Last week saw the Telegraph announce that it is ditching its digital paywall and rolling out a new free news app delivering vertically-organised and speedily-accessible content to a new user base.
It is interesting to see another news outlet scrap its paywall, but perhaps not surprising given that the Sun has seen its readership increase by a whopping 108% after doing so in December 2015.
The Telegraph’s move comes as mobile users increasingly demand everything faster and for free. The outlet says it realised it had a huge audience on the mobile web – 55m unique browsers visiting the site via mobile every month. These users are in the 25-44 demographic and the news app will target this audience group specifically.
The Telegraph says that ultimately it wants to move from being “digital first” to “mobile first”. The huge mobile user base is there for the taking and it will be interesting to note how news content will evolve to engage this very desirable audience, and what impact this will have in time on the outlet’s print product and edition apps.
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Words: Ellie Glason