动漫卡通PPT模板 (6)

1.5
100
1
50
0.5
0
0
8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
Source: YouGov analysis of passive website data, April-July 2015
Source: YouGov analysis of passive data, April-July 2015
2. Prime your audience
Newsbrand readers on smartphone make more visits to other categories than non-readers
moment
audience
world
conversation
5. Play the field
1. Choose your moment
Three key measures
Reach
Breadth
Depth
Number of visits/people Average duration (minutes)
70 60 50 40 30 20 10 0
Number of visits/visitors Average duration (minutes)
Source: YouGov analysis of passive app data, April-July 2015
Different patterns according to habit type
Passive smartphone data analysis 1004 users of newsbrand websites
238 users of newsbrand apps 16th April to 16th July 2015
Interactive daily blogging 13 millennials aged 18-34 Recruited using Generation News quiz 15th to 21st August 2015
Be smart about smartphones
Five principles for engaging the smartphone newsbrand consumer
Mobile matters
36m UK adults
own a smartpho
2hrs 4mins daily time spent by average UK
Travel websites: number of visits Average total duration (mins)
Number of visits Average duration (mins)
Morning 350
Afternoon
Evening 3.5
300
3
250
2.5
200
2
ຫໍສະໝຸດ Baidu
150
Base: Newsbrand visitors on smartphone
“
“Came out to do shopping, while parked up just reading some news about UK and the world. Also catching up with the latest results of the premier league game. While parked up I have nothing to do…instead of using Facebook, I like to know what’s the headlines today. Shahenur, 23
Smartphone newsbrand readers love a bargain – morning and early evening are the best time to target them
Number of visits Average duration (mins)
Discount websites: number of visits Average total duration (mins)
1.6
1.6
1.6
1.3
1.3
1.3
1.2
1.1
1.1
1.1
1.1
1.0
1.0
Average duration per website within category for newsbrand readers on smartphone
Source: YouGov analysis of passive website data, April-July 2015
exploring at 11am
Steady reach Longer engagement
at lunchtime
Source: YouGov analysis of passive website data, April-July 2015
Visits increase from 7pm Shorter visits at dinner time Longer engagement in later
Morning 350
Afternoon
Evening 3.5
300
3
250
2.5
200
2
150
1.5
100
1
50
0.5
0
0
8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
13099
12881
Newsbrand website visitors via smartphone
Smartphone users who did not visit newsbrand sites
9112
5698
1432
Finance
1062
Travel
768
Food and Drink
Source: YouGov analysis of passive website data, April-July 2015
£7.2bn mobile ad
spend in 2014,
The smartphone newsbrand audience is huge…and young
Newsbrands reach 25 million
on smartphones
44% of smartphone newsbrand readers are aged 18-34
Late night/early morning 16 14 12 10 8 6 4 2 0
Source: YouGov analysis of passive website data, April-July 2015
Golden moments
Peak reach 9am Longer visits and more
Track
“
“A lot of time, during the day, I will be clicking on and off the app, reading different articles which could take half an hour to an hour, and sometimes for only 5 to 10 minutes.” Paige, 19
The smartphone newsbrand audience is huge…and young
Newsbrands reach 85% of total active smartphone audience
92% of 18-24 and 91% of 25-34
smartphone users access
1051
Games
8386
2592
3223
Gambling
150
Autos and vehicles
Newsbrands command attention when in smartphone portfolio
Non-readers spend
80% more time on
2.0
games sites
Grazing
Different patterns according to habit type
Ruminating/ feasting
Fix
“
“I usually read the news around 10am, 1.30pm and 9.30pm. Additional times can include a lull in my workload in the afternoon and on the journey home from work.” Rosemarie, 32
Fill
“
“Likely about 45/hour…but this is probably split across 5-6 sessions through the day.” Paul, 34
Don’t be greedy about data
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Proportion using WiFi Proportion using 3G or 4G
Source: YouGov analysis of passive website data, April-July 2015
Base: Newsbrand visitors on smartphone
Smartphone newsbrand readers love researching travel – target them in the late evening when they are dreaming of their next holiday
Choose your moment
2,000 1,800 1,600 1,400 1,200 1,000
800 600 400 200
0
Morning
Afternoon
Evening
Number of visits Number of visitors Average total duration (mins)
The smartphone ecosystem
Habit
Accessibility
Breadth and
Diversity
Continuous conversation
Five principles
1. Choose your 2. Prime your 3. Enter their 4. Fuel their
evening
2,000 1,800 1,600 1,400 1,200 1,000
800 600 400 200
0
Apps follow a similar pattern until evening
Number of visits Number of visitors Average total duration (minutes)
Newsbrand app readers also devote significant time to newsbrands
Average duration per app
318
206
158
156
150
148
110
109
103
99
78
73
55
47
33
Source: YouGov analysis of passive app data, April-July 2015
Beware creeping assumptions
Mobile
Snacking
Ad aversion
Disconnected activities
Fix
Track
Fill
Indulge
Invest
Getting under the skin of the smartphone newsbrand reader - a two stage approach