Who is the king of mobile & tablet content: native apps vs. web editions

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Information about Who is the king of mobile & tablet content: native apps vs. web editions

Published on March 4, 2014

Author: NxtbookMedia



“Who is the King of Mobile & Tablet Content? Native Apps vs. Web Editions”. – Native readers are growing by the day, but the browser still holds the lead. Or does it? Join us as we examine the reading habits of more than 1.5 million monthly readers across one digital publishing platform

Why It's So Hard to Measure Online Readership – The Atlantic • Name a metric, any metric, for measuring audience attention, and there is (a) a reason why it's useful; (b) a reason why it's worthless; and (c) a way for digital media companies to corrupt it.

• Uniques: Unique visitors is a good metric, because it measures monthly readers. • Visits: Tell you if they are coming back. – Both are lacking since they only track people rather than meaningful engagement. • Total Mobile(Native App and Mobile Browser) is increasing from 22% to 32%, almost 50% • Native App has flattened at 7%

• Page Views: They're good because they measure clicks, which is an indication of engagement that unique visitors doesn't capture. Tells you how much of your content are they consuming. • Stats – – – – – Desktop – 32 Page Views per Visit iPad Browser - 27 Page Views per Visit iPhone Browser – 14 Page Views per Visit iPad Native App - 61 Page Views per Visit iPhone Native App – 38 Page Views per Visit

• Time Spent/Attention Minutes: How long are they spending with your content. The question is why or why not? – Desktop - 5 Minutes – iPad browser - 5 Minutes – iPhone browser- 2 Minutes – iPad Native App - 10 Minutes – iPhone Native App - 5 Minutes

• Shares and Mentions: They tell you that visitors aren't just visiting. They're taking action. • Sharing is attracting readers. Where are they coming from? – – – – – Facebook – 73% Twitter – 12% LinkedIn – 12 % Pinterest – 2% Tumblr - <1%

• Some digital companies are trying to the Internet less like a newspaper and more like TV. – YouTube now measures “Time Watched.“ – Medium counts “Total Time Reading." – Chartbeat tracks “Average Engaged Time.”

Upworthy’s Approach • Introducing attention minutes, Upworthy’s new primary metric, tracking in two forms: – Total Attention on Site (per hour, day, week, month, whatever) — that tells us (like total uniques or total pageviews) how good of a job Upworthy is doing overall at drawing attention to important topics. – And Total Attention per Piece, which is a combination of how many people watch something on Upworthy and how much of it they actually watch. Pieces with higher Total Attention should be promoted more.

Apps that are successful • Over 50% of Visitors from Native App • All over 3K each month, a couple 10K

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