I think what is impressive about this figure is the background context it is set against - the retailer (Boots), product (anti-wrinkle skincare) and format (newspaper). Trying to evaluate data yielded by a non-tech company aimed at women in their 40s/50s is surely misleading - (a) what percentage of this demographic have smartphones and (b) what extra information would you need about this product (that is already not displayed) that is more important than the rest of the newspaper on your evening commute...