smartphones, touchpoints and news
TRANSCRIPT
Smartphones,
TouchPoints
and News
NEWS
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
3
But what do we know
about this audience ?
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%
% proportion of readers
7.9
10.711.8
16.2
18.7
34.8
8.9
16.7
20.8
22.6
14.5
16.517.1
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
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+
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
They use their device to stay in touch more…
Send/receive
emailsPicture/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
…as a source of entertainment…
Watch a movieWatch short
video clipsListen to music
Do at least once a month. Source: IPA TouchPoints 5
+43%+67% +16%
♪ ♪
Newsbrand readers on mobile phones vs average smartphone owner
…and to complete activities while they’re on
the go
Newsbrand readers on mobile phones vs average smartphone owner
online shopping online banking social networking
+27%+43% +13%
£
Done in the last week. Source: IPA TouchPoints 5
Newsbrand readers are more likely to
‘showroom’
Use phone for researching products
considering buying in store
Source: IPA TouchPoints 5
Mobile newsbrand readerAverage smartphone owner
45%65%
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
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
…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
…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
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
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
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
…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
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
21
Laptop/Desktop
Mobile Phone
Home
Workplace
Home
Work/school
Home
Workplace
80.4%
16.1%
69.0%
38.6%
66.9%
25.8%
Accessed newsbrands in location in the last week. Source: IPA TouchPoints 5
Out & about (incl. travel) 34.0%
Out & about (incl. travel) 5.6%
Out & about (incl. travel) 36.7%
Mobile phones are the most popular platform for
on-the-go access
% reach (weekly)
Tablet
Home
Workplace
90.8%
6.6%
Out & about (incl. travel) 10.0%
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
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
Distribution of page hits
Mobile phone newsbrand readership - Weekday
Source: comScore
Smaller peak in the
morning
Biggest peak in the
evening
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
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
…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
00:0
0-0
0:3
0
00:3
0-0
1:0
0
01:0
0-0
1:3
0
01:3
0-0
2:0
0
02:0
0-0
2:3
0
02:3
0-0
3:0
0
03:0
0-0
3:3
0
03:3
0-0
4:0
0
04:0
0-0
4:3
0
04:3
0-0
5:0
0
05:0
0-0
5:3
0
05:3
0-0
6:0
0
06:0
0-0
6:3
0
06:3
0-0
7:0
0
07:0
0-0
7:3
0
07:3
0-0
8:0
0
08:0
0-0
8:3
0
08:3
0-0
9:0
0
09:0
0-0
9:3
0
09:3
0-1
0:0
0
10:0
0-1
0:3
0
10:3
0-1
1:0
0
11:0
0-1
1:3
0
11:3
0-1
2:0
0
12:0
0-1
2:3
0
12:3
0-1
3:0
0
13:0
0-1
3:3
0
13:3
0-1
4:0
0
14:0
0-1
4:3
0
14:3
0-1
5:0
0
15:0
0-1
5:3
0
15:3
0-1
6:0
0
16:0
0-1
6:3
0
16:3
0-1
7:0
0
17:0
0-1
7:3
0
17:3
0-1
8:0
0
18:0
0-1
8:3
0
18:3
0-1
9:0
0
19:0
0-1
9:3
0
19:3
0-2
0:0
0
20:0
0-2
0:3
0
20:3
0-2
1:0
0
21:0
0-2
1:3
0
21:3
0-2
2:0
0
22:0
0-2
2:3
0
22:3
0-2
3:0
0
23:0
0-2
3:3
0
23:3
0-0
0:0
0
Total accessing newsbrands on phone
Accessing newsbrands on phone and using another screen
27Average weekday. Source: IPA TouchPoints 5
Weekday morning readers are less likely to be
multi-screening
More likely to multi-
screen in the evening
00:0
0-0
0:3
0
00:3
0-0
1:0
0
01:0
0-0
1:3
0
01:3
0-0
2:0
0
02:0
0-0
2:3
0
02:3
0-0
3:0
0
03:0
0-0
3:3
0
03:3
0-0
4:0
0
04:0
0-0
4:3
0
04:3
0-0
5:0
0
05:0
0-0
5:3
0
05:3
0-0
6:0
0
06:0
0-0
6:3
0
06:3
0-0
7:0
0
07:0
0-0
7:3
0
07:3
0-0
8:0
0
08:0
0-0
8:3
0
08:3
0-0
9:0
0
09:0
0-0
9:3
0
09:3
0-1
0:0
0
10:0
0-1
0:3
0
10:3
0-1
1:0
0
11:0
0-1
1:3
0
11:3
0-1
2:0
0
12:0
0-1
2:3
0
12:3
0-1
3:0
0
13:0
0-1
3:3
0
13:3
0-1
4:0
0
14:0
0-1
4:3
0
14:3
0-1
5:0
0
15:0
0-1
5:3
0
15:3
0-1
6:0
0
16:0
0-1
6:3
0
16:3
0-1
7:0
0
17:0
0-1
7:3
0
17:3
0-1
8:0
0
18:0
0-1
8:3
0
18:3
0-1
9:0
0
19:0
0-1
9:3
0
19:3
0-2
0:0
0
20:0
0-2
0:3
0
20:3
0-2
1:0
0
21:0
0-2
1:3
0
21:3
0-2
2:0
0
22:0
0-2
2:3
0
22:3
0-2
3:0
0
23:0
0-2
3:3
0
23:3
0-0
0:0
0
Total accessing newsbrands on phone
Accessing newsbrands on phone and using another screen
Weekend mobile readers are more likely to be
multi-screening
Average Saturday/Sunday. Source: IPA TouchPoints 5
More likely to multi-screen
in the late afternoon/evening
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