Gen­er­a­tion Myth

If you want to boost reach for younger read­ers, dig­i­tal edi­tions are an al­lur­ing and an ef­fec­tive so­lu­tion. Those un­der 25 are heav­ier users of mo­bile phones, which is why in­clud­ing the dig­i­tal edi­tions will reach more young read­ers.

The Works - - MULTIPLATFORM -

Almost 400,000 of this group read a news­pa­per on a mo­bile plat­form. This gives news­pa­per me­dia a com­bined weekly reach (print+tablet+mo­bile) of 50 per cent against this de­mo­graphic.

It’s not just the un­der-25s who use mobiles and tablets. The 25-54 de­mo­graphic is just as dig­i­tally-savvy and are more likely to read news­pa­pers con­tent on th­ese de­vices. Some 20 per cent in this group read news­pa­per jour­nal­ism on a mo­bile plat­form, lifting the com­bined weekly reach to 64 per cent.

The net ef­fect of adding mobiles and tablets to a print­based cam­paign is a five per­cent­age point lift in weekly reach, from 60 per cent (10.5 mil­lion) to 65 per cent (11.4 mil­lion).

*Lat­est emma fig­ures end­ing July 2014

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