Digital Natives – those under 30 for whom all things digital are second nature – are driving the growth in the mobile newspaper audience.
One in four under 30s have accessed a newspaper media site using their mobile in the past 4 weeks, that’s up 4 per cent com- pared with this time last year.
So-called Digital Immigrants – those aged 45+ – are also accessing newspaper media content on their smartphones in big numbers.
More than 500,000 over 45s read newspaper content in this way.
According to emma data, smartphone penetration will break 70 per cent of the population aged 14+ by the end of the year. Publishers see this growth as an opportunity to grow their mobile audience and commercial value to advertisers focusing on multi-platform campaigns.