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The migration of audiences toward digital news advanced to a new level in 2011 and early 2012, the era of mobile and multidigital devices. More than three-quarters of U.S. adults own laptop or desktop computers, a number that has been stable for some years.1 Now, in addition, 44% of adults own a smartphone, and the number of tablet owners grew by about 50% since the summer of 2011, to 18% of Americans over age 18.

The data also find that the reputation or brand of a news organization, a very traditional idea, is the most important factor in determining where consumers go for news, and that is even truer on mobile devices than on laptops or desktops. Indeed, despite the explosion in social media use through the likes of Facebook and Twitter, recommendations from friends are not a major factor yet in steering news consumption.

There are some signs that the way people interact with news on mobile devices is quite different than news behavior on the desktop/laptop computers. Data from Localytics, a client-based mobile analytics firm, analyzed by PEJ reveals that people spend far more time with news apps on the smartphone and tablet, visit more pages at a sitting, and return more frequently than they do on conventional computers. That data reinforce findings from previous PEJ research in 2011 that people read more long-form news articles and go to new news sources on tablets.

What is growing now instead is mobile. Fully 44% of adults own a smartphone, and a little less than half of that number own tablet computers (18%). That tablet ownership grew 50% from the summer of 2011 when it was at 11% to January of 2012 when this survey was taken.

The data also reveal that news is a substantial part of what people do on each of these devices. Fully 70% of desktop/laptop owners report getting news on their computers. Half of smartphone owners (51%) use their phones for news. A majority of tablet owners (56%) use the devices for news. (A third of all U.S. adults, 32%, gets news digitally only on a laptop or desktop.)

The evidence also increasingly hints that the level of news consumption on mobile devices is especially heavy. For instance, the 56% of tablet owners who say they get news on those devices is on par with the percentage who in our 2011 survey said they get news on their tablet every day (53%). And the data from the mobile analytics firm Localytics, which are discussed more below, offer further evidence that people use mobile devices for news more often and for longer sessions.

Many analysts have wondered whether the release of lower-cost versions like the Kindle Fire at the end of 2011 would alter the population and decrease the portion of news users. The survey data suggest that a solid portion of the tablet population still uses the new device for news.

While there is no single digital news device, there is a primary one. For now, the desktop/laptop still reigns as the place people get most of their digital news. Fully 82% of people who get news on a computer say that is where they get most of their digital news. But much of that may mainly come from the computer being their only digital option. Again, about half of that group (43% of all desktop/laptop owners) does not own another device.

Smartphone news users are now nearly split between their laptop and smartphone as their primary news platform; 46% still get most of their news on the desktop/laptop; 45% get most on their smartphone. Another 7% of these smartphone owners say they get most of their news on a tablet. Early tablet news users are moving in the same direction, but remain somewhat more reliant on the laptop or desktop computer. Of tablet owners, 47% still get most of their digital news via desktops or laptops, while a third, 34%, have already transitioned to consuming most of their news on the tablet.

And how about the cross-mobile omnivores? Of that small but growing population, the 6% of adults who get news on a smartphone and tablet, their behavior was similar. Over all, 43% of this most connected group said they still get most of their digital news on the desktop/laptop while the smartphone and tablet draw equal crowds, 27% each.

In short, as we have seen with other technology shifts, consumers are drawn to newer forms and may even make them their primary mode, but they are not abandoning older forms altogether. Instead their news experience widens and deepens.

One pressing question for the news industry is how news behavior differs on different devices. And that starts with how people find and access the news stories they get. Is search as much a starting place on smartphones as it is on the desktop? To what extent are news organization apps where people begin, an option that offers some potential for subscriptions and suggests a high degree of brand loyalty? And what about the social networks on each? Is Facebook becoming the central news portal on mobile devices?

Yet there is some evidence that these numbers may undercount the power of home pages and brand, and overstate the implication that people might be searching news by topic or event. A detailed analysis by PEJ in 2011 of behavior online through Nielsen data finds that the home page is overwhelmingly the place where most visitors arrive online, even those who come via search engines. That suggests that many people who come to news sites via search are typing in the name of a news organization rather than a particular story or even a topic.

The new survey data also found that a new cohort of news organizers or apps that curate and present news to users, such as Topix or Flipboard, was gaining a sizable place in news consumption. For each device, about a quarter of those news consumers report using news organizing sites or apps like Topix or Flipboard to get news stories.

At the same time, social media recommendations are not nearly as significant a driver of news as brand and search. Contrary to what some have suggested, consumers are not yet heavily reliant on Facebook or Twitter for their news.2 In total, just 9% follow news recommendations very often from either Facebook or Twitter on any of the three devices. This breaks down to 10% on the tablet computer, 8% on smartphones and 7% on desktop/laptop.

Thus for now, social recommendations are also becoming an added rather than an alternative way that people get news and may, in effect, be another form of expanding civic behavior rather than merely changing it.

Some of the similarities in how people use different devices raised another question in our minds: whether what is determining behavior on the digital platform is the device or the ingrained habits of the user. In other words, do people carry with them from one device to the next the habits in the way they get news stories? Do those who rely on search a great deal on the desktop/laptop also use it a good deal on the smartphone?

Among desktop/laptop news users who go directly to news organization websites for news very or somewhat often, 73% also go directly to news organization websites on smartphone very or somewhat often and 81% go directly to the news websites on tablet very or somewhat often.

For desktop/laptop owners who get news through a key word search for news very or somewhat often, the correlation is slightly less strong: 67% search for news on smartphone very or somewhat often and 76% search for news on tablet very or somewhat often. This group was more likely to go directly to news organizations on the smartphone and on the tablet.

Although only 6% of those surveyed get news on both their smartphone and tablet devices, this group offers a unique perspective of those that are adopting multiple forms of mobile technology to enhance their news experience.

One area where this group stands out even from those that get news on either the tablet or the smartphone is in their use of social networks for news. Fully two-thirds (67%) of those who consume news on both their smartphone and tablet follow news recommendations on Facebook. That compares to 59% who get news on just one of those devices and 41% who get digital news only via the desktop/laptop. Similarly, 39% ever follow news recommendations on Twitter, compared with 24% who just use a smartphone or a tablet and 9% who use only the desktop/laptop. When on Twitter, this multimobile group is more likely to follow news stories from news organizations or individual journalists, 37% do so compared with 30% of those who use one of the other device and 18% of those who use only a desktop/laptop for digital news.

In contrast, those who only use a desktop/laptop digital news stand out for being less active news consumers over all. This group is less likely than those who get some digital news on the smartphone, their tablet or both to use each of the pathways to news asked about in the survey. Only about half (48%) get news using key word search very or somewhat often compared with at least 70% of those who use a smartphone, tablet computer or both for news. Similarly, 54% go directly to news websites or apps somewhat or very often, while 80% or more of those who get news on other devices do so. Facebook, by far, has the larger imprint for the desktop/laptop holdouts than Twitter (41% get news via Facebook versus 9% who do so via Twitter). e24fc04721