Mobile migration of national news brand audiences continues apace
The report shows how many people use mobile as their gateway to news.
It is estimated that 46 million people now engage with news brands every month
Publishers Audience Measurement Company (PAMCo) is pushing its credentials as a rival to the Audit Bureau of Circulations with the publication of the latest readership data and audience trends for national news brands.
The report highlights the startling rise of mobile as an audience gateway to current affairs, with 40% of national news brands’ monthly reach attributed to the sector.
PAMCo calculates that 19 million people access national news publishers every day by mobile, amounting to 1 million additional readers compared to June.
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Commenting on the mobile moves, Newsworks chief executive officer Jo Allan said: “Overall news brands continue to demonstrate impressive reach, but most significantly the growth of mobile audiences particularly reflects readers’ increasing demand for up-to-date, trusted journalism wherever they are.
“With recent months seeing the Platinum Jubilee celebrations, political upheaval and the public mourning of the Queen, fast-paced, accurate reporting people can rely on is more important than ever.”
It is estimated that 46 million people now engage with news brands every month, with mobile readership leading the way. In other words, an overwhelming 91% of British adults view news brand or magazine current affairs content in any given month. The data also shows that 41 million readers access news brand content each week, of which 26 million return daily.
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The figures are based on data gathered between September 2020 and June 2022 for print, with digital findings drawn from a June 2022 Ipsos report.
In 2020 PAMCo heralded the eclipse of Google by surging UK digital news readership, which at that point stood at 40 million per month.