Mobile (Smartphone & tablet) A deep dive.

Mobile (Smartphone & tablet) A deep dive

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

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.

Smartphone

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

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

more likely than the UK average to be ‘conversation catalysts’
Smartphone newsbrand readers are more influential... +63% more likely than the UK average to be ‘conversation catalysts’ Indexed vs UK population. Source: IPA TouchPoints 6

Public affairs/politics
Smartphone newsbrand readers are particularly influential in these categories: Mobile phones Public affairs/politics Computers/software Audio visual 162 195 146 165 Financial services Sport and hobbies Clothes/accessories Beauty/grooming 123 162 163 147 ‘Category catalysts’; people good at delivering word of mouth in particular categories. Indexed vs UK population. Source: IPA TouchPoints 6

81% agree that they cannot imagine life without their phone
Smartphone newsbrand readers are attached to their phones… 81% agree that they cannot imagine life without their phone Source: IPA TouchPoints 6

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

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

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

Who are they?

‘I get a lot of pleasure out of food’
Smartphone readers are… TRAVELLERS FINANCIALLY SAVVY TRENDY FASHION ENTHUSIASTS 46% ‘It is important to me to look well dressed’ FOODIES 60% ‘I get a lot of pleasure out of food’ 2.7 million ‘I like the idea of travelling abroad’ 2.5 million ‘If there is something I want I save up for it’ 30% More likely to go to trendy places to eat and drink Source: IPA TouchPoints 6

Newsbrand readers on smartphones want their cars to catch people’s attention
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 6

Smartphone readers are more likely to buy a brand new car

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 6

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 6

Newsbrand readers on smartphones look after themselves
Mean (£) spent on skincare per month Women £10.10 £9.40 £9.80 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 £7.20 £6.70 £6.70 £7.00 Source: IPA TouchPoints 6

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 6

Newsbrand readers on smartphones intend to buy a PC in the next 6 months

Smartphone readers often use their smartphones to research products/compare prices

Smartphone readers access online banking at least once a week

Smartphone readers tend to do their finances online
Using online banking services for… 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 6

Newsbrand readers on smartphones like the idea of travelling abroad

Smartphone readers enjoy planning holidays

Smartphone readers learn the basics of a language before visiting a country

Tablet

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

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

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

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

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

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

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

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

Who are they?

Tablet readers are… 12 million 46% 74% 61% 53%
BUSY 12 million ‘Shopping online makes my life easier’ TRAVELLERS TECH FIENDS CHARITABLE INDULGENT 46% ‘I like to treat myself to foods that are not good for me’ 74% ‘I like the idea of travelling abroad’ 61% ‘In this day and age, I cannot manage without the internet’ 53% Would be willing to volunteer their time for a good cause Source: TGI Clickstream 2016 Q1, Read in the last seven days

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 6

They are 138% 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 138% 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 6

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 6

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 6

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 6

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 6

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) £10,273 £9,924 £10,139 £9,959 £9,523 Source: IPA TouchPoints 6

Tablet readers are more likely to splash out on their holidays, regardless of social grade
ABC1 £1,504 £1,438 £1,446 £1,439 £1,407 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 £1,267 £1,191 £1,205 £1,191 £1,190 Source: IPA TouchPoints 6

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 6

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 6

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) Have stocks, shares, unit trusts and investment trusts. Source: IPA TouchPoints 6

Mobile

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 June 2016

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 June 2016

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 Apr ‘16

+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” Indexed vs UK population, Source: IPA TouchPoints 6

Mobile reach is unique by title
Total monthly reach (000) 23,365 Source: comScore Mobile Metrix June 16

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

mobile can deliver results
How newsbrands on mobile can deliver results

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

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

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

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

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

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

+ • 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 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

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

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

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

+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 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

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