Sport and music play well in print
Recent emma data shows newspaper readers aged under 30 are more active in a number of ways than non-newspaper readers of the same age.
Printed newspapers provide content and analysis that supports their lifestyle. These readers are social butterflies compared with non-newspaper readers of the same age.
They are 46 per cent more likely to go to the pub and 76 per cent more likely to go to their local RSL.
These extroverted and enthusiastic young readers look to newspaper journalism to keep them informed about local and international events. The analysis in print newspapers helps them form opinions that fuel discussions in these social settings.
They are also significantly more likely to be live event junkies than non-newspaper readers and are 184% more likely to attend a professional sports match. These young readers regularly look to newspapers to provide pre- and post-game analysis of their favourite sports.
Music is another passion. This demographic is 64 per cent more likely to go to a concert than non-newspaper readers, and they enjoy music reviews and interviews with artists to keep their finger on the pulse.
Advertisers can leverage this interest to promote concerts and festivals to a receptive under 30s audience in the entertainment sections of newspapers.
Heavy newspaper readers in this age group are more likely to be punters than their non-newspaper reading counterparts.
They are 128 per cent more likely to place a bet at a TAB than non-readers, and almost twice as likely (96%) to bet online.
Research is key to successful betting and many young punters rely on form guides in newspapers to help them pick a winner.
Overall, newspapers provide under 30s the information they need to feed their passions.
“Young readers are extroverts. They value newspapers as they provide talking points that fuel conversation in
social settings” Among under 30s, readers of print newspapers are
more likely to: