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.ChooseyourmomentThreekeymeasuresReachBreadthDepth6:007:008:009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:000:001:002:003:004:005:0002004006008001,0001,2001,4001,6001,8002,0000246810121416NumberofvisitsNumberofvisitorsAveragetotalduration(mins)MorningAfternoonEveningLatenight/earlymorningAverageduration(minutes)Numberofvisits/peopleChooseyourmomentSource:YouGovanalysisofpassivewebsitedata,April-July2015Peakreach9amLongervisitsandmoreexploringat11amSteadyreachLongerengagementatlunchtimeVisitsincreasefrom7pmShortervisitsatdinnertimeLongerengagementinlatereveningGoldenmomentsSource:YouGovanalysisofpassivewebsitedata,April-July20156:007:008:009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:000:001:002:003:004:005:0002004006008001,0001,2001,4001,6001,8002,000010203040506070NumberofvisitsNumberofvisitorsAveragetotalduration(minutes)Averageduration(minutes)Numberofvisits/visitorsApps...
