be smart about smartphones

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

Three key measures

Reach Breadth Depth

6:007:00

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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


6:00

7:00

8:00

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10:00

11:00

12:00

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00

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1,000

1,200

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0

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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

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


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


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

Email

, 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


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

““

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


@MailOnline

2,918,735 likes


@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 …

https://twitter.com/cameronpig

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

Five principles



3. Enter their

world


5. Play the

field

be smart about smartphones

Marketing