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1、BesmartaboutsmartphonesFiveprinciplesforengagingthesmartphonenewsbrandconsumerMobilematters36mUKadultsownasmartphone￡7.2bnmobileadspend in2014,￡2.3bn(32%)display2hrs4minsdailytimespentbyaverageUKadultontheirsmartphoneThesmartphonenewsbrand audienceishuge…andyoung44%ofsmartphonenewsbrandrea
2、ders areaged18-34Newsbrandsreach25milliononsmartphonesThesmartphonenewsbrand audienceishuge…andyoungNewsbrandsreach85%oftotalactive smartphoneaudience92%of18-24and91%of25-34smartphoneusers accessnewsbrandsBewarecreepingassumptionsMobileSnackingAdaversionDisconnectedactivitiesFixTrackFillIn
3、dulgeInvestGettingundertheskinofthesmartphone newsbrandreader-atwostageapproachPassivesmartphonedataanalysis1004usersofnewsbrandwebsites238usersofnewsbrandapps16thAprilto16thJuly2015Interactivedailyblogging13millennialsaged18-34RecruitedusingGenerationNewsquiz15thto21stAugust2015HabitAcces
4、sibilityBreadthandDiversityContinuousconversationThesmartphoneecosystemFiveprinciples1.Chooseyourmoment2.Primeyouraudience3.Entertheirworld4.Fueltheirconversation5.Playthefield1.ChooseyourmomentThreekeymeasuresReachBreadthDepthMorningAfternoonEveningLatenight/earlymorningAverageduration(mi
5、nutes)Numberofvisits/peopleChooseyourmomentSource:YouGovanalysisofpassivewebsitedata,April-July2015Peakreach9amLongervisitsandmoreexploringat11amSteadyreachLongerengagementatlunchtimeVisitsincreasefrom7pmShortervisitsatdinnertimeLongerengagementinlatereveningGoldenmomentsSource:YouGovanaly
6、sisofpassivewebsitedata,April-July2015Averageduration(minutes)Numberofvisits/visitorsAppsfollowasimilarpatternuntileveningSource:YouGovanalysisofpassiveappdata,April-July2015Differentpatterns accordingtohabittypeGrazingRuminating/feastingDifferentpatterns accordingtohabittype““Iusuallyread
7、thenewsaround10am,1.30pmand9.30pm.Additionaltimescanincludealullinmyworkloadintheafternoonandonthejourneyhomefromwork.”Rosemarie,32Fix““Alotoftime,duringtheday,Iwillbeclickingonandofftheapp,readingdifferentarticleswhichcouldtakehalfanhourtoanhour,andsometimesf
