Be smart about smartphonesFive principles for engaging the smartphone newsbrand consumer
Mobile matters36m UK adults own a smartphone£7.2bn mobile ad spend in 2014, £2.3bn (32%) display2hrs 4mins daily time spent by average UK adult on their smartphone
The smartphone newsbrand audience is huge…and young44% of smartphone newsbrand readers are aged 18-34Newsbrands reach 25 million on smartphones
The smartphone newsbrand audience is huge…and youngNewsbrands reach 85% of total active smartphone audience92% of 18-24 and 91% of 25-34 smartphone users access newsbrands
Beware creeping assumptionsMobileSnackingAd aversionDisconnected activities
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Getting under the skin of the smartphone newsbrand reader - a two stage approachPassive smartphone data analysis1004 users of newsbrand websites 238 users of newsbrand apps 16th April to 16th July 2015Interactive daily blogging13 millennials aged 18-34Recruited using Generation News quiz15th to 21st August 2015
HabitAccessibilityBreadth and DiversityContinuous conversationThe smartphone ecosystem
Five principles 1. Choose your moment2. Prime your audience3. Enter their world4. Fuel their conversation5. Play the field
1. Choose your moment
Three key measuresReachBreadthDepth
MorningAfternoonEveningLate night/early morningAverage duration (minutes)Number of visits/people Choose your momentSource: YouGov analysis of passive website data, April-July 2015
Peak reach 9amLonger visits and more exploring at 11amSteady reachLonger engagement at lunchtimeVisits increase from 7pm Shorter visits at dinner time Longer engagement in later evening Golden momentsSource: YouGov analysis of passive website data, April-July 2015
Average duration (minutes)Number of visits/visitorsApps follow a similar pattern until eveningSource: YouGov analysis of passive app data, April-July 2015
Different patterns according to habit typeGrazing
Ruminating/ feastingDifferent patterns according to habit type
““I usually read the news a
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