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Young people and newsbrands
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1 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. - PowerPoint PPT Presentation
Transcript of 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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131 Posted comments/reviews on the internet
124 Very likely to convince others about a product
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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129 Very likely to convince others about a product/service
128 Large amount of knowledge about products/services
126 Posted comments/reviews on the internet
…in food and dining
Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4
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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
Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4
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120 Posted comments/reviews on the internet
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
Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4
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…in TV sets and equipment
125 Posted comments/reviews on the internet
130 Very likely to convince others about a product
Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4
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
24
More likely to visit a range of major retail sites…
+180%
+151%
+119%
+102%
+77%
+36%
Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4
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+
Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4
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%
ConclusionsNewsbrands 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
