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The Mobile Influencer

In partnership with

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Candy Crush Saga

Whatsapp

Facebook

World Wide Web

Telephone 187875 years

Attention is on the decline, and will only get worse

Time to reach 100 million users worldwide Year of

launch

19791990200320042008200920102012

75 years16 years

7 years

6 years 5 months

4 years 6 months

2 years 2 months

3 years 4 months

2 years 4 months

1 year 3 months

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“A (Newsbrand’s) main product is not news or information, but influence: societal influence and commercial influence

“Philip Meyer,The Vanishing Newspaper

News brands have a uniquely influential role to play in society

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“If the model works, an influential (news brand) will have readers who trust it and therefore be worth more to advertisers

“Philip Meyer

People trust influential brands… and people pay attention to what they trust

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What is the link between mobility & influence?

+ +

Tech Mobility Leisure Mobility Physical MobilityUse mobile

internet/apps regularly

In past 14 days have been to cinema or visited shopping

centre/mall

In past 14 days have used various forms of public

transport or had a 30 min drive to work

Defining the mobile influencer audience

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Younger, better educated, more progressive

1 in 2 are under 35

20% more likely to be degree educated

63% are ‘progressive’

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What makes this group influential?By definition, get out more & do more, and have more conversations…

Network size is 18% bigger than the GB average

GB Mobile influencers

Relatives/ family 5.1 5.8

Close friends 4.2 5

Neighbours/acquaintances

5.5 6.6

Network size 14.8 17.4

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Are we too hurried and self-absorbed on our devices to talk to each other?

82%

10%2%4%2%

82% of mobile influencers marketing related conversations take place face-to-face

Face to Face 82%

Phone 10%

By email 2%

IM/Text 4%

Social Media 2% 82%Face to Face

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All news brands have high concentrations of mobile influencers

Total GB

GB News brands

GB News brands mobile audience

Total GNM

GNM mobile audience

28

32

41

43

52

10

Number of brand/product conversations per day

+29% +60% +102%

Total GBpopulatio

n

Mobile Influenc

er

Mobile Influencer

GNM audience

Mobile Influencer GNM mob/tablet

audience

11 14 17 22

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Number of brands mentioned per day

+42% +77%

Total GBpopulatio

n

Mobile Influence

r

Mobile Influencer

GNM audience

10 14 17

+95%

19Mobile Influencer GNM mob/tablet

audience

12

Mobile influencers have more OOH conversations than average too

56

52

10

10

15

17

10

11

4

5

5

5

Total GB

Mobile Influencers

In your own homeOther’s Home

Work/School

Shop/Pub/Cafe

Travel

Other

13

Mobile influencers more likely to talk about key topic categories

Beauty/Personal CareTechnology

Houseold ProductsTelecom

Children's ProductsFinancial

Energy & UtilitiesTravel Services

Health/Health CareSport/Recreation/Hobbies

The HomeShopping/Retail & Fashion

DrinksAutomotive

Media/EntertainmentFood/Dining

159156

150148147147

141139139138137136

131129129

124

Category Conversation Catalysts – Mobile Influencers indexed vs Total GB

14

MUCH more influential% who are Conversation Catalysts

5.2

9.711.5

18.1 18.9

Total GB Mobile Influencers

Mobile Influencer - any news

brand

Mobile Influencer -

GNM

Mobile Influencer -

GNM mobile/tablet

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Influence isn’t something you can buy, you have to earn it

Audiences are moving to

mobile platforms and

attention is getting worse

If you want to get attention and stand out

from the clutter you need to be

influential

Grow your influence by talking to the

Mobile Influencer news brand audience

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Thank you…