Five things you should know about newsbrands and tablets

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Andre McGarrigleDirector of Audience, Guardian News & Media

1. We are moving to a post PC world where smart devices* dominate

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* includes tablets

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Smart is bigger than PC

Source: Business Insider

Global Internet Device Sales

2. Newsbrands’ audience growth is being driven by mobile devices*, and tablets are central to that trend

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* includes tablets

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Digital adoption and multiple platforms are driving audience growth

Source: GNM Total Audience Research 2008, 2012 NRS Jan-Dec 1994, includes Daily/Sunday Telegraph/telegraph.co.uk, Times/Sunday Times/thetimes.co.uk, Guardian/Observer/guardian.co.uk, Independent/IOS/independent.co.uk, FT/ft.com

National Quality NewsbrandsTotal Unduplicated Weekly Reach

12,000,000 12,100,000

13,600,000

1994 2008 2012

6Source: GNM Total Audience Research 2012, includes Daily/Sunday Telegraph/telegraph.co.uk, Times/Sunday Times/thetimes.co.uk,

Guardian/Observer/guardian.co.uk, Independent/IOS/independent.co.uk, FT/ft.com

Mobile devices are the key driver of recent growth

548

1,916

6,790525

8631,7841,171

Print

Fixed internet

Mobile devices

Total weekly audience = 13.6 million

Quality press weekly audience, by platform (000s)

4%

14%

50%

6%13%9%

4%

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Mobile devices are the key driver with tablets a major contributor of traffic growth.

Source: Adobe Discover

3. Tablets are a core component of Newsbrands’ multi-channel offering

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The modern, multi-channel newsbrandCase study: the Guardian

Sources: Adobe Site Catalyst (Oct 2012), Comscore (Sep 2012), Twitter (Oct 2012), Facebook (Oct 2012), YouTube (Oct 2012), Google+ (Oct 2012), Pinterest (Oct 2012), NRS July -June 2012 . Note: social offering shows total users. Monthly audience unless otherwise stated.

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A variety of devices play complementary roles in people’s lives

Source: IAB, Google

•On the go• Connecting/ socialising

• Short dips• Sharing info•Quick and immediate

Staying in-touch

• At home• Entertainment• Relaxing• Exploring new things

• Being creative• Using in-synch with TV

Relaxing

• At home or work• Performing tasks• Storing information• Requiring time and concentration

• Research-intensive

Staying productive

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And they use them at different times of the day accordingly

Source: Touchpoints 4, Media Diaries

4. Tablets are attracting a new, more valuable, more engaged audience

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A new audience …

30% 29%

21%

51%

58%

52%

14%11%

26%

0%

10%

20%

30%

40%

50%

60%

70%

Computer Mobile Tablet

1 source

2-3sources

More than4 sources

Source: Reuters Institute Digital Report (July 2012)

Sources of news by main access point

Q: In a typical week how many different ONLINE news providers do you use (including traditional and non-traditional sources, specialist digital publications etc)? Base: all (n=2173 ) Main access point for online news: Computer ( n=1564) Mobile (n=256) Tablet (n=84)

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… of super-consumers

spend more on average, %

% more likely

AB +76%

£50K + Personal Income +354%

Own 1+ car per household +100%

Food +36%

Skincare +50%

Handbags +85%

Music downloads +37%

Holidays +20%

Donating to charity +34%

Source: GNM Total Audience, Wave 1 2012. Sample: Total Audiences of all Newspapers + use a tablet

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… who are more engaged

Guardian iPad Edition

m.guardian

guardian.co.uk

Visits per visitor Page views per visit Average time spent

2.8 3.1 9.5 min

2.2 3.1 7.2 min

14.4 19.3 11.2 min

Source: Adobe Discover, Oct 2012

5. Tablets are a highly effective advertising channel (particularly as part of an integrated approach)

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Tablets are emerging as the main platform for mobile ad expenditure

10%

17%

25%20%

53%60%

0%

10%

20%

30%

40%

50%

60%

70%

2012 2014 2016

Tablet share of ownership of and advertising on smart devices globally

Tablet share of consumerownership of smart devices

Tablet share of ad spend on smartdevices

Sources: Yankee Group 2012 (Aug 2012); IDC Forecast (Sep 2012)

In 2012 Tablets account for 10% of all smart mobile devices owned globally and 20% of ad spend on mobile devices

By 2014 Tablets will overtake smartphones as a primary mobile advertising platform and by 2016 account for 60% of ad spend on smart devices

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GNM case study:Moonrise Kingdom campaign

Cross-media exposure:• 71% of respondents who saw

the ad on guardian.co.uk also saw it on another GNM platform

Ad-likeability uplift:• +82% uplift for those exposed

on multiple platforms

Action uplift:• +78% uplift in likelihood to

see the film for those exposed on multiple platforms

Source: Source: GNM Brand Aid Panel Research

1. We are moving to a post PC world where smart devices dominate

2. Newsbrands’ audience growth is being driven by mobile devices,

and tablets are central to that trend

3. Tablets are core to Newsbrands’ multi-channel offering

4. Tablets are attracting a new, more valuable, more engaged

audience

5. Tablets are a highly effective advertising channel (particularly as

part of an integrated approach)

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In summary