No single description sufficiently captures the diversity of those who read newspapers and consume online news content. Appetite for quality journalism exists among the youngest and oldest adults, but how they view society and behave as citizens and consumers varies dramatically. In a series of four research articles, called Audience in Focus, the key behaviours, beliefs...
Appetite for quality journalism exists among the youngest and oldest adults, but how they view society and behave as citizens and consumers varies dramatically.
In a series of four research articles, called Audience in Focus, the key behaviours, beliefs and aspirations of readers of all ages are put into the spotlight.
Audience in Focus provides a snapshot of demography by age, providing insight into how readers consume news media, their key social issues and aspirations for their own lives.
The data from the readership survey emma illustrates the high quality of individuals who come to news media seeking quality reporting, analysis and opinion of events at home and around the world.
Among the many factors to emerge is evidence that these readers – regardless of age – are better educated, more socially aware and higher earners than non-readers.
Here, we present the 25-34 demographic.
Capturing the market
Across print and digital platforms, news media reaches 89 per cent of consumers aged 25-34 – an audience of 2.9 million.
A similar ratio of men and women engage with news media.
Preference for big cities over suburbs and rural locations.
38% more likely to have a tertiary education than non-readers.
Outlook on life: Culture
This segment has a liberal view of the world and a keen interest in world events.
Outlook on life: Political
Politically engaged and more receptive to current immigration policies than other readers.
Outlook on life: Environment
Environmentally responsible businesses are important to this eco-conscious segment.
These digital natives crave connectivity and social engagement.
Internet usage and favourite devices
Outlook on life: Money
Achieving success is a part of their life plan, but limited affordable housing options are cause for concern.
Spending power and employment
23% more likely to be working full-time than non-readers.
Top 3 vocations
67% more likely to be employed as a professional than non-readers.
Consumer Habits: Retail
Readers are considerably more likely to be among the top 20 per cent of spenders across a number of key categories than the average consumer:
Consumer Habits: Travel
Consumer Habits: Auto
Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending August 2016; Nielsen DRM August 2016, People 14+ only. Nielsen Online Ratings, August 201, people 14+ only (mobile audience profiling only).