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Be smart about smartphonesFive principles for engaging the
smartphone newsbrand consumer
Mobile matters
36m UK adults own a
smartphone
£7.2bn mobile ad spend in 2014, £2.3bn (32%) display
2hrs 4mins daily time spent by
average UK adult on their smartphone
The smartphone newsbrand audience is huge…and young
44% of smartphone newsbrand readers
are aged 18-34
Newsbrands reach 25 million
on smartphones
The smartphone newsbrand audience is huge…and young
Newsbrands reach 85% of total active smartphone audience
92% of 18-24 and 91% of 25-34
smartphone users access newsbrands
Beware creeping assumptions
Mobile Snacking Ad aversion Disconnected activities
Fix Track Fill Indulge Invest
Getting under the skin of the smartphone newsbrand reader - a two stage approach
Passive smartphone data analysis• 1004 users of newsbrand websites • 238 users of newsbrand apps • 16th April to 16th July 2015
Interactive daily blogging• 13 millennials aged 18-34• Recruited using Generation News quiz• 15th to 21st August 2015
Habit AccessibilityBreadth and
Diversity Continuous conversation
The smartphone ecosystem
Five principles
1. Choose your moment
2. Prime your audience
3. Enter their
world
4. Fuel their conversation
5. Play the
field
1. Choose your moment
Three key measures
Reach Breadth Depth
6:007:00
8:009:00
10:0011:00
12:0013:00
14:0015:00
16:0017:00
18:0019:00
20:0021:00
22:0023:00
0:001:00
2:003:00
4:005:00
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
0
2
4
6
8
10
12
14
16
Number of visits
Number of visitors
Average total duration (mins)
Morning Afternoon Evening Late night/early morning
Aver
age
dura
tion
(min
utes
)
Num
ber o
f vis
its/p
eopl
e
Choose your moment
Source: YouGov analysis of passive website data, April-July 2015
Peak reach 9amLonger visits and more
exploring at 11am
Steady reachLonger engagement
at lunchtime
Visits increase from 7pm Shorter visits at dinner time Longer engagement in later
evening
Golden moments
Source: YouGov analysis of passive website data, April-July 2015
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00 0:0
01:0
02:0
03:0
04:0
05:0
00
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
0
10
20
30
40
50
60
70
Number of visitsNumber of visitorsAverage total duration (minutes)
Ave
rage
dur
atio
n (m
inut
es)
Num
ber o
f vis
its/v
isito
rs
Apps follow a similar pattern until evening
Source: YouGov analysis of passive app data, April-July 2015
Different patterns according to habit type
Grazing
Ruminating/ feasting
Different patterns according to habit type
““I usually read the news around 10am, 1.30pm and 9.30pm. Additional times can include a lull in my workload in the afternoon and on the journey home from work.”Rosemarie, 32
Fix
““A lot of time, during the day, I will be clicking on and off the app, reading different articles which could take half an hour to an hour, and sometimes for only 5 to 10 minutes.”Paige, 19
Track
““Likely about 45/hour…but this is probably split across 5-6 sessions through the day.”Paul, 34
Fill
6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:000%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Proportion using WiFi Proportion using 3G or 4G
Don’t be greedy about data
Source: YouGov analysis of passive data, April-July 2015
2. Prime your audience
Newsbrand readers on smartphone make more visits to other categories than non-readers
Finance Travel Food and Drink Games Gambling Autos and vehicles
13099 12881
9112
5698
8386
3223
1432 1062 768 1051
2592
150
Newsbrand website visitors via smartphoneSmartphone users who did not visit newsbrand sites
Source: YouGov analysis of passive website data, April-July 2015
Newsbrands command attention when in smartphone portfolio
Motors
Shopp
ing
Financ
e
Newsb
rands
Travel
Food/D
rink
Games
Enterta
inmen
t
Intern
et/Tele
com
Sports
Home &
Gard
enHea
lthBoo
ks
Beauty
/Fitnes
s
2.0
1.6 1.6 1.61.3 1.3 1.3 1.2 1.1 1.1 1.1 1.1 1.0 1.0
Average duration in minutes per website within category for newsbrand readers on smartphone
Non-readers spend 80% more time on
games sites
Source: YouGov analysis of passive website data, April-July 2015
Newsbrand app readers also devote significant time to newsbrands
Games
Newsbran
ds
Hobbies & sp
orts
Jobs & Ed
ucation
Audio, video
& enter
tainmen
t
Trave
l, tran
sporta
tion & naviga
tion
Socia
l & dati
ng
Shopping &
price c
ompariso
n
Tools,
computer
s & el
ectro
nics
, Mess
aging &
Telep
hone
Lifesty
le, fo
od & nightlif
e
Finan
ce
Health &
fitness
Business
& In
dustrial
Weather
5.3
3.4
2.6 2.6 2.5 2.51.8 1.8 1.7 1.7
1.3 1.20.9 0.8 0.5
Average duration in minutes per app
Source: YouGov analysis of passive app data, April-July 2015
8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:000
50
100
150
200
250
300
350
0
0.5
1
1.5
2
2.5
3
3.5
Discount websites: number of visitsAverage total duration (mins)
Base: Newsbrand visitors on smartphone
Ave
rage
dur
atio
n (m
ins)
Num
ber o
f vis
itsSmartphone newsbrand readers love a bargain – morning
and early evening are the best time to target them
Morning Afternoon Evening
Source: YouGov analysis of passive website data, April-July 2015
8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:000
50
100
150
200
250
300
350
0
0.5
1
1.5
2
2.5
3
3.5
Aver
age
dura
tion
(min
s)
Num
ber o
f vis
itsSmartphone newsbrand readers love researching
travel – target them in the late evening when they are dreaming of their next holiday
Morning Afternoon Evening
Travel websites: number of visits
Average total duration (mins)
Base: Newsbrand visitors on smartphoneSource: YouGov analysis of passive website data, April-July 2015
““Came out to do shopping, while parked up just reading some news about UK and the world. Also catching up with the latest results of the premier league game. While parked up I have nothing to do…instead of using Facebook, I like to know what’s the headlines today.Shahenur, 23
3. Enter their world
A narrated world
To Relax
Smartphone fulfils 2 key need states for millennials
To Distract
Smartphone fulfils 2 key need states for millennials
They welcome clever advertising that exploits digital technology
They notice and enjoy seeing tailored adverts, and click on them regularly
“I'd like digital marketing to be smarter – if there were a way to track someone's reading habits and show them adverts based on this it would be useful. I love fashion so this advert is perfect for my interest. It's related to somewhere I can shop for clothes so would definitely interest me – I love clothes shopping!- Sophie, 23
Ads should be streamlined and non-invasive to news content
..the Daily Mail for example is right at the bottom of the screen and is great because it is tailored and non intrusive to the story I'm reading- Mark, 33
“
Smartphone advertising should be seamlessly integrated, interactive and targeted
“I would make it less invasive and more targeted. I know that internet advertisers can track your browsing activity and target adverts at you, but I feel these are still quite generic. I don't know how, but it would be great to see adverts tailored personally to you– Michael, 21
“
I would like more personalised and more interactive. I like adverts which are moving and catch the eye, rather than just a still image – Paul, 34
““
4. Fuel their conversation
In the know
Something to share
In the know
“I will read the news on my smartphone whilst on the train, this is to read more in-depth stories about business and the local news to get an informed view of the day ahead- Mark, 33
“
In the know
“To learn about the day's news, important global news that may have happened overnight that I hadn't heard about yet- Rosemarie, 32
“
To keep up with current events, form political opinions, engage with the world around me, and help act in a way that validates my beliefs (e.g. activism)- Sophie W, 22
““In the know
“I read the news predominantly to keep updated on current affairs – I like to know what’s happening in the world in a variety of different areas, such as sport, business, and politics- Lee, 23
“In the know
Something to share
I read the news with my boyfriend. He’ll be looking at the sports news and I’ll be asking him questions, or I’ll be reading the entertainment news and he will ask me questions. A lot of the time we will read the world news together because we both find it interesting- Paige, 19
““
Something to share
“I read news in the morning before work so I have something to talk about with colleagues- Shahenur, 23
“
Something to share
“I look up news articles probably 5 times a week when I’m talking to flat mates/boyfriend etc about politics, pop culture/music/arts. We quite often communally browse the internet at home, then about the news and what we find.- Sophie W, 22
““
Newsbrands on mobile are almost synonymous with social media
A lot of the time I read the news just after I’ve looked at Facebook, mainly because I’ve seen an article on there that someone has posted or a status that someone has put that is of something that has happened around the world or to a celebrity that I want to know more about- Paige, 19
““
Newsbrands on mobile are almost synonymous with social media
“I read news so I don’t feel isolated and I would feel selfish if I didn’t care what was going on around the world…news is fun, plus learning is beneficial.- Shahenur, 23
“
Global social media interactions* from UK newsbrand articles have grown by 92% year on year
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
41,729 48,041
56,757 50,592
46,015
64,447 56,037
71,021 67,608
82,393 86,939
96,481
80,324
000s social media interactions
Source: Newswhip UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
*Facebook likes, shares & comments; Twitter, LinkedIn and Pinterest shares across all platforms
@thetimes
418,420 likes
537,000 followers*
*excluding sub-brands and journalists
@standardnews
445,927 likes
252,000 followers*
@guardian
4,836,984 likes
4,220,000 followers*
@DailyMirror
1,808,465 likes
477,000 followers*
@Independent
3,341,844 likes
1,420,000 followers*
@MailOnline
2,918,735 likes
1,160,000 followers*
@Telegraph
2,586,649 likes 1,220,000 followers*
@TheSunNewspaper
1,882,520 likes
853,000 followers*
1,093,849 likes 209,000 followers*
@MetroUK
A Twitter account @Cameron’s Pig was created within minutes and gained over 15,000 followers within 24 hours …
5. Play the field
It’s not just about smartphones
+ Adults43%
18-3437%=
Different platforms, different days
Adults57%
of weekday smartphone newsbrand readers read a weekend newspaper
18-3453%
Different platforms, different need states
Different platforms, different need states
Five principles
1. Choose your moment
2. Prime your audience
3. Enter their
world
4. Fuel their conversation
5. Play the
field