Mobile

Table of contents Readership facts 3 Tablet readership 22 Mobile readership 8 Total reach 9 By brand 10 Demographics 13 Smartphone readership 15 Total reach 16 By brand 17 Demographics 20 Tablet readership 22 Total reach 23 By brand 24 Demographics 27 Delivering results 29 Targetting/priming 30 The multi-platform study 34 Context 38 Summary 41

Newsbrands reach 1 in 2 people via mobile 32 million (61%) every month 26.5 million (50%) every week 12.4 million (24%) every day Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

In fact they reach a third of young people daily 11.3 million (79%) every month 9.3 million (65%) every week 4.2 million (29%) every day Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Daily mobile readership by platform Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Source: IPA TouchPoints 2017 Readers spend a significant amount of time with their newsbrand of choice Time spent reading newsbrands on the days people read Source: IPA TouchPoints 2017

Newsbrands are consumed at different points throughout the day (Average weekday) Source: IPA TouchPoints 2017

Mobile Readership

Total mobile(smartphone + tablet) reach (millions, % of all adults) 24% 50% 61% Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Daily mobile(smartphone + tablet) reach (000) Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Weekly mobile(smartphone + tablet) reach (000) Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Monthly mobile(smartphone + tablet) reach (000) Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18) Total mobile(smartphone + tablet) reach by gender (millions, % of all adults) 21% 47% 59% 26% 53% 63% Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18) Total mobile(smartphone + tablet) reach by age (millions, % of all adults) 29% 65% 79% 29% 59% 70% 15% 31% 39% Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Smartphone Readership

Total smartphone reach (millions, % of all adults) 20% 43% 52% Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Daily smartphone reach (000) Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Weekly smartphone reach (000) Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Monthly smartphone reach (000) Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Total smartphone reach by gender (millions, % of all adults) 17% 38% 49% 22% 47% 56% Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Total smartphone reach by age (millions, % of all adults) 27% 61% 74% 24% 51% 61% 10% 21% 27% Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Tablet Readership

Total tablet reach (millions, % of all adults) 5% 11% 16% Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18) Daily tablet reach (000) Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18) Weekly tablet reach (000) Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Monthly tablet reach (000) Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Total tablet reach by gender (millions, % of all adults) 5% 12% 17% 4% 10% 15% Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘18)

Total tablet reach by age (millions, % of all adults) 3% 8% 12% 5% 13% 18% 5% 13% 18% Source: PAMCo 2 2018 (Apr ‘17 – Mar ‘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) Morning Afternoon Evening Late night/early morning Average duration (minutes) Number of visits/people So let’s look first at newspaper websites on smartphones. Number of visitors is steady throughout the day – apart from a few hours in the middle of the night. I imagine though that might have been different on Sunday night with the number of people tweeting pictures of the lunar eclipse at 3am! The number of visits builds steadily as people wake up and get going on their day, dropping down a little during working hours, and rising again steadily during the evening. They don’t appear to be taking Arianna Huffington’s advice to switch off digital devices an hour before bedtime  Duration follows a similar pattern though there are a few differences. Let’s zone in on some of those golden moments Time of day Source: YouGov analysis of passive website data, April - July 2015

Average duration (mins) You can prime the valuable smartphone audience at the right time of day Travel websites Morning Afternoon Evening Number of visits Average duration (mins) So let’s look first at newspaper websites on smartphones. Number of visitors is steady throughout the day – apart from a few hours in the middle of the night. I imagine though that might have been different on Sunday night with the number of people tweeting pictures of the lunar eclipse at 3am! The number of visits builds steadily as people wake up and get going on their day, dropping down a little during working hours, and rising again steadily during the evening. They don’t appear to be taking Arianna Huffington’s advice to switch off digital devices an hour before bedtime  Duration follows a similar pattern though there are a few differences. Let’s zone in on some of those golden moments Time of day

Average duration (mins) You can prime the valuable smartphone audience at the right time of day Discount websites Travel websites: number of visits Average total duration (mins) Morning Afternoon Evening Average duration (mins) Number of visits Smartphone newsbrand readers love researching travel – target them in the late evening when they are dreaming of their next holiday. Time of day Source: YouGov analysis of passive website data, April - July 2015 Base: Newsbrand visitors on smartphones

+ • Salience +27% • Awareness +26% Combining smartphone with print drives saliency and awareness + • Salience +27% • Awareness +26% Each print and digital combination builds slightly different brand strengths – although the powerful influence of print can be seen in all dual platform combinations with the strong impact on brand salience and spontaneous awareness. 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% • Quality +31% • Awareness +31% • Trustworthy +30% Each print and digital combination builds slightly different brand strengths – although the powerful influence of print can be seen in all dual platform combinations with the strong impact on brand salience and spontaneous awareness. Source: The multi-platform study, 2016

Mobile newsbrands drive interactions Industry Benchmark CTR average 0.94 1.11 0.07 All newsbrand digital platforms outperformed industry benchmarks for click-through rates. While print, tablet and computer have the strongest effect on brand values, newsbrand advertising on smartphone drives the highest level of interaction. Source: The multi-platform study, 2016

Digital newsbrands command high attention 10 seconds on average Attention and engagement is vital in today’s multi-media environment. The interaction time with digital newsbrand ads – as measured by MOAT analytics in was an impressive 10 seconds. This obviously varied by campaign – ads which specifically encouraged deeper engagement witnessed interaction times of up to 16 seconds. Interaction time = Average length of time the user interacted with the ad when they entered the frame of the ad for at least 0.5 secs Source: The multi-platform study, 2016

Personal identification 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 Newsbrand readers have very high levels of emotional engagement with their chosen newsbrand and attention levels are high – and that relationship is constantly being reinforced due to the frequency of reading. In the attention deficit age, could we measure the impact of highly focussed attention? There are high levels of trust in the newsbrand they favour. The context in which the ads are seen is one that readers personally identify with, and that makes them feel part of a like-minded community – they see themselves as Mirror readers, or Guardian readers or Telegraph readers, for example. Readers seem very aware that placement of ads in newsbrands imbues those ads with certain values. Source: Newsworks, The company you keep, 2015

Regular newsbrand readers vs. non-readers 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 Results averaged to create 3 key metrics: Brand love is a composite of 3 engagement metrics – how close people feel towards the brand, the warmth of their feelings, and the brands empathy with them. Buzz shows how much people think the brands are talked about. Consideration measures intent to purchase the next time people are in the market. Source: Newsworks, The company you keep, 2015 * Results from online study

+25% +40% +97% Brand love Buzz Consideration Physical interaction increases context effect for tablets* Brand love +25% Buzz +40% Consideration +97% Showing print and tablet editions on pc screens tends to underestimate their impact. So we also looked at ad responses when people read the physical paper and tablet newsbrand – and this was amongst our supplementary sample. Source: Newsworks, The company you keep, 2015 * Projections from physical test

Summary Newsbrands on mobile have strong reach – 27 million adults per week, half the population! Mobile newsbrand readers are a valuable audience and are willing to spend more on products 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 NEWS

1 in 5 people read newsbrands every week 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