Newsletter June 16th: Most smartphone users get their news from a single app & How the FT is opening communications with a new audience

Over half of the news audience in major media markets such as the UK, USA, Germany and Australia use either one news app, or none at all. In the UK 51% of respondents use the BBC news app, but this market-leading dominance isn’t seen to the same extent in other markets. That information, from the Reuters Institute’s Digital News Report 2015 which was published today, has potentially major implications for publishers looking to launch their own news apps into an increasingly saturated market.

There are a couple of reasons why it might be the case; brand loyalty, the limited memory availability on smartphones, or something as mundane as the hassle of receiving constant push notifications. The report also makes it plain that although push notifications for news are still quite niche, this trend may continue an upward curve as wearables, personalisation and location based services become more mainstream. In an increasingly busy and loud digital space, targeted alerts may also be an effective means for audiences to be able to quickly access the most important content that matters to them

So, while giants like the BBC are launching international versions of their news apps, it’s far from a guarantee that they’ll find a significant or loyal audience. 

Read our nine key takeaways from the Reuters Digital News Report here<<<


 The Financial Times is one of the most recognisable business news brands in the world. Its reputation as an authority on financial news is solid, and it’s embarked on several recent digital endeavours that have been well-received. But there’s an area in which that reputation is arguably working against the brand – that of creating a dialogue with its audience – and that’s a bridge that another of its recent experiments is attempting to build.

FT data journalist Robin Kwong was, along with journalist Sarah O’Connor, one of the minds behind the FT’s Wearables at Work series. The series saw O’Connor fitted with wearable devices to navigate issues around employee/employer trust and the potential for personal data gathering. The experiment was widely reported for its implications for the blurring of home and work life, but how that content was sourced and delivered to the audience were just as important for the FT. Kwong explains:

“This is really experimental for us…we think there maybe are certain types of stories, certain types of coverage where we can use this approach to readers to say “we’re interested in looking at this, and at this stage we actually might not know everything there is to know about the subject. We have done some reader polls, we’ve done asking readers in the comments of our articles before, but I think certainly not in this scale and in this public, prominent way of putting call-outs on other platforms and sites as well”.

Read more of our interview with Robin Kwong here<<<



The above articles are original TheMediaBriefing analysis, and initially published in our daily morning newsletter. 

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By |2015-06-16T07:20:00+00:00June 16th, 2015|Analysis|Comments Off on Newsletter June 16th: Most smartphone users get their news from a single app & How the FT is opening communications with a new audience

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