27th March 2013, RTÉ Digital; The RTÉ News Now App, is the most popular Irish news and entertainment app in Ireland according to recent B&A research, ahead of the Irish Independent and Irish Times apps. With 10% of Irish adults using the App, it boasts a young ABC1 usage with 43% of users aged between 16 and 34.
The research also pointed to a very engaged mobile audience, with almost half of users engaging with the App on a daily basis. In addition, almost half of the RTÉ News Now App users source all or most of their news and entertainment requirements via the App. The App forms a central part of people’s lives with 40% of usage taking place out of home
B&A found that RTÉ News Now App users are also using the app more now than in the past, with 36% indicating that their frequency of usage is increasing.
Conor Mullen, Director of RTÉ Digital’s Commercial group attributed the RTÉ News Now App’s success to the “ease of use and constant availability of trusted, relevant content”. Mullen continued “This research confirms the huge shift in content consumption to mobile devices and that the RTÉ News Now app provides the relevant content to this audience wherever and however they want. Today’s audiences expect content everywhere, and RTÉ’s multi-screen strategy is striving to meet this requirement. RTÉ Digital will continue to provide content that evolves with audiences’ changing behaviours. Our ambition is to be where the audience is, providing fresh, new and innovative ways of engaging a loyal audience base and this appeals to all of our advertisers.”
The RTÉ News Now App has established itself as one of the core RTÉ Digital services offering content across a range of genres including News, Sport, Business and Entertainment. The B&A research highlighting the leading position of the app against its peers and the central role it plays in the lives of its consumers, demonstrates a clear opportunity to advertisers considering and planning mobile campaigns.
About RTÉ Digital
A central part of this strategy is to ensure RTÉ’s content is available wherever and whenever the audience requires. RTÉ Digital has harnessed the collective digital expertise of the organisation to bring high-quality content and services to Irish and international audiences across a range of platforms, devices and markets. In addition, RTÉ Digital manages and is developing its stable of industry-leading digital platforms and services RTÉ.ie, RTÉ Player and RTÉ News Now.
RTÉ Digital’s key priorities are to meet the needs of audiences now and in the future through innovation and technology, engagement with social media, and by playing an active role within the Digital Economy. The division also seeks to develop partnerships with industry-leading companies and organisations, in the areas of technology, design, device manufacture and content provision.
Media enquiries :
Caroline Stephens, RTÉ Digital Communications Manager