The latest research from Vividata shows that two thirds of digital readers are using their mobile/tablet device to read newspapers. Of all digital newspaper readers, the majority are now reading on a smartphone, a tablet, an e-reader or a combination of mobile devices. Mobile now accounts for 25% of all digital readership. Not surprisingly, 4 out of 10 are also reading on both a mobile device AND a computer.
Founded in 2014, Vividata is the amalgamation of NADbank and Print Measurement Bureau. The new organization launched its first cross-platform audience measurement study for magazines and daily newspapers in the fall of 2015. The single source survey also provides members with a comprehensive media and product usage database.