No surprise, social sharing is likely driving lots of the boom in political news reading.
"What ends up driving a lot of the traffic in the news category, I think, is social linking to newspaper articles," Lipsman said. "And so that's why the mobile web numbers are bigger [than app numbers]."
Lipsman is a major proponent of news companies building good mobile browser experiences, to build reach, and of creating great apps, to satisfy the most engaged reader. Yet he also sees how difficult the mobile browser versus app stats are to make sense of. Most newspaper companies simply haven't invested the resources in creating a compelling app experience.
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