2. 2
Did you know?
1. More than 3 in 4 are NOT British citizens living abroad
2. After English, Spanish is the most popular first-language spoken
amongst our core users
3. In Australia and UK, core Guardian users tend to prefer local news
while ‘World’ seems to be consistently the most popular section across US
and ROW
4. The top 3 values most associated with the Guardian globally are
‘investigative’, ‘international’ and ‘independent’
5. In the US, 1 in 4 core Guardian users watch/closely follow the Premier
League (on par with college football/basketball)
4. 4
Core Guardian global users tend to be local citizens
Top 10 native languages spoken
(when English is not the native language
76%
Are NOT British citizens
living abroad
87%
Are NOT considered expats
3%
3%
3%
4%
5%
5%
7%
7%
8%
13%
Norwegian
Hindi/Urdu
Arabic
Swedish
Dutch
Italian
Portuguese
French
German
Spanish
Source: Global Profiling Study 2015 ( 2,463/10,139)
5. 5
I am interested in
other cultures
I like to be surrounded by
different people, cultures,
ideas and lifestyles
When I need information, the
first place I look is the internet
I am interested in
international events
I think we should strive
for equality for all
It is important to be well
informed about things
83%
of Guardian global* users
agree with any five out of
these six statements,
making them progressives
A progressive core global audience
89% 95%
92%
87%
85%
77%
Source: Global Profiling Study 2015 ( 10,825) – *Excl.US
6. 6
They are highly educated and would consider
furthering their education
Source: Global Profiling Study 2015 ( 14,929)
84%
Have a university
degree or above
79%
Would consider taking a
course to further their
education/learn a new skill
7. 7
Core Guardian global users tend to be high income
earners…
Source: Global Profiling Study 2015 ( 4,790/2,075/8,064)
35%
50k+
41%
50k+
48%
70k+
UK Europe ROW
Please select the bracket that best indicates your annual household income before tax?
8. 8
…who are also largely money savvy
Source: Global Profiling Study 2015 ( 14,929)
Current
account
85%
Credit
cards
77% 75%
Savings
account
62%
Insurance
(i.e. home, car)
43%
Investments
(i.e. stocks, bonds)
48%
Loan/
mortgage
Which of the following bank products and services do you currently have?
10. 10
They trust newspaper websites and brands that
advertise on them
67%
Trust newspaper
websites
31%
Are more trusting of brands
they see advertised on sites
they trust
Source: Global Profiling Study 2015 ( 14,929)
11. 11
PC/laptop, smartphones and tablets are the most
popular tech devices amongst core Guardian global
users
Source: Global Profiling Study 2015 ( 14,929)
Which of the following devices do you own?
50%
28%
93%
70%
8%
16%
35%
11%
2%
0%
20%
40%
60%
80%
100%
Tablet
E-reader
PC/Laptop
Smartphone
3D TV
Wireless digital
music streamer
Internet TV
Touchscreen
PC/monitor
Smart watch
12. 12
‘World’, ‘Politics’ and local news are the most popular
sections amongst core Guardian users
63%
39%
39%
28%
19%
13%
10%
8%
6%
5%
5%
4%
2%
World
US
Politics
Opinion
Arts
Environment
Soccer
Lifestyle
Tech
Sport
Business
Travel
Money
66%
47%
42%
37%
16%
14%
11%
9%
7%
7%
5%
3%
2%
Australia
Politics
World
Opinion
Culture
Environment
Economy
Sport
Football
Lifestyle
Tech
Travel
Media
51%
45%
35%
32%
24%
14%
13%
13%
11%
10%
6%
3%
2%
UK
Politics
Opinion
World
Culture
Sport
Lifestyle
Economy
Football
Environment
Tech
Money
Travel
Which of the following sections do you visit the most often when accessing the Guardian website?
Source: Global Profiling Study 2015 (4,104/4,790/4,919/1,116)
ROW
57%
36%
32%
30%
28%
14%
13%
13%
13%
12%
5%
4%
2%
World
Politics
Opinion
UK
Culture
Football
Economy
Lifestyle
Sport
Environment
Tech
Travel
Money
14. 14
Half of core Guardian global users are business decision
makers and nearly 1 in 4 are high level executives
% of Guardian core global users
• 61%
• Work full-time/part-time
• 21%
• Directors/c-levels
• 49%
• Business decision makers
Source: Global Profiling Study 2015 ( 14,929/9,078)
15. 15
Half of core Guardian global readers would consider
relocating to the UK for the right job
Source: Global Profiling Study 2015 ( 7,579)
Half
Would consider relocating to the UK
for the right job
1 in 10
Would consider relocating
abroad but not to the UK
1 in 4
Would NOT consider
relocating abroad for
work
17. 17
Core Guardian global readers are international
travellers
Source: Global Profiling Study 2015 ( 14,929/5,271/11,170)
* Last 12 months – International/Long-haul flights (6+ hours)
Have taken
business trips
Have taken
leisure trips
3 in 4
44%
of travellers have taken at
least 1 long-haul flight in
the last 12 months
29%
of leisure travellers spent
£3,000+/$3,000+/€3,000+
on their main holiday*
More than
1 in 3
19. 19
How likely are you to attend/watch/closely follow the following sports leagues/events?
40%
29%
25%
25%
24%
22%
22%
19%
19%
15%
% Likely
Other European soccer
leagues
Source: Global Profiling Study 2015 ( 4,104)
The FIFA World Cup is the most closely followed sports
event amongst US core Guardian users
21. 21 Source: Global Profiling Study 2015 - Based on those who have spent on luxury items in the last 12 months (8,066/6,420/3,153)
*more than €1,000/£1,000/$1,000+
How much would you say you have spent on luxury brands in the following categories in the past 12
months?
60%
73% 67%
21%
17%
15%
15%
7%
11%
4% 2% 6%
Clothes Accessories (i.e. shoes, handbags) Watches/Jewellery
Up to €500 / £500 / $500 €500 - €999/ £500- £999/ $500 - $999
"€1,000 - €4,999/ £1,000 - £4,999/ $1,000 - $4,999" €5,000/£5,000/$5,000+
They are active consumers with almost 1 in 5
spending* on clothes from luxury brands
23. 23
Reading, sharing and writing comments are the most
popular social media activities
Source: Global Profiling Study 2015 (14,478)
Thinking about your social media consumption, please indicate which of the following activities you have
done during the past 30 days on your computer, phone or tablet?
55%
Share news
articles
76%
Read/access
news articles
53%
Write
comments
52%
Share
photos/videos
36%
Updated your
profile(s) on
social media
sites
33%
Downloaded or
accessed a social
media app on
your phone
25. 25
Nearly 1 in 4 core Guardian global users intend on
purchasing a vehicle in the next 12 months
Source: Global Profiling Study 2015 ( 14,929)
Have more than 2
cars in their
household
Intend on
buying a vehicle
in the next 12
months
Would spend more
than €30k/£30k/$30
on their next vehicle
40% 21% 22%
27. 27
Methodology:
• Online survey run on the Guardian website globally from May 22nd
to May 25th
• 14,929 respondents globally*
• Insights into the Guardian core audience across a variety of
categories and behaviours
University degree or above % with Guardian core audience:
UK – 80%
Europe Excl. UK – 85%
USA – 87%
Fashion – drop it
Which of the following best describes your current working status?/ Which of the following best reflects your current level of seniority?/ Do you, yourself, manage, or are you involved in procurement (purchase or lease) of any products/services within the course of your work? (Involvement may include suggesting, evaluating, ordering, authorizing etc.) - Amongst BDMs, 33% were involved in purchases of £100k+/$100k+/€100k+ globally. 11% in purchases of £1m+
52% would consider relocating to the UK for the right job
9% would consider relocating abroad but not to the UK
24% would Not consider relocating abroad for work
Have you taken any trips for business or leisure reasons in the past 12 months?
Business 36%
Leisure 75%
1000- 5000 and 5000+
Handbag
*Weighted
Spring bank holiday in the UK
Memorial day in the US