According to Statista, as of 2022, there were approximately 3.8 billion smartphone users worldwide, accounting for more than 48% of the global population.
This widespread adoption of smartphones has created a significant shift in news consumption habits, with 85% of adults in the United States getting their news on their mobile devices. This trend is not limited to the United States alone, with similar patterns being observed in other regions across the world.
To stay competitive and meet the evolving needs of their audiences, news publishers recognise the necessity of developing robust mobile app experiences. By offering a single mobile application that provides a comprehensive news destination, publishers can cater to the preferences of smartphone users and deliver a seamless news consumption experience.
These are the benefits single mobile applications can offer to both publishers and their audiences.
Seamless user experiences
In an era characterised by information overload, news publishers recognise the importance of delivering a seamless user experience. A single mobile app consolidates the need for users to navigate multiple Web sites or other apps. By offering a one-stop destination for news consumption, news publishers can create a reliable and user-friendly experience, enhancing user engagement and loyalty.
Personalised content delivery
The rise of Artificial Intelligence and machine-learning algorithms has empowered news publishers to deliver personalised content directly to users’ mobile devices. By collecting data on users’ reading habits, preferences, and interests, publishers can curate tailored news feeds within a single app. Personalisation can also go beyond simply curating content; it can also be used to identify the correct users for certain push notifications.
As we saw with Mediahuis, by using personalisation to define an audience of readers that will find your push notification interesting using the first-party data you’ve already collected, you can drastically reduce the churn rate of notification subscribers while also achieving a click-thru rate 10 times higher compared to general push notification to everyone.
This personalised approach not only improves user satisfaction but also enhances the likelihood of retaining and attracting new audiences.
Monetisation and revenue generation
According to Statista, mobile advertising spending is projected to reach US$327.1 billion globally in 2023, indicating the significant potential for revenue generation through targeted advertising within mobile apps. Single mobile apps provide opportunities for monetisation through channels such as targeted advertising, premium subscriptions, and partnerships.
With the ability to track user behaviour and preferences, publishers can offer highly relevant and targeted advertisements, thereby maximising revenue potential.
Enhanced data analytics
Understanding user behaviour and preferences is crucial for news publishers to refine their content strategies. Single mobile apps consolidate user data, providing publishers with comprehensive insights into audience engagement, content consumption patterns specific to mobile devices, and demographic information.
A survey conducted by the Pew Research Center in 2023 revealed that 82% of news publishers who implemented single mobile apps reported improved data analytics capabilities, allowing them to better understand their audience and tailor content accordingly.
Branding and audience loyalty
By offering a dedicated mobile app, news publishers can strengthen their brand presence and establish a direct connection with their audience. The app serves as a tangible representation of the publisher’s identity, fostering a sense of loyalty and trust. According to Branding Brand, 73% of users perceive a dedicated mobile application as a symbol of a trusted and established brand, indicating the positive impact on brand loyalty and perception.
Single apps can also be a method of providing value to subscribers, showing that there are multiple channels to access content. In a crowded digital landscape, a single app ensures the publisher’s content stands out, reinforcing its brand positioning. This can help to maintain a competitive edge.
As news consumption habits continue to evolve in the digital age, news publishers are increasingly focusing on single mobile apps as a pivotal component of their digital strategies. By providing a seamless user experience, personalised content delivery, and avenues for monetisation, publishers can stay relevant and profitable in a highly competitive landscape.
Furthermore, the enhanced data analytics and branding opportunities offered by single mobile apps enable publishers to build stronger relationships with their audience, fostering loyalty and long-term engagement. Embracing this trend allows news publishers to adapt to the changing needs and preferences of their readers, ultimately shaping the future of journalism in the mobile era.