Mobile is another important and growing channel for FT content. FT research has shown that the FT has a younger demographic on the mobile web, offering an opportunity to reach a new audience. Research has also proved that the mobile channel complements use at the desk with readers visiting the site the most when commuting, during evenings, weekends and whilst on vacation.
Rob Grimshaw, managing director at FT.com, stated: “We asked our tech savvy readers what they wanted to see in the new mobile version of FT.com and we incorporated their feedback into the new site. We found that many of our readers look for an executive briefing from the FT, so we focused on providing quality over quantity of content. Our research also showed that the FT has a younger demographic on the mobile web and this offers us an opportunity to reach a new and growing audience. We have already seen strong demand from clients for sponsorship opportunities.”
Phase one of the launch offers a new touch screen interface, faster access to content, improved search, the ability to customise and follow stock options and, although the site works on any phone, optimisation for the iPhone and BlackBerry which together account for over 60% of FT.com mobile traffic.
Behind the scenes, improved analytics powered by Bango offer users the ability to store their preferences against their FT.com profile. The same technology allows the FT a greater ability to track traffic by country and responses to marketing initiatives.
Phase two of the launch in the first quarter will include interactive mobile charting so users can quickly access company information and index data on the go. A dedicated iPhone application will follow, incorporating more sophisticated graphics and charts and the ability to quickly share FT content with the integration of the address book.