Digital Publishing AD 2015: Mobile Readership Footprint

PressPad publishers use customized smart widgets on their websites to attract visitors to install their mobile magazine app. We have analyzed traffic that went through our widgets in 2014 and found it very interesting to share with you. Here is a last year’s data collection, including mobile OS share, from over a hundred PressPad widgets.

First and foremost the widget is designed this way to always show the latest digital edition’s cover and the two badges linking to App Store and Google Play. There is also another widget available for our publishers that is called PressPad Web Store. It allows publishers to sell digital editions through their own websites. That supports PayPal transactions to extend shopping experience from in-app to their website.

– Why we do this?
Because web widgets have proved to be effective, online sales tools with conversion rate up to 20% (measured during nine months testing period).

The Readers Landscape

Data provided in this report came from the widgets that have been installed on PressPad publishers’ web sites. It has been 12 month (Dec 20th, 2013 to Dec 19th, 2014) since that time and hundreds of publishers worldwide have been using our widgets on their websites to generate new app installations and sales (not every PressPad publisher use this widgets, although).

Traffic scoop:

  • Page views: 9.5 million
  • Time period: 12 month
  • Page/Session: 1.4

Traffic Source Locations
Disclaimer: This are not locations of our customers but the sources of the traffic that went through the PressPad widget during 2014.

Geolocation scoop of the Widget’s Internet Traffic

Locations reflect source of the traffic on the PressPad Publishers’ websites and blogs.

  • Poland: 18.68%
  • United Kingdom: 17.46%
  • United States: 15.90%
  • Australia: 4.23%
  • Croatia: 3.32%
  • Canada: 3.27%
  • India: 3.22%
  • Venezuela: 2.20%
  • Germany: 1.41%
  • Mexico: 1.35%
  • Other: 28.95%

“Other” category is a very long-tail of locations that cover literally every continent except Antarctica. There are 234 locations/countries including 1 visit from North Korea and 2 from American Samoa (smile). Please note (again) this locations spread does not reflect PressPad customers’ location.

Hardware Wars

Traffic Sources by Device

The most interesting part of the internet traffic report applies to hardware. It looks like a mobile traffic keeps one third of the whole traffic that has came through the widgets. Here is detailed split by category.

  • Desktop: 66.33%
  • Mobile: 22.59%
  • Tablet: 11.08%

Mobile OS Share

Mobile Devices by Device Info
Mobile Devices by Device Info

Apple keeps half of the pie with iPad and iPhone nearly sliced their half into the two quarters. The second most popular devices are: Samsung Galaxy S III and IV. The rest goes to Google Nexus 7, Samsung Galaxy S II, HTC M7 One. Other devices share very small footprint comparing to Apple’s dominance. This is proven by the following data comparison.

Mobile Devices by Brand
Mobile Devices by Brand

Apple is the king. They rule with 50% traffic share. Second place is occupied by Samsung with slightly over 23%. Sony, LG, Google and HTC keeps 12%.

OS Wars

When it comes to mobile operating systems the market is rather polarized between iOS and Android. However there is a relatively small gap which the Microsoft Windows is fighting for. Lets take a look at the figures.

Mobile Traffic. Split by Mobile OS
Mobile Traffic. Split by Mobile OS

In this study Apple iOS keeps 49.4% and Google Android 47.1% The final 3.5% is occupied by descending systems like BlackBerry or Symbian. What is more Windows has started to be taking over that 3.5% wide melting niche.

Dynamics

Mobile OS ShareMobile OS Share – Total Widgets’ Traffic

Mobile OS ShareMobile OS Share

Interesting things have started to be visible when we split operating systems break down into the 3 month data chunks. Android powered devices were dominating among our publishers’ readers, then iOS has taken the lead and it has been stabilizing its share towards Android at the end of the year.

Mobile OS Share - Other Systems

When we take a closer look at the small gap occupied by niche operating systems it is clear that the BlackBerry fall back left unexpected (?) room for Windows growth. And it seems that Windows took this chance to dominate that niche.

The future

Based on PressPad widgets’ data we can assume that expecting any major revolution on the mobile OS market share this year is not reasonable. Apple iOS domination is quite stable and with its solid base of mobile products it will be hard to break their position. The innovation and new quality brought to users together with new Android 5.0 introduction can be a turning point, if it would be followed by Android devices manufacturers, although. Big question about Windows mobile – if the 3.5-5% market gap is enough to influence whole industry – remains open.

What’s more we expect Android to take a strong impact on digital publishing during 2015 and activation of Asia/Pacific regions as well as huge Asians diaspora scattered around the world, that would like to keep up with their national editions, digital way. It is because because being digital gives opportunity to enjoy magazines they are familiar with.

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Wojtek Szywalski

Wojtek Szywalski is a Content Marketing Manager at PressPad and co-editor of Digital Publishing Guide Magazine. If you like his post please share it among circle of your friends and followers. You can follow him on Twitter @wojteksz as well.

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