Platforms

• 49.5m people now own a mobile phone in the UK
•  Unique visitors accessing newspaper sites grew 32% year on year
• Newsbrand mobile sites attract a young audience; 49.5% of those who access newsbrands are 18-34
• More 18-34s access newsbrands than Twitter via their mobile browser
•  8 out of 10 newsbrand visitors also visit retail sites
• Over half of Smartphone owners with HH income of £75k+ access news on their phone

Yahoo! research into how tablets have impacted upon the media landscape and the emerging opportunities they offer for advertisers

• Market, audience and opportunity
• Essential facts

• 41.3m people read a newsbrand each month; 13.9m of them use online newsbrands
• 98% of online newsbrand visitors go to a retail site in a month
• Newspaper readers are over 20% more likely to visit Asda, Tesco, Sainsbury and Waitrose online shopping sites than the average online user
• At least 63% of visitors to Asda, Tesco, Sainsbury’s and Waitrose online shopping sites are online newspaper readers
• 82% of people who visit a newsbrand through their mobile browser also visit retail sites on their phone
• People are more likely to find out about the websites they regularly use through press ads than from any other type of advertising

• Big switch to mobile computing - will overtake desktop use for news
• Improved video & data graphics to strengthen audience engagement
• Live news grows in influence

•  29.3% of UK adults online aged 18+ now own a tablet (12.2 million people)
• Also, 7% of adults questioned saying they plan to buy a tablet before March 2013
• 50% of tablet owners are over 45; while 1.3 million 18-24 year olds now own a tablet (27% of the age group)
• 42% of owners think that owning a tablet will mean their news consumption will increase, or has increased

• Under 35’s are 1.5 times more likely to own a smart phone than 35-64’s
• They are 2.3 times more likely to pay for an online newspaper subscription
• 1.7 times more likely to purchase newspaper or magazine app

• Looking at the role that The Mail can play in influencing consumers' online decision-making processes
• Readers are three times more likely to go to a website of an advertiser featured in The Mail than non-readers
• Mail readers are much more likely to go directly to an advertiser website than use a search engine
• 86% of Mail readers trust it to provide them with reliable information

• Digital users still trust “old” news brands
• Established media brands benefit more from the transition to mobile (and tablet) than web-based models
• Mobile and tablet readers are more engaged with news
• Mobile & Tablet readers read more long-form articles and more articles than they at first intended

• Online engagement research and planning tool covering
• Media engagement
• Advertising engagement
• Brand engagement

• MailOnline is the most shared media outlet on Facebook
• The Guardian is the second most share UK news source for on Twitter

• Tablet users have an appetite for paid content
• In USA Kindle Fire equals ipad 2 ownership
• 60% use their tablet several times a day
• Averaging 14hours a week

• 54% are using more than one platform to access newspaper content in an average week
• 67% percent use at least one of three common digital platforms
• They use each at multiple times over the course of the day for newspaper content

• Adding online to print increases reach
• Reduces cost per thousands
• Increases online actions

• Newspapers delivered 25% more impact and 18% higher ad recognition
• Ads in newspapers stood out more strongly
• Women rated newspapers more highly than magazines for information, ideas and "a ritual that keeps me in touch"
• Women saw advertising in newspapers as a sign of confidence in the product

• 44% for Motors
• 225% for Food
• 51% for Finance
• 31% for Toiletries