NRS PADD: Sun readership dominated by mobile for first time

A huge surge in mobile readers a year since the Sun scrapped its paywall means that, for the first time, the majority of the newsbrand’s audience now consume content via smartphone or tablet, according to the latest readership figures from PAMCo.

The News UK title has reported a consistent print readership around the 10 million mark for a long while; however, over the last year mobile readership has increased tenfold, from 1.6 million to 16.5 million – cruising way ahead of the newsbrand’s 10.6 million print readers.

This means that the Times is now the only newsbrand dominated by print (except for freebie Metro, although only very slightly) – with 4.4 million picking up the newspaper compared to 1.5 million reading content on mobile.

Unsurprisingly, mobile plays the most significant role for the now digital-only Independent.

The Guardian is also heavily skewed towards mobile, which increases its print and PC readership by 173%. Of the newsbrand’s entire audience of 26.2 million, 21.8 million come from mobile or tablet.

The Telegraph, Mirror and Daily Record also have huge mobile audiences – with mobile increasing print and PC readership by 132%, 157% and 159%, respectively.