A key area of interest for the Guardian as a business in recent times has been to focus on 'influence', how influential we are as a news content provider as well as how influential our audience are.

1. 1
The Mobile Influencer
In partnership with

2. 2
Candy Crush Saga
Instagram
Whatsapp
Apple App Store
Facebook
iTunes
World Wide Web
Mobile Phone
Telephone 187875 years
Attention is on the decline, and will only get worse
Time to reach 100 million users worldwide
Year of launch
1979
1990
2003
2004
2008
2009
2010
2012
75 years
16 years
7 years
6 years 5 months
4 years 6 months
2 years 2 months
3 years 4 months
2 years 4 months
1 year 3 months

3. 3
“A (Newsbrand’s) main product is not
news or information, but influence:
societal influence and commercial influence
“
Philip Meyer,
The Vanishing Newspaper
News brands have a uniquely
influential role to play in society

4. 4
“If the model works, an influential (news
brand) will have readers who trust it and
therefore be worth more to advertisers
“
Philip Meyer
People trust influential brands… and
people pay attention to what they trust

5. 5
What is the link between mobility & influence?
+ +
Tech Mobility Leisure Mobility Physical Mobility
Use mobile
internet/apps
regularly
In past 14 days have been
to cinema or visited
shopping centre/mall
In past 14 days have used various
forms of public transport or had a
30 min drive to work
Defining the mobile influencer audience

6. 6
Younger, better educated, more progressive
1 in 2
are under 35
20%
more likely to be
degree educated
63%
are ‘progressive’

7. 7
What makes this group influential?
By definition, get out more & do more, and have more conversations…
Network size is 18% bigger than the GB average
GB Mobile influencers
Relatives/ family 5.1 5.8
Close friends 4.2 5
Neighbours/acquaintances 5.5 6.6
Network size 14.8 17.4

8. 8
Are we too hurried and self-absorbed on our devices to
talk to each other?
82%
10%
2%4%2%
82% of mobile influencers marketing
related conversations take place face-to-face
Face to Face 82%
Phone 10%
By email 2%
IM/Text 4%
Social Media 2%
82%
Face to Face

9. 9
All news brands have high concentrations
of mobile influencers
28
32
41
43
52
Total GB
GB News brands
GB News brands mobile audience
Total GNM
GNM mobile audience

10. 10
Number of brand/product conversations per day
+29% +60% +102%
Total GB
population
Mobile
Influencer
Mobile
Influencer GNM
audience
Mobile Influencer
GNM mob/tablet
audience
11 14 17 22

11. 11
Number of brands mentioned per day
+42% +77%
Total GB
population
Mobile
Influencer
Mobile
Influencer GNM
audience
10 14 17
+95%
19
Mobile Influencer
GNM mob/tablet
audience

12. 12
Mobile influencers have more OOH conversations
than average too
56
52
10
10
15
17
10
11
4
5
5
5
Total GB
Mobile
Influencers
In your own home
Other’s Home
Work/School
Shop/Pub/Cafe
Travel
Other

13. 13
Mobile influencers more likely to talk about
key topic categories
159
156
150
148
147
147
141
139
139
138
137
136
131
129
129
124
Beauty/Personal Care
Technology
Houseold Products
Telecom
Children's Products
Financial
Energy & Utilities
Travel Services
Health/Health Care
Sport/Recreation/Hobbies
The Home
Shopping/Retail & Fashion
Drinks
Automotive
Media/Entertainment
Food/Dining
Category Conversation Catalysts – Mobile Influencers indexed vs Total GB

14. 14
MUCH more influential
% who are Conversation Catalysts
5.2
9.7
11.5
18.1
18.9
Total GB Mobile
Influencers
Mobile
Influencer - any
news brand
Mobile
Influencer -
GNM
Mobile Influencer
- GNM
mobile/tablet

15. 15
Influence isn’t something you can buy, you have to
earn it
Audiences are
moving to mobile
platforms and
attention is
getting worse
If you want to get
attention and
stand out from the
clutter you need to
be influential
Grow your
influence by
talking to the
Mobile Influencer
news brand
audience

16. 16
Thank you…