News International has unveiled iPad statistics for the Times and Sunday Times, claiming that the data proves there is a “valuable market” for newspaper tablet apps, reports Marketing Week.
Based on research during February, 26,000 Times readers – about five per cent of the paper’s overall print and digital readership – now read the newspaper’s content on its iPad app.
The paper’s print circulation was 445,109 in March – down 13.49 per cent, according to ABC figures – with 79,000 subscribing to its website through its paywall or via electronic devices.
On average, iPad editions of the Times are downloaded 25,000 times a day, with the figure slipping to 22,000 for the Sunday Times.
Access the Times’ iPad editions costs £2 a week or £9.99 a month. According to NI, the average iPad Times subscriber is 47 years old and earns £109,000.
“There is a great appetite to reach that attractive early adopter audience and advertisers are now including the iPad as an important part of the marketing mix, to complement print or online display,” said NI digital commercial director Alex Hole.
“In future we see a time for more complex targeting around demographic, the user journey of different times of day to meet advertisers’ needs more comprehensively.”
(Source: Marketing Week)