NAA reporting: Newspaper publishers increased page views to their mobile content by
65 percent on average in September compared to the same month one year
ago, according to the Newspaper Association of America. Many newspapers
reported triple-digit page view increases to their mobile sites and
apps, demonstrating that newspaper content remains a leading choice for
consumers across their multiplatform offerings.
NAA’s analysis is based on traffic figures for more than 20
newspaper media companies – large and small, public and private – that
supplied year-over-year internal measurements of mobile page view
traffic and unique visitors from September 2010 and September 2011.
Unique visitor count increases ranged as high as 200 percent, with an
average increase of about 70 percent for the publishers reporting.
“Newspapers’ aggressive development of mobile products is paying
off,” said Caroline Little, NAA president and CEO. “Consuming news
consistently ranks as one of the most popular activities for mobile
users. The increasing demand for convenient mobile delivery of the
trusted journalism and advertising that newspaper brands provide is both
driving and rewarding publishers’ continued investment in mobile
content and app development – proving once again that newspapers
continue to matter in today’s hyper-connected world.”
Two independent studies confirm the importance of major news
media brands in attracting mobile users. According to digital audience
measurement firm comScore’s Digital Omnivore report released in October,
7.7 percent of total traffic going to newspaper websites came from
mobile devices – 3.3 percentage points higher than the amount of total
Internet traffic that originates from mobile devices, with an additional
2.8 percent coming from tablets compared to 1.9 percent for the
Internet overall.
In a Pew Research/Economist Group tablet study, also released in
October, 84 percent of news app users said the fact an app came from a
news organization they like was major factor in deciding to download it.
The study also showed that 81 percent of mobile Web users and 90
percent of app users went directly to news organization sites to get
news instead of going through a search engine or news aggregator.
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