Increased mobile traffic for NA

The newspaper Nerikes Allehanda launched their iPhone- and Android-apps three months ago. Since the launch the traffic through mobile phones has escalated and is now ten times higher.

15 000 apps has already been downloaded and the apps and the mobile site has more than 300 000 page views each week.

– Establishing NA in the mobile has gone very fast. And the quick response from our customers shows that our readers wants easy access to their local news, says Stefan Källström project manager and business developer at Promedia.

The iPhone-app has twice as much downloads as the Android-app.

­ – The iPhone-app has been downloaded 10 000 times and the Android-app 5 000. That is how it looks today but in a near future I think Android will catch up, says Stefan.

And the tendency for the mobile channel points straight up. For apps as well as mobile sites.

- It is extremely important to be in the mobile. More and more people use their phones as the primary source for news and that is not something we expect to change. Rather escalate, says Stefan.

NA choosed to build their apps as a wrap around their mobile site. A fast and easy solution that makes it simple to change the content in the apps.

– When we make changes we only have to do it at one place in order for it to change in both apps and on the mobile site, says Stefan.

During week 45 NA:s mobile site and apps had:

• 130 895 visits
• 26 437 unique visitors
• 309 600 page views

- This summer m.na.se had an average of 35 000 – 40 000 page views each week. When we in the middle of august did a redirect for all that browsed from mobile phones to na.se where the got the question if they wanted to go to m.na.se or the regular site – the mobile site was the obvious choice, says Stefan.