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7.9 m. 16% population. 15. 24 . Disproportionately important in certain markets. Source: TGI GB 2012 Q3 (April 2011 - March 2012) . 22% of activities holidays.

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  1. 7.9m 16% population 15 24 Disproportionately important in certain markets Source: TGI GB 2012 Q3 (April 2011 - March 2012)

  2. 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

  3. 29% of vodka Source: TGI GB 2012 Q3 (April 2011 - March 2012) / Drunk vodka in last 12 months

  4. 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

  5. 27% of games & consoles Source: TGI GB 2012 Q3 (April 2011 - March 2012) / have bought console / games in the last 12 months

  6. 28% of new accounts Source: TGI GB 2012 Q3 (April 2011 - March 2012) / opened a new bank account in the last 12 months

  7. 27% of albums/singles downloads Source: TGI GB 2012 Q3 (April 2011 - March 2012) / download music in the 12 months

  8. 22% of PC purchasing Source: TGI GB 2012 Q3 (April 2011 - March 2012) / Bought a laptop/ desktop in the last 12 months

  9. 26% of recent phone upgrades Source: TGI GB 2012 Q3 (April 2011 - March 2012) / change or upgrade mobile phone every 12 -18 months

  10. 26% of MP3s Source: TGI GB 2012 Q3 (April 2011 - March 2012) /MPSs/Digital music players owned

  11. 21% of colas & fizzy drinks Source: TGI GB 2012 Q3 (April 2011 - March 2012) / Drunk fizzy drink in last 12 months

  12. 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 1st choice of coffee granules 1st credit card 1st ‘by myself I’m paying’ trip to IKEA 1st drink in bar

  13. 66%15-24s Read a newsbrand (print or online) in a week Source: NRS PADD Apr 2011-Mar 2012 _ UKOM Apr 2012

  14. Reading newspapers increases with age and employment National newspapers 7 day reach Source: NRS April 11- March 12 / read any national newspaper in the last week/figures exclude the unemployed (55% weekly readership)

  15. 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)

  16. 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)

  17. 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)

  18. Sport is not a casual read for young men ‘I use the sports section of the newspaper... To feel informed about what’s going on in sport 76% Gives me facts I can use with mates or colleagues 73% Main reason for reading the sports section... Passes the time 0% Source: BMRB Men and Sport / base: men 16-24 who read the sports pages in national newspapers

  19. TV shows have huge social currency, especially with women I often read newspapers to catch up on gossip fromTV shows I've missed 40% 72% 56% I know I can get the background stories for reality TV shows 69% I enjoy the build up to my favourite TV shows by reading stories in the newspaper 45% 67% Source: BMRB Quantitative Youth Research, July 2004 (sample 978)

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

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

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

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

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

  25. 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

  26. Newspapers reach more 16-24yr olds 2.4mTV Final 2.8mEVERY DAY 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

  27. 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

  28. Conclusions 15-24s are important because... Newsbrands are strong for 15-24s... Newspapers spark conversation... They constitute a large share in many markets Weekly reach of print and online is 68% v 71% for all adults Celebrity news and gossip is especially popular, and that extends to reality TV For many products they are 1st time buyers with no existing brand loyalties Newspapers reach 74% of 15-24s in employment (8+ hrs per wk) across the week For many young men it is sport that is the social fuel of conversation

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