NRS PADD: Daily Mail’s mobile readership drops 2.7 million

The National Readership Survey (NRS) has today launched its sixth set of mobile and tablet estimates of audience readership, alongside its quarterly print and desktop PC results.

The mobile and tablet estimates show that both device types are continuing to fuel readership growth – adding 63% to the individual footprints of the brands measured across both the news and magazine markets.

Across all brands measured by NRS, digital content adds an additional 15% to the overall monthly print reach figure.

“The latest figures underline the continued, growing reach of published media in the UK,” said Simon Redican, chief executive at NRS.

“Mobile is the real engine of this growth for publishers, as more and more of their content is consumed on screens.”

Mobile readership – whether via smartphone or tablet – increases the The Daily Telegraph’s print and PC readership by 114%, accounting for more than 16m of the 23m total, while PCs make up a little over 8m and print 3.8m.
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Similarly, in order of how much mobile adds to print and PC, the Independent (171%), Daily Mirror (127%), Daily Express (122%), and the Guardian (107%), are also heavily dominated by mobile readership.

While the Daily Mail’s readership is led by its mobile audience, the newsbrand still boasts a healthy print and digital following. Of the 26.8 million people who read the Mail, 16.9m come from mobile and tablet, 10.3m from print and 8.8m from PC.

Whilst print has remained steady, the Mail’s mobile readership has actually dropped since the previous quarter by more than 2.7m.

Of the newsbrands measured, freebies Metro and London Evening Standard, and the Sun and The Times, which currently sit behind paywalls, are the only ones in which print is the dominant medium.

Of the Sun’s readership, which sits a little above 13m, 11.5m readers come from print, while the rest (2.7m) access online content from behind its paywall. However, the Sun is set to scrap its paywall at the end of November, so the figures are expected to climb rapidly in the next quarter.

The Times – which is sticking with its paywall for the time being – has a little over 4.9m readers; with almost 4.4 million coming from print, 517,000 from mobile and 316,000 from PC.

Although print makes up the majority of Metro’s 16.9 million-strong audience, mobile comes a close second (7.8m), while PC readership falls behind (2m). The Evening Standard also has a similar make-up – with print at 5.3m, mobile at 4.1m and PC at 1.4m.

See Also: NRS PADD: Print comes out on top for magazine readership