UK readership: class, age & sex

Since last week, detailed UK readership data for October 2007 – September 2008 can be downloaded from the NRS website. (Click on graphs for bigger pictures.)

Comparing data on social class reveals that The Guardian, The Times, The Daily Telegraph, The Independent and the Evening Standard all have at least 80% ABC1 readers. Thelondonpaper and London Lite have three quarters of ABC1 readers while both the Daily Mail and Metro have two thirds [corrected, an earlier version said 'two quarters'] of their readers in that group.

The three free papers have the youngest readership by far, with Thelondonpaper leading the way (81% below 45) before London Lite (79% below 45).

While Metro and the Daily are very similar when social class is concerned, the two are very different when the age profile of their readers is compared: 74% of Metro’s readers is below 45 while only 28% of the Daily Mail readers are in that group. More than three quarters of the Daily Telegraph’s readers are 45 or older.

The differences between male and female readers are much less although the Daily Star with more than 70% male readers is an exception. The Daily Express and the Daily Mail are the only UK papers with more female than male readers.

One Response to “UK readership: class, age & sex”

  1. Unrequired Reading {15.12.08} | Adrian Monck Says:

    [...] UK readership: class, age & sex | Newspaper Innovation – While Metro and the Daily are very similar when social class is concerned, the two are very different when the age profile of their readers is compared: 74% of Metro’s readers is below 45 while only 28% of the Daily Mail readers are in that group. More than three quarters of the Daily Telegraph’s readers are 45 or older [...]