1. Smartphones, TouchPoints and News NEWS

2. 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. 3 But what do we know about this audience ?

4. 4 Majority are ABC1 Source: IPA TouchPoints 5 Who reads newsbrands on mobile phones? Social class profile of newsbrand readers on mobile phones 31% 69%

5. % proportion of readers Proportion of weekly newsbrand readers on each platform. Source: IPA TouchPoints 5 Who reads newsbrands on mobile phones? Readership peaks among 15-34s

6. 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+

7. People who read newsbrands on mobile phones, spend more time on their device overall 3:05 hours 2:04 hours Mobile newsbrand readerAverage smartphone owner Source: IPA TouchPoints 5 Total time on mobile phone - daily

8. 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

9. …as a source of entertainment… Watch a movie Watch short video clips Listen to music Do at least once a month. Source: IPA TouchPoints 5 +43% +67% +16% ♪ ♪ Newsbrand readers on mobile phones vs average smartphone owner

10. …and to complete activities while they’re on the go Newsbrand readers on mobile phones vs average smartphone owner online shoppingonline bankingsocial networking +27%+43% +13% £ Done in the last week. Source: IPA TouchPoints 5

11. Newsbrand readers are more likely to ‘showroom’ Use phone for researching products considering buying in store Source: IPA TouchPoints 5 Mobile newsbrand reader Average smartphone owner 45% 65%

12. Newsbrand readers are also more likely to use a wide range of apps ♪ £ MUSIC TRAVEL BOOK READER FINANCE RECIPES PHOTO SHARING PERSONAL HEALTH SOCIAL SHOPPING 123 141 150 140 154 125 131 121 137 Use an app ‘at least monthly’. Index vs average smartphone user. Source: IPA TouchPoints 5 Newsbrand readers on mobile phones vs average smartphone owner

13. It’s no surprise, then, that newsbrand readers are attached to their phones… 74% agree that they cannot imagine life without their phone Source: IPA TouchPoints 5

14. …and are more likely to be ‘always on’… 60% say that they never turn their phone off Source: IPA TouchPoints 5 vs 51% of smartphone owners

15. …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. 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

17. Public affairs/Politics Financial Services Sport and hobbies Clothes/Accessories Beauty/Grooming Mobile phones Computers/Software Audio visual 279 265 253 176 219 176 141 291 …across certain categories in particular Index versus UK population. Source: IPA TouchPoints 5 Category Catalysts

18. 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 215 Friends ask my advice on new products or brands 186 I like to keep up with new technology 175 I like to keep up with the latest fashions 157

19. …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

20. 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 Source: IPA TouchPoints 5

21. 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) 5.6% 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% Out & about (incl. travel) 10.0%

22. 48% Time spent with newsbrands on mobile phones Source: IPA TouchPoints 5 18 minutes Weekdays 28 minutes Weekend On the days they access them, readers spend… …with newsbrands

23. Distribution of page hits Mobile phone newsbrand readership - Weekday Source: comScore Smaller peak in the morning Biggest peak in the evening

24. Distribution of page hits Mobile phone newsbrand readership - Weekend Source: comScore Stronger morning peak at the weekend… …but reading still peaks again in the evening

25. Newsbrands are the most relaxing media on mobile phones… % total time accessing media on mobile and feeling relaxed 23% 21%15%25% TV SocialRadio Newsbrands Mon-Fri Source: IPA TouchPoints 5

26. …especially at the weekend 27% 26%21%34% Newsbrands TV SocialRadio % time accessing media on mobile and feeling relaxedSat-Sun Source: IPA TouchPoints 5

27. 27 Average weekday. Source: IPA TouchPoints 5 Weekday morning readers are less likely to be multi-screening More likely to multi- screen in the evening

28. 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

29. 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