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Demographic Appeal of Newspapers: Print vs. Online Readership Trends

Explore the differences in reader demographics between print and online versions of newspapers. Analyze data on younger, older, ABC1, and C2DE reader profiles. Understand the shifts in readership by age, gender, social grade, and working status.

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Demographic Appeal of Newspapers: Print vs. Online Readership Trends

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  1. Readership

  2. Newspapers appeal to different reader demographics Younger (18-34) All Newspapers C2DE ABC1 Older (35+) Source: NRS

  3. Online readers have different profiles to the print versions Younger (18-34) All Newspapers ABC1 C2DE Older (35+) Source: UKOM

  4. Daily newsbrand readership (Print & Online) 000s 6,999 6,062 +8.8% +41.0% 3,512 3,225 +2.9% +16.2% 2,211 2,106 1,697 +56.2% 1,297 +5.4% +136.5% 1,181 +5.2% 719 +2.9% 393 +81.3% +28.6% Source: NRS PADD: NRS Jul 12-Jun 13 + comScore Jun 2013

  5. Weekly newsbrand readership (Print & Online) 000s 12,402 10,630 +9.9% +31.7% 7,847 +5.2% 6,541 +21.5% 4,933 4,563 3,743 +104.8% +69.8% 3,104 +7.8% 2,410 2,514 +5.0% +13.2% +85.4% 1,226 +37.5% Source: NRS PADD: NRS Jul 12-Jun 13 + comScore Jun 2013

  6. Monthly newsbrand readership (Print & Online) 000s 18,052 17,052 +20.1% +61.6% 12,388 11,646 11,369 10,502 +11.6% +200.6% +49.6% +153.2% 6,464 5,726 5,266 4,274 +8.3% +19.7% 2,402 +26.7% +142.3% +47.8% Source: NRS PADD: NRS Jul 12-Jun 13 + comScore Jun 2013

  7. Newsbrand Monthly Readership Millions Total Monthly Reach 42.0m Total Monthly Reach 39.9m Total Monthly Reach 39.7m Total Monthly Reach 39.5m 6% 3.7m additional reach with online 19m (online total) 38.4m (print total) Source: NRS PADD: NRS Apr12-Mar13 + comScore Mar2013 *NRS print only figures (NRS PADD data not available pre 2012)

  8. Total Newsbrand Reach Print & Online - millions, % of all adults Source: NRS PADD: NRS Jul 12-Jun 13 + comScore Jun 2013

  9. % Readership by age 5.80m 6.99m 6.75m 7.16m 6.38m 8.51m 5.11m 6.05m 5.79m 7.84m 5.58m 5.11m 3.53m 3.32m 2.81m 5.75m 3.31m 3.25m Source: NRS PADD: NRS Jul 12-Jun 13 + comScore Jun 2013

  10. % Readership by gender 21m 18m 12m Source: NRS PADD: NRS Jul 12-Jun 13 + comScore Jun 2013

  11. % Readership by social grade 13m 9m Source: NRS PADD: NRS Jul 12-Jun 13 + comScore Jun 2013

  12. % Readership by working status 18m 24m 16m 8m 9m 12m Source: NRS PADD: NRS Jul 12-Jun 13 + comScore Jun 2013

  13. Contact us info@newsworks.org.uk+44(0)20 7839 8935

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