Tiny number of the publication's iPhone app users drive the majority of the content consumption
The Guardian newspaper stated recently that a single digit number of its iPhone app users are making up nearly half of the publication's Apple-fan online usage.
Of its total UK iPhone audience, recent preliminary analysis from The Guardian indicates that 4% of its iPhone app users account for up to 40% of the total time that audience spent consuming content online.
Tom Grinsted, product manager for core mobile apps at The Guardian, who was speaking at Mobile Marketing Live, said the heavy usage of the paper's iPhone users showed that mobile is truly an important channel for both brands and the marketing industry.
Grinsted stated: 'This is about knowing what your customer wants and when they want it, and giving it to them. There is no excuse now not to provide this on mobile.'
The paper has been focusing much of its app efforts on Apple's products this year. The Guardian iPad edition was relaunched in September as The Guardian and Observer iPad edition, ready for the first iPad issue of The Observer to be unveiled on Sunday 16 September.
In January this year, the publication announced that its iPad edition had been downloaded more than half a million times since it launched in October 2011, with 23,000 downloads on Christmas day 2011 alone.
In August, The Guardian's Eyewitness photography app for iPad was also relaunched with more visual content than before.
