Embed Size (px)
Citation preview
1
The Mobile Influencer
In partnership with
2
Candy Crush Saga
World Wide Web
Telephone 187875 years
Attention is on the decline, and will only get worse
Time to reach 100 million users worldwide Year of
launch
19791990200320042008200920102012
75 years16 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
“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
“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
What is the link between mobility & influence?
+ +
Tech Mobility Leisure Mobility Physical MobilityUse 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
Younger, better educated, more progressive
1 in 2 are under 35
20% more likely to be degree educated
63% are ‘progressive’
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
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
All news brands have high concentrations of mobile influencers
Total GB
GB News brands
GB News brands mobile audience
Total GNM
GNM mobile audience
28
32
41
43
52
10
Number of brand/product conversations per day
+29% +60% +102%
Total GBpopulatio
n
Mobile Influenc
er
Mobile Influencer
GNM audience
Mobile Influencer GNM mob/tablet
audience
11 14 17 22
11
Number of brands mentioned per day
+42% +77%
Total GBpopulatio
n
Mobile Influence
r
Mobile Influencer
GNM audience
10 14 17
+95%
19Mobile Influencer GNM mob/tablet
audience
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 homeOther’s Home
Work/School
Shop/Pub/Cafe
Travel
Other
13
Mobile influencers more likely to talk about key topic categories
Beauty/Personal CareTechnology
Houseold ProductsTelecom
Children's ProductsFinancial
Energy & UtilitiesTravel Services
Health/Health CareSport/Recreation/Hobbies
The HomeShopping/Retail & Fashion
DrinksAutomotive
Media/EntertainmentFood/Dining
159156
150148147147
141139139138137136
131129129
124
Category Conversation Catalysts – Mobile Influencers indexed vs Total GB
14
MUCH more influential% who are Conversation Catalysts
5.2
9.711.5
18.1 18.9
Total GB Mobile Influencers
Mobile Influencer - any news
brand
Mobile Influencer -
GNM
Mobile Influencer -
GNM mobile/tablet
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
Thank you…
