Newspapers record huge mobile readership gains

21 Sep 2017  |  Ellen Hammett 
Newspapers record huge mobile readership gains

Mobile continues to play an integral part for readership for most newsbrands - except for The Times and the i, which are still best enjoyed in print, according to the latest NRS (and its soon to be replaced AMP) data.

Increases in readership between July 2016 and June 2017 for The Daily Telegraph, the Guardian, the Independent, the Sun, London Evening Standard and Metro were all driven by mobile - which now makes up more than half of total readership for 12 of the measured newsbrands.

Online-only Independent would be in trouble without mobile and tablet readership, which boosts its PC audience by 363%, while increasing the Daily Record's print and PC audience by 215% and the Mirror's by 198%.

By contrast, mobile increases The Times' print and PC audience by just 35%, which retains a loyal 4 million-strong print audience out of a total of 6.4 million readers.

Similarly, of the i's combined print and digital audience, mobile boosts print and PC readership by 39%.

Note on the data

The latest data is now based on 50% NRS print data and 50% AMP print data. AMP - Audience Measurement for Publishers - is the new currency for published media in the UK and produces de-duplicated brand reach data across mobile, tablet, PC and print. NRS data will now be published with an incremental proportion of AMP data for each subsequent quarter in 2017

The first 100% AMP dataset covering the period of January 2017 to December 2017 will be released in February 2018. The 100% AMP data sets will allow the market to plan de-duplicated reach and frequency campaigns across all platform for the first time, enabling publishers to properly commercialise their huge mobile audiences.

Due to the different methodologies, the PAMCo Board have mandated that NRS and AMP data should not be compared for commercial or marketing purposes.

NRS PADD (Jul16-Jun17 integrated with comScore Jun2017)
Net Print/PC and Mobile Total Total Print Total PC Total Mobile
000s 000s 000s 000s
The Daily Telegraph / telegraph.co.uk 26,951 3,443 7,189 21,139
The Guardian / theguardian.com 25,448 3,900 7,650 19,804
i / inews.co.uk 2,735 1,685 314 880
No Print Publication / independent.co.uk 22,755 n/a 4,915 19,709
The Times / thetimes.co.uk 6,375 4,006 881 2,377
Daily Express / express.co.uk 14,405 2,463 4,015 9,717
Daily Mail / dailymail.co.uk 31,011 8,392 6,989 22,881
Daily Mirror / mirror.co.uk 26,488 4,894 4,413 21,271
Daily Record / dailyrecord.co.uk 5,098 1,041 637 4,023
Daily Star / dailystar.co.uk 8,481 2,200 1,440 5,559
The Sun / thesun.co.uk 29,570 9,107 4,081 22,618
London Evening Standard / standard.co.uk 14,345 5,055 2,288 10,579
Metro / metro.co.uk 22,041 10,499 2,740 14,264
The Scotsman / scotsman.com 1,367 274 472 772
Source: NRS
NRS PADD (Jul16-Jun17 integrated with comScore Jun2017)
Net Print & PC Total Net Print & Mobile Total Net PC & Mobile Total Print Only (and not PC or Mobile) PC Only (and not Print or Mobile) Mobile Only (and not Print or PC) Increase PC & Mobile adds to Print Increase Mobile adds to Print & PC
000s 000s 000s 000s 000s 000s % %
The Daily Telegraph / telegraph.co.uk 9,794 23,050 25,464 1,487 3,900 17,157 682.9 175.2
The Guardian / theguardian.com 10,170 21,440 24,363 1,085 4,008 15,278 552.5 150.2
i / inews.co.uk 1,969 2,491 1,145 1,590 244 766 62.3 38.9
No Print Publication / independent.co.uk 4,915 19,709 22,755 n/a 3,046 17,840 n/a 363.0
The Times / thetimes.co.uk 4,720 5,806 3,056 3,319 569 1,655 59.1 35.1
Daily Express / express.co.uk 6,260 11,743 12,530 1,875 2,662 8,146 484.9 130.1
Daily Mail / dailymail.co.uk 14,015 27,683 26,937 4,074 3,328 16,996 269.5 121.3
Daily Mirror / mirror.co.uk 8,892 24,062 23,910 2,578 2,426 17,596 441.2 197.9
Daily Record / dailyrecord.co.uk 1,619 4,664 4,483 615 434 3,479 389.9 214.9
Daily Star / dailystar.co.uk 3,585 7,466 6,618 1,863 1,015 4,896 285.6 136.6
The Sun / thesun.co.uk 12,543 27,501 25,026 4,544 2,069 17,028 224.7 135.8
London Evening Standard / standard.co.uk 6,794 13,088 12,126 2,219 1,256 7,551 183.8 111.1
Metro / metro.co.uk 12,425 20,763 16,012 6,029 1,277 9,616 109.9 77.4
The Scotsman / scotsman.com 716 999 1,165 203 368 651 399.3 90.9
Source: NRS

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