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1 Young people and newsbrands. There are 14.5 million 18-34s in the UK…

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Presentation on theme: "1 Young people and newsbrands. There are 14.5 million 18-34s in the UK…"— Presentation transcript:

1 1 Young people and newsbrands

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

3 They are young, affluent, and disproportionately important in certain markets…

4 And, contrary to opinion…

5 …newsbrands reach the vast majority of them

6 82% Newbrands reach Of year olds each month

7 In fact, thanks to new platforms, readership is growing

8 8 Newsbrands offer huge digital reach… Source: comScore MMX Multi-Platform October % across PC, tablet and mobile 10.9 million

9 9 …the same as Wikipedia, and more than Amazon and the BBC 10.9 million Source: comScore MMX Multi-Platform October million9.0 million 10.9 million

10 Tablets and mobile phones are extending the digital reach of newsbrands million 18-34s via mobile phone and tablet +3.5

11 11 Newsbrands have a particularly young demographic on mobile phones Source: comScore MobiLens, 3 month average ending September 2013 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Dailystar.co.uk, Financial Times Group, express.co.uk and people.co.uk 50% Newsbrand visitors are 18-34

12 12 Newsbrands also have a young audience on tablets Source: YouGov November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months Access via an app…

13 13 Newsbrands also have a young audience on tablets Source: YouGov November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months Or via their browser

14 14 Tablets are increasing young readers’ news consumption Source: YouGov November 2013: 884 tablet owners online 18+

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

16 A 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 Source: GB TGI Clickstream 2013 Q4 …in computers Young newsbrand readers know more and share more

17 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 Source: GB TGI Clickstream 2013 Q4

18 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 Source: GB TGI Clickstream 2013 Q4

19 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 Source: GB TGI Clickstream 2013 Q4

20 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 Source: GB TGI Clickstream 2013 Q4

21 21 …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 Source: GB TGI Clickstream 2013 Q4

22 Young newsbrand readers are more active consumers…

23 23 They shop more online… +51% Excludes groceries. Based on internet users in the last month aged Source: GB TGI Clickstream 2013 Q4 …to make a purchase online more than once a week more likely

24 24 More likely to visit a range of major retail sites… % +151% +119% +102% +77% +36% Based on internet users in the last month aged Source: GB TGI Clickstream 2013 Q4 Index vs year old non-newsbrand readers

25 25 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 times Based on internet users in the last month aged Source: GB TGI Clickstream 2013 Q4 vs year old non-newsbrand readers

26 26 The biggest buyers of the biggest brands 72% 74%75% Excludes groceries. Based on general population. Source: GB TGI Clickstream 2013 Q4 % of year old brand users who read newsbrands

27 27 The biggest buyers of the biggest brands % of year old brand users who read newsbrands 70% % 73% 69% Based on 18-34s. Source: GB TGI Clickstream 2013 Q4 72%

28 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


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