magazine reading habits on mobile & tablet - abc interaction 2014
DESCRIPTION
Stonewash presentation from ABC Interaction 2014, LondonTRANSCRIPT
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
@StonewashLtd!!
ABC Interaction 2014!!
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Project Alpha!• Our data source
• Propensity to purchase
• What drives engagement?
• The advertising proposition
• How data can help
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Container Downloads!
90%
5% 5%
Magazine App Downloads by Pla8orm
iOS Windows Android
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Purchases by Platform!
91%
5% 4%
Magazine Purchases by Pla8orm
iOS Android Windows
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
No In-App Purchases!
54% 46%
Free Content
Downloaded Didn't Download
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Drivers of Purchasing Behaviour!
• Price
• Frequency
• Marketing
• Quality of content
• Reader engagement
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Total Sessions Per Issue
7
6
4
5
3
2
1
WEEKLY MONTHLY BI-MONTHLY QUARTERLY0
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Total Sessions Per Quarter
50
40
30
20
10
WEEKLY MONTHLY BI-MONTHLY QUARTERLY0
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Total Sessions Per Quarter
48WEEKLY
15.6MONTHLY
10.5BI-MONTHLY
4.6QUARTERLY
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Consumption v. Pagination
50%
40%
30%
20%
10%
0 - 50 PP 51 - 100 PP 101 - 150 PP 151 - 200 PP 201+ PP0%
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption12 issues @ 200pp
2,500
2,000
1,500
1,000
500
1 2 3 4 5 6 7 8 9 10 11 120
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption12 issues @ 200pp
2,500
2,000
1,500
1,000
500
1 2 3 4 5 6 7 8 9 10 11 120
CREATED2,400
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption12 issues @ 200pp
2,500
2,000
1,500
1,000
500
1 2 3 4 5 6 7 8 9 10 11 120
CREATED2,400
CONSUMED606
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption12 issues @ 200pp
2,500
2,000
1,500
1,000
500
1 2 3 4 5 6 7 8 9 10 11 120
CREATED2,400
CONSUMED606
WASTE75%
www.stonewash.co.uk@StonewashLtd
UNREAD 75%
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption52 issues @ 46pp
2,500
2,000
1,500
1,000
500
1 10 20 30 40 500
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption52 issues @ 46pp
2,500
2,000
1,500
1,000
500
1 10 20 30 40 50
CREATED2,392
0
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption52 issues @ 46pp
2,500
2,000
1,500
1,000
500
1 10 20 30 40 50
CREATED2,392
CONSUMED1,109
0
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption52 issues @ 46pp
2,500
2,000
1,500
1,000
500
1 10 20 30 40 50
CREATED2,392
CONSUMED1,109WASTE54%
0
www.stonewash.co.uk@StonewashLtd
UNREAD 54%
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Pagination and Consumption
Weekly46 pages
Monthly200 pages
PAGESCREATED
PAGESCONSUMED
WASTEDPAGES
2,392 2,400
1,109 606
75%54%
www.stonewash.co.uk@StonewashLtd
UNREADPAGES
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Propensity to Purchase v. Cover Price
50%
60%
40%
30%
20%
10%
£0 £1 £2 £3 £4 £5 £6 £7 £8 £90%
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Annual Revenue Per User12 issues @ £5.99 per issue (23% propensity)
£70
£60
£40
£50
£30
£20
£10
10 2 3 4 5 6 7 8 9 10 11 12£0
£72MAX POTENTIALEARNINGS
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Annual Revenue Per User12 issues @ £5.99 per issue (23% propensity)
£70
£60
£40
£50
£30
£20
£10
10 2 3 4 5 6 7 8 9 10 11 12£0
£72MAX POTENTIALEARNINGS
£16.53PROBABLEEARNINGS
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Annual Revenue Per User52 issues @ £1.49 per issue (31% propensity)
£70
£60
£40
£50
£30
£20
£10
£0
£77MAX POTENTIALEARNINGS
1 10 20 30 40 50
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Annual Revenue Per User52 issues @ £1.49 per issue (31% propensity)
£70
£60
£40
£50
£30
£20
£10
£0
£77MAX POTENTIALEARNINGS
£24.02PROBABLEEARNINGS
1 10 20 30 40 50
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
The Effect of Price and Frequency(based on 5,000 users)
Weekly£1.49 per issue
Monthly£5.99 per issue
PROPENSITYTO BUY
TOTALISSUE SALES
TOTAL ANNUALREVENUE
80,600 13,800
31% 23%
£82,662£120,094
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Conclusion!
• iTunes still dominant
• App downloads numbers misleading
• Less content more often
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
What Drives Engagement?!
• Rich and immersive media
• Frequent releases of smaller batches of content
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
0
500
1000
1500
2000
2500
3000
01 06 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86
Page Views
Rich Media Impact on Page Views!
On page video: Editorial page!
!
On page video: Editorial page!
On page video: Ad page!
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Rich Media Impact on Dwell Time!
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
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
Average Dwell (Seconds)
On page video: Editorial page!
On page video: Ad page!
On page video: Editorial page!
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
0
1000
2000
3000
4000
5000
6000
7000
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
Total Dwell Time (Seconds)
Rich Media Impact on Dwell Time!
On page video: Editorial page!
On page video: Ad page!
On page video: Editorial page!
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
The Advertising Proposition!
0
2
4
6
8
10
12
14
1 6 11
16
21
26
31
36
41
46
51
56
61
66
71
76
81
86
91
96
101
106
111
116
121
126
131
136
141
146
151
156
161
166
171
176
181
186
191
196
201
206
211
216
221
226
231
236
241
246
Second
s
Page Number
Average Page Dwell Time by Page Number
average_dwell_Ame
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Likelihood of interacting with ads!
87%
13%
First Quarter
No Yes
79%
21%
Second Quarter
No Yes
89%
11%
Third Quarter
No Yes
98%
2%
Fourth Quarter
No Yes
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
The Advertising Proposition!
79%
21%
Page Views By OrientaRon
Portrait Landscape
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
The Advertising Proposition!
33%
67%
Jumpy Reads vs Liner Reads
Linear Jumpy
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Conclusion!
• Premium print positions don’t apply • Add links or rich media to ads
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
How Data Can Help!
• Predicting outcomes • Identifying reader habits and trends • Identifying individual readers
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
@StonewashLtd http://stonewash.co.uk/research