Dig­i­tal na­tives

The Works - - DIGITAL -

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.

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