Nieman Journalism LAb reporting, Andrew Phelps:
NPR’s iPhone, iPad, and Android apps have together surpassed five million downloads, an impressive number — but most of their users never stream audio. When they do listen, however, they are far more engaged.
According to NPR’s internal usage data covering January 1 through mid-April, users who request audio — maybe a station stream, a national newscast, or NPR Music content — view twice as many pages as those who only read the apps’ content. On average, audio streamers rack up 4.2 pageviews per visit versus 2.4 for the text-only crowd. (“Pageviews” in this case refers only to news content, not navigation pages.) The ratio holds up for iPad users, too: Listeners view 8.1 pages per visit, versus 3.9 among readers.
http://www.niemanlab.org/2011/04/want-to-keep-mobile-users-engaged-longer-just-add-audio
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