A new study of mobile device users indicates that almost half use their handhelds to get some kind of local news or information. But will they pay for it? Here's the latest data: just 10 percent of adults who use mobile applications to get local news and info pay for these services -- 1 percent of all adults. And most of them say they're not particularly interested in paying much more.
"Many news organizations are looking to mobile platforms, in particular mobile apps, to provide new ways to generate subscriber and advertising revenues in local markets," notes Lee Rainie of the Pew Research Center's Internet & American Life Project, one of the sponsors of the report. "The survey suggests there is a long way to go before that happens."
The poll of 2,251 people was conducted in January by the Pew Research Center, the Project for Excellence in Journalism, and the John S. and James L. Knight Foundation.
The report finds that 42 percent of cellphone and tablet owners say they look up the local weather on their devices. Another 37 percent check for reviews on restaurants and local businesses, while 30 percent scour for "general local news" on their gadgets. About a quarter of the cohort peek at sports scores and traffic updates.
Who are these people? "They are disproportionately young, affluent, highly educated and live in nonrural communities," Pew notes. "This group also tilts towards newer residents of their communities."
Seventy percent of 18- to 29-year-olds fit into the local-news-and-info user category, as opposed to 33 percent of those 50 to 64. These mobile local data seekers are also slightly more often black or Hispanic; that's not surprising, given an earlier Pew survey indicating that minorities tend to access the internet more often on mobile devices than do white consumers.
"What sets local news and information app users apart even more is that they are much more high-tech than other adults," the study observes. "They are twice as likely as other adults to subscribe to premium broadband service at home and to use social networking sites like Facebook, MySpace or LinkedIn."
Additionally, they are almost three times more likely to use Twitter or geolocation apps like Foursquare and Google Latitude.
What they're not willing to do is fork over a lot of money for news and information services.
'For now, the data indicate that mobile devices are mainly a supplemental platform for local news and information, not a primary source.'Pew asked respondents the following question: "If the only way to get full access to your local newspaper online on your computer, cell phone or other device was to pay a … monthly subscription fee, would you pay it or not?"
While 23 percent said they'd shell out $5 a month, and 18 percent said they'd pay $10 a month, most insisted that they "would not be willing to pay for online access to their local newspaper, even if it was the only way to access the newspaper's content."
These replies are no big shock. First, while mobile use for local information seems to be growing, the trend is still a mile wide and an inch deep. Although handset and tablet fans tap into these devices for local resources, only a small percent of the cohort identified mobiles as their top source for reports about area crime, politics or community events.
Still, 36 percent of adults in the United States say they pay for local news content somehow. The lion's share of those who spend money on local news, 31 percent, do it via local newspaper subscriptions — as opposed to the tiny percentage (just 1 percent) who pay for local news/information apps.
"For now, the data indicate that mobile devices are mainly a supplemental platform for local news and information, not a primary source," the survey explains.
Second, only about a third of respondents said they strongly valued their local community newspaper in the first place. About 28 percent told Pew that its loss would have a "major impact" on their ability to keep up with local news and information. 30 percent said its disappearance would have a "minor impact."
"But the plurality -- 39% -- say the loss of the newspaper would have no impact," the study notes.
