1

15 24 16%population

7.9m

Disproportionately important in certain markets

Source: TGI GB 2012 Q3 (April 2011 - March 2012)

2

22% of activities holidays

Source: TGI GB 2012 Q3 (April 2011 - March 2012) / % of adults who took an “activity holiday” in the last 12 months: Backpacking/ Skiing/Winter sports/ Boat holiday

3

29% of vodka

Source: TGI GB 2012 Q3 (April 2011 - March 2012) / Drunk vodka in last 12 months

4

17% of fast food

Source: TGI GB 2012 Q3 (April 2011 - March 2012) / /Have eaten fast food takeaway/ eat in in the last 12 months

5

27% of games & consoles

Source: TGI GB 2012 Q3 (April 2011 - March 2012) / have bought console / games in the last 12 months

6

28% of new accounts

Source: TGI GB 2012 Q3 (April 2011 - March 2012) / opened a new bank account in the last 12 months

7

27% of albums/singles

downloads

Source: TGI GB 2012 Q3 (April 2011 - March 2012) / download music in the 12 months

8

22% of PC purchasing

Source: TGI GB 2012 Q3 (April 2011 - March 2012) / Bought a laptop/ desktop in the last 12 months

9

26% of recent phone upgrades

Source: TGI GB 2012 Q3 (April 2011 - March 2012) / change or upgrade mobile phone every 12 -18 months

10

26% of MP3s

Source: TGI GB 2012 Q3 (April 2011 - March 2012) /MPSs/Digital music players owned

11

21% of colas & fizzy drinks

Source: TGI GB 2012 Q3 (April 2011 - March 2012) / Drunk fizzy drink in last 12 months

12

More first time brand choices than before or after

first credit card… first car… first holiday without parents… first washing machine… first utility bill in their name… first newspaper they buy… first mortgage… first vacuum cleaner… first cheque account… first mobile phone contract under own name… first purchase of a lottery ticket… first own choice of washing powder… first electric drill… first general election vote… first bed… first ISP contract… first by myself trip to IKEA… first disposable nappies… first purchase of toothpaste… first silk vinyl emulsion… first insurance… buy first drink in a bar… first choice of airline… first browse of the analgesics shelf… first choice of supermarket for main shop… first purchase of oven chips… first fill-up of petrol tank… first choice of coffee granules… first choice of career… first purchase from off-licence… first bet at the bookies… first car... first holiday abroad that I pay for... first carpet

1st credit card

1 s t drink in bar

1 s t ‘ b y m y s e l f I ’ m p ay i n g ’ t r i p to I K E A

1 st choice of coffee granules

13

Read a newsbrand (print or online) in a week

Source: NRS PADD Apr 2011-Mar 2012 _ UKOM Apr 2012

66% 15-24s

14

Reading newspapers increases with age and employment

Age 15-19 Age 20-24

Work 8+ hours per week

57% 61%

Still studying 50% 53%

Source: NRS April 11- March 12 / read any national newspaper in the last week/figures exclude the unemployed (55% weekly readership)

National newspapers 7 day reach

15

Social fuel – the enduring need for newspapers

73% - Gives me interesting things to talk about

59% - Keeps me up to date with celebrity gossip

Source: BMRB Quantitative Youth Research, July 2004 (sample 978)

16

Keeping informed– the enduring need for newspapers

73% - good source of info on music & films

87% - helps me understand the important issues

Source: BMRB Quantitative Youth Research, July 2004 (sample 978)

17

Social fuel

86% women / 73% men enjoy sharing fun stories they have read with others

52% women / 32% men enjoy reading the problem pages out loud with my friends

Source: BMRB Quantitative Youth Research, July 2004 (sample 978)

18

Sport is not a casual read for young men

Gives me facts I can use with mates or colleagues

76%

‘I use the sports section of the newspaper...

73%

To feel informed about what’s going on in sport

Passes the time 0%

Main reason for reading the sports section...

Source: BMRB Men and Sport / base: men 16-24 who read the sports pages in national newspapers

19

TV shows have huge social currency, especially with women

I often read newspapers to catch up on gossip from TV

shows I've missed

I know I can get the background stories for reality

TV shows

I enjoy the build up to my favourite TV shows by reading stories in the

newspaper

69%56%

67%45%

72%40%

Source: BMRB Quantitative Youth Research, July 2004 (sample 978)

20

Celebrity news is a huge part of mid-market and popular newspapers

Pg.1

21

Kate and Wills

Pgs.8-9

Pgs.14-15

Lady GaGa

22

Pgs. 30-31

Brad & Ange Ryan Giggs

Pgs.58-59

23

Pgs. 4-5

Cheryl Cole

Dannii Minogue

Pg. 9

24

Pg.27

Victoria BeckhamCelebrity diets

Pg.36-37

25

Reality shows are high interest for 15-24s

The TV show is the event, but....

Newspaper coverage nurtures interest and provides a regular fix for devotees

26

27

Newspapers reach more 16-24yr olds

Source: BARB / The highest viewing break on main channel, X Factor Final 2010; NRS Apr10– Mar 11 AIR national dailies Mon-Sat / nb The daily newspaper figure for mid-market and popular newspapers only is 1.7m

2.4mTV Final

2.8mEVERY DAY

28

29

30

For 15-24s, celebrities and reality shows are the high-octane social fuel that drives

conversation.

For advertisers, newspapers deliver a concentration of highly-interested

15-24s in a relevant context

31

15-24s are important because...

They constitute a large share in many markets

For many products they are 1st time buyers with no existing brand loyalties

Newsbrands are strong for 15-24s...

Weekly reach of print and online is 68%v 71% for all adults

Newspapers reach 74% of 15-24s in employment (8+ hrs per wk) across the week

Newspapers spark conversation...

Celebrity news and gossip is especially popular, and that extends to reality TV

For many young men it is sport that is the social fuel of conversation

Conclusions