Smartphones, TouchPoints and news
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TouchPoints research into newsbrands’ more active, more engaged and more influential audience on mobile phones.
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Smartphones, TouchPoints and news
- 2. 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. 3 But what do we know about this audience ?
- 4. 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%
- 5. % proportion of readers 7.9 10.7 11.8 16.2 18.7 34.8 8.9 16.7 20.8 22.6 14.5 16.5 17.1 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
- 6. 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+
- 7. 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
- 8. They use their device to stay in touch more… Send/receive emails Picture/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
- 9. …as a source of entertainment… Watch a movie Watch short video clips Listen to music Do at least once a month. Source: IPA TouchPoints 5 +43%+67% +16% ♪♪ Newsbrand readers on mobile phones vs average smartphone owner
- 10. …and to complete activities while they’re on the go Newsbrand readers on mobile phones vs average smartphone owner online shoppingonline banking social networking +27%+43% +13% £ Done in the last week. Source: IPA TouchPoints 5
- 11. Newsbrand readers are more likely to ‘showroom’ Use phone for researching products considering buying in store Source: IPA TouchPoints 5 Mobile newsbrand reader Average smartphone owner 45% 65%
- 12. 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
- 13. 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
- 14. …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
- 15. …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. 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
- 17. 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
- 18. 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
- 19. …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
- 20. 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. 21 Print 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%
- 22. 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
- 23. 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
- 24. 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
- 25. 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
- 26. …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
- 27. 00:00-00:30 00:30-01:00 01:00-01:30 01:30-02:00 02:00-02:30 02:30-03:00 03:00-03:30 03:30-04:00 04:00-04:30 04:30-05:00 05:00-05:30 05:30-06:00 06:00-06:30 06:30-07:00 07:00-07:30 07:30-08:00 08:00-08:30 08:30-09:00 09:00-09:30 09:30-10:00 10:00-10:30 10:30-11:00 11:00-11:30 11:30-12:00 12:00-12:30 12:30-13:00 13:00-13:30 13:30-14:00 14:00-14:30 14:30-15:00 15:00-15:30 15:30-16:00 16:00-16:30 16:30-17:00 17:00-17:30 17:30-18:00 18:00-18:30 18:30-19:00 19:00-19:30 19:30-20:00 20:00-20:30 20:30-21:00 21:00-21:30 21:30-22:00 22:00-22:30 22:30-23:00 23:00-23:30 23:30-00:00 Total accessing newsbrands on phone Accessing newsbrands on phone and using another screen 27 Average weekday. Source: IPA TouchPoints 5 Weekday morning readers are less likely to be multi-screening More likely to multi- screen in the evening
- 28. 00:00-00:30 00:30-01:00 01:00-01:30 01:30-02:00 02:00-02:30 02:30-03:00 03:00-03:30 03:30-04:00 04:00-04:30 04:30-05:00 05:00-05:30 05:30-06:00 06:00-06:30 06:30-07:00 07:00-07:30 07:30-08:00 08:00-08:30 08:30-09:00 09:00-09:30 09:30-10:00 10:00-10:30 10:30-11:00 11:00-11:30 11:30-12:00 12:00-12:30 12:30-13:00 13:00-13:30 13:30-14:00 14:00-14:30 14:30-15:00 15:00-15:30 15:30-16:00 16:00-16:30 16:30-17:00 17:00-17:30 17:30-18:00 18:00-18:30 18:30-19:00 19:00-19:30 19:30-20:00 20:00-20:30 20:30-21:00 21:00-21:30 21:30-22:00 22:00-22:30 22:30-23:00 23:00-23:30 23:30-00:00 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
- 29. 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
Notes de l'éditeur
- Uses browser data
- Newsbrands on mobile phones attract a young audience.
- e.g. 16% of people who read newsbrands on their phone have a household income of £75K+
- The average smartphone owner spends just over two hours a day on their device. People who look at newsbrands on their phone spend over three hours a day on their device overall.
- Newsbrand readers are more likely to use a range of ways of staying in touch. 14% of mobile newsbrand readers use picture/video messaging on their phone daily vs. 9% of all smartphone owners. 9% of mobile newsbrand readers make/receive video calls on their phone daily, vs. 7% of all smartphone owners 66% of mobile newsbrand readers send/receive emails on their phone daily, vs. 56% of all smartphone owners.
- Newsbrand readers are also more likely to use their phone for various entertainment activities. 20% of mobile newsbrand readers use watch a movie on their phone at least once a month vs. 12% of all smartphone owners 67% of mobile newsbrand readers watch short video clips on their phone at least once a month, vs. 47% of all smartphone owners 70% of mobile newsbrand readers listen to music on their phone at least once a month, vs. 60% of all smartphone owners
- 80% of mobile newsbrand readers say they use their phone for social networking at least once a week vs 70% of smartphone owners 49% of mobile newsbrand readers say they use their phone for banking at least once a week, vs 34% of smartphone owners 29% of mobile newsbrand readers say they use their phone for online shopping at least once a week, vs 23% of smartphone owners
- 65% of people who look at newbrands on their mobile phone agree that they use their phone for researching products they are considering buying in store, compared to 45% of all smartphone owners.
- Used type of app at least monthly (mobile newsbrands readers vs. average smartphone owner): Recipes (34% vs 22%) Book reader (27% vs 18%) Travel (38% vs 27%) Finance (65% vs 47%) Shopping (59% vs 43%) Personal Health Tracking (23% vs 17%) Photo sharing (57% vs 45%) Music (67% vs 55%) Social (87% vs 72%)
- 74% of newsbrand readers say they cannot imagine life without their phone 72% of all smartphone owners say they cannot imagine life without their phone
- People who read newsbrands on their mobile phone are 16% more likely than the average smartphone owner to say they never turn their phone off.
- 33% of people who read newsbrands on their mobile phone say make sure to have the most up-to-date handset on the market - compared to 23% of all smartphone owners
- ‘Conversation catalysts’ are a group of people that TouchPoints has identified as being particularly good for delivering Word of Mouth. They know more people, they know more about products and brands, and they are more likely to share advice with others about what goods or services they should use/buy. 8.7% of mobile newsbrand readers are conversation catalysts vs 5.2% of the UK population.
- TouchPoints also identifies ‘Category catalysts’, who are good at delivering word of mouth in particular categories. As you can see, newsbrand mobile readers are influential across a wide range of categories.
- People who read newsbrands on tablets are more likely to have completed a range of activities and outings in the last month compared to the average GB adult.
- Out & about includes: travelling; in someone else’s home; in pub, in a café; in a restaurant; in a gym/sports centre; in a shopping mall; in a supermarket; at attractions/events; elsewhere outdoors.
- The chart shows the total time that people spend reading newsbrands on their mobile phone in blue, compared to the time that they spend reading newsbrands and using another screen (i.e. TV, PC or tablet). As you can see from all the blue, particularly in the morning, newsbrands tend to hold the majority of their readers’ attention.
- At the weekend, people are more likely to be multi-screening when they read newsbrands on their mobile phone. In the morning, there is less multi-screening, but as you move into the afternoon and the evening, there is a significantly more multi-screening.