21 Social Responsibility and Sustainability Report 2017 | PRISA In 2016, the monthly audience for the El País web-site grew by 18% over the previous year. Thus, in 2016, El País achieved an annual average of 14.893 million unique monthly users (ComScore PC + Mobile).There is also noteworthy increase in readership in Latin America. The figure for uni-que browsers for El País was up by 6% while El País Brazil saw an increase of 77%. Traffic in Latin America accounted for an average of 34% of the monthly total in 2016. A growing trend is access through mobile devices at the expense of computer use. In 2013, 73% of users accessed El País through their PCs, while in 2016 this figure has fallen to just 35%. Readers who used a mobile device to access the websi-te formerly accounted for 27% of the total, and in 2016 this percentage rose to 65%. The most nota-ble increase was for multimedia content. In 2016, the average number of monthly video views for El País increased by 578% over the previous year, thanks to the creation of new content on Facebook and the development of a channel on Youtube. PRISA Noticias EL PAÍS In 2016, El País celebrated its fortieth anniversary. It was a year of celebrations and of reaching out to readers. An occasion for enhancing and revitali-zing the global conversation. Last year, El País restructured its newsroom, crea-ting a modern, flexible and functional space that facilitates the daily work, communication and in-teraction among journalists. With more flexible communication and greater and more efficient synchronization of teams, the paper thus aims to better satisfy all our news readers’ demands. In June, El País implemented the 828 plan, a stra-tegy for adapting to how our readers consume news that includes the redesign and increase in the number of news alerts. The 828 plan adapts the contents of the web to the consumer habits of society, prioritizing news in those time slots of increased demand on digital channels: early mor-ning, noon and late evening. El País closed the year with an average daily cir-culation of 194,005 (OJD). With these figures, it remains Spain’s leading newspaper, with a lead of 85,000 over its nearest competitor El Mundo, which closed the year with an average daily cir-culation of 108,510 copies, and a lead of almost 103,000 copies over ABC, which had an average daily circulation of 91,159 copies. Videowall in the new El País digital newsroom
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