Mobile (Smartphone & tablet) A deep dive Table

Mobile (Smartphone & tablet) A deep dive Table

Mobile (Smartphone & tablet) A deep dive Table of contents Demographics 3 Key readership facts 4 Time spent 7 Reach 8 Who are they? 12 Smartphone 13 Tablet 26 Delivering results 39 Testimonials 41 Targetting/priming

42 The multi-platform study 46 Context 50 Summary 53 Demographics Unique users Reach Share of Audience Adults 36.9m 70% 100%

18-34 13.3m 93% 36% 35-54 14.1m 83% 38% 55+ 7.5m 40% 20%

ABC1 22.3m 77% 61% C2DE 14.6m 62% 40% 49% 51% Source: NRS PADD Apr 2016 Mar 2017 Newsbrands reach 93% of millennials on mobile

13m 18-34s Source: NRS PADD Apr 2016 Mar 2017 Tablets and smartphones extend the reach of newsbrands +10m readers via smartphones and tablet Source: NRS PADD Apr 2016 Mar 2017 Mobile newsbrand readers are more receptive to advertising online NEW! +25% Online advertising alerts me to new products and services Source: IPA TouchPoints 2016

+53% I often recommend things I have seen advertised online 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 Reach Mobile reach is unique by title Total monthly reach (000) 18644 18238 Source: NRS PADD Apr 2016 Mar 2017 16355

2253 22677 20718 21572 8837 11282 Mobile reach By gender (millions) 70% 71% 18.1m 8.4m Source: NRS PADD Apr 2016 Mar 2017 Male

14.8m 18.7m 23m 23m 17.5m 17.6m Female Mobile reach By age groups (millions) 91% 88% 78% 40% 96%

5.4 7.9 7.1 7.0 7.5 18-24 25-34 35-44 45-54 55+ Source: NRS PADD Apr 2016 Mar 2017 Who are they? Smartphone

Smartphone readers are TRAVELLERS FINANCIALLY SAVVY TRENDY FASHION ENTHUSIASTS FOODIES 2.8 million 2.1 million 20% 48% 2.4 million I like the idea of travelling

abroad I am very good at managing money I like to go to trendy places to eat and drink It is important to me to look well dressed I get a lot of pleasure out of food Source: IPA TouchPoints 2016 Smartphone readers are more likely to buy a brand new car 115 104 103

101 Index vs UK population Newsbrands - smartphone Source: IPA TouchPoints 2016 TV Radio Social Media Smartphone readers are more likely to buy a car in the next 4-6 months 113 104 103 100 Index vs UK population Newsbrands - smartphone Source: IPA TouchPoints 2016

TV Radio Social media Keeping up with the latest fashions is important to newsbrand readers on smartphones 129 118 100 100 Index vs UK population Newsbrands - smartphone Source: IPA TouchPoints 2016 TV Radio Social media

Newsbrand readers on smartphones look after themselves Mean () spent on skincare per month Women 9.40 9.90 9.50 6.50 6.80 6.50 9.40 9.70 Men Source: IPA TouchPoints 2016

6.50 6.70 Smartphone readers are prepared to pay more for products that make their lives easier 106 102 101 100 Index vs UK population Newsbrands - smartphone Source: IPA TouchPoints 2016 TV Radio Social media Newsbrand readers on smartphones intend to buy a PC in the next 6 months

165 109 100 97 Index vs UK population Newsbrands - smartphone Source: IPA TouchPoints 2016 TV Radio Social media Smartphone readers often use their smartphones to research products/compare prices 172 131 100

96 Index vs UK population Newsbrands - smartphone Source: IPA TouchPoints 2016 TV Radio Social media Smartphone readers access online banking at least once a week 121 115 101 100 Index vs UK population Newsbrands - smartphone

Source: IPA TouchPoints 2016 TV Radio Social media Newsbrand readers on smartphones like the idea of travelling abroad 109 105 101 100 Index vs UK population Newsbrands - smartphone Source: IPA TouchPoints 2016 TV Radio

Social media Smartphone readers enjoy planning holidays 109 103 102 100 Index vs UK population Newsbrands - smartphone Source: IPA TouchPoints 2016 TV Radio Social media Smartphone readers learn the basics of a language before visiting a country 107

104 100 100 Index vs UK population Newsbrands - smartphone Source: IPA TouchPoints 2016 TV Radio Social media Tablet Tablet readers are TRAVELLERS

BUSY TECH FIENDS CHARITABLE INDULGENT 74% 61% 75% 55% 56% I like the idea of travelling abroad Shopping online makes my life easier

In this day and age, I cannot manage without the internet Would be willing to volunteer their time for a good cause I like to treat myself to foods that are not good for me Source: IPA TouchPoints 2016 Newsbrand readers on tablets are savvy shoppers who are more likely to hold a rewards card 219 165 163 110 100 104

100 Nectar Card 109 100 102 103 Tesco Clubcard 108 100 103 104 Boots Advantage Card 101 107 99

My Waitrose Card 101 106 Source: IPA TouchPoints 2016 TV Radio 101 112 88 My John Lewis Card Index vs UK population Newsbrands - tablet 102 Social media

M & S Sparks Card Newsbrand readers on tablets tend to spend more on their weekly shop Personal expenditure for household on food, drink and groceries 100+ 128 109 99 They are 191% more likely to use their credit card at least daily Index vs UK population Newsbrands - tablet Source: IPA TouchPoints 2016 TV Radio Millennials who read newsbrands on tablets are more likely to bank/pay bills online

118 103 100 Index vs UK population Newsbrands - tablet Source: IPA TouchPoints 2016 TV Radio Millennials are also more likely to have investments than other media users Have stocks, shares, unit trusts and investment trusts 123 108 100 Index vs UK population (Base: 18-34s) Newsbrands - tablet Source: IPA TouchPoints 2016

TV Radio Millennials are also more likely to have an ISA 113 108 101 Index vs UK population (Base: 18-34s) Newsbrands - tablet Source: IPA TouchPoints 2016 TV Radio People reading newsbrands on tablets are more likely to be planning on buying a new car in the next 2 years 136 102

100 100 Index vs UK population Newsbrands - tablet Source: IPA TouchPoints 2016 Social Media TV Radio Tablet readers are willing to spend more than most people on their vehicles Willing to spend on a vehicle 9,928 Source: IPA TouchPoints 2016 11,484 9,941

10,115 9,501 Tablet readers are more likely to splash out on their holidays, regardless of social grade ABC1 1,396 1,488 1,397 1,410 1,357 1,266 1,307 1,268

1,282 1,266 C2DE Source: IPA TouchPoints 2016 Tablet readers are more likely to go away for a more than 6 weeks 137 104 100 Index vs UK population Newsbrands - tablet Source: IPA TouchPoints 2016 TV Radio

Tablets readers are more likely to intend to buy a PC in the next 6 months 162 100 97 Index vs UK population Newsbrands - tablet Source: IPA TouchPoints 2016 TV Radio Millennials who read newsbrands on tablets are more likely to be planning to buy wearable technology Fitness monitors, health sensors e.g. Fitbit 182 108 104

102 Index vs UK population Newsbrands - tablet Source: IPA TouchPoints 2016 Social Media TV Radio How newsbrands on mobile can deliver results Newsbrands are part of the daily networked conversation that people are engaged in 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 ...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 Source: Newsworks, Be smart about smartphones, 2015

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 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 You can target your advertising to specific

parts of the day Browser Morning 2,000 Evening Afternoon Number of visits Number of visitors Average total duration (mins) Late night/early morning 1,800 16 1,600 Number of visits/people

12 1,400 10 1,200 1,000 8 800 6 600 4 400 2 200 0 6:00 7:00

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 0:00 Time of day Source: YouGov analysis of passive website data, April - July 2015 1:00 2:00 3:00 4:00 0 5:00 Average duration (minutes) 14 You can target your advertising to specific parts of the day Apps

Number of visits Number of visitors 2,000 70 Average total duration (minutes) 1,800 60 1,600 50 1,400 1,200 40 1,000 30 800 600

20 400 10 200 0 0 6:00 7:00 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 0:00 1:00 2:00 3:00 4:00 5:00 Time of day Source: YouGov analysis of passive website data, April - July 2015 You can prime the valuable smartphone audience at the right time of day Discount 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 8:00 Average duration (mins) Number of visits Morning 0.5 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 0 23:00 Time of day Source: YouGov analysis of passive website data, April - July 2015 Base: Newsbrand visitors on smartphones You can prime the valuable smartphone audience at the right time of day

Travel websites Travel websites: number of visits Average total duration (mins) Evening Afternoon 350 3.5 300 3 250 2.5 200 2

150 1.5 100 1 50 0 8:00 Average duration (mins) Number of visits Morning 0.5 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 0 23:00

Time of day Source: YouGov analysis of passive website data, April - July 2015 Base: Newsbrand visitors on smartphones Combining smartphone with print drives saliency and awareness + Source: The multi-platform study, 2016 Salience +27% Awareness +26% 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 Benchmark 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

Buzz Consideration +25% +40% +97% Source: Newsworks, The company you keep, 2015 * Projections from physical test Summary Newsbrands on smartphones and tablets have strong reach 37 million adults per month

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

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