The Guardian saw a transition of its audience to mobile platforms and realised that users consumed more content and spent more time engaging on apps than on the web. With this audience 10 to 20 times more valuable than average web users, it made sense to invest in developing apps with native features for mobile, including personalisation and notifications. Feedback from reviews on Google Play enable the brand to continuously improve the product.

Having engaged users is critically important. In fact, in many ways it’s more important than just having a large number of users.

Anthony Sullivan, Director of Product, The Guardian