So­cial but­ter­flies

Sport and mu­sic play well in print

The Works - - CONTENTS -

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.

Data shown is for 14-29 year olds, and com­pares heavy news­pa­per read­ers (in­clud­ing all news­pa­per types and NIMs) ver­sus non-read­ers.

“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:

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