NRS PADD: mobile continues to boost newsbrand readership

The National Readership Survey (NRS) has today launched its second set of mobile and tablet estimates of audience readership for the period October 2013 to September 2014, alongside its quarterly print and PADD results.

As has come to be expected, the Daily Mail leads the charge with a combined print and digital readership of almost 23.6 million, with a fairly even split across print, PC and mobile.

The second best-performing newsbrand, the Daily Mirror, recorded a gross readership of 16.8 million, and, similar to the Daily Mail, saw print, PC and mobile account for relatively even readership figures.

In contrast, the Daily Telegraph and the Guardian – both of which recorded strong combined print and digital figures (16.27 million and 16.26 million, respectively) – saw the majority of their readership come from PC and mobile devices, with print readership light in comparison.

According to the data, PC and mobile added almost 305% to the Daily Telegraph‘s print readership and 328% to the Guardian‘s.

A similar picture was reflected in the Independent‘s readership figures, with PC and mobile readership almost four times that of print. In total, the Independent‘s readership currently stands at almost 10.5 million.

Unsurprisingly, readership for the Sun and The Times, which both have online content locked behind a paywall, is swayed heavily towards print.

This week News UK announced that paying subscribers for Sun+ had almost doubled in the last year, now sitting at 225,000. However, mobile readership adds just 2.7% to the newsbrand’s overall readership (13.9 million). Similarly, The Times‘ mobile readership accounts for just 4.5% of the 4.7 million.

Freebie titles London Evening Standard and Metro also saw a notable skew towards print readership.

Since its launch in September 2012, NRS PADD has been providing estimates of the combined reach of print and PC websites based on a fusion of NRS and comScore data.

The new mobile and tablet estimates have been added to this dataset, with additional titles being included in future releases subject to sample sizes and approval.

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