The latest figure represents 82% of the total U.S. adult online population in January 2015. Furthermore, newspapers’ digital content reached 91% of U.S. adult women ages 25-34, and the same proportion of U.S. adult men ages 35-44.
The comScore data revealed a big increase in the proportion of Americans who consume digital newspaper content exclusively on mobile devices, like smartphones and tablets, rather than desktops and laptops. The number of mobile-only consumers jumped 73% from 39.3 million adult unique visitors in January 2014 to over 68 million in January 2015, representing a proportional increase from 27% to 39% of the total newspaper digital audience.
By contrast, just 32% of the newspaper digital audience only used desktops or laptops to access newspaper content in January 2015, down from 41% in January 2014. Meanwhile, 28% used devices from both categories in January 2015, down from 32% a year before.
Within the mobile-only group, the fastest growth in proportional terms came among young women ages 18-24, as this subset soared 155% from 3.2 million to 8.2 million over this period. Not far behind were men ages 34-44, with the number of mobile users in this demo up 122%.
Despite this rapid growth, digital advertising revenues remain a fairly small part of the newspaper business. In 2013, the most recent year for which data is available, total digital ad revenues came to $3.42 billion, or around 14.5% of total ad revenues of $23.6 billion. Conversely, digital subscriptions helped power a 3.7% gain in circulation revenues, to $10.9 billion in 2013.
The NAA stopped publishing quarterly reports on newspaper revenues last year.
Almost 100% of the audience yet only 14.5% of the ad revenue. What's wrong with this picture?