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.

1. HOW THE OTHER HALF SWIPES
Understanding Affluent Financial News Readers on the iPad

2. 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 affluent 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/

3. TOP MEDIA PLATFORM IN
BUSINESS & FINANCE
ON IPAD
onswipe
9.0M
6.75M
2.25M
4.5M
0
Pageviews

4. QUANTCAST DEMOGRAPHICS
Onswipe and the iPad draw a higher-income demographic,
specifically those interested in Business & Finance.
On average, the finance reader on
Onswipe is 13% more affluent than
normal web audience, according to
Quantcast.
$150K+

5. TIME SPENT vs. OTHER VERTICALS
3:50 4:31FINANCE
17.8%
READER
Finance readers were
Based on time spent,
more engaged than the average iPad user,
beating out other verticals such as Entertainment & Sports.
AVERAGE
READER

6. MOST USED METHOD OF SHARING
EMAIL
FACEBOOK
TWITTER
Others
5.6%

7. READERS SHARE FINANCIAL NEWS
MORE ON FACEBOOK THAN ON
TWITTER.
296%

8. ADVERTISING ENGAGEMENT
click-through rate comparison
AVERAGE
industry
onswipe
7x

9. Our iPad audience doubled in 2013, and we expect that brisk growth to con-
tinue for the next couple of years. Small wonder. Tablets offer 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 affluent 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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