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Guardian Global Profiling Study
The document summarizes key findings from a 2015 global profiling study of Guardian readers: 1) Guardian readers tend to be highly educated locals rather than expats, with English or Spanish as their most common languages. 2) They are progressive, interested in other cultures, and get their news primarily from online sources like newspapers. 3) The "World", "Politics", and local news sections are most popular. Most own smartphones, laptops, and tablets and trust newspaper brands and advertising on those sites. 4) They tend to be high earners, travel internationally, actively consume luxury brands, and are engaged on social media, with many interested in automobiles. The study provides insights into this global
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Guardian Global Profiling Study
- 1. 1 Global Profiling Study 2015- Learn more about our international audience GPS
- 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)
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- 4. 4 Core Guardian globalusers 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 interestedin 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 highlyeducated 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 globalusers 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 alsolargely 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?
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- 10. 10 They trust newspaperwebsites 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 andtablets 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’ andlocal 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
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- 14. 14 Half of coreGuardian 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 coreGuardian 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
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- 17. 17 Core Guardian globalreaders 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
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- 19. 19 How likely areyou 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
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- 21. 21 Source: GlobalProfiling 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
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- 23. 23 Reading, sharing andwriting 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
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- 25. 25 Nearly 1 in4 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%
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- 27. 27 Methodology: • Online surveyrun 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
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Editor's Notes
- #7 University degree or above % with Guardian core audience: UK – 80% Europe Excl. UK – 85% USA – 87%
- #13 Fashion – drop it
- #15 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+
- #16 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
- #18 Have you taken any trips for business or leisure reasons in the past 12 months? Business 36% Leisure 75%
- #22 1000- 5000 and 5000+ Handbag
- #28 *Weighted Spring bank holiday in the UK Memorial day in the US