1. Mobile
(Smartphone & tablet)
A deep dive

2. Table of contents Mobile: A deep dive - explained 3 Smartphone 5
Demographics 6
Key readership facts 7
Reach 11
Who are they 15
Tablet
Demographics 31
Key readership facts 32
Reach 36
Who are they 40
Mobile
Key readership facts 54
Reach 58
Time spent 59
Delivering results 60
Testimonials 62
Targetting/priming 63
The multi-platform study 67
Context 71
Summary 74

3. Mobile A deep dive - explained
This section will give an in-depth look at newsbrands on mobile devices. Splitting mobile and tablet, we will look at the unique demographics, reach and audience of both devices. Looking at the effectiveness of mobile as a whole, the final section will show how mobile devices can deliver results as part of a media plan.

4. Smartphone

5. Demographics 48% 52% Unique users Reach Share of Audience Adults 25m
85%
100%
18-34
11.4m
91%
46%
35-54
9.7m
84%
39%
55+
3.9m
77%
16%
ABC1
14.9m
80%
60%
C2DE
10.1m
89%
40%
48%
52%
Source: comScore MMX July 2016

6. Newsbrands reach 91% of all millennials on smartphones every month
Newsbrands on smartphones reach more millennials than Twitter
Newsbrands reach 91% of all millennials on smartphones every month
That’s 5m more 18-34s than Twitter
Newsbrands reach of Millenialls on smartphone: 11,367,000 (91%)
Twitter reach of Millenialls on smartphone: 6,317,000 (50%)
Source: comScore Mobile Metrix July 2016

7. more likely than the UK average to be ‘conversation catalysts’
Smartphone newsbrand readers are more influential...
+46%
more likely than the UK average to be ‘conversation catalysts’
Source: IPA TouchPoints 2016

8. Public affairs/politics
Smartphone newsbrand readers are particularly influential in these categories:
Mobile phones
143
Public affairs/politics
211
Computers
145
Financial services
127
Clothes/accessories
133
Beauty/grooming
162
TouchPoints also identifies ‘Category catalysts’, who are good at delivering word of mouth in particular categories.
As you can see, newsbrand mobile readers are influential across a wide range of categories.
Source: IPA TouchPoints 2016

9. 76% agree that they cannot imagine life without their phone
Smartphone newsbrand readers are attached to their phones…
76% agree that they cannot imagine life without their phone
Source: IPA TouchPoints 2016

10. Reach

11. Smartphone reach is unique by title
Total unique visitors (000)
Source: comScore Mobile Metrix July 2016

12. Smartphone reach 87% 84% By gender (millions) 12.1m 12.9m Male Female
Source: comScore Mobile Metrix July 2016

13. Smartphone reach By age groups (millions)
90%
87%
91%
80%
77%
Source: comScore Mobile Metrix July 2016

14. Who are they?

15. ‘I get a lot of pleasure out of food’
Smartphone
readers are…
TRAVELLERS
FINANCIALLY SAVVY
TRENDY
FASHION ENTHUSIASTS
48%
‘It is important to me
to look well dressed’
FOODIES
2.4 million
‘I get a lot of pleasure out of food’
2.8 million
‘I like the idea of travelling abroad’
2.1 million
‘I am very good at managing money’
20%
‘I like to go to trendy places to eat and drink’
Source: IPA TouchPoints 2016

16. Smartphone readers are more likely to buy a brand new car
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

17. Smartphone readers are more likely to buy a car in the next 4-6 months
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Intention to buy a vehicle in the next 4-6 months
Source: IPA TouchPoints 2016

18. Keeping up with the latest fashions is important to newsbrand readers on smartphones
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
‘I like to keep up with the latest fashions’
Source: IPA TouchPoints 2016

19. Newsbrand readers on smartphones look after themselves
Mean (£) spent on skincare per month
Women
£9.90
£9.40
£9.50
£9.70
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Men
£6.80
£6.50
£6.50
£6.70
Source: IPA TouchPoints 2016

20. Smartphone readers are prepared to pay more for products that make their lives easier
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
‘I am prepared to pay more for products that make life easier’
Source: IPA TouchPoints 2016

21. Newsbrand readers on smartphones intend to buy a PC in the next 6 months
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

22. Smartphone readers often use their smartphones to research products/compare prices
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

23. Smartphone readers access online banking at least once a week
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

24. Newsbrand readers on smartphones like the idea of travelling abroad
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

25. Smartphone readers enjoy planning holidays
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

26. Smartphone readers learn the basics of a language before visiting a country
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

27. Tablet

28. Demographics 50% 50% Unique users Reach Share of audience Adults 8.6m
43%
100%
18-34
2.4m
40%
30%
35-54
3.4m
44%
39%
55+
2.8m
48%
32%
ABC1
5.6m
50%
69%
C2DE 3m
31%
50%
50%
Source: comScore Mobile Metrix July 2016

29. 9 million people every month
Newsbrands reach 43% of the tablet audience
That’s just under
9 million people every month
Newsbrand readers on tablet: 8,636,000
Source: comScore Mobile Metrix July 2016

30. Newsbrands on tablet reach 9 million people, 3x the size of Jamaica
Jamaican population
2.7m
Monthly readers
8.6m
Source: comScore Mobile Metrix July 2016

31. More millennials than Instagram
Newsbrands reach 77% more millennials on tablets than Instagram every month
That’s 1.1m more people
Newsbrands reach of Millennials (18-34s) on tablet: 2,440,000
Instagram reach of Millennials (18-34s) on tablet: 1,375,000
Source: comScore Mobile Metrix July 2016

32. That’s more millennials reading newsbrands
on tablets than using Buzzfeed or Netflix
2.4 m
0.4m
0.5m
Buzzfeed.com
Netflix.com
Source: comScore Mobile Metrix July 2016

33. Reach

34. Tablet reach is unique by title
Total unique visitors (000)
Source: comScore Mobile Metrix July 2016

35. Tablet reach 43% By gender (millions) 4.3m Male Female 23m 17.5m 23m
Source: comScore Mobile Metrix July 2016
Source: NRS PADD Jan ‘15 – Dec ‘15

36. Tablet reach By age group (millions)
45%
46%
46%
37%
37%
Source: comScore Mobile Metrix July 2016

37. Who are they?

38. Tablet readers are… 61% 56% 74% 75% 55%
BUSY
61%
‘Shopping online makes my life easier’
TRAVELLERS
TECH FIENDS
CHARITABLE
INDULGENT
56%
‘I like to treat myself to foods that are not good for me’
74%
‘I like the idea of travelling abroad’
75%
‘In this day and age, I cannot manage
without the internet’
55%
Would be willing to volunteer their time
for a good cause
Daily newspaper via tablet (weekly reach)
Source: IPA TouchPoints 2016

39. Newsbrand readers on tablets are savvy shoppers who are more likely to hold a rewards card
Daily newspaper via tablet (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Index vs UK population
Source: IPA TouchPoints 2016

40. They are 191% more likely to use their credit card at least daily
Newsbrand readers on tablets tend to spend more on their weekly shop
Personal expenditure for household on food, drink and groceries £100+
They are 191% more likely to use their credit card at least daily
Daily newspaper via tablet (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

41. Millennials who read newsbrands on tablets are more likely to bank/pay bills online
Millennials: year olds
Daily newspaper via tablet (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

42. Millennials are also more likely to have investments than other media users
Have stocks, shares, unit trusts and investment trusts
Millennials: year olds
Daily newspaper via tablet (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

43. Millennials are also more likely to have an ISA
Millennials: year olds
Daily newspaper via tablet (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

44. People reading newsbrands on tablets are more likely to be planning on buying a new car in the next 2 years
Daily newspaper via tablet (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Have stocks, shares, unit trusts and investment trusts.
Source: IPA TouchPoints 2016

45. Tablet readers are willing to spend more than
most people on their vehicles
Willing to spend on a vehicle
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
£11,484
£9,928
£10,115
£9,941
£9,501
Source: IPA TouchPoints 2016

46. Tablet readers are more likely to splash out on their holidays, regardless of social grade
ABC1
£1,488
£1,396
£1,410
£1,397
£1,357
Daily newspaper via smartphone ever (weekly reach)
Using a social networking site/app ever (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
C2DE
£1,307
£1,266
£1,282
£1,268
£1,266
Source: IPA TouchPoints 2016

47. Tablet readers are more likely to go away for a more than 6 weeks
Daily newspaper via tablet (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Spent more than 6 weeks away in the last 12 months
Source: IPA TouchPoints 2016

48. Tablets readers are more likely to intend to buy a PC in the next 6 months
Daily newspaper via tablet (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Intend to buy PC(laptop/desktop) in the next 6 months
Source: IPA TouchPoints 2016

49. Millennials who read newsbrands on tablets are more likely to be planning to buy wearable technology
Fitness monitors, health sensors e.g. Fitbit
Millennials: year olds
Daily newspaper via tablet (weekly reach)
Listening to any radio ever (weekly reach)
Any TV ever (weekly reach)
Source: IPA TouchPoints 2016

50. Mobile

51. Newsbrands reach 93% of millennials on mobile
More than 12m s
Millennials classified as year old adults.
18-34 audience on mobile: 13,404,000
18-34 audience accessing newsbrands on mobile: 12,520,000
Source: comScore Mobile Metrix July 2016

52. Newsbrands reach more millennials on mobile than Twitter and BuzzFeed
18-34 year olds accessing newsbrands through mobile every month: 12,520,000
Number of 18-34s visiting the following websites through mobile monthly:
Twitter.com: 7,527,000
Buzzfeed.com: 6,038,,000
Source: comScore Mobile Metrix July 2016

53. Tablets and smartphones are extending the digital reach of newsbrands
readers via smartphones and tablet
Newsbrands reached 35.6 million people across all devices, 20.6 million people via PCs and 29.8 million people via mobile phone and tablet.
Source: comScore Mobile Metrix July 2016

54. +25% +53% Mobile newsbrand readers are more receptive
to advertising online
NEW!
+25%
“Online advertising alerts me to new products and services”
+53%
“I often recommend things I have seen advertised online”
Source: IPA TouchPoints 2016

55. Mobile reach is unique by title
Total monthly reach (000)
23,365
Source: comScore Mobile Metrix July 2016

56. Readers spend a significant amount of time with their newsbrand of choice
Time spent reading newsbrands on the days people read
Source: IPA TouchPoints 2016
Source: IPA TouchPoints 6

57. mobile can deliver results
How newsbrands on
mobile can deliver results

58. Newsbrands are part of the daily networked conversation that people are engaged in
Millennials: year old adults

59. People welcome clever advertising that exploits digital technology
I'd like digital marketing to be smarter – if there were a way to track someone's reading habits and show them adverts based on this it would be useful. I love fashion so this advert is perfect for my interest. It's related to somewhere I can shop for clothes so would definitely interest me – I love clothes shopping!
- Sophie, 23 “
I would make it less invasive and more targeted. I know that internet advertisers can track your browsing activity and target adverts at you, but I feel these are still quite generic. I don't know how, but it would be great to see adverts tailored personally to you
- Michael, 21 “
...The Daily Mail for example is right at the bottom of the screen and is great because it is tailored and non-intrusive to the story I'm reading
- Mark, 33 “
I would like more personalised and more interactive ads. I like adverts which are moving and catch the eye, rather than just a still image
- Paul, 34 “
Source: Newsworks, Be smart about smartphones, 2015

60. You can target your advertising to specific parts of the day
Browser
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

61. You can target your advertising to specific parts of the day
Apps
Time of day
Source: YouGov analysis of passive website data, April - July 2015

62. Average duration (mins)
You can prime the valuable smartphone audience at the right time of day
Discount websites
Morning
Afternoon
Evening
Number of visits
Average duration (mins)
You can prime smartphone readers to be responsive to your brand. Smartphone newsbrand readers love a bargain – morning and early evening are the best time to target them
Time of day
Source: YouGov analysis of passive website data, April - July 2015
Base: Newsbrand visitors on smartphones

63. Average duration (mins)
You can prime the valuable smartphone audience at the right time of day
Travel 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

64. + • 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

65. 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

66. Mobile newsbrands drive interactions
Industry Benchmark
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.
CTR average
0.94
1.11
0.07
Source: The multi-platform study, 2016

67. Digital newsbrands command high attention
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
10 seconds on average
Source: The multi-platform study, 2016

68. Personal identification
Regular newsbrand readers have a strong connection to newsbrands
Engagement
Trust
Personal identification
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.
Brand context effect
The more engaged the reader the stronger the effect
Source: Newsworks, The company you keep, 2015

69. 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
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.
+10%
+14%
+31%
Regular newsbrand readers vs. non-readers
Source: Newsworks, The company you keep, 2015
* Results from online study

70. +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

71. Summary
Newsbrands on smartphones and tablets have strong reach - over 33 million adults per month
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