rather than actively choosing to consume news on different devices, the ease of use and readily available apps means consumers will pick up whatever is nearest / most appropriate for location. For example, when out and about walking to the train station you’ll scroll through news on your phone, and then when/if you take a seat on the train you can switch to your tablet before hitting up your desktop at work.

What is interesting is the perception of a media outlet’s brand verses social media. According to The Guardian piece, “despite the explosion in social media use through the likes of Facebook and Twitter, recommendations from friends are not yet a major factor in steering news consumption” when compared to a publication’s brand and reputation. It seems we’re far more likely to trust an established media outlet with our mobile news than a link with ‘this cat video is so funny lolz’ on our Twitter feed.

@simonhill