JICREG True Local: Mobile Doubles Local Media Audiences
Mobile boosts local media’s audiences by 94 per cent, with the industry now reaching 40.6 million adults a month in print and digital, according to the local sector’s new cross platform audience currency JICREG True Local.
The new system also shows that young people are enthusiastic readers of local news on mobile phones, with 10 million young adults (aged 15-34) reading local media, local newspapers in print and digital, on mobile every month.
New net deduplicated audience data from JICREG True Local, shows that digital provides a 98 per cent uplift to monthly print audiences with 33.6 million people reading local media in digital every month.
The local media sector launched via JICREG the UK’s first integrated print and online audience currency Locally Connected in 2009. Now, following the sharp rise of mobile, the sector is following that success with the launch of JICREG True Local.
The audiences are calculated by RSMB using a combination of PAMCo, Comscore, and audited circulation data, enabling media agencies and advertisers to see how local media is consumed in print, mobile and desktop across Great Britain down to postcode sector level for the first time.
JICREG chief executive Keith Donaldson said: “The new data conclusively proves what we in the industry have known for some time; the demand for highly trusted local news has increased dramatically, resulting in huge audiences for the local sector across print and digital.
“It is also very encouraging to see conclusive evidence that young people are avid consumers of local news and information, accessing local journalism created by trusted brands on their mobile phones.”
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