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Great facts that explode the myth that young people don’t read newsbrands

Great facts that explode the myth that young people don’t read newsbrands

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  • There are 7.9 million 16 – 24s, a figure that is – despite predictions of an ageing population – remarkably stable. And across a huge, huge number of products and services – everything from bank accounts to coffee granules – these are 8 million young adults whose brand preferences today will, in many cases, cement into brand loyalties that survive years or even decades. Newspapers are an important source for them in helping make many of these choices.
  • And they do talk about it. They like reading out the problem page and sharing fun stories. And they openly acknowledge the role of newspapers in providing them with interesting things to talk about.Newspapers are a sharing experience. They create strong emotional connections. And just a few figures to demonstrate this.

15-24s 15-24s Presentation Transcript

  • 1 15-24s
  • 2 15 2416% population 7.9m Disproportionately important in certain markets Source: TGI GB 2012 Q3 (April 2011 - March 2012)
  • 3 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
  • 4 29% of vodka Source: TGI GB 2012 Q3 (April 2011 - March 2012) / Drunk vodka in last 12 months
  • 5 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
  • 6 27% of games & consoles Source: TGI GB 2012 Q3 (April 2011 - March 2012) / have bought console / games in the last 12 months
  • 7 28% of new accounts Source: TGI GB 2012 Q3 (April 2011 - March 2012) / opened a new bank account in the last 12 months
  • 8 27% of albums/singles downloads Source: TGI GB 2012 Q3 (April 2011 - March 2012) / download music in the 12 months
  • 9 22% of PC purchasing Source: TGI GB 2012 Q3 (April 2011 - March 2012) / Bought a laptop/ desktop in the last 12 months
  • 10 26% of recent phone upgrades Source: TGI GB 2012 Q3 (April 2011 - March 2012) / change or upgrade mobile phone every 12 -18 months
  • 11 26% of MP3s Source: TGI GB 2012 Q3 (April 2011 - March 2012) /MPSs/Digital music players owned
  • 12 21% of colas & fizzy drinks Source: TGI GB 2012 Q3 (April 2011 - March 2012) / Drunk fizzy drink in last 12 months
  • 13 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
  • 14 Read a newsbrand (print or online) in a week Source: NRS PADD Apr 2011-Mar 2012 _ UKOM Apr 2012 66% 15-24s
  • 15 Reading newspapers increases with age and employment Age 15-19 Age 20-24 Work 8+ hours per week 57% 61% Still studying 50% 53% Source: NRS April 11- March 12 / read any national newspaper in the last week/figures exclude the unemployed (55% weekly readership) National newspapers 7 day reach
  • 16 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)
  • 17 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)
  • 18 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)
  • 19 Sport is not a casual read for young men Gives me facts I can use with mates or colleagues 76% ‘I use the sports section of the newspaper... 73% To feel informed about what’s going on in sport Passes the time 0% Main reason for reading the sports section... Source: BMRB Men and Sport / base: men 16-24 who read the sports pages in national newspapers
  • 20 TV shows have huge social currency, especially with women I often read newspapers to catch up on gossip from TV shows I've missed I know I can get the background stories for reality TV shows I enjoy the build up to my favourite TV shows by reading stories in the newspaper 69%56% 67%45% 72%40% Source: BMRB Quantitative Youth Research, July 2004 (sample 978)
  • 21 Celebrity news is a huge part of mid-market and popular newspapers Pg. 1
  • 22 Kate and Wills Pgs. 8-9 Pgs. 14-15 Lady GaGa
  • 23 Pgs. 30-31 Brad & Ange Ryan Giggs Pgs. 58-59
  • 24 Pgs. 4- 5 Cheryl Cole Dannii Minogue Pg. 9
  • 25 Pg.27 Victoria Beckham Celebrity diets Pg.36- 37
  • 26 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
  • 27
  • 28 Newspapers reach more 16-24yr olds 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 2.4m TV Final 2.8m EVERY DAY
  • 29
  • 30
  • 31 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
  • 32 15-24s are important because... They constitute a large share in many markets For many products they are 1st time buyers with no existing brand loyalties Newsbrands are strong for 15-24s... Weekly reach of print and online is 68% v 71% for all adults Newspapers reach 74% of 15-24s in employment (8+ hrs per wk) across the week Newspapers spark conversation... Celebrity news and gossip is especially popular, and that extends to reality TV For many young men it is sport that is the social fuel of conversation Conclusions