Focus on… mobile July 2014

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How are newsbrands performing in our mobile world? We collate the latest facts and figures in the first of our 'Focus on...' series.

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  • Via app or browser
  • Via app or browser
  • Digital newspaper readers are slightly more likely to use a browser to access news on their mobile than other mobile news readers.
  • Total Audience is smartphone owners aged 13+ (38.0 million)

    18-24 year olds are 27% more likely than the average smartphone owner to access news on their device
    25-34 year olds are 16% more likely than the average smartphone owner to access news on their device
    18-34 year olds are 22% more likely than the average smartphone to access news on their device

    58.7% of 18-24 year olds access news on their smartphone
    63.9 % of 25-34 year olds access news on their smartphone
    Overall, 61.8% of 18-34 year olds access news on their smartphone
  • 18-24 year olds are 27% more likely than the average smartphone owner to access news on their device
    25-34 year olds are 16% more likely than the average smartphone owner to access news on their device
    18-34 year olds are 22% more likely than the average smartphone to access news on their device

    58.7% of 18-24 year olds access news on their smartphone
    63.9 % of 25-34 year olds access news on their smartphone
    Overall, 61.8% of 18-34 year olds access news on their smartphone
  • 18-24 year olds are 27% more likely than the average smartphone owner to access news on their device
    25-34 year olds are 16% more likely than the average smartphone owner to access news on their device
    18-34 year olds are 22% more likely than the average smartphone to access news on their device

    58.7% of 18-24 year olds access news on their smartphone
    63.9 % of 25-34 year olds access news on their smartphone
    Overall, 61.8% of 18-34 year olds access news on their smartphone

    Audience is aged 13+
  • Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international
  • Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international

    Figure is browser only
  • Around a third of people who read news on their smartphone said they read a newspaper brand. That’s just under 5 million readers. Of course, it’s pretty difficult for people to remember every website they visit via their phone, as they tend to snack more. So this estimate is considerably lower than tracking data – comScore’s monthly data supplied directly by the phone manufacturers shows that newspapers reach 12.65 million mobile users – that’s more than 60% of the people who access the internet by phone. But it’s a clear demonstration that publishers have created content that appeals across a range of devices.
  • Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international

    Figures are browser only
  • Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international

    Figures are browser only
  • Internet users in the UK are much more likely to discover news by going directly to news brand websites than US consumers (33% go directly to brands and 40% use search) Digital newspaper readers in the UK are even more likely to go direct to a familiar newsbrand to find news – although they will also use search and social media to discover news – which will often lead them back to a known and trusted brand – see charts 38 and 39
  • 11.2 million Belgians will be hoping their team get to the final in the world cup over the next 4 weeks. Over the same time period, newsbrands will reach 12.7 million people in the UK.
  • And while smartphone readers are slightly less likely to read a print newspaper during the week (57% versus average 61%), they are much more likely to be digital readers than the average internet user – so total newspaper brands reach is just above the average of 72%.
  • Figures uses browser data
  • Figures use browser data
  • Figures use browser data
  • Figures use browser data
  • Figures use browser data
  • Focus on… mobile July 2014

    1. 1. Focus on Mobile 1
    2. 2. The Market 2
    3. 3. 3 50.5m people now own a mobile phone in the UK, the majority of them are smartphones 74% 26% Smartphone Other Smartphone penetration Smartphone ownership is up 14% on last year Source: comScore MobiLens, 3 month average ending March 2014
    4. 4. 4 O2 is the largest operator in the UK 22.7 19.1 10.9 10.1 7.6 7.4 7.3 15.0 O2 Vodafone Orange 3 Tesco T-Mobile Virgin other Market share of operators (vol %) Source: comScore MobiLens, 3 month average ending March 2014
    5. 5. 5 Samsung is the largest mobile phone manufacturer 32.0 22.9 16.3 6.6 6.5 4.8 2.2 2.0 6.7 Samsung Apple Nokia Sony HTC RIM LG Motorola other Market share of handset manufacturer (vol %) Source: comScore MobiLens, 3 month average ending March 2014
    6. 6. 6 Google Android is the most popular smartphone operating system 53.8 30.4 7.1 6.4 2.0 0.3 Google Apple Microsoft RIM Symbian Other Smartphone Market share of Smartphone operating systems (vol %) Source: comScore MobiLens, 3 month average ending March 2014
    7. 7. 7 Majority of mobile phone users are using “connected media” 74 % of mobile phone owners that use connected media Majority of people are doing one of the following on their mobile phone: • browse mobile internet • use applications • email • stream or download music • watch broadcast or on-demand video Source: comScore MobiLens, 3 month average ending March 2014
    8. 8. 8 Smartphone users spend a considerable amount of time online 10.6hours a week spent online via smartphones Source: IAB Tablet Buyers Guide
    9. 9. 9 Advertising has a great influence on mobile search 71% Search on their phone as a direct response to traditional media ads Source: Dare, Digital Britain
    10. 10. 10 Mobile ads lead to action 1/2 Half of those who see a mobile ad take action Of those that take action: • 49% make a purchase • 35% of them visit a website • 24%recommend a brand to others Source: Dare, Digital Britain
    11. 11. 11 Strong interest in interactive advertising 1 in 2 Smartphone owners are interested in using their smartphone to interact with advertising Source: Harris, Touchscreen Life
    12. 12. News on mobile phones 12
    13. 13. 13 Just over half of smartphone users access news each month 51 % accessing news on mobile Over 19 million smartphone users access news on their phone App or Browser, aged 13+. Source: comScore MobiLens, 3 month average ending March 2014
    14. 14. 18% 25% 27% 30% 39% 39% 48% 56% 64% 69% Purchased goods or services Accessed online retail Watched TV or video Listening to music Accessed news Played games Social networking Used email Used browser Took photos What do people use mobile phones for? 39% of mobile owners access news – that’s over 19m people Source: comScore MobiLens, 3 month average ending December 2013
    15. 15. 62% 58% 68% 66% 33% 31% 45% 45% UK average Print newspapers Digital newspapers Print + digital newspapers Use smartphone for any purpose Use for news Digital newspaper readers more likely to use a smartphone for news Q8a. Which, if any, of the following devices do you ever use for any purpose? Q8b. Which, if any, of the following devices have you used to access news in the last week? Base: 2082 UK internet users, 1253 print, 746 digital, 505 print + digital newspaper readers Reuters Institute for the Study of Journalism Digital News Report 2014
    16. 16. 16 iPhone users are the biggest readers of news 59% % of iPhone users that access news 59% of iPhone users access news through their mobile browser or app That is an index of 147 compared to all mobile phone users App or browser. Source: comScore MobiLens, 3 month average ending March 2014
    17. 17. 48% 45% 38% 40% 11% 11% UK internet users Digital newspaper readers Mainly use news apps Mainly use web browser Use news apps and mobile websites about the same Use of smartphones for news OPT9a. Thinking specifically about when you look for news on a MOBILE, which of the following statements most applies to you? Base: 650 mobile users, 335 digital newspaper readers using mobile Reuters Institute for the Study of Journalism Digital News Report 2014
    18. 18. 18 Accessing news through a smartphone is particularly popular among young people 50.5 58.7 63.9 Total Audience 18-24 25-34 % of Smartphone owners accessing news App or browser. Source: comScore MobiLens, 3 month average ending March 2014
    19. 19. 19 25-34 year olds over index on accessing news on their smartphone 25-34 yr olds are 27% more likely to access news on their smartphone than the average smartphone user App or browser. Source: comScore MobiLens, 3 month average ending March 2014
    20. 20. 20 Nearly two thirds of 18-34 year olds access news on their smartphone 62% of 18-34 year old mobile phone owners access news through their smartphone They make up 34% of all smartphone owners App or browser. Source: comScore MobiLens, 3 month average ending March 2014
    21. 21. 21 Over half of high income earners access news on their phone 60.2 % of phone owners with HH income of £65k+ accessing news on mobile device App or browser. Source: comScore MobiLens, 3 month average ending March 2014 Six in 10 smartphone owners with HH income of £65k+ access news on their phone
    22. 22. Newspapers on mobile phones 22
    23. 23. 23 Newspaper sites reach 39% of mobile browsers 15maccess local, national and international newspaper sites on their mobile through their network or Wi-Fi Figures include ANY newspaper sites accessed on mobile phones in the UK via browser – regional, national and international. Source: comScore GSMA Mobile Media Metrics, December 2013
    24. 24. Smartphone newspaper readers 4.9m read newspapers on their smartphone last week Base: Total sample 2082 internet users who have accessed the news Reuters Institute for the Study of Journalism Digital News Report 2014
    25. 25. 25 Unique visitors accessing newspaper sites grew 41% year on year 10.6 15.0 March 13 March 14 Unique visitors accessing any newspaper sites via mobile browser (millions) +41% YoY Figures include ANY newspaper sites accessed on mobile phones in the UK – regional, national and international via browser Source: comScore GSMA Mobile Media Metrics, March 2013 and March 2014
    26. 26. 26 Newspaper page views have enjoyed significant growth year on year 846,277 1,241,305 March 13 March 14 Newspaper pages viewed via mobile browser (000s) +47% YoY Figures include ANY newspaper sites accessed on mobile phones in the UK – regional, national and international via browser Source: comScore GSMA Mobile Media Metrics, March 2013 and March 2014
    27. 27. 45% 29% 17% 9% 4% 3% 62% 41% 25% 14% 5% 4% Directly via brand Search engine Social media Email News aggregator Mobile phone alert UK internet users Digital newspaper readers Digital newspaper readers are much more likely to find news by going directly to a brand site Q10. Thinking about you got news online (via computer, mobile or any device) in the LAST WEEK, which were the ways in which you came across news stories? Base: 2082 UK internet users, 746 digital newspaper readers Reuters Institute for the Study of Journalism Digital News Report 2014
    28. 28. Newsbrands on mobile phones 28
    29. 29. Newsbrands’ monthly reach on mobile phones is greater than the population of Belgium 12.8m11.2m vs. Browser only. Source: comScore MobiLens, 3 month average ending March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Dailystar.co.uk, Financial Times Group equals 33% of mobile browsers
    30. 30. Base: 635 who access news via their smartphone Smartphone readers are highly engaged with newspapers overall read a newspaper on phone35% read a print newspaper57% read a digital newspaper48% total newspaper readership73% People who read news on their smartphone... AND Reuters Institute for the Study of Journalism Digital News Report 2014
    31. 31. 31 Newsbrand mobile sites attract a young audience 50% of those who access newsbrands through an app or their mobile browser are 18-34 Browser only. Source: comScore MobiLens, 3 month average ending March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Dailystar.co.uk, Financial Times Group
    32. 32. 32 More than 8 out of 10 newsbrand visitors also visit social media sites 86% of newsbrand visitors also visit social media sites on their mobile browser Uses browser only. Source: comScore GSMA Mobile Media Metrics, March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group
    33. 33. 33 Visitors to newsbrand sites are more likely to visit social media sites than the average mobile internet user 230 227 218 198 147 Pinterest Tumblr LinkedIn Twitter Facebook Newsbrand visitors accessing social media sites indexed against avg mobile internet user Uses browser only. Source comScore GSMA Mobile Media Metrics, March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group
    34. 34. 34 More 18-34s access newsbrands than Twitter via their mobile browser 3.9m 2.2m Newsbrands Twitter mobile browser users (millions) Uses browser only. Source: comScore MobiLens, 3 month average ending March 2014 Newsbrands refer to: MailOnline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Times Online, Dailystar.co.uk, Financial Times Group
    35. 35. 35 Almost nine out of 10 newsbrand visitors also visit retail sites …of visitors to newsbrand sites also visit retail sites on their mobile browser Uses browser only. Source: comScore GSMA Mobile Media Metrics, March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group 87%
    36. 36. 36 Mobile newsbrand visitors are twice as likely to visit Amazon Newsbrand visitors to Amazon index at 196 compared to average mobile internet user Uses browser only. Source: comScore GSMA Mobile Media Metrics, March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group

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