1. Five things you should know about
newsbrands and tablets
Andre McGarrigle
Director of Audience, Guardian News & Media
1

2. 1. We are moving to a post PC world
where smart devices* dominate
* includes tablets
2

3. Smart is bigger than PC
Global Internet Device Sales
Source: Business Insider
3

4. 2. Newsbrands’ audience growth is
being driven by mobile devices*, and
tablets are central to that trend
* includes tablets
4

5. Digital adoption and multiple platforms are driving
audience growth
National Quality Newsbrands
Total Unduplicated Weekly Reach
13,600,000
12,000,000 12,100,000
1994 2008 2012
Source: GNM Total Audience Research 2008, 2012 NRS Jan-Dec 1994, includes Daily/Sunday Telegraph/telegraph.co.uk, Times/Sunday
Times/thetimes.co.uk, Guardian/Observer/guardian.co.uk, Independent/IOS/independent.co.uk, FT/ft.com 5

6. Mobile devices are the key driver of recent growth
Total weekly audience = 13.6
million
Fixed internet
1,916 Quality press weekly audience,
14% by platform (000s)
1,784 863
13% 1,171 6%
9%
6,790 548
525
50% 4%
4%
Mobile devices
Print
Source: GNM Total Audience Research 2012, includes Daily/Sunday Telegraph/telegraph.co.uk, Times/Sunday Times/thetimes.co.uk,
Guardian/Observer/guardian.co.uk, Independent/IOS/independent.co.uk, FT/ft.com 6

7. Mobile devices are the key driver with tablets a
major contributor of traffic growth.
Source: Adobe Discover
7

8. 3. Tablets are a core component of
Newsbrands’ multi-channel offering
8

9. The modern, multi-channel newsbrand
Case study: the Guardian
Sources: Adobe Site Catalyst (Oct 2012), Comscore (Sep 2012), Twitter (Oct 2012), Facebook (Oct 2012), YouTube (Oct 2012), Google+ (Oct 2012), Pinterest (Oct
9
2012), NRS July -June 2012 . Note: social offering shows total users. Monthly audience unless otherwise stated.

10. A variety of devices play complementary roles in
people’s lives
Staying Relaxing Staying
in-touch productive
• At home • At home or work
• On the go
• Entertainment • Performing tasks
• Connecting/
socialising • Relaxing • Storing information
• Short dips • Exploring new • Requiring time and
• Sharing info things concentration
• Quick and
immediate
• Being creative • Research-intensive
• Using in-synch
with TV
Source: IAB, Google
10

11. And they use them at different times of the day
accordingly
Source: Touchpoints 4, Media Diaries
11

12. 4. Tablets are attracting a new, more
valuable, more engaged audience
12

13. A new audience …
Sources of news by main access point
70%
1 source
60% 58%
52% 2-3
51%
sources
50%
More than
4 sources
40%
30% 29%
30% 26%
21%
20%
14%
11%
10%
0%
Computer Mobile Tablet
Q: In a typical week how many different ONLINE news providers do you use (including traditional and non-traditional
sources, specialist digital publications etc)? Base: all (n=2173 ) Main access point for online news: Computer ( n=1564)
Mobile (n=256) Tablet (n=84)
Source: Reuters Institute Digital Report (July 2012)
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14. … of super-consumers
% more likely
AB +76%
£50K + Personal Income +354%
Own 1+ car per household +100%
spend more on average, %
Food +36%
Skincare +50%
Handbags +85%
Music downloads +37%
Holidays +20%
Donating to charity +34%
Source: GNM Total Audience, Wave 1 2012. Sample: Total Audiences of all Newspapers + use a tablet 14

15. … who are more engaged
Visits per visitor Page views per visit Average time spent
guardian.co.uk
2.8 3.1 9.5 min
m.guardian
2.2 3.1 7.2 min
Guardian iPad Edition
14.4 19.3 11.2 min
Source: Adobe Discover, Oct 2012
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16. 5. Tablets are a highly effective
advertising channel
(particularly as part of an integrated approach)
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17. Tablets are emerging as the main platform for
mobile ad expenditure
In 2012 Tablets account for 10% of all smart mobile devices owned globally and 20% of ad spend on
mobile devices
By 2014 Tablets will overtake smartphones as a primary mobile advertising platform and by 2016
account for 60% of ad spend on smart devices
70% Tablet share of ownership of and advertising on smart devices globally
60% 60%
53%
50%
40%
Tablet share of consumer
ownership of smart devices
30% 25% Tablet share of ad spend on smart
20% devices
20%
17%
10%
10%
0%
2012 2014 2016
Sources: Yankee Group 2012 (Aug 2012); IDC Forecast (Sep 2012)
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18. GNM case study:
Moonrise Kingdom campaign
Cross-media exposure:
• 71% of respondents who saw
the ad on guardian.co.uk also
saw it on another GNM
platform
Ad-likeability uplift:
• +82% uplift for those exposed
on multiple platforms
Action uplift:
• +78% uplift in likelihood to
see the film for those
exposed on multiple
platforms
Source: Source: GNM Brand Aid Panel Research
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19. In summary
1. We are moving to a post PC world where smart devices dominate
2. Newsbrands’ audience growth is being driven by mobile devices,
and tablets are central to that trend
3. Tablets are core to Newsbrands’ multi-channel offering
4. Tablets are attracting a new, more valuable, more engaged
audience
5. Tablets are a highly effective advertising channel (particularly as
part of an integrated approach)
19