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Be smart about smartphones

Be smart about smartphones analyses newsbrand reading behaviour tracked on smartphones over three months and explores how young people specifically weave newsbrands into their 24/7 mobile lives. We challenge assumptions, provide detailed insight into the smartphone day on newsbrands and suggest five key ways that will help clients and agencies to optimise campaign engagement.

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Be smart about smartphones

  1. Be smart about smartphones Five principles for engaging the smartphone newsbrand consumer
  2. Mobile matters 36m UK adults own a smartphone £7.2bn mobile ad spend in 2014, £2.3bn (32%) display 2hrs 4mins daily time spent by average UK adult on their smartphone
  3. The smartphone newsbrand audience is huge…and young 44% of smartphone newsbrand readers are aged 18-34 Newsbrands reach 25 million on smartphones
  4. The smartphone newsbrand audience is huge…and young Newsbrands reach 85% of total active smartphone audience 92% of 18-24 and 91% of 25-34 smartphone users access newsbrands
  5. Beware creeping assumptions Mobile Snacking Ad aversion Disconnected activities
  6. Fix Track Fill Indulge Invest
  7. Getting under the skin of the smartphone newsbrand reader - a two stage approach Passive smartphone data analysis • 1004 users of newsbrand websites • 238 users of newsbrand apps • 16th April to 16th July 2015 Interactive daily blogging • 13 millennials aged 18-34 • Recruited using Generation News quiz • 15th to 21st August 2015
  8. Habit Accessibility Breadth and Diversity Continuous conversation The smartphone ecosystem
  9. Five principles 1. Choose your moment 2. Prime your audience 3. Enter their world 4. Fuel their conversation 5. Play the field
  10. 1. Choose your moment
  11. Three key measures Reach Breadth Depth
  12. 0 2 4 6 8 10 12 14 16 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Number of visits Number of visitors Average total duration (mins) Morning Afternoon Evening Late night/early morning Averageduration(minutes) Numberofvisits/people Choose your moment Source: YouGov analysis of passive website data, April-July 2015
  13. Peak reach 9am Longer visits and more exploring at 11am Steady reach Longer engagement at lunchtime Visits increase from 7pm Shorter visits at dinner time Longer engagement in later evening Golden moments Source: YouGov analysis of passive website data, April-July 2015
  14. 0 10 20 30 40 50 60 70 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Number of visits Number of visitors Average total duration (minutes) Averageduration(minutes) Numberofvisits/visitors Apps follow a similar pattern until evening Source: YouGov analysis of passive app data, April-July 2015
  15. Different patterns according to habit type Grazing
  16. Ruminating/ feasting Different patterns according to habit type
  17. “ “I usually read the news around 10am, 1.30pm and 9.30pm. Additional times can include a lull in my workload in the afternoon and on the journey home from work.” Rosemarie, 32 Fix
  18. ““A lot of time, during the day, I will be clicking on and off the app, reading different articles which could take half an hour to an hour, and sometimes for only 5 to 10 minutes.” Paige, 19 Track
  19. “ “Likely about 45/hour…but this is probably split across 5-6 sessions through the day.” Paul, 34 Fill
  20. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Proportion using WiFi Proportion using 3G or 4G Don’t be greedy about data Source: YouGov analysis of passive data, April-July 2015
  21. 2. Prime your audience
  22. Newsbrand readers on smartphone make more visits to other categories than non-readers 13099 12881 9112 5698 8386 3223 1432 1062 768 1051 2592 150 Finance Travel Food and Drink Games Gambling Autos and vehicles Newsbrand website visitors via smartphone Smartphone users who did not visit newsbrand sites Source: YouGov analysis of passive website data, April-July 2015
  23. Newsbrands command attention when in smartphone portfolio 2.0 1.6 1.6 1.6 1.3 1.3 1.3 1.2 1.1 1.1 1.1 1.1 1.0 1.0 Average duration in minutes per website within category for newsbrand readers on smartphone Non-readers spend 80% more time on games sites Source: YouGov analysis of passive website data, April-July 2015
  24. Newsbrand app readers also devote significant time to newsbrands 5.3 3.4 2.6 2.6 2.5 2.5 1.8 1.8 1.7 1.7 1.3 1.2 0.9 0.8 0.5 Average duration in minutes per app Source: YouGov analysis of passive app data, April-July 2015
  25. 0 0.5 1 1.5 2 2.5 3 3.5 0 50 100 150 200 250 300 350 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Discount websites: number of visits Average total duration (mins) Base: Newsbrand visitors on smartphone Averageduration(mins) Numberofvisits Smartphone newsbrand readers love a bargain – morning and early evening are the best time to target them Morning Afternoon Evening Source: YouGov analysis of passive website data, April-July 2015
  26. 0 0.5 1 1.5 2 2.5 3 3.5 0 50 100 150 200 250 300 350 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Averageduration(mins) Numberofvisits Smartphone newsbrand readers love researching travel – target them in the late evening when they are dreaming of their next holiday Morning Afternoon Evening Travel websites: number of visits Average total duration (mins) Base: Newsbrand visitors on smartphoneSource: YouGov analysis of passive website data, April-July 2015
  27. “ “Came out to do shopping, while parked up just reading some news about UK and the world. Also catching up with the latest results of the premier league game. While parked up I have nothing to do…instead of using Facebook, I like to know what’s the headlines today. Shahenur, 23
  28. 3. Enter their world
  29. A narrated world
  30. To Relax Smartphone fulfils 2 key need states for millennials
  31. To Distract Smartphone fulfils 2 key need states for millennials
  32. They welcome clever advertising that exploits digital technology
  33. They notice and enjoy seeing tailored adverts, and click on them regularly “ I'd like digital marketing to be smarter – if there were a way to track someone's reading habits and show them adverts based on this it would be useful. I love fashion so this advert is perfect for my interest. It's related to somewhere I can shop for clothes so would definitely interest me – I love clothes shopping! - Sophie, 23
  34. Ads should be streamlined and non-invasive to news content ..the Daily Mail for example is right at the bottom of the screen and is great because it is tailored and non intrusive to the story I'm reading - Mark, 33 “
  35. Smartphone advertising should be seamlessly integrated, interactive and targeted “I would make it less invasive and more targeted. I know that internet advertisers can track your browsing activity and target adverts at you, but I feel these are still quite generic. I don't know how, but it would be great to see adverts tailored personally to you – Michael, 21 “
  36. I would like more personalised and more interactive. I like adverts which are moving and catch the eye, rather than just a still image – Paul, 34 ““
  37. 4. Fuel their conversation
  38. In the know Something to share
  39. In the know “I will read the news on my smartphone whilst on the train, this is to read more in-depth stories about business and the local news to get an informed view of the day ahead - Mark, 33 “
  40. In the know “ To learn about the day's news, important global news that may have happened overnight that I hadn't heard about yet - Rosemarie, 32 “
  41. To keep up with current events, form political opinions, engage with the world around me, and help act in a way that validates my beliefs (e.g. activism) - Sophie W, 22 ““ In the know
  42. “I read the news predominantly to keep updated on current affairs – I like to know what’s happening in the world in a variety of different areas, such as sport, business, and politics - Lee, 23 “ In the know
  43. Something to share I read the news with my boyfriend. He’ll be looking at the sports news and I’ll be asking him questions, or I’ll be reading the entertainment news and he will ask me questions. A lot of the time we will read the world news together because we both find it interesting - Paige, 19 ““
  44. Something to share “ I read news in the morning before work so I have something to talk about with colleagues - Shahenur, 23 “
  45. Something to share “ I look up news articles probably 5 times a week when I’m talking to flat mates/boyfriend etc about politics, pop culture/music/arts. We quite often communally browse the internet at home, then about the news and what we find. - Sophie W, 22 ““
  46. Newsbrands on mobile are almost synonymous with social media A lot of the time I read the news just after I’ve looked at Facebook, mainly because I’ve seen an article on there that someone has posted or a status that someone has put that is of something that has happened around the world or to a celebrity that I want to know more about - Paige, 19 ““
  47. Newsbrands on mobile are almost synonymous with social media “ I read news so I don’t feel isolated and I would feel selfish if I didn’t care what was going on around the world…news is fun, plus learning is beneficial. - Shahenur, 23 “
  48. Global social media interactions* from UK newsbrand articles have grown by 92% year on year 41,729 48,041 56,757 50,592 46,015 64,447 56,037 71,021 67,608 82,393 86,939 96,481 80,324 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 000s social media interactions Source: Newswhip UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014) *Facebook likes, shares & comments; Twitter, LinkedIn and Pinterest shares across all platforms
  49. @thetimes 418,420 likes 537,000 followers* *excluding sub-brands and journalists @standardnews 445,927 likes 252,000 followers* @guardian 4,836,984 likes 4,220,000 followers* @DailyMirror 1,808,465 likes 477,000 followers* @Independent 3,341,844 likes 1,420,000 followers* @MailOnline 2,918,735 likes 1,160,000 followers* @Telegraph 2,586,649 likes 1,220,000 followers* @TheSunNewspaper 1,882,520 likes 853,000 followers* 1,093,849 likes 209,000 followers* @MetroUK
  50. A Twitter account @Cameron’s Pig was created within minutes and gained over 15,000 followers within 24 hours …
  51. 5. Play the field
  52. It’s not just about smartphones + Adults 43% 18-34 37%=
  53. Different platforms, different days Adults 57% of weekday smartphone newsbrand readers read a weekend newspaper 18-34 53%
  54. Different platforms, different need states
  55. Different platforms, different need states
  56. Five principles 1. Choose your moment 2. Prime your audience 3. Enter their world 4. Fuel their conversation 5. Play the field

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