Stonewash is conducting research called Project Alpha to analyze reader data from millions of users collected from their applications. The goals are to understand how readers engage with content on different devices and platforms, and to provide insights to publishers on how to maximize value. Initial findings show that most downloads and purchases occur on iOS devices, WiFi is the primary network used, and including rich media like videos on pages significantly increases engagement by lengthening dwell times.

1. Stonewash
Project Alpha
A Preview of the Research

2. Our Credentials
• Our background: Core publishing experience
• Stonewash began as a beta project in 2009
• The opportunity presented by app stores
• The problems we set out to solve
• How we track data

3. Our Thinking
Capturing reader
data
Natively built
applications
Publisher’s
Core Value
Supporting
the end user
Creating
Content
E-Commerce
Auditing
Distribution
Design and
production
resources
Multi platform
accessibility
Stonewash will
enable these
online capabilities
to publishers

4. Project Alpha
• Our data source: Millions of readers
• The value of the data to magazines
• The partners
• The project

5. Tablets & Smartphones
• The perceived value of print and app v. website
• When comparing platforms, choose your data carefully
• Consider all platforms

6. Tablets & Smartphones
Downloads By Platform
5%
5%
90%
iOS
Windows
Android

7. Tablets & Smartphones
Purchases By Platform
5%
4%
91%
iOS
Android
Windows

8. Devices and Readers
Number of Devices
4
1%
1
11%
3
42%
2
46%

9. Connectivity
Offline
2.80%
3G
15.62%
Offline
3G
WiFi
WiFi
81.56%

10. Rich Media Impact on Dwell Time
Page Views
3000
2500
On page video
2000
On page video
1500
On page video
1000
500
0
01
06
11
16
21
26
31
36
41
46
51
56
61
66
71
76
81
86

11. Rich Media Impact on Dwell Time
Dwell (Seconds)
45.0
40.0
On page video
35.0
30.0
On page video
25.0
20.0
15.0
10.0
On page video
5.0
0.0
01 03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89

12. Rich Media Impact on Dwell Time
Total Dwell Time (Seconds)
7000
6000
On page video
5000
4000
On page video
3000
2000
On page video
1000
0
01 03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89

13. Social Networks
Global
Gender
Devices
Phone
25%
Women
32%
Twitter
34%
FB
66%
Men
68%
Tablet
75%

14. Social Networks

15. Case Study
Project Alpha
Using Data to Predict Results
Shifting frequency from monthly to weekly