Great facts that explode the myth that young people don’t read newsbrands

1. 1
15-24s

2. 2
15 2416%
population
7.9m
Disproportionately important
in certain markets
Source: TGI GB 2012 Q3 (April 2011 - March 2012)

3. 3
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

4. 4
29% of vodka
Source: TGI GB 2012 Q3 (April 2011 - March
2012) / Drunk vodka in last 12 months

5. 5
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

6. 6
27% of
games &
consoles
Source: TGI GB 2012 Q3 (April 2011 - March
2012) / have bought console / games in the last 12
months

7. 7
28% of new
accounts
Source: TGI GB 2012 Q3 (April 2011 - March 2012) /
opened a new bank account in the last 12 months

8. 8
27% of
albums/singles
downloads
Source: TGI GB 2012 Q3 (April 2011 - March
2012) / download music in the 12 months

9. 9
22% of PC
purchasing
Source: TGI GB 2012 Q3 (April 2011 - March
2012) / Bought a laptop/ desktop in the last 12
months

10. 10
26% of recent
phone upgrades
Source: TGI GB 2012 Q3 (April 2011 - March
2012) / change or upgrade mobile phone every 12
-18 months

11. 11
26% of MP3s
Source: TGI GB 2012 Q3 (April 2011 - March
2012) /MPSs/Digital music players owned

12. 12
21% of colas
& fizzy drinks
Source: TGI GB 2012 Q3 (April 2011 - March
2012) / Drunk fizzy drink in last 12 months

13. 13
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

14. 14
Read a newsbrand (print or
online) in a week
Source: NRS PADD Apr 2011-Mar 2012 _ UKOM Apr 2012
66%
15-24s

15. 15
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

16. 16
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)

17. 17
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)

18. 18
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)

19. 19
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

20. 20
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)

21. 21
Celebrity news is a huge part of mid-market and
popular newspapers
Pg.
1

22. 22
Kate and Wills
Pgs.
8-9
Pgs.
14-15
Lady GaGa

23. 23
Pgs.
30-31
Brad & Ange Ryan Giggs
Pgs.
58-59

24. 24
Pgs. 4-
5
Cheryl Cole
Dannii Minogue
Pg. 9

25. 25
Pg.27
Victoria Beckham
Celebrity diets
Pg.36-
37

26. 26
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

27. 27

28. 28
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
2.4m
TV Final
2.8m
EVERY DAY

29. 29

30. 30

31. 31
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

32. 32
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