1. Mobile
(Smartphone & tablet)
A deep dive

2. Table of contents Demographics 3 Key readership facts 4 Time spent 7
Reach
Who are they? 12
Smartphone 13
Tablet
Delivering results
Testimonials 41
Targetting/priming 42
The multi-platform study 46
Context 50
Summary

3. Demographics 49% 51% Unique users Reach Share of Audience Adults 35.9m
69%
100%
18-34
13.1m
92%
37%
35-54
13.7m
81%
38%
55+
7.1m
20%
ABC1
21.5m
76%
60%
C2DE
14.4m
40%
49%
51%
Source: NRS PADD Oct 2015 –Sep comScore Sep 2016

4. 13m 18-34s Newsbrands reach 92% of millennials on mobile
Millennials classified as year old adults.
Source: NRS PADD Oct 2015 –Sep comScore Sep 2016

5. readers via smartphones and tablet
Tablets and smartphones extend the reach of newsbrands
+9.1m
readers via smartphones and tablet
Newsbrands reached 47.3 million people across all devices (print/PC/mobile(smartphone or tablet))
38.2 million people via PCs or Print
Source: NRS PADD Oct 2015 – Sep comScore Sep 2016

6. +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

7. 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

8. Reach

9. Mobile reach is unique by title
Total monthly reach (000)
Source: NRS PADD Oct 2015 – Sep comScore Sep 2016

10. Mobile reach 69% 69% By gender (millions) 17.7m 18.3m Male Female 23m
Source: NRS PADD Oct 2015 – Sep comScore Sep 2016

11. Mobile reach By age groups (millions)
90%
86%
38%
76%
94%
Source: NRS PADD Oct 2015 – Sep comScore Sep 2016

12. Who are they?

13. Smartphone

14. ‘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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

26. Tablet

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

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

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

41. 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

42. 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

43. 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

44. 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

45. 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

46. + • 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

47. 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

48. 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

49. 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

50. 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

51. 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

52. +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

53. Summary
Newsbrands on smartphones and tablets have strong reach – 36 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