1. “Who is the King of Mobile &
Tablet Content? Native Apps
vs. Web Editions”.
– Native readers are growing by the day, but the
browser still holds the lead. Or does it? Join us as
we examine the reading habits of more than 1.5
million monthly readers across one
digital publishing platform

2. Why It's So Hard to Measure Online
Readership – The Atlantic
• Name a metric, any metric, for measuring
audience attention, and there is (a) a reason
why it's useful; (b) a reason why it's worthless;
and (c) a way for digital media companies to
corrupt it.

3. • Uniques: Unique visitors is a good metric,
because it measures monthly readers.
• Visits: Tell you if they are coming back.
– Both are lacking since they only track people
rather than meaningful engagement.
• Total Mobile(Native App and Mobile Browser)
is increasing from 22% to 32%, almost 50%
• Native App has flattened at 7%

4. • Page Views: They're good because they measure
clicks, which is an indication of engagement that
unique visitors doesn't capture. Tells you how
much of your content are they consuming.
• Stats
–
–
–
–
–
Desktop – 32 Page Views per Visit
iPad Browser - 27 Page Views per Visit
iPhone Browser – 14 Page Views per Visit
iPad Native App - 61 Page Views per Visit
iPhone Native App – 38 Page Views per Visit

5. • Time Spent/Attention Minutes: How long are
they spending with your content. The
question is why or why not?
– Desktop - 5 Minutes
– iPad browser - 5 Minutes
– iPhone browser- 2 Minutes
– iPad Native App - 10 Minutes
– iPhone Native App - 5 Minutes

6. • Shares and Mentions: They tell you that visitors
aren't just visiting. They're taking action.
• Sharing is attracting readers. Where are they
coming from?
–
–
–
–
–
Facebook – 73%
Twitter – 12%
LinkedIn – 12 %
Pinterest – 2%
Tumblr - <1%

7. • Some digital companies are trying to the
Internet less like a newspaper and more like
TV.
– YouTube now measures “Time Watched.“
– Medium counts “Total Time Reading."
– Chartbeat tracks “Average Engaged Time.”

8. Upworthy’s Approach
• Introducing attention minutes, Upworthy’s new
primary metric, tracking in two forms:
– Total Attention on Site (per hour, day, week, month,
whatever) — that tells us (like total uniques or total
pageviews) how good of a job Upworthy is doing
overall at drawing attention to important topics.
– And Total Attention per Piece, which is a combination
of how many people watch something on Upworthy
and how much of it they actually watch. Pieces with
higher Total Attention should be promoted more.

9. Apps that are successful
• Over 50% of Visitors from Native App
• All over 3K each month, a couple 10K