Smartphones, TouchPoints and News NEWS. 2 We know from comScore that newsbrands reach 77% of the...

Smartphones, TouchPoints and News

NEWS

2

We know from comScore that newsbrands reach 77% of the smartphone audience…

Source; comScore Mobile Metrix February 2015

22.2m

people access newsbrand sites on their mobile phone

3

But what do we know about this audience ?

4

Majority are ABC1

Source: IPA TouchPoints 5

Who reads newsbrands on mobile phones?

Social class profile of newsbrand readers on mobile phones

ABC1

C2DE

31%

69%

% proportion of readers

15-24 25-34 35-44 45-54 55-64 65+

7.9

10.711.8

16.2

18.7

34.8

8.9

16.7

20.8

22.6

14.5

16.517.1

23.5

18.8

15.5

13.8

11.3

23.9

33.5

18.9

13.3

7.1

3.3

Print Tablet PC Mobile

Proportion of weekly newsbrand readers on each platform. Source: IPA TouchPoints 5

Who reads newsbrands on mobile phones?Readership peaks among 15-34s

Under £20,000 £20,000 - £34,999 £35,000 - £54,999 £55,000 - £74,999 £75,000+

14%

23%

30%

15% 16%

22%

24%

27%

14%

11%

31%

26%

22%

10%

8%

Average newsbrand reader on phones Average smartphone owner UK average

Who reads newsbrands on mobile phones?Newsbrands attract a wealthy audience

Household income

Figures are % proportion. Source: IPA TouchPoints 5

24% more likely than the average smartphone owners to have a household income of £55k+

People who read newsbrands on mobile phones, spend more time on their device overall

3:05 hours

2:04 hours

Mobile newsbrand reader Average smartphone owner


Total time on mobile phone - daily

They use their device to stay in touch more…

Send/receive emails

Picture/video message

+18%+51%

Making/receiving video calls

+29%

Do at least once a day. Source: IPA TouchPoints 5

Newsbrand readers on mobile phones vs average smartphone owner

…as a source of entertainment…

Watch a movieWatch short video clips

Listen to music

Do at least once a month. Source: IPA TouchPoints 5

+43%+67% +16%

♪♪


…and to complete activities while they’re on the go


online shopping online banking social networking

+27%+43% +13%

£

Done in the last week. Source: IPA TouchPoints 5

Newsbrand readers are more likely to ‘showroom’

Use phone for researching products considering buying in store


Mobile newsbrand reader Average smartphone owner

45%65%

Newsbrand readers are also more likely to use a wide range of apps

♪

£

MUSIC

TRAVELBOOK READER

FINANCE

RECIPES

PHOTO SHARING

PERSONAL HEALTH

SOCIAL

SHOPPING

123

141150

140

154

125

131

121

137

Use an app ‘at least monthly’. Index vs average smartphone user. Source: IPA TouchPoints 5


It’s no surprise, then, that newsbrand readers are attached to their phones…

74% agree that they cannot imagine

life without their phone


…and are more likely to be ‘always on’…

60% say that they never turn their

phone off


vs 51% of smartphone owners

…and want to make sure they have the latest model

more likely than the average smartphone owner to agree they make sure to have the most up-

to-date handset on the market

+41%

Mobile newsbrand readers vs average smartphone owner. Source: IPA TouchPoints 5

16

They’re not only a more active audience, but also a more influential one…

+68%

more likely than the UK average to be ‘conversation

catalysts’

Indexed versus UK population. Source: IPA TouchPoints 5

Public affairs/Politics

Financial ServicesSport and hobbies Clothes/Accessories Beauty/Grooming

Mobile phones Computers/Software Audio visual279 265 253

176219 176 141

291

…across certain categories in particular

Index versus UK population. Source: IPA TouchPoints 5

Category Catalysts

People who read newsbrand on mobile phones like to keep up with the latest trends…

Index versus GB average. Source: IPA TouchPoints 5

The first in my group to have the latest thing 215Friends ask my advice on new products or brands 186I like to keep up with new technology 175I like to keep up with the latest fashions 157

…and they like to keep up with the latest news

79% look at newspaper sites at least once a week

53% look at newspaper sites on their phone at least once a day

Via app or browser. Source: IPA TouchPoints 5

NEWS

43% of mobile phone readers also read a print newspaper

43% of mobile phone readers also read a newsbrand on a PC

16% of mobile phone readers also read a newsbrand on a tablet

Each week…

68% of mobile readers also read a newsbrand on at least one other platform


21

Print

Laptop/Desktop

Mobile Phone

Home

Workplace

Home

Work/school

Home

Workplace

80.4%

16.1%

69.0%

38.6%

66.9%

25.8%

Accessed newsbrands in location in the last week. Source: IPA TouchPoints 5

Out & about (incl. travel) 34.0%


Out & about (incl. travel)

36.7%

Mobile phones are the most popular platform for on-the-go access% reach (weekly)

Tablet

Home

Workplace

90.8%

6.6%


48%

Time spent with newsbrands on mobile phones


18 minutes

Weekdays

28 minutes

Weekend

On the days they access them, readers spend…

…with newsbrands

00:0

0-00

:59

01:0

0-01

:59

02:0

0-02

:59

03:0

0-03

:59

04:0

0-04

:59

05:0

0-05

:59

06:0

0-06

:59

07:0

0-07

:59

08:0

0-08

:59

09:0

0-09

:59

10:0

0-10

:59

11:0

0-11

:59

12:0

0-12

:59

13:0

0-13

:59

14:0

0-14

:59

15:0

0-15

:59

16:0

0-16

:59

17:0

0-17

:59

18:0

0-18

:59

19:0

0-19

:59

20:0

0-20

:59

21:0

0-21

:59

22:0

0-22

:59

23:0

0-23

:59

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

Distribution of page hits

Mobile phone newsbrand readership - Weekday

Source: comScore

Smaller peak in the morning

Biggest peak in the evening

Distribution of page hits

00:0

0-00

:59

01:0

0-01

:59

02:0

0-02

:59

03:0

0-03

:59

04:0

0-04

:59

05:0

0-05

:59

06:0

0-06

:59

07:0

0-07

:59

08:0

0-08

:59

09:0

0-09

:59

10:0

0-10

:59

11:0

0-11

:59

12:0

0-12

:59

13:0

0-13

:59

14:0

0-14

:59

15:0

0-15

:59

16:0

0-16

:59

17:0

0-17

:59

18:0

0-18

:59

19:0

0-19

:59

20:0

0-20

:59

21:0

0-21

:59

22:0

0-22

:59

23:0

0-23

:59

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

Mobile phone newsbrand readership - Weekend

Source: comScore

Stronger morning peak at the weekend…

…but reading still peaks again in the

evening

Newsbrands are the most relaxing media on mobile phones…

% total time accessing media on mobile and feeling relaxed

23% 21% 15%25%

TV Social RadioNewsbrands

Mon-Fri


…especially at the weekend

27% 26% 21%34%

Newsbrands TV Social Radio

% time accessing media on mobile and feeling relaxed Sat-Sun


Total accessing newsbrands on phoneAccessing newsbrands on phone and using another screen

27Average weekday. Source: IPA TouchPoints 5

Weekday morning readers are less likely to be multi-screening

More likely to multi-screen in the evening

00:0

0-00

:30

01:0

0-01

:30

02:0

0-02

:30

03:0

0-03

:30

04:0

0-04

:30

05:0

0-05

:30

06:0

0-06

:30

07:0

0-07

:30

08:0

0-08

:30

09:0

0-09

:30

10:0

0-10

:30

11:0

0-11

:30

12:0

0-12

:30

13:0

0-13

:30

14:0

0-14

:30

15:0

0-15

:30

16:0

0-16

:30

17:0

0-17

:30

18:0

0-18

:30

19:0

0-19

:30

20:0

0-20

:30

21:0

0-21

:30

22:0

0-22

:30

23:0

0-23

:30

Total accessing newsbrands on phoneAccessing newsbrands on phone and using another screen

Weekend mobile readers are more likely to be multi-screening

Average Saturday/Sunday. Source: IPA TouchPoints 5

More likely to multi-screen in the late afternoon/evening

Conclusions

Newsbrands on mobile phones attract a younger, wealthier and more influential audience

Phones play an important role in the daily lives of mobile newsbrand readers – keeping them connected, informed and entertained

People spend a decent amount of time reading newsbrands on their phones, with access peaking in the morning and evening

Mobile newsbrand readers are generally more relaxed and less likely to be multi-screening than users of other media

Smartphones, TouchPoints and News NEWS. 2 We know from comScore that newsbrands reach 77% of the...

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