1. Mobile

2. 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

3. 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 (Apr ‘17 – Mar ‘18)

4. 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 (Apr ‘17 – Mar ‘18)

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

6. 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

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

8. Mobile Readership

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

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

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

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

13. 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 (Apr ‘17 – Mar ‘18)

14. 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 (Apr ‘17 – Mar ‘18)

15. Smartphone Readership

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

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

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

19. Monthly smartphone reach (000)
Source: PAMCo (Apr ‘17 – Mar ‘18)

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

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

22. Tablet Readership

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

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

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

26. Monthly tablet reach (000)
Source: PAMCo (Apr ‘17 – Mar ‘18)

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

28. Total tablet reach by age (millions, % of all adults)3% 8%
12% 5%
13%
18% 5%
13%
18%
Source: PAMCo (Apr ‘17 – Mar ‘18)

29. How newsbrands on mobile can deliver results

30. Newsbrands are part of the daily networked conversation that people are engaged in

31. 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

32. 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

33. 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

34. + • 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. +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

41. 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

42. 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