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How The Other Half Swipes - Understanding Affluent Financial Newsreaders On the iPad
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How The Other Half Swipes - Understanding Affluent Financial Newsreaders On the iPad

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The iPad has always appealed to high income earners interested in financial & business news.* At Onswipe, we’ve sifted through our 2013 data of over 214,000,000+ mobile users and 1.5 billion minutes …

The iPad has always appealed to high income earners interested in financial & business news.* At Onswipe, we’ve sifted through our 2013 data of over 214,000,000+ mobile users and 1.5 billion minutes spent swiping to uncover their usage behavior, engagement patterns, & more. We’ve also gathered insights from leaders in the publishing and advertising industry about why the iPad is so attractive to this financial demographic.


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  • 1. HOW THE OTHER HALF SWIPES Understanding Affluent Financial News Readers on the iPad
  • 2. The iPad has always appealed to high income earners interested in financial & business news.* At Onswipe, we’ve sifted through our 2013 data of over 214,000,000+ mobile users and 1.5 billion minutes spent swiping to uncover their usage behavior, engagement patterns, & more. We’ve also gathered insights from leaders in the publishing and advertising industry about why the iPad is so attractive to this financial demographic. Specifically, we’ll answer questions such as: 1. What method of sharing is used the most by affluent readers interested in financial news? 2. How much more engaged are finance readers compared to readers of other verticals? 3. How likely are they to click on advertising compared to readers of other verticals? 4. What social networks are they spending the most time on? 5. What are leaders in the publishing and advertising industry saying? *Pew 2012 report on the mobile news consumption habits of US Adults: http://www.journalism.org/2012/12/11/demographics-mobile-news/
  • 3. TOP MEDIA PLATFORM IN BUSINESS & FINANCE ON IPAD onswipe 9.0M 6.75M 2.25M 4.5M 0 Pageviews
  • 4. QUANTCAST DEMOGRAPHICS Onswipe and the iPad draw a higher-income demographic, specifically those interested in Business & Finance. On average, the finance reader on Onswipe is 13% more affluent than normal web audience, according to Quantcast. $150K+
  • 5. TIME SPENT vs. OTHER VERTICALS 3:50 4:31FINANCE 17.8% READER Finance readers were Based on time spent, more engaged than the average iPad user, beating out other verticals such as Entertainment & Sports. AVERAGE READER
  • 6. MOST USED METHOD OF SHARING EMAIL FACEBOOK TWITTER Others 5.6%
  • 7. READERS SHARE FINANCIAL NEWS MORE ON FACEBOOK THAN ON TWITTER. 296%
  • 8. ADVERTISING ENGAGEMENT click-through rate comparison AVERAGE industry onswipe 7x
  • 9. Our iPad audience doubled in 2013, and we expect that brisk growth to con- tinue for the next couple of years. Small wonder. Tablets offer a magazine-like experience that often is better than a magazine, where readers can delve into sophisticated, graphically stunning financial data and analysis with a swipe of a finger. It’s the kind of experience that we expect will appeal more and more to Kiplinger readers, who comprise an educated, older audience. Onswipe is helping us reach this new tablet audience with a powerful platform. Douglas Harbrecht, Director of New Media, Kiplinger The iPad has been transformative to brand marketers especially in the financial services sector. It’s brought about a more affluent au- dience that can be captivated with beautiful advertising that we have not seen in digital up until now. Adam Schlacter, SVP Media, Digitas
  • 10. Byron Wiens 20 Rules Of Investing Life - Kiplinger - SOME OF THE MOST POPULAR ARTICLES IN THE PAST 3 YEARS Based on pageviews How to Pick the Best Index Funds - Under 30 CEO - 50 Best Sucess Quotes of All Time - Under 30 CEO - Risk Management Techniques for Active Traders - Investopedia -
  • 11. Nasdaq: AAPL What do you want to see on a cashflow chart? Dividend for 1 per share What is shorting a stock? Nasdaq: TSLA TOP SEARCH TERMS IN FINANCE VERTICAL