Bauer ramps up mobile media investment, claims one million paid app transactions

By Rosie Baker | 3 March 2014
Womens Weekly, Bauer titles.

Bauer Media is increasing its investment in mobile media and will launch more apps and mobile products to strengthen its magazine brands.

The publisher, which produces Elle and Women's Weekly, says consumers have paid to access or download its branded apps more than one million times.

The publisher currently has six paid-for apps and plans to introduce more to offer consumers “more opportunities to connect”. It claims consumers use tablet devices more than smart phones for media and content consumption, while smart phones use is driven by “practicality”.

Marcelo Silva, Bauer Media Group 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.”

Bauer carried out research into consumer app usage with Nine Rewards and found men between 14 and 39 were the biggest consumers of apps. Users typically download 47 apps on smart phones and tablets with magazines the second most popular type – behind games, according to the research.

The company could not be reached to quantify the scale of its mooted increased investment nor the value of the million paid for-for transactions.

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