Smartphones biggest digital platform for newsbrands

The data released by Newsworks, the marketing organisation for national newspapers, found that newsbrands also reached 9.1m unique visitors on tablets, which is 44% of the total tablet audience.

It said that when this new mobile data is combined with PC, newsbrands have a total digital reach of 37.1m across the month.

Mobile Metrix has been launched in the UK to replace GSMA as comScore’s official measure for mobile audience behaviour. The new system includes panel data for the first time, which is fused with census data to provide a clearer picture of the age and gender of smartphone and tablet users.

Both on and off-network traffic will still be recorded, while Mobile Metrix can report unduplicated audience sizes across app and browser, for a comprehensive view of mobile audience reach on smartphone and tablet devices.

According to January’s figures, the average newsbrand app user spent a total of 230 minutes reading on a smartphone (averaged across MailOnline, the Guardian, Sun, Mirror and Times) over the course of the month and 238 minutes were spent reading on an iPad app (averaged across MailOnline, the Guardian, Mirror and Times).

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