Un­der 30s

They’re ex­tro­verted and to­tally into what’s hap­pen­ing in their world

The Works - - CONTENTS -

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.

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