The Financial Times reaches 2.1 million people worldwide on a daily basis. The latest Average Daily Global Audience* (ADGA) figures, announced today, show a year on year increase in people who read FT content in print, online or through mobile devices.

While the number of people who read FT content on two or more platforms every day has grown 27% year on year to 287,816, or 14 per cent of the total audience, mobile users have increased 133 per cent on smart phones and 111 per cent on tablets.

Anita Hague, global research director at the Financial Times, said: “The latest ADGA figures show an increase in overall FT readership as well as strong growth in the use of mobile platforms. FT readers are comfortably moving between platforms to access our content, which maximises the reach and effectiveness for advertisers who run cross-channel campaigns.”

The FT’s research into campaign effectiveness has shown that readers who consume content on more than one channel are more engaged in the FT brand and advertisers’ messages (see Advertisers who opt for print only campaigns miss reaching 543,860 readers who only consume FT content in digital format, or 26% of the FT’s total daily audience (ADGA, May, 2012).

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* ADGA uses a combination of sources including syndicated national and regional readership surveys, unique user and browser data, FT proprietary research based on large samples of the reader base as well as ABC circulation figures. The number is divided into channels as well as regions, and duplicated consumption is removed to produce one global net audience figure. The measurement is subject to independent assurance by PricewaterhouseCoopers.