@steve_wing

The rise and rise of mobile: a Guardian case study 

“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

Sources: comScore Intelligence Bay Report 3 months rolling average (Apr 2006 – Jan 2011); GSMA MMM (Feb 2011 – Feb 2012)

51%of UK mobile

phone browsers accessed mobile internet

UK unique monthly mobile internet users

Num

ber

of

mobile

inte

rnet

use

rs, U

K

1. Growth

Apr-0

6

Oct-0

6

Apr-0

7

Oct-0

7

Apr-0

8

Oct-0

8

Apr-0

9

Oct-0

9

Apr-1

0

Jun-

10

Aug-1

0

Oct-1

0

Dec-1

0

Feb-

2011

Apr-2

011

Jun-

2011

Aug-2

011

Oct-2

011

Dec-2

011

Feb-

2012

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

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 FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical

Browser App

Broadcast Narrowcast

Ad funded Best of Breed Accessible to all Paid and FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical

Mobile Internet

Phone Apps

Tablet Apps

eReader

Distribution

Current Portfolio

m.guardian.co.uk

12.2 million

monthly unique

browsers

5.5 million UK

monthly unique

browsers

3.2 million US

monthly unique

browsers

Source: Adobe Discover, March 2012

181K

monthly browsers

238Kglobal

monthly users

840Kdownloads

since launch

845Kglobal V2

downloads since

launch

iOS Apps

91KSubscribers

831Kdownload

s since launch

121K

monthly browsers

Source: Adobe Discover, March 2012

281Kactive installs since

launch

212K

global monthly browsers

Android Apps

134KUK

monthly browsers

12K

global monthly browsers

Source: Adobe Discover, March 2012

37Kdownloads

since launch

26K

global monthly browsers

Recently

launched

Source: Adobe Discover, March 2012

Other Launches

m.guardian.co.uk

Guardian Eyewitness iPad

App

Guardian iPhone App (v1 + v2)

guardian.co.uk

iPad

Oth

er

devic

es

17,857 1,662 85,060

363,829

All Devices 17,857 370,480 85,060

More than half a million daily UK browsers (30% of our UK daily traffic) access our content through mobile devices

All Content

111,230

441,087

6,651

552,317

77,258

78,920

Source: Adobe Discover, March 2012

iPad Apps Phone Apps m.guardian guardian.co.uk

Tab

lets

Mob

ile

ph

on

es

iPhone/ Android Apps m.guardian.co.ukiPad App

Source: Adobe Discover, March 2012

Loyalty: apps encourage more frequent visits

45%76% 60% 54%

guardian.co.uk

Mon Tue Wed Thu Fri Sat Sun11%

12%

13%

14%

15%

16%

17%

iPadiPhone/Android Appm.guardian.co.ukguardian.co.uk

Guardian digital content accessed by day of week (UK)

iPad App – weekend readership

m.guardian – high on Sunday (football scores?)

iPhone/Android Apps deliver more even readership

Guardian.co.uk – weekday readership

Source: Adobe Discover, March 2012

Weekly engagement behaviour similar but a dramatic swing to mobile on weekends

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

Different product portfolio serves consumers at different times of the day

00:0

0

01:0

0

02:0

0

03:0

0

04:0

0

05:0

0

06:0

0

07:0

0

08:0

0

09:0

0

10:0

0

11:0

0

12:0

0

13:0

0

14:0

0

15:0

0

16:0

0

17:0

0

18:0

0

19:0

0

20:0

0

21:0

0

22:0

0

23:0

00%

2%

4%

6%

8%

10%

12%

guardian.co.ukm.guardianiPhone/Anroid AppsiPad AppFacebook AppPrint

BreakfastCommute

Lunch-time

Tea-time

Prime-timeBefore bed

Commute

Target Audience

Speed of change

Fragmentation and dilution

Prioritization

Integration

Distribution

Geography – US, Europe & ROW

Challenges

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

Finally

Thank you