About Hitwise
Hitwise is the leader in online competitive intelligence. Contact Hitwise to maximize your online marketing programs.
Hitwise Intelligence - Heather Hopkins - UK
Analyst Weblog
« Flickr #1 Photography Site in UK | Google Finance Gets Visits from Brand Searches »
What are 18 to 34 Year Olds Doing Online? Managing Content to Your Target Market
September 05, 2006
This week saw the launch of yet another afternoon freesheet in London and battle calls are being waged online by London Lite and the paper's online presence at This is London and NewsCorp's thelondonpaper. These papers are thought largely to target young commuters with little loyalty to the broadsheets, which leads me to ask: what content should these sites offer?
The first table below lists the categories receiving the highest volume of visits from 18-34 year olds. I wasn't too surprised to see Adult, Search Engines and Shopping and Classifieds at the top of the list. The second table lists the categories receiving the highest concentration of visits from 18-34 year olds.
According to our data, in order to attract the 18-34 year old audience, websites such as This is London and The London Paper should consider not just entertainment news and celebrity gossip, but a social aspect or links to social networks such as MySpace, content on wedding planning, reviews of videos and games, and a job board. Understanding the content your target audience is consuming online can help drive content development that's relevant to your customers.
Also, the freesheets shouldn't shy away too much from news. The top sites in the News and Media category last week based on visits were BBC News, Yahoo! UK & Ireland News, Google News, and the Telegraph.
Tweet
Posted by Heather Hopkins at 05:35 PM
| 
(2)
| 
(0)
In Categories News and Media
Comments
And also the Daily Telegraph has launched it's Print and Click PM edition - a PDF that contains video content and which is formated so that you can print it off onto A4 and read it on the train. It's heavy on Business and Sport.
Posted by Hugh Fraser | September 13, 2006 06:34 AM
So what should a newspaper do if they want to attract this younger, more social audience? Well Heather Hopkins over at Hitwise has some good ideas based upon some UK clickstream data. Based on the data Heather concluded that:
In order to attract the 18-34 year old audience, websites such as This is London and The London Paper should consider not just entertainment news and celebrity gossip, but a social aspect or links to social networks such as MySpace, content on wedding planning, reviews of videos and games, and a job board�
Posted by david wilson | September 6, 2006 09:39 AM