Mobile Table of contents Readership facts 3 Mobile
Mobile
Table of contents Readership facts 3 Mobile readership Total reach By brand Demographics 8 9 10 13 Smartphone readership Total reach By brand Demographics 15 16 17 20 Tablet readership Total reach By brand Demographics 22 23 24 27 Delivering results Targetting/priming The multi-platform study Context 29 Summary 41 34 38
Newsbrands reach 1 in 2 people via mobile 33. 5 million (63%) every month 27. 4 million (52%) every week 13. 3 million (25%) every day Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18)
In fact they reach 30% of young people daily 11. 3 million (79%) every month 9. 2 million (64%) every week 4. 3 million (30%) every day Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18)
Daily mobile readership by platform 10. 9 m 0. 4 m 2. 0 m Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18)
Readers spend a significant amount of time with their newsbrand of choice Time spent reading newsbrands on the days people read Smartphone 54 minutes Source: IPA Touch. Points 2018 Tablet 56 minutes
00: 00 - 00: 30 -1: 00 -1: 30 -2: 00 -2: 30 -3: 00 -3: 30 -4: 00 -4: 30 -5: 00 -5: 30 -6: 00 -6: 30 -7: 00 -7: 30 -8: 00 -8: 30 -9: 00 -9: 30 -10: 00 -10: 30 -11: 00 -11: 30 -12: 00 -12: 30 -13: 00 -13: 30 -14: 00 -14: 30 -15: 00 -15: 30 -16: 00 -16: 30 -17: 00 -17: 30 -18: 00 -18: 30 -19: 00 -19: 30 -20: 00 -20: 30 -21: 00 -21: 30 -22: 00 -22: 30 -23: 00 -23: 30 -0: 00 Newsbrands are consumed at different points throughout the day (Monday — Friday) Smartphone Source: IPA Touch. Points 2018 Tablet
Mobile Readership
Total mobile(smartphone + tablet) reach (millions, % of all adults) 33. 5 27. 4 13. 3 25% Daily 52% Weekly Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) 63% Monthly
Daily mobile(smartphone + tablet) reach (000) 4, 299 3, 391 2, 723 2, 568 2, 254 1, 417 904 817 es n Th e Ti m Su e Th n G Th e Te l ai ly D Th e Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) ua eg r rd ia ap h ro et M Lo n do n Ev In de en pe in g nd e St nt an . c da o. u rd k i ar St ly ai M D ai ly ly ai D 344 94 D l M ai s pr es Ex ly D ai irr or 240 596
Weekly mobile(smartphone + tablet) reach (000) 13, 621 9, 684 8, 887 8, 497 7, 843 6, 342 4, 034 3, 659 es n Th e Ti m Su e Th n G Th e Te l ai ly D Th e Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) ua eg r rd ia ap h ro et M Lo n do n Ev In de en pe in g nd e St nt an . c da o. u rd k i ar St ly ai M D ai ly ly ai D 1, 344 569 D l M ai s pr es Ex ly D ai irr or 1, 226 3, 174
Monthly mobile(smartphone + tablet) reach (000) 25, 011 21, 178 19, 597 18, 823 17, 048 10, 736 10, 171 es n Th e Ti m Su e Th n G Th e Te l ai ly D Th e Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) ua eg r rd ia ap h ro et M Lo n do n Ev In de en pe in g nd e St nt an . c da o. u rd k i St ar 3, 246 ly ai M D ai ly ly ai D 11, 054 1, 969 D l M ai s pr es Ex ly D ai irr or 3, 763 18, 380
Total mobile(smartphone + tablet) reach by gender (millions, % of all adults) 17. 6 15. 9 14. 7 12. 7 7. 3 6. 1 49% 23% 62% 27% Male Daily 54% Female Weekly Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) Monthly 65%
Total mobile(smartphone + tablet) reach by age (millions, % of all adults) 12. 4 11. 3 10. 4 9. 2 8. 2 6. 5 5. 2 4. 3 30% 3. 2 64% 18 -34 Daily 79% 31% 61% 73% 16% 35 -54 Weekly Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) 33% 55+ Monthly 42%
Smartphone Readership
Total smartphone reach (millions, % of all adults) 28. 9 23. 4 11. 3 20% 21% Daily 43% 44% Weekly Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) 52% 55% Monthly
Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) e Th es n Su m Ti e 2, 098 Th n rd ia ap h eg r ua G Te l ro et M rd da an St k o. u 1, 996 Th e ai ly D g in en Ev . c nt 522 Th e n do Lo n nd e pe i 158 In de ar St irr or l ai M M ly ai D ly ai s pr es Ex D ly D D ai Daily smartphone reach (000) 3, 781 2, 736 2, 267 1, 255 790 486 81 282
Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) e Th es n Su m Ti e 7, 316 Th n rd ia ua ap h eg r 6, 806 G Te l 7, 778 Th e ai ly ro et M rd da an St k o. u 3, 150 D g in en Ev . c nt 2, 835 Th e n do Lo n nd e pe i 873 In de ar St irr or l ai M M ly ai D ly ai s pr es Ex D ly D D ai Weekly smartphone reach (000) 11, 929 7, 181 5, 529 2, 693 498 1, 097
Monthly smartphone reach (000) 20, 350 18, 296 18, 287 15, 791 15, 244 13, 099 12, 789 9, 279 6, 707 3, 938 2, 527 es n Th e Ti m Su e Th n G Th e Te l ai ly D Th e Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) ua eg r rd ia ap h ro et M Lo n do n Ev In de en pe in g nd e St nt an . c da o. u rd k i ar St ly ai M D ai ly ly ai D D l M ai s pr es Ex ly D ai irr or 1, 707
Total smartphone reach by gender (millions, % of all adults) 15. 5 13. 3 12. 9 10. 5 6. 4 4. 9 41% 19% 52% 24% Male Daily 48% Female Weekly Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) Monthly 58%
Total smartphone reach by age (millions, % of all adults) 11. 0 10. 6 9. 0 8. 6 5. 7 4. 6 4. 4 4. 0 2. 3 28% 60% 18 -34 Daily 74% 26% 53% 64% 12% 35 -54 Weekly Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) 23% 55+ Monthly 30%
Tablet Readership
Total tablet reach (millions, % of all adults) 8. 7 5. 9 2. 4 5% Daily 11% Weekly Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) 17% Monthly
Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) e es n Su m Ti e Th n rd ia ua G ap h eg r 488 Th Th e Te l 116 ai ly ro et M rd da an St k o. u 83 D g in en Ev . c nt i ar St 165 Th e n do Lo n nd e pe In de ly ai irr or M l ai M 297 D ly ai s pr es Ex D ly D D ai Daily tablet reach (000) 679 542 474 267 111 13 61
Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) e Th es n Su m Ti e Th n rd ia ap h eg r ua G Te l Th e ai ly ro et M rd da an St k o. u 359 D g in en Ev . c nt i ar St 541 Th e n do Lo n nd e pe In de ly ai irr or M l ai M 1, 261 D ly ai s pr es Ex D ly D D ai Weekly tablet reach (000) 2, 153 1, 987 1, 800 1, 521 1, 174 901 503 251 72
Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) es m Ti 3, 807 e n Su 4, 107 Th e Th n rd ia ua G ap h eg r ro et M rd k o. u da an St Te l Th e ai ly D g in en Ev . c nt i 1, 341 Th e n do Lo n nd e pe In de ar St irr or l ai M M ly ai D ly ai s pr es Ex D ly D D ai Monthly tablet reach (000) 4, 017 3, 153 2, 840 2, 538 2, 224 1, 418 848 571 219
Total tablet reach by gender (millions, % of all adults) 4. 6 4. 2 3. 2 2. 8 1. 3 1. 1 12% 5% 18% 4% Male Daily 10% Female Weekly Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) Monthly 15%
Total tablet reach by age (millions, % of all adults) 3. 5 3. 2 2. 5 2. 3 1. 8 1. 1 1. 0 0. 9 0. 4 3% 8% 18 -34 Daily 12% 5% 13% 18% 5% 35 -54 Weekly Source: PAMCo 3 2018 (Jul ‘ 17 – Jun ‘ 18) 13% 55+ Monthly 18%
How newsbrands on mobile can deliver results
Newsbrands are part of the daily networked conversation that people are engaged in
You can target your advertising to specific parts of the day Browser Number of visits Number of visitors Average total duration (mins) Evening Afternoon Morning 2, 000 Late night/early morning 1, 800 12 1, 400 1, 200 10 1, 000 8 800 6 600 4 400 : 0 0 15 : 0 0 16 : 0 0 17 : 0 0 18 : 0 0 19 : 0 0 20 : 0 0 21 : 0 0 22 : 0 0 23 : 0 0 0: 00 1: 00 2: 00 3: 00 4: 00 5: 00 0 : 0 14 0 13 : 0 0 12 : 0 0 11 : 0 10 9: 8: 7: 6: 00 0 00 200 Time of day Source: You. Gov analysis of passive website data, April - July 2015 Average duration (minutes) 14 1, 600 Number of visits/people 16
You can prime the valuable smartphone audience at the right time of day Travel websites Discount websites: number of visits Average total duration (mins) Afternoon Evening 350 3. 5 300 3 250 2. 5 200 2 150 1. 5 100 1 50 0. 5 0 0 8: 00 9: 00 10: 00 11: 00 12: 00 13: 00 14: 00 15: 00 16: 00 17: 00 18: 00 19: 00 20: 00 21: 00 22: 00 23: 00 Time of day Average duration (mins) Number of visits Morning
You can prime the valuable smartphone audience at the right time of day Discount websites Travel websites: number of visits Average total duration (mins) Afternoon Evening 350 3. 5 300 3 250 2. 5 200 2 150 1. 5 100 1 50 Average duration (mins) Number of visits Morning 0. 5 0 0 8: 00 9: 00 10: 00 11: 00 12: 00 13: 00 14: 00 15: 00 16: 00 17: 00 18: 00 19: 00 20: 00 21: 00 22: 00 23: 00 Time of day Source: You. Gov analysis of passive website data, April - July 2015 Base: Newsbrand visitors on smartphones
Combining smartphone with print drives saliency and awareness + • Salience +27% • Awareness +26% Source: The multi-platform study, 2016
Combining tablet with print creates a strong multiplier effect on brand measures • Salience +52% • Worth paying extra for +43% + Source: The multi-platform study, 2016 • Quality +31% • Awareness +31% • Trustworthy +30%
Mobile newsbrands drive interactions Industry Benchmar k CTR average Source: The multi-platform study, 2016 0. 94 1. 11 0. 07
Digital newsbrands command high attention 10 seconds on average Source: The multi-platform study, 2016
Regular newsbrand readers have a strong connection to newsbrands Engagement Trust Personal identification Brand context effect The more engaged the reader the stronger the effect Source: Newsworks, The company you keep, 2015
People reading on tablets react positively to ads in the familiar context of their favoured newsbrands* Brand love Buzz Consideration +10% +14% +31% Regular newsbrand readers vs. non-readers Source: Newsworks, The company you keep, 2015 * Results from online study
Physical interaction increases context effect for tablets* Brand love +25% Source: Newsworks, The company you keep, 2015 Buzz +40% Consideration +97% * Projections from physical test
Summary Newsbrands on mobile have strong reach – 27 million adults per week, over half the population! Mobile newsbrand readers are a valuable audience and are willing to spend more on products NEWS Mobile newsbrands drive interactions and command high attention People trust and have an emotional connection to their chosen newsbrand which leads to a brand context effect - people react favourably to ads in the familiar context of their favoured newsbrand
Summary 1 in 5 people read newsbrands every week Newsbrands on mobile have strong reach – 26 million adults per week, half the population! Adding online newsbrands to your campaign drives business effects and makes other media work harder. They provide a quality environment for ads. People trust and have an emotional connection to their chosen newsbrand, this leads to a brand context effect – people react favourably to ads in the familiar context of their favoured newsbrand
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