[MUSIC PLAYING]
ANTHONY SULLIVAN: Mobile is hugely important to us
at "The Guardian."
So mobile is our future.
Like many publishers, we're seeing a huge transition
of our audience onto mobile platforms.
So what we see is our apps users consume
vastly more content than any other user that we have,
actually.
Android is clearly a huge part of that.
TOM GRINSTED: It's not overstating
it to say that our apps users, including our Android users,
are our most valuable users across the entire portfolio.
They read more of our content.
They stick around for longer and spend more time with us.
App users are between 10 and 20 times
more engaged than the average web user.
Native apps like our Android app provide features
that you can't get on the mobile web.
And really, this comes down to key things
around ever presence.
The fact that once you're on the device, you're always there
and you're running-- that gives us opportunities
that we've never had before.
If you look at our Android web integration,
for instance, then that's really about enabling people
to receive "Guardian" notifications in a much more
timely and interesting way.
And then to be able to read them straightaway, or even save them
for later if they get a story that they really care about,
but they're in a situation where they can't quite read it yet.
I'm really proud of the team here,
and have opt-in rate of over 90%.
So fewer than 10% of people choose
not to get our notifications.
And that really speaks to the quality
of the editorial choices that we make around them.
With such a large audience for our apps,
then personalization become increasingly important.
You can personalize your homepage.
And this is a really, really powerful feature.
It allows users to select any kind of content
from across the entire network.
So it could be your favorite subject,
it could be your favorite writer.
And we want to make sure the content that's relevant to them
is really front and center for their experience.
ANTHONY SULLIVAN: Having engaged users is critically important.
In fact, in many ways it's more important than just having
a large number of users for "The Guardian."
And creating a habit, that's really important to us.
So that not only helps us with monetization,
but building that really sort of long lifetime relationship
with the audience.
TOM GRINSTED: As a business, we passionately believe
that the only way to be confident about the products
we're going to launch is to test them, test them, test them--
and get them in front of as many real readers and real users as
possible.
We do that through Google Play, through replying to reviews.
We do that through the Android beta program.
Now, the reason we do all of those things,
it's because we really want to understand
what they're doing with our products.
And what they're finding difficult,
and what they're loving.
That kind of feedback does help us make strategic decisions
about what's most important for our readers
when they're using the app.
A good example is the new search that we're releasing.
It's a direct response to feedback
we've got both from our beta program, and on Google Play
as well.
Mobile on Android has played a key part in our growth
strategy, both in emerging markets
and mature markets as well.
When we look at our new markets--
so India is a really good example-- then
people there are going straight to mobile.
And Android is a large part of that.
So our work on Android is part of our international growth.