They’re extroverted and totally into what’s happening in their world
Readers under the age of 30 are extroverts who look to newspapers for the talking points that will fuel their social conversations
Would you know a teen or twenty-something newspaper reader if you met one? There are more than you might think. emma data confirms a total of 4.1 million 14–29 year olds read newspaper media across the suite of print and digital platforms.
Young newspaper readers are likely to be extroverts and enthusiastic about life, according to responses to attitudinal questions in emma.
Newspapers provide a range of thoughtprovoking content, which gives readers talking points for conversation. That’s a strong reason to read for extroverts, whether young or old.
The deeper analysis that comes with the printed form means they’ve got a bit more to say beyond the surface of the latest news, sports and celebrity gossip.
Newspapers have an action as well as a social payoff for this group. Readers under 30 are more likely than other age groups to look to newspapers to be inspired.
Other data suggests they’ve got their act together at a young age.
While they are outgoing, they are also less likely to be disorganised and careless than their non-reading counterparts (12% less likely); and more likely to be calm and emotionally stable (9% more likely).
All in all, they sound like people you’d enjoy hanging out with.
For brands, that makes newspapers an attractive place to have a presence when targeting under 30s.
-12% +11% +9%
Among under 30s, heavy newspaper
readers are: Less likely to be disorganised &
careless More likely to be extroverted & enthusiastic More likely to be calm &
emotionally stable Data shown is for 14-29 year olds, and compares heavy newspaper readers (including all newspaper types and NIMs) versus non-readers.