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Understanding Newspaper Readership Across Age Demographics: Insights and Trends

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This analysis explores the differing readership patterns of newspapers among various age demographics, specifically focusing on younger readers (ages 18-34) and older readers (ages 35 and above). Data indicates that online readership profiles diverge significantly from print versions, as younger readers show a higher tendency to engage with digital formats. The report utilizes insights from the NRS and comScore to illustrate trends in print and online readership, revealing a substantial increase in total monthly reach across demographics and emphasizing the importance of adapting content strategies to engage different reader segments effectively.

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Understanding Newspaper Readership Across Age Demographics: Insights and 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 6,032 5,773 +1.6% +48.1% 3,324 +6.5% 2,930 +26.9% 2,125 2,071 +161.2% 1,614 +61.9% 1,327 +8.2% 1,214 1,191 +8.9% +3.1% +55.6% Source: NRS PADD April 13 – March 14 + comScore March 2014

  5. Weekly newsbrand readership (Print & Online) 000s 13,831 11,963 +3.7% +50.1% 8,251 8,074 +12.9% 7,107 +37.0% 6,397 +119.9% +173.3% 4,351 4,238 3,698 +5.7% 3,147 +13.0% +82.5% +23.4% *Includes Sunday title. Source: NRS PADD April 13 – March 14 + comScore March 2014

  6. Monthly newsbrand readership (Print & Online) 000s 20,523 +52.7% 15,859 +7.4% 12,734 12,945 12,275 12,197 +22.9% +52.6% +190.6% 8,412 +150.9% 7,159 +8.7% 5,725 +95.7% 5,458 +43.6% +20.4% *Includes Sunday title. Source: NRS PADD April 13 – March 14 + comScore March 2014

  7. Newsbrand Monthly Readership Millions Total Monthly Reach 39.9m Total Monthly Reach 39.7m Total Monthly Reach 41.9m Total Monthly Reach 39.5m 4.6m additional reach with online 19.4m (online total) 6% 37.3m (print total) Source: NRS PADD (Print & Digital – NRS Jan13-Dec13 + comScore Nov 13) *NRS print only figures (NRS PADD data not available pre 2012)

  8. Total Newsbrand Reach Print & Online - millions, % of all adults Source: NRS PADD April 13 – March 14 + comScore March 2014

  9. % Readership by age 5.80m 6.96m 6.61m 7.15m 6.14m 8.72m 5.16m 6.05m 5.88m 8.06m 5.63m 5.06m 3.31m 3.21m 2.57m 5.71m 3.08m 3.01m Source: NRS PADD April 13 – March 14 + comScore March 2014

  10. % Readership by gender 21m 18m 11m Source: NRS PADD April 13 – March 14 + comScore March 2014

  11. % Readership by social grade 12m 9m Source: NRS PADD April 13 – March 14 + comScore March 2014

  12. % Readership by working status 18m 23m 16m 8m 9m 11m Source: NRS PADD April 13 – March 14 + comScore March 2014

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

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