News & events

11.3m access newspaper sites via mobile

49.5 million people now own a mobile phone in the UK, with the majority owning a smartphone (68%), according to comScore’s GSMA Mobile Media Metrics & MobiLens data.

The popularity of smartphones continues to grow with ownership up 17% on last year. This growing smartphone audience gives newsbrands an opportunity to grow its audience - with almost 17 million people accessing news through their smartphone browser, which is over half of smartphone owners aged over 13.

Accessing news through a smartphone is particularly popular among younger people. 57% of 18-24 smartphone owners access news through their mobile browser, rising to 63% of 25-34s.

These 25-34s are 25% more likely to access news than the average smartphone user. In fact just over half of those who access national newsbrands through their mobile browsers are aged 18-34 (50.3%).

And it's not just young people that make use of news sites on their smartphone, it's also a popular activity among high earning households. Almost six out of 10 smartphone owners with a household income of £75K+ access news on their device.

Newspaper sites are particularly popular, with over 11 million people accessing them through their mobile phone (via their network or Wi-Fi). This number continues to rise, having increased by 7% in the last three months alone.

The sites are seeing significant growth in audience and engagement figures. The number of page views for newspaper sites on mobile browsers has risen 59% year on year, while the number of unique visitors has also grown – increasing by 29% on last year's figures.

National newspaper sites also have high levels of reach and engagement. To put this in context, more people visit a newsbrand site via their mobile browser than access Twitter (as of June 2013).

Newsbrand visitors are also active users of social media on their mobiles, which provides interesting opportunities for advertisers. 82% of newsbrand visitors also visit social media sites on their mobile browser. They are far more likely to visit social media sites than the average mobile phone internet user, over indexing on sites including Buzzfeed (338), Pinterest (273), LinkedIn (262), Twitter (250) and Facebook (182).

Newsbrand visitors are also likely to go to a retail site on their phone. 79% of them go to retail sites and they are more than twice as likely to visit Amazon than the average mobile phone user.

See our Research Centre for downloadable charts.



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