3. 3
50.5m people now own a mobile phone in the
UK, the majority of them are smartphones
74%
26%
Smartphone Other
Smartphone penetration
Smartphone ownership is up 14% on
last year
Source: comScore MobiLens, 3 month average ending March 2014
4. 4
O2 is the largest operator in the UK
22.7
19.1
10.9
10.1
7.6
7.4
7.3
15.0 O2
Vodafone
Orange
3
Tesco
T-Mobile
Virgin
other
Market share of operators (vol %)
Source: comScore MobiLens, 3 month average ending March 2014
5. 5
Samsung is the largest mobile phone
manufacturer
32.0
22.9
16.3
6.6
6.5
4.8
2.2
2.0
6.7
Samsung
Apple
Nokia
Sony
HTC
RIM
LG
Motorola
other
Market share of handset manufacturer (vol %)
Source: comScore MobiLens, 3 month average ending March 2014
6. 6
Google Android is the most popular smartphone
operating system
53.8
30.4
7.1
6.4
2.0
0.3
Google
Apple
Microsoft
RIM
Symbian
Other
Smartphone
Market share of Smartphone operating systems (vol %)
Source: comScore MobiLens, 3 month average ending March 2014
7. 7
Majority of mobile phone users are using
“connected media”
74
% of mobile phone owners that use connected media
Majority of people are doing
one of the following on their
mobile phone:
• browse mobile internet
• use applications
• email
• stream or download music
• watch broadcast or on-demand
video
Source: comScore MobiLens, 3 month average ending March 2014
8. 8
Smartphone users spend a considerable
amount of time online
10.6
hours a week spent
online via smartphones
Source: IAB Tablet Buyers Guide
9. 9
Advertising has a great influence on mobile search
71%
Search on their phone
as a direct response to
traditional media ads
Source: Dare, Digital Britain
10. 10
Mobile ads lead to action
1/2
Half of those who
see a mobile ad
take action
Of those that take action:
• 49% make a purchase
• 35% of them visit a website
• 24%recommend a brand to others
Source: Dare, Digital Britain
11. 11
Strong interest in interactive advertising
1 in 2
Smartphone owners are
interested in using
their smartphone to
interact with advertising
Source: Harris, Touchscreen Life
13. 13
Just over half of smartphone users access news
each month
51
% accessing news on mobile
Over 19 million smartphone
users access news on
their phone
App or Browser, aged 13+. Source: comScore MobiLens, 3 month average ending March 2014
14. 18%
25%
27%
30%
39%
39%
48%
56%
64%
69%
Purchased goods or services
Accessed online retail
Watched TV or video
Listening to music
Accessed news
Played games
Social networking
Used email
Used browser
Took photos
What do people use mobile phones for?
39% of mobile owners access news – that’s over 19m people
Source: comScore MobiLens, 3 month average ending December 2013
15. 62%
58%
68% 66%
33% 31%
45% 45%
UK average Print newspapers Digital newspapers Print + digital
newspapers
Use smartphone for any purpose Use for news
Digital newspaper readers more likely to use a
smartphone for news
Q8a. Which, if any, of the following devices do you ever use for any purpose? Q8b. Which, if any, of the following
devices have you used to access news in the last week? Base: 2082 UK internet users, 1253 print, 746 digital, 505
print + digital newspaper readers
Reuters Institute for the Study of Journalism Digital News Report 2014
16. 16
iPhone users are the biggest readers of news
59%
% of iPhone users that access news
59% of iPhone users
access news through
their mobile browser or
app
That is an index of
147 compared to all
mobile phone users
App or browser. Source: comScore MobiLens, 3 month average ending March 2014
17. 48%
45%
38%
40%
11% 11%
UK internet users Digital newspaper readers
Mainly use news apps
Mainly use web browser
Use news apps and
mobile websites about
the same
Use of smartphones for news
OPT9a. Thinking specifically about when you look for news on a MOBILE, which of the following statements most applies to you?
Base: 650 mobile users, 335 digital newspaper readers using mobile
Reuters Institute for the Study of Journalism Digital News Report 2014
18. 18
Accessing news through a smartphone is
particularly popular among young people
50.5
58.7
63.9
Total Audience 18-24 25-34
% of Smartphone owners
accessing news
App or browser. Source: comScore MobiLens, 3 month average ending March 2014
19. 19
25-34 year olds over index on accessing news
on their smartphone
25-34 yr olds are 27%
more likely to access
news on their smartphone
than the average
smartphone user
App or browser. Source: comScore MobiLens, 3 month average ending March 2014
20. 20
Nearly two thirds of 18-34 year olds access
news on their smartphone
62% of 18-34 year old
mobile phone owners access
news through their
smartphone
They make up 34% of all
smartphone owners
App or browser. Source: comScore MobiLens, 3 month average ending March 2014
21. 21
Over half of high income earners access news
on their phone
60.2
% of phone owners with HH income of £65k+
accessing news on mobile device
App or browser. Source: comScore MobiLens, 3 month average ending March 2014
Six in 10 smartphone
owners with HH
income of £65k+
access news on their
phone
23. 23
Newspaper sites reach 39% of mobile
browsers
15m
access local, national and
international newspaper sites
on their mobile through their
network or Wi-Fi
Figures include ANY newspaper sites accessed on mobile phones in the UK via browser – regional, national and international.
Source: comScore GSMA Mobile Media Metrics, December 2013
24. Smartphone newspaper readers
4.9m
read newspapers on their
smartphone last week
Base: Total sample 2082 internet users who have accessed the news
Reuters Institute for the Study of Journalism Digital News Report 2014
25. 25
Unique visitors accessing newspaper sites grew
41% year on year
10.6
15.0
March 13 March 14
Unique visitors accessing any newspaper sites via
mobile browser (millions)
+41%
YoY
Figures include ANY newspaper sites accessed on mobile phones in the UK – regional, national and international via browser
Source: comScore GSMA Mobile Media Metrics, March 2013 and March 2014
26. 26
Newspaper page views have enjoyed significant
growth year on year
846,277
1,241,305
March 13 March 14
Newspaper pages viewed via mobile browser (000s)
+47%
YoY
Figures include ANY newspaper sites accessed on mobile phones in the UK – regional, national and international via browser
Source: comScore GSMA Mobile Media Metrics, March 2013 and March 2014
27. 45%
29%
17%
9%
4% 3%
62%
41%
25%
14%
5% 4%
Directly via brand Search engine Social media Email News aggregator Mobile phone alert
UK internet users Digital newspaper readers
Digital newspaper readers are much more likely to
find news by going directly to a brand site
Q10. Thinking about you got news online (via computer, mobile or any device) in the LAST WEEK, which were the ways in
which you came across news stories? Base: 2082 UK internet users, 746 digital newspaper readers
Reuters Institute for the Study of Journalism Digital News Report 2014
29. Newsbrands’ monthly reach on mobile phones is
greater than the population of Belgium
12.8m
11.2m vs.
Browser only. Source: comScore MobiLens, 3 month average ending March 2014
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk
Times Online, Dailystar.co.uk, Financial Times Group
equals 33% of mobile browsers
30. Base: 635 who access news via their smartphone
Smartphone readers are highly engaged with
newspapers overall
read a newspaper on phone
35%
read a print newspaper
57%
read a digital newspaper
48%
total newspaper readership
73%
People who read news on their smartphone...
AND
Reuters Institute for the Study of Journalism Digital News Report 2014
31. 31
Newsbrand mobile sites attract a young
audience
50% of those who access
newsbrands through an
app or their mobile browser
are 18-34
Browser only. Source: comScore MobiLens, 3 month average ending March 2014
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk
Times Online, Dailystar.co.uk, Financial Times Group
32. 32
More than 8 out of 10 newsbrand visitors also
visit social media sites
86% of newsbrand
visitors also visit social
media sites on their
mobile browser
Uses browser only. Source: comScore GSMA Mobile Media Metrics, March 2014
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk
Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group
33. 33
Visitors to newsbrand sites are more likely to visit social
media sites than the average mobile internet user
230
227 218
198
147
Pinterest Tumblr LinkedIn Twitter Facebook
Newsbrand visitors accessing social media sites
indexed against avg mobile internet user
Uses browser only. Source comScore GSMA Mobile Media Metrics, March 2014
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk
Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group
34. 34
More 18-34s access newsbrands than Twitter
via their mobile browser
3.9m
2.2m
Newsbrands Twitter
mobile browser users (millions)
Uses browser only. Source: comScore MobiLens, 3 month average ending March 2014
Newsbrands refer to: MailOnline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk,
Times Online, Dailystar.co.uk, Financial Times Group
35. 35
Almost nine out of 10 newsbrand visitors also
visit retail sites
…of visitors to newsbrand
sites also visit retail sites on
their mobile browser
Uses browser only. Source: comScore GSMA Mobile Media Metrics, March 2014
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk
Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group
87%
36. 36
Mobile newsbrand visitors are twice as likely to
visit Amazon
Newsbrand visitors to Amazon index at
196
compared to average mobile internet
user
Uses browser only. Source: comScore GSMA Mobile Media Metrics, March 2014
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk
Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group
Hinweis der Redaktion
Via app or browser
Via app or browser
Digital newspaper readers are slightly more likely to use a browser to access news on their mobile than other mobile news readers.
Total Audience is smartphone owners aged 13+ (38.0 million)
18-24 year olds are 27% more likely than the average smartphone owner to access news on their device
25-34 year olds are 16% more likely than the average smartphone owner to access news on their device
18-34 year olds are 22% more likely than the average smartphone to access news on their device
58.7% of 18-24 year olds access news on their smartphone
63.9 % of 25-34 year olds access news on their smartphone
Overall, 61.8% of 18-34 year olds access news on their smartphone
18-24 year olds are 27% more likely than the average smartphone owner to access news on their device
25-34 year olds are 16% more likely than the average smartphone owner to access news on their device
18-34 year olds are 22% more likely than the average smartphone to access news on their device
58.7% of 18-24 year olds access news on their smartphone
63.9 % of 25-34 year olds access news on their smartphone
Overall, 61.8% of 18-34 year olds access news on their smartphone
18-24 year olds are 27% more likely than the average smartphone owner to access news on their device
25-34 year olds are 16% more likely than the average smartphone owner to access news on their device
18-34 year olds are 22% more likely than the average smartphone to access news on their device
58.7% of 18-24 year olds access news on their smartphone
63.9 % of 25-34 year olds access news on their smartphone
Overall, 61.8% of 18-34 year olds access news on their smartphone
Audience is aged 13+
Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international
Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international
Figure is browser only
Around a third of people who read news on their smartphone said they read a newspaper brand. That’s just under 5 million readers. Of course, it’s pretty difficult for people to remember every website they visit via their phone, as they tend to snack more. So this estimate is considerably lower than tracking data – comScore’s monthly data supplied directly by the phone manufacturers shows that newspapers reach 12.65 million mobile users – that’s more than 60% of the people who access the internet by phone. But it’s a clear demonstration that publishers have created content that appeals across a range of devices.
Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international
Figures are browser only
Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international
Figures are browser only
Internet users in the UK are much more likely to discover news by going directly to news brand websites than US consumers (33% go directly to brands and 40% use search) Digital newspaper readers in the UK are even more likely to go direct to a familiar newsbrand to find news – although they will also use search and social media to discover news – which will often lead them back to a known and trusted brand – see charts 38 and 39
11.2 million Belgians will be hoping their team get to the final in the world cup over the next 4 weeks. Over the same time period, newsbrands will reach 12.7 million people in the UK.
And while smartphone readers are slightly less likely to read a print newspaper during the week (57% versus average 61%), they are much more likely to be digital readers than the average internet user – so total newspaper brands reach is just above the average of 72%.