HOW THE OTHER HALF SWIPESUnderstanding A�uent Financial News Readers on the iPad

The iPad has always appealed to high income earners interested in financial & business news.* At Onswipe, we’ve sifted

through our 2013 data of over 214,000,000+ mobile users and 1.5 billion minutes spent swiping to uncover their usage behavior,

engagement patterns, & more. We’ve also gathered insights from leaders in the publishing and advertising industry about why

the iPad is so attractive to this financial demographic. Specifically, we’ll answer questions such as:

1. What method of sharing is used the most by a�uent readers interested in financial news?

2. How much more engaged are finance readers compared to readers of other verticals?

3. How likely are they to click on advertising compared to readers of other verticals?

4. What social networks are they spending the most time on?

5. What are leaders in the publishing and advertising industry saying?

*Pew 2012 report on the mobile news consumption habits of US Adults:

http://www.journalism.org/2012/12/11/demographics-mobile-news/

TOP MEDIA PLATFORM INBUSINESS & FINANCE

ON IPAD

onswipe

9.0M

6.75M

2.25M

4.5M

0

Pag

evie

ws

QUANTCAST DEMOGRAPHICSOnswipe and the iPad draw a higher-income demographic,

specifically those interested in Business & Finance.

On average, the finance reader on Onswipe is 13% more a�uent than normal web audience, according to Quantcast.

$150K+

TIME SPENT vs. OTHER VERTICALS

3:50 4:31FINANCE

17.8%

READER

Finance readers wereBased on time spent,

more engaged than the average iPad user,beating out other verticals such as Entertainment & Sports.

AVERAGEREADER

MOST USED METHOD OF SHARING

EMAIL

FACEBOOK

TWITTER

Others

5.6%

READERS SHARE FINANCIAL NEWS

MORE ON FACEBOOK THAN ON TWITTER.

296%

ADVERTISING ENGAGEMENTclick-through rate comparison

AVERAGEindustry

onswipe7x

Our iPad audience doubled in 2013, and we expect that brisk growth to con-tinue for the next couple of years. Small wonder. Tablets o�er a magazine-like experience that often is better than a magazine, where readers can delve into sophisticated, graphically stunning financial data and analysis with a swipe of a finger. It’s the kind of experience that we expect will appeal more and more to Kiplinger readers, who comprise an educated, older audience. Onswipe is helping us reach this new tablet audience with a powerful platform.

Douglas Harbrecht, Director of New Media, Kiplinger

The iPad has been transformative to brand marketers especially in the financial services sector. It’s brought about a more a�uent au-dience that can be captivated with beautiful advertising that we have not seen in digital up until now.

Adam Schlacter, SVP Media, Digitas

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