The Rise and Rise of Mobile: a Guardian Case Study
Post on 07-May-2015
22872 Views
Preview:
DESCRIPTION
Transcript
@steve_wing
The rise and rise of mobile: a Guardian case study
“Mobile has been over-hyped in the short term but under-hyped in the medium term to long term”
Sir Martin Sorrell 2009
1. Growth
Sources: comScore Intelligence Bay Report 3 months rolling average (Apr 2006 – Jan 2011); GSMA MMM (Feb 2011 – Feb 2012)
51%of UK mobile
phone browsers accessed mobile internet
UK unique monthly mobile internet users
Num
ber
of
mobile
inte
rnet
use
rs, U
K
1. Growth
Apr-0
6
Oct-0
6
Apr-0
7
Oct-0
7
Apr-0
8
Oct-0
8
Apr-0
9
Oct-0
9
Apr-1
0
Jun-
10
Aug-1
0
Oct-1
0
Dec-1
0
Feb-
2011
Apr-2
011
Jun-
2011
Aug-2
011
Oct-2
011
Dec-2
011
Feb-
2012
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
1. Growth
2. Demand
2. Demand
2. Demand
3. Ubiquity
3. Ubiquity
3. Ubiquity
3. Ubiquity
4. Expectations
4. Expectations
4. Expectations
5. Revenue
1821
1996
2006
2012
Now
Now
Guiding Principles
Browser App
Broadcast Narrowcast
Ad funded Best of Breed Accessible to all Paid and FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical
Browser App
Broadcast Narrowcast
Ad funded Best of Breed Accessible to all Paid and FreeDepth and Breadth CustomizableLive UtilityDiscoverable Vertical
Mobile Internet
Phone Apps
Tablet Apps
eReader
Distribution
Current Portfolio
m.guardian.co.uk
12.2 million
monthly unique
browsers
5.5 million UK
monthly unique
browsers
3.2 million US
monthly unique
browsers
Source: Adobe Discover, March 2012
181K
monthly browsers
238Kglobal
monthly users
840Kdownloads
since launch
845Kglobal V2
downloads since
launch
iOS Apps
91KSubscribers
831Kdownload
s since launch
121K
monthly browsers
Source: Adobe Discover, March 2012
281Kactive installs since
launch
212K
global monthly browsers
Android Apps
134KUK
monthly browsers
12K
global monthly browsers
Source: Adobe Discover, March 2012
37Kdownloads
since launch
26K
global monthly browsers
Recently
launched
Source: Adobe Discover, March 2012
Other Launches
m.guardian.co.uk
Guardian Eyewitness iPad
App
Guardian iPhone App (v1 + v2)
guardian.co.uk
iPad
Oth
er
devic
es
17,857 1,662 85,060
363,829
All Devices 17,857 370,480 85,060
More than half a million daily UK browsers (30% of our UK daily traffic) access our content through mobile devices
All Content
111,230
441,087
6,651
552,317
77,258
78,920
Source: Adobe Discover, March 2012
iPad Apps Phone Apps m.guardian guardian.co.uk
Tab
lets
Mob
ile
ph
on
es
iPhone/ Android Apps m.guardian.co.ukiPad App
Source: Adobe Discover, March 2012
Loyalty: apps encourage more frequent visits
45%76% 60% 54%
guardian.co.uk
Mon Tue Wed Thu Fri Sat Sun11%
12%
13%
14%
15%
16%
17%
iPadiPhone/Android Appm.guardian.co.ukguardian.co.uk
Guardian digital content accessed by day of week (UK)
iPad App – weekend readership
m.guardian – high on Sunday (football scores?)
iPhone/Android Apps deliver more even readership
Guardian.co.uk – weekday readership
Source: Adobe Discover, March 2012
Weekly engagement behaviour similar but a dramatic swing to mobile on weekends
Source: Adobe Discover, March 2012Guardian digital content accessed by time of day (UK, weekday)
Different product portfolio serves consumers at different times of the day
00:0
0
01:0
0
02:0
0
03:0
0
04:0
0
05:0
0
06:0
0
07:0
0
08:0
0
09:0
0
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
00%
2%
4%
6%
8%
10%
12%
guardian.co.ukm.guardianiPhone/Anroid AppsiPad AppFacebook AppPrint
BreakfastCommute
Lunch-time
Tea-time
Prime-timeBefore bed
Commute
Target Audience
Speed of change
Fragmentation and dilution
Prioritization
Integration
Distribution
Geography – US, Europe & ROW
Challenges
Mobile is too compelling to ignore
App vs. mobile internet should be considered carefully
Landscape is changing – HTML5 on the rise
Both platforms have different but important roles in building reach, engagement and loyalty
Both platforms have different roles to play in the revenue mix – ads vs. direct
Audience comes first when making the decisions
Finally
Thank you
top related