Young people and newsbrands
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Exploding the myth that young people don't read newsbrands
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Young people and newsbrands
- 1. Young people and newsbrands 1
- 2. There are 14.5 million 18-34s in the UK…
- 3. They are young, affluent, and disproportionately important in certain markets…
- 5. …newsbrands reach the vast majority of them
- 6. Newbrands reach Of 18-34 year olds each month
- 7. In fact, thanks to new platforms, readership is growing
- 8. Newsbrands offer huge digital reach… 48% 10.9 million across PC, tablet and mobile Source: comScore MMX Multi-Platform October 2013 8
- 9. …the same as Wikipedia, and more than Amazon and the BBC 10.9 million Source: comScore MMX Multi-Platform October 2013 10.9 million 10.1 million 9.0 million 9
- 10. Tablets and mobile phones are extending the digital reach of newsbrands +3.5 million 18-34s via mobile phone and tablet
- 11. Newsbrands have a particularly young demographic on mobile phones 50% Newsbrand visitors are 18-34 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 11
- 12. Newsbrands also have a young audience on tablets Access via an app… 46% 44% 40% All owners 39% 18-24 25-34 37% 39% 35-44 45-54 55+ Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months 12
- 13. Newsbrands also have a young audience on tablets Or via their browser 71% 64% 61% All owners 65% 56% 18-24 25-34 35-44 58% 45-54 55+ Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months 13
- 14. Tablets are increasing young readers’ news consumption Tablet owners: spend more time reading news since owning a tablet 39% 35% 31% 30% 30% 24% All owners 18 to 24 25 to 34 Source: YouGov 25-27 November 2013: 884 tablet owners online 18+ 35 to 44 45 to 54 55+ 14
- 15. Newsbrands not only reach a large audience, but also a more influential one…
- 16. Young newsbrand readers know more and share more Index versus non-newsbrand readers …in computers 129 A large amount of knowledge about products/services 127 Very likely to convince others about a product 119 Posted comments/reviews on the internet 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 16
- 17. …in websites 131 Posted comments/reviews on the internet 124 Very likely to convince others about a product 117 Large amount of knowledge about products/services Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4 17
- 18. …in food and dining 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 Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4 18
- 19. …financial services 166 Likely to convince other about a good or service 150 Talked to many different people about products in last 12 months Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4 19
- 20. …toiletries and cosmetics 163 Talked to many different people about products in last 12 months 136 Very likely to convince others about a product/service 120 Posted comments/reviews on the internet Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4 20
- 21. …in TV sets and equipment 130 Very likely to convince others about a product 125 Posted comments/reviews on the internet Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4 21
- 23. They shop more online… +51% more likely …to make a purchase online more than once a week Excludes groceries. Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4 23
- 24. More likely to visit a range of major retail sites… Index vs 18-34 year old non-newsbrand readers +180% +102% +151% +77% +119% +36% Based on internet users in the last month aged 18-34. Source: GB TGI Clickstream 2013 Q4 24
- 25. A more active and engaged audience vs 18-34 year old non-newsbrand readers 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 18-34. Source: GB TGI Clickstream 2013 Q4 25
- 26. The biggest buyers of the biggest brands % of 18-34 year old brand users who read newsbrands 75% 74% Excludes groceries. Based on general population. Source: GB TGI Clickstream 2013 Q4 72% 26
- 27. The biggest buyers of the biggest brands % of 18-34 year old brand users who read newsbrands 75% 73% 72% 70% 136 75% 69% Based on 18-34s. Source: GB TGI Clickstream 2013 Q4 27
- 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
Editor's Notes
- That’s 28% of the UK population
- Newsbrands reach 37% of 18-34 year olds each day, 66% each week, and 82% each month. This is the same as their reach across nearly every over age group.82% of 18-34 year olds82% of 35-44 year olds82% of 45-54 year olds83% of 55-64 year olds79% of 65+ year olds
- Young people are the biggest readers of digital newsbrands. 10.9 million people aged 18-34 read a newsbrand online each month – that’s 77% of the online population.Newsbrands perform even better when you look at more affluent readers, reaching 87% of ABC1 digital readers aged 18-34 each month, which is almost 7.8 million people.9.6 million (62%) people aged 35-54 read newsbrands on digital platforms each month and 5.6 million (53%) people aged 55+.
- Young people who read newsbrands online are more influential than those who don’t. Across a wide range of products and sectors, they are more knowledgeable; more likely to talk to many different people about products and services; and more likely to convince people to buy them.
- Young online newsbrand readers are more likely to visit a host of retail sites. They are:61% more likely to visit johnlewis.com55% more likely to visit asos.com47% more likely to visit debenhams.com42% more likely to visit next.co.uk34% more likely to visit topshop.com or topman.com19% more likely to visit hm.comAll figures are for the last seven days, compared with the average internet user aged 18-34
- Amazon is the biggest online retailer in the UK. According to TGI, it has over 26 million visitors each month.Using TGI Clickstream’s metered data, we can see that online newsbrand readers are not only more likely to visit amazon.co.uk each month, but they are also more likely to visit multiple times, for longer periods of time. The average 18-34 year old non-newsbrand reader spends 69 minutes on the site each month, the average 18-34 digital online newsbrand reader spends 91 minutes on amazon.co.uk each month.Similarly, on average, non-newsbrand reading 18-34s registered 95 page views over the month, whereas those who also visited newsbrand sites had an average of 135 page views on Amazon’s website.2 million young people visit Amazon more than 11 times each month. Over 1 million of these also visit newsbrand sites. Consequently, newsbrand readers significantly over-index for heavy Amazon users.
- Newsbrand readers consume some of the biggest brands.75% of the 18-34 year olds who bought Adidas clothing or accessories in the last 12 months also read newsbrands.74% of the 18-34 year olds who bought Nike clothing or accessories in the last 12 months also read newsbrands.72% of 18-34 year olds who own an Apple product (iPad, iPhone etc) also read newsbrands.