NRS PADD: Times and i mobile audiences catching up with print

The Times and the i – the only newsbrands where print readership is greater than mobile – are now seeing their mobile audiences catching up with print, according to the latest NRS PADD figures for the October 2016 to September 2017 period.

Of the i’s combined print, PC and mobile audience of 2.9 million, 1.7 million come from print, 1.1 million from mobile and 290,000 from PC.

For The Times, which has an overall readership of 7.1 million, 4.1 million pick up the newspaper, 3.1 million access content on a mobile or tablet and a little less than 900,000 on PC.

It is the first time mobile has accounted for almost 50% of both newsbrands’ readership.

All of the other newsbrands surveyed continue to be dominated by mobile readership, with – unsurprisingly – digital-only Independent benefiting the most, with mobile increasing its PC audience by 329%.

For the Daily Record, mobile increases print and PC readership by 251%; for the Daily Mirror it is 206%; and for quality titles The Daily Telegraph and the Guardian, it is 167% and 159%, respectively.

The Telegraph, Guardian, Express and Scotsman are the only newsbrands where PC readership is greater than print.