Mov­ing with mo­bile

The Works - - DIGITAL. -

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.

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