Bauer records over a million app transactions

Bauer Media has recorded in excess of one million paid app transactions across its magazine portfolio.

The results has led to Bauer upping its investment in mobile media.

See full release below.

"Bauer Media today announced plans to up-weight its investment in mobile media as the media group records in excess of one million paid application (app) transactions across its portfolio of popular magazine brands.

Spanning 40+ titles and six standalone apps, the one million paid app transactions signifies Bauer’s commitment to deliver more opportunities for consumers to connect with the content and brands they love.

On Bauer’s mobile developments, Marcelo Silva, Bauer Media Group’s Head of Mobile said, “The milestone of one million paid app transactions signifies a new phase in our digital strategy. We have invested in research to better understand our audience and are dedicated to developing digital and mobile products that provide incremental audiences for our brands.

“Our pipeline for the next 12 months will see an expansion in our mobile offering of magazine based content, as well as a substantial increase in non-magazine mobile products using both paid and ad funded app models.”

The investment in growing Bauer’s mobile footprint comes off the back of an extensive quantitative research survey conducted in conjunction with Nine Rewards. The research insights enable us to better understand the mobile media consumption habits of Australians and their appetite for content.

The national study involved more than 1000 respondents from a broad sample, with all panellists owning a tablet and smartphone device.

Among the findings:

– Games, Social Media, Weather, Travel, Photography, Finance, and Shopping were among the most downloaded app genres

– Users had downloaded on average 47.4 apps on their tablet and 47.3 apps. on their smartphones

– Men aged 14-39 were among the highest app consumers with 52.7 apps. on their tablets

– Magazine based apps. ranked #2 behind Games as the apps respondents had paid for

– PayPal was the preferred means of payment online ahead of Credit Cards and iTunes

– Quality and exclusive content ranked higher than price point as the key motivators when purchasing paid apps.

– Smartphone use was driven by practicality and communication, with users turning to tablet devices for media and content consumption

In a recent report published by the Interactive Advertising Bureau (IAB), mobile advertising was worth $349.5million last year, with mobile representing 14.3 per cent of total online expenditure in the final quarter of 2013, up from 11 per cent in the previous quarter.*

Tony Kendall, Bauer Media Group Director of Sales said, “Mobile media continues to grow at an astounding rate as consumers and advertisers demand more services, heightened experiences and quality entertainment from their mobile devices.

“We have one of the biggest libraries of curated content at our disposal and are well positioned to supply advertisers with relevant mobile solutions that deliver great content, engagement and cut through.”

Bauer Media is at the forefront of digital magazine publishing in Australia, publishing some of the most prestigious magazine titles on tablets, iPad and iPhone. This includes The Australian Women’s Weekly, Australian Gourmet Traveller, ELLE Australia, Myer Emporium, Cosmopolitan and Qantas’ The Australian Way.

Source: Nine Rewards, n=1000, tablet and smartphone owners, nationally representative split of males and females. Dec 2013. *IAB Australia mobile advertising growth, Quarter ending Dec. 2013."

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