10th February 2017  |  

Newspaper Consumption In The Mobile Age

New research shows that The Mail accounts for nearly 30% of all time spent with newspaper brands by British audiences.

Recent research by Professor Neil Thurman looked into newspaper consumption in the mobile age with favourable results for The Mail. Looking at newspaper consumption through the lens of reading time, as this study does, reveals a very different picture from that drawn by the traditional reporting measures – print readership and online visitor numbers – where the wide reach of online channels disguises the relatively shallow engagement they inspire. The Mail also stands out with a relatively high proportion of engagement via mobile than PC with 14% compared to the newspaper brand average of 3.25%.

The research goes on to say that “Dailymail.co.uk dwarfs the other newspaper brands with its success online, attracting more than three and a half times the annual online reading time of its closest rival, The Guardian.com.” Professor Thurman concludes by saying this article shows that the share of consumption of UK national newspaper brands is less evenly distributed than previously thought. The Mail has over 50 per cent more share than its nearest rival – The Sun- which, in turn, has over 70% per cent more share than its closest competitor, The Telegraph. Indeed, The Mail has close to a 30 per cent share of the UK national newspaper market. 88.5% of time spent still comes via print editions.

This research only proves further the ‘power of print’ a presentation recently produced by our Senior Agency Partner Danny Geelan. To learn more please contact danny.geelan@mailadvertising.co.uk

To read more on Professor Thurman’s research visit journalism.co.uk or download the report in full here.