UK Readership #2: the age issue
Only the two free dailies in UK and four paid papers (Daily Star, The Sun, The Independent and The Guardian), have more than 50% of their readers in the “below 45″ age group.
The data from NRS is from 2006 and 2011 – in 2012 NRS used different age groups so data can not be compared.
The two free dailies have the youngest readership in 2011: around 70% is in the 15-45 group. The Daily, The Express and The Daily Telegraph have less than 30% in this group.
Surprisingly, the new ‘i’ paper has only 40% of their readers in this group, comparable to The Times and The Daily Mirror.
All papers saw the 45+ group grow in the five years between 2006 and 2011, the Daily Star with 14%, the Mail and Record with 8% and the Express with 7%.
Even Metro saw the older group increase with 6%; the Evening Standard is the exception (as a result of going free) and saw the younger group increase. (click for bigger version)
Later today: data on social grades differences between titles and male/female readership.