The Guardian builds lasting relationships by understanding mobile users

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.

Approach

Developed native apps with features not available on mobile web

Used Android Wear integration to enable app notifications

Enhanced personalisation capabilities on homepage

Applied feedback from Google Play and Android beta programme to refine product

Goals

Improve user experience and content relevance

Increase engagement and drive habitual use of app

Gain user insights to drive strategic decisions about product development and international growth

Results

Increased app rating from 4.0 to 4.4 in Google Play Store

Achieved 90% op-in rate for app notifications

Mobile and Android spearheaded growth in both emerging and developed markets

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

Developments Focused on Speed See Playbuzz Cut Content Load Time by 28%