NRS PADD – Mobile continues to boost newspaper readership

The National Readership Survey (NRS) has today launched its fourth set of mobile and tablet estimates of audience readership for the period April 2014 to March 2015 – also the first results to incorporate comScore’s new mobile and tablet estimates.

The Daily Mail continues its unrivalled dominance with a combined print, PC and mobile readership of 29 million, with mobile now accounting for a significantly higher proportion of its readership than print and PC.

Also with a strong mobile audience – which adds 113% to print and PC readership – the Daily Mirror is the second best performing newsbrand behind the Daily Mail with a combined readership of a little under 23 million, closely followed by the Guardian at 21.6 million.

PC and mobile readers continue to make up the majority of the Guardian’s audience, with print readership at a little under 4 million.

The Sun, however, is dominated by its print audience, which make up 12.3 million of the total 13.6 million. Similarly, 4.2 million of The Times’ 5 million readers are from print, while the newsbrand has just 400,000 paying subscribers to its website.

The Independent, with an average combined readership of 15.6 million, has seen its mobile audience go from strength to strength, with mobile now adding almost 128% to its print and PC audience. Mobile also makes up the majority of the Daily Telegraph’s total audience, closely followed by PC, while print readership falls significantly behind.

Both London Evening Standard and Metro audiences are dominated heavily by print and mobile; however, the Metro’s total print, PC and mobile audience is more than double that of the Evening Standard’s – and 4 million more than the Sun.

comScore introduced its new methodology in January 2015. Estimates of mobile and tablet visitors are now based on panels of mobile and tablet users, whereas previously they were derived primarily from mobile operator traffic data.