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Analyzing the Demographics of Newspaper Readership: Trends Among Different Age Groups

This report delves into the readership dynamics of newspapers, highlighting the distinctions between younger (18-34) and older (35+) demographics across print and online formats. Recent statistics reveal a total monthly reach of 40.9 million readers, with 13.3 million accessing news online. The analysis uncovers significant differences in reader profiles, with younger audiences showing a notable preference for digital platforms. This data is essential for understanding the evolving landscape of news consumption and how newspapers can tailor their outreach strategies to engage diverse age groups effectively.

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Analyzing the Demographics of Newspaper Readership: Trends Among Different Age Groups

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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. Newsbrand Monthly Readership Millions Total Monthly Reach 40.9m Total Monthly Reach 40.3m Total Monthly Reach 39.6m 2.2m additional reach 13.3m (online total) 38.7m (print total) Source: NRS PADD: NRS Apr 2011-Mar 2012 + UKOM Apr 2012 *NRS print only (No UKOM data available pre 2010)

  5. Daily newsbrand readership (Print & Online) 000s 7,479 +3% 5,194 +18% 3,716 3,311 +2% +4% 1,874 1,580 1,590 1,341 1,329 +35% +3% +2% +3% 357 +47% 714 +34% +19% Source: NRS PADD: NRS Jul 2011-Jun 2012 + UKOM Jul 2012

  6. Weekly newsbrand readership (Print & Online) 000s 13,248 +5% 10,746 +28% 8,151 +5% 6,992 +10% 4,653 4474 +71% +77% 3,288 3,503 2,809 +3% +6% 2,349 +7% +54% 1,202 +29% Source: NRS PADD: NRS Jul 2011-Jun 2012 + UKOM Jul 2012

  7. Monthly newsbrand readership (Print & Online) 000s 17,405 16,824 +10% +44% 12,043 10,857 9,225 9,155 +20% +10% +119% +116% 5,668 5,372 5,232 4,647 +7% +14% +13% +75% 2,411 +48% Source: NRS PADD: NRS Jul 2011-Jun 2012 + UKOM Jul 2012

  8. Total Newsbrand Reach Print & Online - millions, % of all adults Source: NRS PADD: NRS Apr 2011-Mar 2012 + UKOM Apr 2012

  9. % Readership by age (Print & Online) Source: NRS PADD: NRS Apr 2011-Mar 2012 + UKOM Apr 2012

  10. % Readership by gender (Print & Online) Source: NRS PADD: NRS Apr 2011-Mar 2012 + UKOM Apr 2012

  11. % Readership by social grade (Print & Online) Source: NRS PADD: NRS Apr 2011-Mar 2012 + UKOM Apr 2012

  12. % Readership by working status (Print & Online) Source: NRS PADD: NRS Apr 2011-Mar 2012 + UKOM Apr 2012

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