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The rise and rise of mobile:
            a Guardian case study




@steve_wing
“Mobile has been over-hyped in the
 short term but under-hyped in the
 medium term to long term”
           Sir Martin Sorrell 2009
1. Growth
Number of mobile internet users, UK




                                                                                                                                        0
                                                                                                                                              5,000,000
                                                                                                                                                          10,000,000
                                                                                                                                                                       15,000,000
                                                                                                                                                                                    20,000,000
                                                                                                                                                                                                 25,000,000
                                                                                                                                                                                                              30,000,000
                                                                                                                              Apr-06
                                                                                                                               Jul-06
                                                                                                                              Oct-06
                                                                                                                              Jan-07
                                                                                                                              Apr-07
                                                                                                                               Jul-07
                                                                                                                                                                                                                                                                     1. Growth


                                                                                                                              Oct-07
                                                                                                                              Jan-08
                                                                                                                              Apr-08
                                                                                                                               Jul-08
                                                                                                                              Oct-08
                                                                                                                              Jan-09
                                                                                                                                                                                                                           UK unique monthly mobile internet users




                                                                                                                              Apr-09
                                                                                                                               Jul-09
                                                                                                                              Oct-09
                                                                                                                              Jan-10
                                                                                                                              Apr-10
                                                                                                                             May-10
                                                                                                                              Jun-10
                                                                                                                               Jul-10
                                                                                                                             Aug-10
                                                                                                                              Sep-10
                                                                                                                              Oct-10
                                                                                                                             Nov-10
                                                                                                                             Dec-10
                                                                                                                              Jan-11
                                                                                                                           Feb-2011
                                                                                                                           Mar-2011
                                                                                                                           Apr-2011
                                                                                                                           May-2011
                                                                                                                           Jun-2011
                                                                                                                            Jul-2011
                                                                                                                           Aug-2011
                                                                                                                           Sep-2011
                                                                                                                           Oct-2011
                                                                                                                           Nov-2011
Sources: comScore Intelligence Bay Report 3 months rolling average (Apr 2006 – Jan 2011); GSMA MMM (Feb 2011 – Feb 2012)




                                                                                                                           Dec-2011
                                                                                                                           Jan-2012
                                                                                                                           Feb-2012
                                                                                                                                                                                                                51%

                                                                                                                                                                                              phone


                                                                                                                                                                                              mobile
                                                                                                                                                                                             internet
                                                                                                                                                                                            browsers
                                                                                                                                                                                            accessed
                                                                                                                                                                                          of UK mobile
1. Growth
2. Demand
2. Demand
2. Demand
3. Ubiquity
3. Ubiquity
3. Ubiquity
3. Ubiquity
4. Expectations
4. Expectations
4. Expectations
5. Revenue
1821
1996
2006
2012
Now
Now
Guiding Principles
Browser                App
Broadcast           Narrowcast
Ad funded           Best of Breed
Accessible to all   Paid and Free
Depth and Breadth   Customizable
Live                Utility
Discoverable        Vertical
Browser                App
Broadcast           Narrowcast
Ad funded           Best of Breed
Accessible to all   Paid and Free
Depth and Breadth   Customizable
Live                Utility
Discoverable        Vertical
Current Portfolio

         Mobile Internet

         Phone Apps

         Tablet Apps

         eReader

         Distribution
m.guardian.co.uk


                                 3.2 million
                                 US monthly
                                   unique
                                  browsers




      12.2
                   5.5 million
     million       UK monthly
    monthly          unique
     unique         browsers
    browsers


                                               Source: Adobe Discover, March 2012
iOS Apps

                               91K                                                831K
                            Subscribers                                       downloads
                                                                                 since
                                                                                launch

           238K        845K                                          121K
            global     global V2                                    monthly
           monthly    downloads                                     browsers
            users    since launch




                                                       840K
                                                      downloads
                                                     since launch
                                           181K
                                          monthly                    Source: Adobe Discover, March 2012

                                          browsers
Android Apps
                           212K
                           global
                          monthly
                          browsers

                134K         281K
                  UK          active
               monthly       installs
               browsers       since
                             launch       12K
                                         global
                                        monthly
                                        browsers




                                                   Source: Adobe Discover, March 2012
Other Launches




    37K
  downloads       26K
 since launch
                 global    Recently
                monthly    launched
                browsers




                                      Source: Adobe Discover, March 2012
More than half a million daily UK browsers (30% of our UK daily traffic) access our content through mobile devices

                           Guardian Eyewitness   Guardian iPhone App   m.guardian.co.        guardian.co.u
                                iPad App              (v1 + v2)        uk                    k
                              iPad Apps            Phone Apps          m.guardian         guardian.co.uk All Content
     iPad
Tablets




                              17,857                 1,662               6,651               85,060               111,230
 phones
 Mobile




                                                    77,258             363,829                                    441,087
devices
 Other




      All Devices             17,857               78,920              370,480                85,060                552,317
                                                                                                             Source: Adobe Discover, March 2012
Loyalty: apps encourage more frequent visits

   iPhone/ Android Apps   iPad App     guardian.co.uk   m.guardian.co.uk




            76%                  60%            54%                    45%




                                                          Source: Adobe Discover, March 2012
Weekly engagement behaviour similar but a dramatic
swing to mobile on weekends
  17%



  16%
                                                                                                  iPad App – weekend
                                                                                                  readership
  15%
                                                                                                  m.guardian – high on
                                                                       iPad
                                                                                                  Sunday (football scores?)
  14%                                                                  iPhone/Android App         iPhone/Android Apps
                                                                       m.guardian.co.uk           deliver more even
                                                                       guardian.co.uk             readership
  13%
                                                                                                  Guardian.co.uk –
                                                                                                  weekday readership
  12%



  11%
         Mon       Tue       Wed        Thu        Fri     Sat   Sun


   Guardian digital content accessed by day of week (UK)
                                                                                        Source: Adobe Discover, March 2012
Different product portfolio serves consumers at different
times of the day
 12%
                                                                 Tea-time

 10%
                                        Commute
                            Breakfast                                       Commute
                                                  Lunch-time                            Before bed
 8%
                                                                               Prime-time
                                                                                                          guardian.co.uk
                                                                                                          m.guardian
 6%
                                                                                                          iPhone/Anroid Apps
                                                                                                          iPad App
 4%
                                                                                                          Facebook App
                                                                                                          Print
 2%


 0%


 -2%

       Guardian digital content accessed by time of day (UK, weekday)                          Source: Adobe Discover, March 2012
Challenges


 Target Audience
 Speed of change
 Fragmentation and dilution
 Prioritization
 Integration
 Distribution
 Geography – US, Europe & ROW
Finally


  Mobile is too compelling to ignore
  App vs. mobile internet should be considered carefully
  Landscape is changing – HTML5 on the rise
  Both platforms have different but important roles in building
  reach, engagement and loyalty
  Both platforms have different roles to play in the revenue mix – ads vs. direct
  Audience comes first when making the decisions
Thank you

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The Rise and Rise of Mobile: a Guardian Case Study

  • 1. The rise and rise of mobile: a Guardian case study @steve_wing
  • 2.
  • 3. “Mobile has been over-hyped in the short term but under-hyped in the medium term to long term” Sir Martin Sorrell 2009
  • 4.
  • 6. Number of mobile internet users, UK 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 1. Growth Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 UK unique monthly mobile internet users Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-2011 Mar-2011 Apr-2011 May-2011 Jun-2011 Jul-2011 Aug-2011 Sep-2011 Oct-2011 Nov-2011 Sources: comScore Intelligence Bay Report 3 months rolling average (Apr 2006 – Jan 2011); GSMA MMM (Feb 2011 – Feb 2012) Dec-2011 Jan-2012 Feb-2012 51% phone mobile internet browsers accessed of UK mobile
  • 19. 1821
  • 20. 1996
  • 21. 2006
  • 22. 2012
  • 23. Now
  • 24. Now
  • 26. Browser App Broadcast Narrowcast Ad funded Best of Breed Accessible to all Paid and Free Depth and Breadth Customizable Live Utility Discoverable Vertical
  • 27. Browser App Broadcast Narrowcast Ad funded Best of Breed Accessible to all Paid and Free Depth and Breadth Customizable Live Utility Discoverable Vertical
  • 28. Current Portfolio Mobile Internet Phone Apps Tablet Apps eReader Distribution
  • 29. m.guardian.co.uk 3.2 million US monthly unique browsers 12.2 5.5 million million UK monthly monthly unique unique browsers browsers Source: Adobe Discover, March 2012
  • 30. iOS Apps 91K 831K Subscribers downloads since launch 238K 845K 121K global global V2 monthly monthly downloads browsers users since launch 840K downloads since launch 181K monthly Source: Adobe Discover, March 2012 browsers
  • 31. Android Apps 212K global monthly browsers 134K 281K UK active monthly installs browsers since launch 12K global monthly browsers Source: Adobe Discover, March 2012
  • 32. Other Launches 37K downloads 26K since launch global Recently monthly launched browsers Source: Adobe Discover, March 2012
  • 33. More than half a million daily UK browsers (30% of our UK daily traffic) access our content through mobile devices Guardian Eyewitness Guardian iPhone App m.guardian.co. guardian.co.u iPad App (v1 + v2) uk k iPad Apps Phone Apps m.guardian guardian.co.uk All Content iPad Tablets 17,857 1,662 6,651 85,060 111,230 phones Mobile 77,258 363,829 441,087 devices Other All Devices 17,857 78,920 370,480 85,060 552,317 Source: Adobe Discover, March 2012
  • 34. Loyalty: apps encourage more frequent visits iPhone/ Android Apps iPad App guardian.co.uk m.guardian.co.uk 76% 60% 54% 45% Source: Adobe Discover, March 2012
  • 35. Weekly engagement behaviour similar but a dramatic swing to mobile on weekends 17% 16% iPad App – weekend readership 15% m.guardian – high on iPad Sunday (football scores?) 14% iPhone/Android App iPhone/Android Apps m.guardian.co.uk deliver more even guardian.co.uk readership 13% Guardian.co.uk – weekday readership 12% 11% Mon Tue Wed Thu Fri Sat Sun Guardian digital content accessed by day of week (UK) Source: Adobe Discover, March 2012
  • 36. Different product portfolio serves consumers at different times of the day 12% Tea-time 10% Commute Breakfast Commute Lunch-time Before bed 8% Prime-time guardian.co.uk m.guardian 6% iPhone/Anroid Apps iPad App 4% Facebook App Print 2% 0% -2% Guardian digital content accessed by time of day (UK, weekday) Source: Adobe Discover, March 2012
  • 37. Challenges Target Audience Speed of change Fragmentation and dilution Prioritization Integration Distribution Geography – US, Europe & ROW
  • 38. Finally Mobile is too compelling to ignore App vs. mobile internet should be considered carefully Landscape is changing – HTML5 on the rise Both platforms have different but important roles in building reach, engagement and loyalty Both platforms have different roles to play in the revenue mix – ads vs. direct Audience comes first when making the decisions

Editor's Notes

  1. First, You will no doubt hear a huge amount about this during the conference so I won’t labour the point, just to say that the use of mobile internet is growing very very fast, right in front of our eyes.There was a 28% growth in mobile internet users in 2008 and recent surveys have shown that 1in 3 people with phones now access it. This is a very real, sizeable and addressable market. 
  2. This chart basically shows that rapid growth since Jan.Huge – 35% mobile audienceWhat happened in Jan? 3GS launched JulyOrange and Vodafone offered iphone contracts end of 2009 – grown from 11 million
  3. 4th - No one, even in this recession looked set to give up either their internet browsers or indeed their mobile phones so the growth we are witnessing now is unlikely to dim, making mobile a bright light worth investing in during these somewhat bleak times.
  4. 4th - No one, even in this recession looked set to give up either their internet browsers or indeed their mobile phones so the growth we are witnessing now is unlikely to dim, making mobile a bright light worth investing in during these somewhat bleak times.
  5. This was a slide I was shown by someone who came to see me last year, which I have kept because it is great.It shows how mobile ready we were and I love the assessment – Overall really Bad. It will definitely display very poorly on a mobile phone! And this for a company who had been successfully publishing on the internet for 10 years! It seemed crazy, but if you had tried to access the guardian 7 to 8 months ago on a handheld device we would have simply thrown the whole website at you. Great if you're on a iphone or blackberry..not so good for anyone else. It was and is no longer acceptable to provide a poor user experience on a handheld device.We wouldn't anywhere else in our business so this had to change and change quickly.
  6. This was a slide I was shown by someone who came to see me last year, which I have kept because it is great.It shows how mobile ready we were and I love the assessment – Overall really Bad. It will definitely display very poorly on a mobile phone! And this for a company who had been successfully publishing on the internet for 10 years! It seemed crazy, but if you had tried to access the guardian 7 to 8 months ago on a handheld device we would have simply thrown the whole website at you. Great if you're on a iphone or blackberry..not so good for anyone else. It was and is no longer acceptable to provide a poor user experience on a handheld device.We wouldn't anywhere else in our business so this had to change and change quickly.
  7. And lastIn the face of such rapid change, there comes a point when you can no longer watch from the sidelines, trying to second guess what might work.If you really want to find out, if you really want to be involved in the conversations that will help shape the future of this medium, and we do,  then you have to be involved, and we believed that this year was the right year for us. And thank god we did because the pace of change has only accelerated since we launched – this certainly is not a market standing still