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.
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