The Mobile Influencer

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The Mobile Influencer In partnership with

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1878 75 years Attention is on the decline, and will only get worse Time to reach 100 million users worldwide Year of launch 1979 1990 2003 2004 2008 2009 2010 2012 75 years 16 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 Mobility Use 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

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

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All news brands have high concentrations of mobile influencers

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Number of brand/product conversations per day +29% +60% +102% Total GB population Mobile Influencer 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 GB population Mobile Influencer Mobile Influencer GNM audience 10 14 17 +95% 19 Mobile Influencer GNM mob/tablet audience

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Mobile influencers have more OOH conversations than average too Total GB Mobile Influencers

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Mobile influencers more likely to talk about key topic categories Category Conversation Catalysts – Mobile Influencers indexed vs Total GB

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MUCH more influential % who are Conversation Catalysts 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…