Be smart about smartphones analyses newsbrand reading behaviour tracked on smartphones over three months and explores how young people specifically weave newsbrands into their 24/7 mobile lives. We challenge assumptions, provide detailed insight into the smartphone day on newsbrands and suggest five key ways that will help clients and agencies to optimise campaign engagement.
An IPA and Newsworks seminar using TouchPoints 5 to demonstrate the value of newsbrand readers and showing how, with TouchPoints, advertisers can reach them on the best platform, at the right time, in the ideal frame of mind.
From newspapers to newsbrands: challenging the mythsNewsworks
Newsworks looks at some common misconceptions newsbrands face, including 'young people don't read newsbrands' and 'social media is killing newsbrands'.
The Changing State of Family Entertainment in the Mobile Era | Robby Yung,Jessica Tams
Casual Connect Asia 2016
We will examine current trends in children's mobile entertainment, from brands to the charts to the evolving consumer base and how best to connect with them.
The Treasure is in the Data - How Three International Brands Found Marketing Gold.
Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
Be smart about smartphones analyses newsbrand reading behaviour tracked on smartphones over three months and explores how young people specifically weave newsbrands into their 24/7 mobile lives. We challenge assumptions, provide detailed insight into the smartphone day on newsbrands and suggest five key ways that will help clients and agencies to optimise campaign engagement.
An IPA and Newsworks seminar using TouchPoints 5 to demonstrate the value of newsbrand readers and showing how, with TouchPoints, advertisers can reach them on the best platform, at the right time, in the ideal frame of mind.
From newspapers to newsbrands: challenging the mythsNewsworks
Newsworks looks at some common misconceptions newsbrands face, including 'young people don't read newsbrands' and 'social media is killing newsbrands'.
The Changing State of Family Entertainment in the Mobile Era | Robby Yung,Jessica Tams
Casual Connect Asia 2016
We will examine current trends in children's mobile entertainment, from brands to the charts to the evolving consumer base and how best to connect with them.
The Treasure is in the Data - How Three International Brands Found Marketing Gold.
Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
Everything you need to know about the use of mobile, the different mobile platforms, mobile retail and m-commerce, banking and media consumption. Numbers specifically for Belgian population
Como bien lo dice el título, es un estudio que hace eMarketer para conocer hábitos, comportamiento y consumo de medios digitales del segmento mejor definido como "millennial". Esta es su versión 2014.
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.
Key Takeaways
• Reaching your audience is not only about where you advertise, but it’s also about what device your audience uses. Different audiences use different devices.
• Publishers do better reaching their audience on multiple platforms.
• Our case study also shows how important it is to understand when to reach your target audience!
Are digital and social media fuelling a more partisan, less rational political discourse? With more people relying on social media for news , both the Brexit result in the UK and the rise of Donald Trump in the US have raised concerns around the growth of echo chambers and the reliability and accuracy of news on social media - while trust in mainstream news is low in many countries.
The Reuters Institute has released the results of qualitative research conducted in February 2016 by Kantar Media, looking at issues of brand and trust in an increasingly fragmented distributed news environments, where aggregators and social media play a key role. The project covers four countries – Germany, Spain, the UK and US – with a series of pre-tasked discussion groups, allowing for detailed investigation into people’s digital news habits and preferences.
This online and mobile-first report is researched on 752,057 online community members around Vietnam. The data is also weighted based on the online population in 2017 and was done by Decision Lab, one of my favorite researching company in Vietnam.
Quick preview for you:
• Approximately 70% still watch traditional television, however, 88% of those are likely to be doing something else at the same time!
• They spend approximately 10.6 hours per day engaging with online content, more than any other previous generation.
• According to a report by Forbes, the average attention span of this generation is a meager 8 seconds, 4 seconds shorter than Millenials before them.
• Gen Zers are the most likely to be consuming online video. Across all generations, online video is extremely popular, with 99% of all those who use the internet reporting watching it. Internet penetration amongst Gen Z was reported at 90%, higher than millenials at 78% and dwarfing 45 and overs at only 28%.
Quality resource: https://www.decisionlab.co/blog/yes-the-internet-is-redefining-gen-zs-tv-habits
78% of Brits have taken a selfie, 50% within the last month.
After only one week a whopping 70% had seen the now famous Oscars selfie.
It truly is Peak Selfie time.
A quick poll with over a 1000 smartphone owners in the UK revealed the most popular winter sports, plans to follow (or not) the games, and how will most be keeping track of the events.
The Moms and Media 2014 study, from Edison Research and Triton Digital, examines the media and technology habits of Moms in America. The report looks at mobile, technology, digital platforms and social media, and how this all-important segment of the population is using them.
Moving brand tracking successfully to the mobile worldOn Device Research
Tracking studies can be monsters to tame - here's how Millward Brown has moved them successfully from face-to-face to mobile.
This presentation was co-presented at the MRMW conference in Singapore in March 2014 by Yee Mei Chan of Millward Brown and Alistair Hill of On Device Research.
1st Greek Mobile Barometer. 19 things you wanted to know about mobile & Smart...Tempo OMD Hellas SA
In early 2014 and in the absence of other data sources we conducted a large comprehensive study invloving 3.500+ users regarding mobile and smartphone trends in Greece. This 1st Barometer introduces the Greek smartphone & tablet user and herein are our basic key findings about trends and practices regarding mobile usage, applications, second screen, favourite practices, demographics etc. and how they might be used by brands. Loads of interesting goodness. Feel free to share but just mention what the study was.
Everything you need to know about the use of mobile, the different mobile platforms, mobile retail and m-commerce, banking and media consumption. Numbers specifically for Belgian population
Como bien lo dice el título, es un estudio que hace eMarketer para conocer hábitos, comportamiento y consumo de medios digitales del segmento mejor definido como "millennial". Esta es su versión 2014.
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.
Key Takeaways
• Reaching your audience is not only about where you advertise, but it’s also about what device your audience uses. Different audiences use different devices.
• Publishers do better reaching their audience on multiple platforms.
• Our case study also shows how important it is to understand when to reach your target audience!
Are digital and social media fuelling a more partisan, less rational political discourse? With more people relying on social media for news , both the Brexit result in the UK and the rise of Donald Trump in the US have raised concerns around the growth of echo chambers and the reliability and accuracy of news on social media - while trust in mainstream news is low in many countries.
The Reuters Institute has released the results of qualitative research conducted in February 2016 by Kantar Media, looking at issues of brand and trust in an increasingly fragmented distributed news environments, where aggregators and social media play a key role. The project covers four countries – Germany, Spain, the UK and US – with a series of pre-tasked discussion groups, allowing for detailed investigation into people’s digital news habits and preferences.
This online and mobile-first report is researched on 752,057 online community members around Vietnam. The data is also weighted based on the online population in 2017 and was done by Decision Lab, one of my favorite researching company in Vietnam.
Quick preview for you:
• Approximately 70% still watch traditional television, however, 88% of those are likely to be doing something else at the same time!
• They spend approximately 10.6 hours per day engaging with online content, more than any other previous generation.
• According to a report by Forbes, the average attention span of this generation is a meager 8 seconds, 4 seconds shorter than Millenials before them.
• Gen Zers are the most likely to be consuming online video. Across all generations, online video is extremely popular, with 99% of all those who use the internet reporting watching it. Internet penetration amongst Gen Z was reported at 90%, higher than millenials at 78% and dwarfing 45 and overs at only 28%.
Quality resource: https://www.decisionlab.co/blog/yes-the-internet-is-redefining-gen-zs-tv-habits
78% of Brits have taken a selfie, 50% within the last month.
After only one week a whopping 70% had seen the now famous Oscars selfie.
It truly is Peak Selfie time.
A quick poll with over a 1000 smartphone owners in the UK revealed the most popular winter sports, plans to follow (or not) the games, and how will most be keeping track of the events.
The Moms and Media 2014 study, from Edison Research and Triton Digital, examines the media and technology habits of Moms in America. The report looks at mobile, technology, digital platforms and social media, and how this all-important segment of the population is using them.
Moving brand tracking successfully to the mobile worldOn Device Research
Tracking studies can be monsters to tame - here's how Millward Brown has moved them successfully from face-to-face to mobile.
This presentation was co-presented at the MRMW conference in Singapore in March 2014 by Yee Mei Chan of Millward Brown and Alistair Hill of On Device Research.
1st Greek Mobile Barometer. 19 things you wanted to know about mobile & Smart...Tempo OMD Hellas SA
In early 2014 and in the absence of other data sources we conducted a large comprehensive study invloving 3.500+ users regarding mobile and smartphone trends in Greece. This 1st Barometer introduces the Greek smartphone & tablet user and herein are our basic key findings about trends and practices regarding mobile usage, applications, second screen, favourite practices, demographics etc. and how they might be used by brands. Loads of interesting goodness. Feel free to share but just mention what the study was.
Reuters institute Digital News Report 2014, Tracking the future of newsNic Newman
116 slides containing key data around changing news consumption. Includes the rise of smartphones and tablets, paying for online news, video news and unique data on the popularity of different social networks for news
Appota’s Vietnam Mobile Report is published quarterly, offering key insights into Vietnam’s mobile landscape. Let us share with you some interesting trends in Q3, 2016.
1. Vietnam Mobile Device overview
2. Vietnam Mobile Users’ Behavior (Social, Game, Payment, Advertisement).
3. About Appota
We’re almost outnumbered. A recent report from Cisco stated that by the end of 2014, there will be more mobile-connected devices than there are people on earth. Mobile is no longer the next movement or coming soon. It’s in our hands. Right now. Consumers are quickly adapting to using their mobile device to consume content whenever and wherever they want.
Does your company provide customers the ability to quickly and easily access important information and services outside your office or their home? Can you engage with them anytime, anywhere? Most likely, your competition is on the road to becoming a mobile enterprise. Don’t be left in the dust.
This is the time to seize the mobile opportunity. Join our panel of experts and us to discuss:
=Overcoming mobile challenges
=Getting to know your mobile customers’
=Deciding whether apps or website optimization is the way
=Managing your mobile clients, information, services, processes, and team
EFASHION- designing mobile shopping & fashion experiences on mobile that ins...The Valley
views
This is the presentation we gave at efashion amsterdam that was organised by emerce and textilia
[DUTCH]
Jerry Lieveld neemt je mee op reis door het huidige en toekomstige mobiele landschap en zal zijn passie met je delen door inspirerende fashion brand experiences die merken relevant en tastbaar maken in de handen van consumenten. Naast de belangrijkste trends zal Jerry ook ingaan op welke wijze je mobile kunt inzetten binnen je marketing communicatie mix en shopping experiences kunt creëren die playful en delightful zijn en die consumenten zullen omarmen.
Jerry is een digital professional met internationale ervaring in strategische rollen in digitaal en mobiel. Jerry onderscheidt zichzelf door zaken simpel te houden en is bovendien consistent, optimistisch en gefocussed op het leveren van mobiele experiences die speels zijn en de gebruiker positief verrassen. Jerry is een gepassioneerd leider die anderen motiveert en toegewijd is aan de revolutie in digital en mobile ecosysteem. Ervaring in mobile, digital marketing, digital media, design en user experience stellen Jerry in staat om organisaties te helpen met hun mobiele uitdagingen en strategie.
Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time.
Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
Mobile Path to Purchase 2014 - New Shopper MindsetJeff Kershner
Yearly study performed by xAd and telmetrics - The mobile path to purchase continues to evolve with more and more consumers owning and relying on mobile devices. With this increase in mobile adoption, we see people turning to mobile as a necessary part of their everyday lives and purchase decisions.
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. 2
We know from comScore that newsbrands
reach 77% of the smartphone audience…
Source; comScore Mobile Metrix February 2015
22.2mpeople access newsbrand sites
on their mobile phone
4. 4
Majority are ABC1
Source: IPA TouchPoints 5
Who reads newsbrands on mobile phones?
Social class profile of newsbrand readers on
mobile phones
ABC1
C2DE
31%
69%
5. % proportion of readers
7.9
10.7
11.8
16.2
18.7
34.8
8.9
16.7
20.8
22.6
14.5
16.5
17.1
23.5
18.8
15.5
13.8
11.3
23.9
33.5
18.9
13.3
7.1
3.3
15-24 25-34 35-44 45-54 55-64 65+
Print Tablet PC Mobile
Proportion of weekly newsbrand readers on each platform. Source: IPA TouchPoints 5
Who reads newsbrands on mobile phones?
Readership peaks among 15-34s
6. 14%
23%
30%
15% 16%
22%
24%
27%
14%
11%
31%
26%
22%
10%
8%
Under £20,000 £20,000 - £34,999 £35,000 - £54,999 £55,000 - £74,999 £75,000+
Average newsbrand reader on phones Average smartphone owner UK average
Who reads newsbrands on mobile phones?
Newsbrands attract a wealthy audience
Household income
Figures are % proportion. Source: IPA TouchPoints 5
24% more likely than the
average smartphone
owners to have a household
income of £55k+
7. People who read newsbrands on mobile
phones, spend more time on their device overall
3:05
hours
2:04
hours
Mobile newsbrand reader Average smartphone owner
Source: IPA TouchPoints 5
Total time on mobile phone - daily
8. They use their device to stay in touch more…
Send/receive
emails
Picture/video
message
+18%+51%
Making/receiving
video calls
+29%
Do at least once a day. Source: IPA TouchPoints 5
Newsbrand readers on mobile phones vs average smartphone owner
9. …as a source of entertainment…
Watch a movie
Watch short
video clips
Listen to music
Do at least once a month. Source: IPA TouchPoints 5
+43%+67% +16%
♪♪
Newsbrand readers on mobile phones vs average smartphone owner
10. …and to complete activities while they’re on
the go
Newsbrand readers on mobile phones vs average smartphone owner
online shoppingonline banking social networking
+27%+43% +13%
£
Done in the last week. Source: IPA TouchPoints 5
11. Newsbrand readers are more likely to
‘showroom’
Use phone for researching products
considering buying in store
Source: IPA TouchPoints 5
Mobile newsbrand reader Average smartphone owner
45%
65%
12. Newsbrand readers are also more likely to use
a wide range of apps
♪
£
MUSIC
TRAVELBOOK READER
FINANCE
RECIPES
PHOTO SHARING
PERSONAL HEALTH
SOCIAL
SHOPPING
123
141150
140
154
125
131
121
137
Use an app ‘at least monthly’. Index vs average smartphone user. Source: IPA TouchPoints 5
Newsbrand readers on mobile phones vs average smartphone owner
13. It’s no surprise, then, that newsbrand readers
are attached to their phones…
74%agree that they cannot imagine
life without their phone
Source: IPA TouchPoints 5
14. …and are more likely to be ‘always on’…
60%say that they never turn their
phone off
Source: IPA TouchPoints 5
vs 51% of smartphone owners
15. …and want to make sure they have the latest
model
more likely than the average
smartphone owner to agree they
make sure to have the most up-
to-date handset on the market
+41%
Mobile newsbrand readers vs average smartphone owner. Source: IPA TouchPoints 5
16. 16
They’re not only a more active audience, but
also a more influential one…
+68%more likely than the UK
average to be ‘conversation
catalysts’
Indexed versus UK population. Source: IPA TouchPoints 5
17. Public affairs/Politics
Financial ServicesSport and hobbies Clothes/Accessories Beauty/Grooming
Mobile phones Computers/Software Audio visual
279 265 253
176219 176 141
291
…across certain categories in particular
Index versus UK population. Source: IPA TouchPoints 5
Category Catalysts
18. People who read newsbrand on mobile phones
like to keep up with the latest trends…
Index versus GB average. Source: IPA TouchPoints 5
The first in my group to have the latest thing 215
Friends ask my advice on new products or brands 186
I like to keep up with new technology 175
I like to keep up with the latest fashions 157
19. …and they like to keep up with the latest news
79% look at newspaper sites at least
once a week
53% look at newspaper sites on their
phone at least once a day
Via app or browser. Source: IPA TouchPoints 5
NEWS
20. 43% of mobile phone readers also read a print newspaper
43% of mobile phone readers also read a newsbrand on a PC
16% of mobile phone readers also read a newsbrand on a tablet
Each week…
68% of mobile readers also read a newsbrand
on at least one other platform
Source: IPA TouchPoints 5
22. 48%
Time spent with newsbrands on mobile phones
Source: IPA TouchPoints 5
18
minutes
Weekdays
28
minutes
Weekend
On the days they access them, readers spend…
…with newsbrands
24. Distribution of page hits
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
Mobile phone newsbrand readership - Weekend
Source: comScore
Stronger morning
peak at the
weekend…
…but reading still
peaks again in the
evening
25. Newsbrands are the most relaxing media on
mobile phones…
% total time accessing media on mobile and feeling relaxed
23% 21% 15%25%
TV Social RadioNewsbrands
Mon-Fri
Source: IPA TouchPoints 5
26. …especially at the weekend
27% 26% 21%34%
Newsbrands TV Social Radio
% time accessing media on mobile and feeling relaxed Sat-Sun
Source: IPA TouchPoints 5
29. Conclusions
Newsbrands on mobile phones attract a younger, wealthier
and more influential audience
Phones play an important role in the daily lives of mobile
newsbrand readers – keeping them connected, informed
and entertained
People spend a decent amount of time reading newsbrands
on their phones, with access peaking in the morning and
evening
Mobile newsbrand readers are generally more relaxed and
less likely to be multi-screening than users of other media
Editor's Notes
Uses browser data
Newsbrands on mobile phones attract a young audience.
e.g. 16% of people who read newsbrands on their phone have a household income of £75K+
The average smartphone owner spends just over two hours a day on their device.
People who look at newsbrands on their phone spend over three hours a day on their device overall.
Newsbrand readers are more likely to use a range of ways of staying in touch.
14% of mobile newsbrand readers use picture/video messaging on their phone daily vs. 9% of all smartphone owners.
9% of mobile newsbrand readers make/receive video calls on their phone daily, vs. 7% of all smartphone owners
66% of mobile newsbrand readers send/receive emails on their phone daily, vs. 56% of all smartphone owners.
Newsbrand readers are also more likely to use their phone for various entertainment activities.
20% of mobile newsbrand readers use watch a movie on their phone at least once a month vs. 12% of all smartphone owners
67% of mobile newsbrand readers watch short video clips on their phone at least once a month, vs. 47% of all smartphone owners
70% of mobile newsbrand readers listen to music on their phone at least once a month, vs. 60% of all smartphone owners
80% of mobile newsbrand readers say they use their phone for social networking at least once a week vs 70% of smartphone owners
49% of mobile newsbrand readers say they use their phone for banking at least once a week, vs 34% of smartphone owners
29% of mobile newsbrand readers say they use their phone for online shopping at least once a week, vs 23% of smartphone owners
65% of people who look at newbrands on their mobile phone agree that they use their phone for researching products they are considering buying in store, compared to 45% of all smartphone owners.
Used type of app at least monthly (mobile newsbrands readers vs. average smartphone owner):
Recipes (34% vs 22%)
Book reader (27% vs 18%)
Travel (38% vs 27%)
Finance (65% vs 47%)
Shopping (59% vs 43%)
Personal Health Tracking (23% vs 17%)
Photo sharing (57% vs 45%)
Music (67% vs 55%)
Social (87% vs 72%)
74% of newsbrand readers say they cannot imagine life without their phone
72% of all smartphone owners say they cannot imagine life without their phone
People who read newsbrands on their mobile phone are 16% more likely than the average smartphone owner to say they never turn their phone off.
33% of people who read newsbrands on their mobile phone say make sure to have the most up-to-date handset on the market - compared to 23% of all smartphone owners
‘Conversation catalysts’ are a group of people that TouchPoints has identified as being particularly good for delivering Word of Mouth. They know more people, they know more about products and brands, and they are more likely to share advice with others about what goods or services they should use/buy.
8.7% of mobile newsbrand readers are conversation catalysts vs 5.2% of the UK population.
TouchPoints also identifies ‘Category catalysts’, who are good at delivering word of mouth in particular categories.
As you can see, newsbrand mobile readers are influential across a wide range of categories.
People who read newsbrands on tablets are more likely to have completed a range of activities and outings in the last month compared to the average GB adult.
Out & about includes: travelling; in someone else’s home; in pub, in a café; in a restaurant; in a gym/sports centre; in a shopping mall; in a supermarket; at attractions/events; elsewhere outdoors.
The chart shows the total time that people spend reading newsbrands on their mobile phone in blue, compared to the time that they spend reading newsbrands and using another screen (i.e. TV, PC or tablet). As you can see from all the blue, particularly in the morning, newsbrands tend to hold the majority of their readers’ attention.
At the weekend, people are more likely to be multi-screening when they read newsbrands on their mobile phone.
In the morning, there is less multi-screening, but as you move into the afternoon and the evening, there is a significantly more multi-screening.