Research: Mobile news audience engaged, prized among advertisers
By Donald Williams and Rahul Sethi
As appearing on the INMA blog on January 30, 2018.
The vast majority of adult Canadians – 79% – now own a smartphone, up from 60% in 2015. This steep increase in smartphone ownership in Canada is consistent with other developed countries and has changed the way people consume media. News brands across the globe continue to evolve their mobile strategy to address this change. For some major brands, marketing investment has shifted to make mobile the primary focus for numerous campaigns, even while best practices for mobile engagement remain in flux.