In any given month, newspapers—whether in print, online or through a mobile app—reach 169 million adults, or 69% of the U.S. population, according to Nielsen Scarborough.
And 51% of those respondents in the Nielsen Scarborough study report said they read newspapers in print only. Combine that with the 14% reporting they read newspaper content in print, on the web and on mobile and the 10% who read newspapers in print and on the web but not mobile, plus the 6% who read in print and mobile only--and 81% are reading print at least some of the time.
Much smaller percentages of respondents said they read newspaper content exclusively on mobile devices (6%) or exclusively on the web (5%).
The study confirms that newspapers reach an educated and affluent audience. Newspaper readers, for instance, are more likely to be college graduates and have annual household incomes over $100,000 than non-readers.
Digital newspaper readers represent that demographic on steroids: They are 49% more likely than the general adult population to be a college graduate and 43% more likely to have household incomes over $100,000.
While older adults are overrepresented among newspaper readers—people over 70 are 13% of the population but 15% of newspaper readers—young people make up a greater percentage of newspaper readers compared to past decades. The study found that the Millennials aged 21 to 34% who make up 25% of the U.S. population now comprise 24% of all newspaper readers, and 32% of digital newspaper readers.