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BesmartaboutsmartphonesFiveprinciplesforengagingthesmartphonenewsbrandconsumerMobilematters36mUKadultsownasmartphone£7.2bnmobileadspendin2014,£2.3bn(32%)display2hrs4minsdailytimespentbyaverageUKadultontheirsmartphoneThesmartphonenewsbrandaudienceishuge…andyoung44%ofsmartphonenewsbrandreadersareaged18-34Newsbrandsreach25milliononsmartphonesThesmartphonenewsbrandaudienceishuge…andyoungNewsbrandsreach85%oftotalactivesmartphoneaudience92%of18-24and91%of25-34smartphoneusersaccessnewsbrandsBewarecreepingassumptionsMobileSnackingAdaversionDisconnectedactivitiesFixTrackFillIndulgeInvestGettingundertheskinofthesmartphonenewsbrandreader-atwostageapproachPassivesmartphonedataanalysis•1004usersofnewsbrandwebsites•238usersofnewsbrandapps•16thAprilto16thJuly2015Interactivedailyblogging•13millennialsaged18-34•RecruitedusingGenerationNewsquiz•15thto21stAugust2015HabitAccessibilityBreadthandDiversityContinuousconversationThesmartphoneecosystemFiveprinciples1.Chooseyourmoment2.Primeyouraudience3.Entertheirworld4.Fueltheirconversation5.Playthefield1.ChooseyourmomentThreekeymeasuresReachBreadthDepth024681012141602004006008001,0001,2001,4001,6001,8002,000NumberofvisitsNumberofvisitorsAveragetotalduration(mins)MorningAfternoonEveningLatenight/earlymorningAverageduration(minutes)Numberofvisits/peopleChooseyourmomentSource:YouGovanalysisofpassivewebsitedata,April-July2015Peakreach9amLongervisitsandmoreexploringat11amSteadyreachLongerengagementatlunchtimeVisitsincreasefrom7pmShortervisitsatdinnertimeLongerengagementinlatereveningGoldenmomentsSource:YouGovanalysisofpassivewebsitedata,April-July201501020304050607002004006008001,0001,2001,4001,6001,8002,000NumberofvisitsNumberofvisitorsAveragetotalduration(minutes)Averageduration(minutes)Numberofvisits/visitorsAppsfollowasimilarpatternuntileveningSource:YouGovanalysisofpassiveappdata,April-July2015DifferentpatternsaccordingtohabittypeGrazingRuminating/feastingDifferentpatternsaccordingtohabittype““Iusuallyreadthenewsaround10am,1.30pmand9.30pm.Additionaltimescanincludealullinmyworkloadintheafternoonandonthejourneyhomefromwork.”Rosemarie,32Fix““Alotoftime,duringtheday,Iwillbeclickingonandofftheapp,readingdifferentarticleswhichcouldtakehalfanhourtoanhour,andsometimesforonly5to10minutes.”Paige,19Track““Likelyabout45/hour…butthisisprobablysplitacross5-6sessionsthroughtheday.”Paul,34Fill0%10%20%30%40%50%60%70%80%90%100%6:007:008:009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:00ProportionusingWiFiProportionusing3Gor4GDon’tbegreedyaboutdataSource:YouGovanalysisofpassivedata,April-July20152.PrimeyouraudienceNewsbrandreadersonsmartphonemakemorevisitstoothercategoriesthannon-readers130991288191125698838632231432106276810512592150FinanceTravelFoodandDrinkGamesGamblingAutosandvehiclesNewsbrandwebsitevisitorsviasmartphoneSmartphoneuserswhodidnotvisitnewsbrandsitesSource:YouGovanalysisofpassivewebsitedata,April-July2015Newsbrandscommandattentionwheninsmartphoneportfolio2.01.61.61.61.31.31.31.21.11.11.11.11.01.0AveragedurationperwebsitewithincategoryfornewsbrandreadersonsmartphoneNon-readersspend80%moretimeongamessitesSource:YouGovanalysisofpassivewebsitedata,April-July2015Newsbrandappreadersalsodevotesignificanttimetonewsbrands318206158156150148110109103997873554733AveragedurationperappSource:YouGovanalysisofpassiveappdata,April-July201500.511.522.533.50501001502002503003508:009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:00Discountwebsites:numberofvisitsAveragetotalduration(mins)Base:NewsbrandvisitorsonsmartphoneAverageduration(mins)NumberofvisitsSmartphonenewsbrandreadersloveabargain–morningandearlyeveningarethebesttimetotargetthemMorningAfternoonEveningSource:YouGovanalysisofpassivewebsitedata,April-July201500.511.522.533.50501001502002503003508:009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:00Averageduration(mins)NumberofvisitsSmartphonenewsbrandreadersloveresearchingtravel–targettheminthelateeveningwhentheyaredreamingoftheirnextholidayMorningAfternoonEveningTravelwebsites:numberofvisitsAveragetotalduration(mins)Base:NewsbrandvisitorsonsmartphoneSource:YouGovanalysisofpassivewebsitedata,April-July2015““Cameouttodoshopping,whileparkedupjustreadingsomenewsaboutUKandtheworld.Alsocatchingupwiththelatestresultsofthepremierleaguegame.WhileparkedupIhavenothingtodo…insteadofusingFacebook,Iliketoknowwhat’stheheadlinestoday.Shahenur,233.EntertheirworldAnarratedworldToRelaxSmartphonefulfils2keyneedstatesformillennialsToDistractSmartphonefulfils2keyneedstatesformillennialsTheywelcomecleveradvertisingthatexploitsdigitaltechnologyTheynoticeandenjoyseeingtailoredadverts,andclickonthemregularly“I'dlikedigitalmarketingtobesmarter–iftherewereawaytotracksomeone'sreadinghabitsandshowthemadvertsbasedonthisitwouldbeuseful.Ilovefashionsothisadvertisperfectformyinterest.It'srelatedtosomewhereIcanshopforclothessowoulddefinitelyinterestme–Iloveclothesshopping!-Sophie,23Adsshouldbestreamlinedandnon-invasivetonewscontent..theDailyMailforexample