How Newsbrands and Twitter work together to turn followers into readers and readers into followers

1. How Newsbrands and Twitter work together to turn
followers into readers and readers into followers

2. WHO? HOW? WHY?

3. Methodology: What we did
Online survey
(1,266) -
representative of
Twitter universe
LANDSCAPE AUDIT QUALITATIVE QUANTITATIVE
Analysis of database of
Twitter users to identify
existing behaviours
• Behavioural analysis
• Online diaries
• Telephone interviews
• Twitter profiles
• Filmed depth
interviews

4. How many follow newsbrands
35%
17%
49%
59%
Follow newspaper
brand
Follow newspaper sub-
brand
Follow newspaper
journalist
Any of these
% Twitter users
Source: You Gov January 2014
Base: All Twitter Users (1266)

5. The sample profile
• Source: GWI
Age profile of the Twittersphere – active Twitter users
153
135
114
62
33
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
Index on UK
population

6. The sample profile
• Source: NRS PADD Oct 2012 – Sep 2013 + comScore 2013
Age profile of newsbrand readers
98
102 102 101 98
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
Index on UK
population

7. 25-34s are most likely to follow newsbrands
Profile of newsbrand followers
205
177 176
126
Female 25
to 34
Male 25 to
34
Male 35 to
44
Female 35
to 44
Index on UK
population
Source: You Gov January 2014
Base: All Twitter Users (1266)

8. Newsbrand followers are even more upmarket and
affluent than non-followers
70%
30%
70%
28%
57%
43%
61%
21%
ABC1 C2DE Working full time Household
income £50k+
Newsbrand followers
Non-followers
Source: You Gov January 2014
Base: All Twitter Users (1266)

9. Highly active and valuable online audience
58%
More likely to make
an online purchase
more than once a
week
37%
More likely to visit a
supermarket website
34%
More likely to visit
Amazon
28%
More likely to spend
2+ hours a day online
43%
More likely to access
the internet on a
smart phone
44%
More likely to have
bought a new car in
the last 12 months
15%
More likely to have
spent £400+ online in
the last 6 months
Based on internet users in the last month. Source: GB TGI Clickstream 2013 Q4
NEWSBRAND + TWITTER VISITORS

10. Newsbrand + Twitter visitors have huge
influence across a range of sectors
More
knowledgeable…
Computers 142
Alcoholic drinks 134
Children’s products 135
TV 130
Mobile phones 125
More likely to convince
others…
More likely to talk
about…
Toiletries & cosmetics 125
Fashion 125
Computers 145
Alcoholic drinks 123
Healthcare 120
TV 133
Mobile phones 144
Toiletries & cosmetics 134
Fashion 124
Toiletries & cosmetics 145
Computers 142
Fashion 137
TV 130
Mobile phones 129
Alcoholic drinks 123
Healthcare 127
Newsbrands + Twitter users index vs average internet user
Based on internet users in the last month. More knowledgeable: would say they have a large amount of knowledge about products/services. More likely to talk
about: would say they talk to many different people about products/services. More likely to convince others: would say they are very likely to convince others
about products/services. Source: GB TGI Clickstream 2013 Q4

11. MAIN RESULTS

12. Twitter is important for keeping up with
the(ir) world
Source: You Gov January 2014
Base: All Twitter Users (1266): Select up to 3 of these statements which BEST
describes the way in which you use Twitter
39% 39% 38%
26%
23%
19%
12%
As a way to pass
the time
To be aware of
what is going on
around me
To feel connected
to people I am
interested in but
don't know
To keep in touch
with people I know
To tell others what
I am doing or
thinking
To add enjoyment
to different
aspects of my life
To enhance my
TV viewing
Main reasons for using Twitter

13. WHY NEWSBRANDS ARE
GOOD FOR TWITTER

14. Newsbrands provide an important service
• Source: You Gov January 2014
• Base: All Twitter Users (1266): To what extent do you agree or disagree with these
statements about Twitter
40%
49%
51%
53%
56%
61%
Gives me a chance to consume news with a like-
minded community
I often use it as a tool for reading reactions to news
stories
I like the fact that news breaks on Twitter before
anywhere else
Twitter and news stories make a great combination
Twitter gives you the chance to engage with the
news that interests you most
I like to be able to follow the news as it happens
% agree

15. Newsbrands act as a portal to
Twitter...and increase traffic
11% of those who follow newspaper brands on Twitter say they “were first
introduced to Twitter by a newspaper brand as a way of keeping up with
the news from their favourite paper”
40% of them agree “I check Twitter frequently to see what’s going on with my
favourite newspaper brand(s)”
Read

16. Newspaper brands are a key reason
for using Twitter
• Source: You Gov January 2014
• Base: Follow newspaper brand (442) Follow newspaper (217) Follow newspaper journalist (629):
• To what extent do you agree or disagree with these statements about Twitter: “Newspaper brands are a key
reason for me to use Twitter”
17%
26%
29%
Follow a newspaper's journalist
Follow a newspaper brand
Follow a newspaper sub-brand
% agree

17. Newsbrand followers are more active Twitter
users
• Source: You Gov January 2014
• Base: All Twitter Users (1266): Which, if any, of the following do you regularly do?
41%
26%
20%
15%
57%
43%
30%
22%
62%
49%
34%
21%21%
11% 10%
5%
Retweet interesting
links and comments
Post links to articles Tweet about trending
news topics
Reply to content and
opinion posted by
newspaper
brands/journalists
Total Twitter
Follow newspaper brands
Follow sub-brands
Do not follow

18. Newsbrands on Twitter
are important for driving
and spreading news
• Source: You Gov January 2014
• Base: All Twitter Users (1266): How important do you think…Newspaper brands on
Twitter are in driving/spreading news

19. Newsbrand followers visit and
post on Twitter more often
• Source: You Gov January 2014
• Base: Follow newspaper brands inc sub-brands (489) Do not follow (510)
56%
23%
35%
11%
Visit daily Post daily
Followers
Non-followers
40% of followers agree
that “I check Twitter
frequently to see what’s
going on with my
favourite newspaper
brands” – ¼ of them
agree strongly with this
statement

20. Helping to build trust in the content
• Source: You Gov January 2014
• Base: All Twitter Users (1266) Follow newspaper brands inc sub-brands (489)
45%
62%
Total Twitter Follow
newsbrands
% saying that “It is important that news on Twitter is verified by a
respected brand”

21. Why Twitter is good for
Newsbrands

22. @theipaper
@DailyMirror
@DailyMailCeleb
@TheSunNewspaper
@FabulousMag
@MirrorFootball
@PeopleSport
@thesundaypeople
@TheSundayMirror
@Celebsmag
@MailOnline
@guardian
@guardiantech
@ObsNewReview
@ObsMagazine
@Telegraph
@TeleFashion
@thetimes
@TimesVideo
@thesundaytimes
@ST_Driving
@Independent
@IndyFashion
@IndyOnSunday
@EveningStandard
@thestandardarts

23. Twitter encourages portfolio readership
• Source: You Gov January 2014
• Base: All Twitter Users (1266) Follow newspaper brand (442) Follow newspaper sub-brand (217)
78%
Follow another
newspaper brand
% newspaper brand
followers
78%
Follow another
newspaper brand
% newspaper sub-brand
followers

24. Twitter extends the reach of both print and
online audiences
• Source: You Gov January 2014:
• Base: Follow newspaper brand inc sub-brands (489)
• To what extent do you agree or disagree with these statements about Twitter
53%
55%
60%
Twitter helps me feel more connected to the
newspaper brands I like
Twitter gives me opportunity to engage with
newspaper brands I would not normally read
online
Twitter gives me opportunity to engage with
newspaper brands I would not normally read
in print format
% agreeing with statements

25. From headlines to analysis
• Source: You Gov January 2014
• Base: All Twitter Users (1266) Follow newspaper brands inc sub-brands (489)
55%
75%
Total Twitter Follow
newsbrands
% agreeing that “It is important that news on Twitter links to more
in-depth analysis/articles”

26. Twitter creating new relationships
Source: YouGov Qualitative stage
follows eight Guardian handles in total
allowing her to engage with her favourite
columnists and create communities
through music. She accesses the Website
as her main news source
follows three Telegraph handles in total including their
main account and sport accounts which continue to
act as his main source for authoritative news. He has
an established relationship with the paper through
years of reading which he has taken over to Twitter.
69 newsbrand or journalist
handles, many sports related

27. Why Newsbrands and
Twitter are stronger
together

28. Gossip/Banter
I want to relax and enjoy myself
Twitter has a unique humorous side to news
stories. It’s a backstage pass into the lives of
celebrities and allows me to be part of the
gossip.
Knowledge
I want to be the first to know
Twitter gives me instant access to the news
and is where news stories tend to break first.
It’s the best place to follow news stories as
they develop during the day.
Community
I want to find out about things I care about
Twitter gives me the chance to engage with
stories relevant to me with a community of
like-minded people. Discovering people with
shared interests I wouldn’t otherwise meet
through shared news interests.
Opinion
I want to know what people think
Twitter is a way of discovering different points
of opinion and commentary on news stories.
More personal opinions of celebrities/writers.
Interaction with the
news on Twitter
Twitter adds four core benefits as a news
platform for users…

29. Gossip/Banter
Witty and celebrity columnists
Newsbrands are responsible for some of the
most popular individual tweeters. Individual
journalists are key contributors to the humour
content on Twitter.
Knowledge
Trusted instant updates
Newsbrand handles provide legitimacy and
authority when news is breaking on Twitter.
They also provide journalists that offer
quicker, more accurate instant updates on
stories as they happen.
Community
An opportunity to connect with like-minded
content and people
Through their sub-section handles and the
overarching strength of newsbrand identities
newsbrands offer users the opportunity to
discover more content that is relevant to
them and engage with other people through
these communities.
Opinion
Honest and expert opinions and debate
Newsbrands offer expert opinion pieces and
the individual journalists offer honest and
frank opinions as well as engaging with
followers.
Interaction with the
news on Twitter
Newsbrands underpin these 4 key benefits

30. Gossip / Banter Knowledge
Community Opinion
Having a bit of
banter or gossip
Being the first
to know
Connecting with
like minded people
Being part of the
wider debate –
‘having your say’
@FleetStreetFox
@caitlinmoran
@JeremyClarkson
@OllieHolt22
#tomorrowspaperstoday
@Telegraph
@commentisfree @OwenJones84@DAaronovitch@TimesEducation@GuardianEnvironment@GeorgeMonbiot
Multiple use
Twitter handles
@JohnRentoul
@Sunny_hundal
@MarinaHyde
@mrevgenylebedev
and they do this through a diverse offering...

31. I want to be the first to know

32. 32
Knowledge – ‘Want to be first to know’
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

33. 33
Knowledge – ‘Want to be first to know’
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

34. I want to know what people think

35. 35Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about
it?Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

36. 36Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of
news?Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

37. I want to
find out
about
things I
care about

38. The importance of community
40%
52%
55%
Total Twitter Follow newspaper brands inc
journalists
Follow newspaper sub-brands
“Twitter gives me the chance to consume news within a
community of like-minded people”
• Source: You Gov January 2014
• Base: All Twitter Users (1266) Follow newspaper brands inc journalists (756) Follow newspaper sub-brands (217)
• To what extent do you agree or disagree with these statements about Twitter

39. @ESmotoring
@IndyVoices
@TheSTStyle
@TimesEducation
@guardiantech
@DailyMailCeleb
@TeleFashion
@TheSunFootball
@MirrorSport
@PeopleSport
@ObsFood

40. Newsbrands create special interest communities
54%
60%
Follow newspapers inc journalists Follow newspaper sub-brands
“Newspaper brands on Twitter give me the opportunity
to connect with like-minded people around specialist
areas of interest”
• Source: You Gov January 2014
• Base: Follow newspaper brands inc journalists (756) Follow newspaper sub-brands (217)
• To what extent do you agree or disagree with these statements about Twitter

41. Sub brands followers feel more connected
53% 57%
Follow newspapers inc journalist Follow newspaper sub-brands
“Twitter helps me feel more connected to the newspaper
brands I like”
• Source: You Gov January 2014
• Base: Follow newspaper brands inc journalists (756) Follow newspaper sub-brands (217)
• To what extent do you agree or disagree with these statements about Twitter

42. It’s not all about the serious
• Source: You Gov January 2014
• Base: Total Twitter (1266) Follow newspaper brand (442) Follow newspaper (217) Follow newspaper journalist (629)
To what extent do you agree or disagree with these statements about Twitter
56%
53%
53%
43%
Follow a newspaper sub-brand
Follow a newspaper brand
Follow a newspaper's journalist
Total Twitter
% agreeing with statement “Twitter provides a unique and
humorous take on the lighter news stories”

43. 43
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

44. 44
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

45. I want to relax and enjoy myself

46. 46
It doesn’t have to be serious all of the time...
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

47. It doesn’t have to be serious all of the time...
47
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

48. @Celebsmag
EveningDaytime
@Independent
Morning
@TelegraphNews

49. Newspaper brands provide an
authoritative viewpoint and
offer verified news in a user
generated content world.
Twitter helps newspaper
brands to become part of
breaking news in people’s
minds through instant
updates
Newspaper brands provide
detailed analysis behind 140
character Tweets
Twitter provides opportunities for
users to engage with newspaper
brands that they wouldn’t normally
read in other formats.
Newspaper brands offer
content and recognisable
brands that can bring
people together through
shared interests
Twitter enables newspaper
readers to connect with
newsbrands and content in a
more direct dialogue
The whole is stronger than the sum
of the parts

50. The role of brands, sub-brands & journalists
• A source of authority on breaking stories in a sea of speculation
and gossip
• Signpost places for further information and comment via links
• A way of filtering information and tailoring to interests
• A way of finding out about news stories that don't make the
headlines elsewhere
• A meeting point to connect through comment and debate
• Often first to break stories
• Insider view
• Witty and humorous insights
• Personal opinions – less constrained
NEWSBRANDS
SUB-BRANDS
JOURNALISTS

51. Let’s hear it for the journalists

52. Journalists and
Twitter benefit
each other
through…

53. Let’s hear it for the journalists
• Source: You Gov January 2014
• Base: Follow newspaper brands inc sub-brands (489)
• To what extent do you agree or disagree with these statements about Twitter
69%
48%
40%
Gives me access to journalists I wouldn't otherwise
connect to
I feel I have a more personal connection with
journalists I follow
Journalists on Twitter are trustworthy and faster
source of news
% agree

54. 54Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of
news?
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

55. 55Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of
news?
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

56. 56Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of
news?
Q37. Thinking about the news brands you follow on Twitter, what does it add to your consumption of news? For example, what do you enjoy most about it?

57. How Twitter & newsbrands turn readers into
followers and followers into readers

58. All figures, unless otherwise stated, are from YouGov Plc. Total sample
size was 1266 Twitter users. Fieldwork was undertaken between
05/12/2013 - 18/12/2013. The survey was carried out online. The figures
have been weighted and are representative of Twitter (UK).