Phoenix: The First 45 Days

Phoenix launched in November 2016 with the goal of providing publishers with a new set of tools to meet the growing consumer demand for greater mobile experiences.

This report compares usage data from the 45 days before the Phoenix launch with the first 45 days after. Before, issues were presented as fixed layouts. Phoenix uses Auto-Layout™ technology to dynamically create the perfect layout for each device.

We are excited to share that early data indicates that focusing on mobile UX leads not only to better retention and engagement, but also higher revenue.

Starting with engagement metrics, we saw on average, an 83% increase in opens per issue, an overall 8% increase in sessions per user, and a 1.4x increase in screens per session.

With the ability to add web feeds such as video, top articles, featured articles, editor’s choice and more, this leads people to engage and open apps often as content updates regularly.

What are users actually spending time doing in the new Phoenix apps?

First, session times doubled. Average session times were 8 minutes. In that time, about 75% was spent in the Magazine section, 12.5% in news feeds, and the remaining 12.5% interacting with video feeds.

Not surprisingly - if there’s more for users to enjoy, they’ll stick around much longer.

Here’s the good stuff: revenue.

There was an average increase of 42% in annual subscriptions, and an average increase of 16% in total revenue.

While the data is early, the ability to put in flexible paywalls, and our proprietary Timed Access™ has increasingly supported an increase in monetization for publishers.

We look forward to sharing more data as we crunch it! To see the full infographic, click right here. And feel free to chat with us more about it — say what up at hello@mazdigital.com.

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