Young people and newsbrands

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Young people and newsbrands

There are 14.5 million 18-34s in the UK…

They are young, affluent, and disproportionately important in

certain markets…

And, contrary to opinion…

…newsbrands reach the vast majority of them

82%Newbrands reach

Of 18-34 year olds each month

In fact, thanks to new platforms, readership is

growing

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Newsbrands offer huge digital reach…

Source: comScore MMX Multi-Platform October 2013

48%across PC, tablet and mobile

10.9million

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…the same as Wikipedia, and more than Amazon and the BBC

10.9 million

Source: comScore MMX Multi-Platform October 2013

10.1 million 9.0 million10.9 million

Tablets and mobile phones are extending the digital reach of newsbrands

million18-34s via mobile phone

and tablet

+3.5

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Newsbrands have a particularly young demographic on mobile phones

Source: comScore MobiLens, 3 month average ending September 2013Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,ukTimes Online, Dailystar.co.uk, Financial Times Group, express.co.uk and people.co.uk

50% Newsbrand visitors are

18-34

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All owners 18-24 25-34 35-44 45-54 55+

40%

46% 44%39% 37% 39%

Newsbrands also have a young audience on tablets

Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months

Access via an app…

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All owners 18-24 25-34 35-44 45-54 55+

61%

71%64% 65%

56% 58%

Newsbrands also have a young audience on tablets

Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months

Or via their browser

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All owners 18 to 24 25 to 34 35 to 44 45 to 54 55+

30%

39%35%

31% 30%

24%

Tablet owners: spend more time reading news since owning a tablet

Tablets are increasing young readers’ news consumption

Source: YouGov 25-27 November 2013: 884 tablet owners online 18+

Newsbrands not only reach a large audience, but also a more influential one…

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129A large amount of knowledge about products/services

127 Very likely to convince others about a product

119 Posted comments/reviews on the internet

Index versus non-newsbrand readers

Online newsbrand readers vs non-online newsbrand readers. Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4

…in computers

Young newsbrand readers know more and share more

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117 Large amount of knowledge about products/services

…in websites

Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4

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129Very likely to convince others about a product/service

128 Large amount of knowledge about products/services


…in food and dining


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166 Likely to convince other about a good or service

150 Talked to many different people about products in last 12 months

…financial services


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163 Talked to many different people about products in last 12 months

136 Very likely to convince others about a product/service

…toiletries and cosmetics


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…in TV sets and equipment




Young newsbrand readers are more active consumers…

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They shop more online…

+51%

Excludes groceries. Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4

…to make a purchase online more than once a weekmore likely

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More likely to visit a range of major retail sites…

+180%

+151%

+119%

+102%

+77%

+36%


Index vs 18-34 year old non-newsbrand readers

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A more active and engaged audience

74% more likely to visit the site

32% longer on the site

42% more page views

227% more likely to visit 11 or more times11+


vs 18-34 year old non-newsbrand readers

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The biggest buyers of the biggest brands

72%74%75%

Excludes groceries. Based on general population. Source: GB TGI Clickstream 2013 Q4

% of 18-34 year old brand users who read newsbrands

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The biggest buyers of the biggest brands

% of 18-34 year old brand users who read newsbrands

70%

136

75%75%

73%

69%

Based on 18-34s. Source: GB TGI Clickstream 2013 Q4

72%

Conclusions

Newsbrands reach a vast proportion of young people every month – 82%

Digital platforms offer newsbrands huge reach for young people – and are still growing

Newsbrand readers have significant influence across a wide range of sectors

They are a highly active and valuable online audience

Young people and newsbrands

Marketing

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