Moving with mobile
The shift in content consumption to mobile from the PC is moving at historic speed, but there is still a long way to go before numbers for smartphone and tablet audiences stack up against the web.
The biggest segment of the digital newspaper audience remains the web with 8.2 million people a month. Virtually all households own a PC or laptop, and many people check in with the news from their work computer. Lunchtime is a particularly heavy traffic period.
The mobile and tablet segments are of roughly equal size.
Smartphone usage tends to be short and goal-oriented with the audience snacking on quick grabs of journalism.
A different experience is offered by tablets, which are suited to the full range of traditional newspaper content, such as long-form journalism and photography.
This is validated by the fact that its monthly audiences for newspaper content is almost the same as the smartphone, which had a three-year headstart in the market.