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The changing profile of online newspaper readership

August 01, 2008

Using Hitwise data in combination with Experian’s Mosaic lifestyle information enables us to build a rich user profile of a given website or industry. Mosaic is a household-based segmentation system that classifies all UK households and neighborhoods into 61 unique Mosaic types and 11 groupings that share similar demographic and socioeconomic characteristics.

The graph below illustrates the proportion of UK Internet visits to News and Media – Print websites (i.e. online versions of magazines & newspapers) that came from the Mosaic groups most likely to visit these sites. Between September 2007 and May 2008 by City Adventurers – “twenty-something singles, working in high-paying jobs and living in big cities such as London and Edinburgh” – accounted for the largest number of visitors to the category. However, the proportion of visits from this group declined in June, and they were overtaken by Industrial Grit – “self sufficient, family oriented people working in mainly assembly line and industrial jobs in what were previously known as mining towns”.

What type of people are visitsing news and media print newspaper and magazine websites in the UK.png

This change nicely illustrates the trend for online newspaper landscape to more closely resemble the offline world. Broadsheet newspapers are popular with early adopters, and The Guardian, Times Online and The Daily Mail are the Print websites which most over-represented for City Adventurers (4 w/e 19/07/08). By comparison, the top Print website for Industrial Grit over the same period was The Sun, followed by The Daily Mail and then Times Online. The online industries which over-represent the highest with Industrial Grit, and therefore are of most interest to this group, are: Sports – Rugby League, Entertainment – Wrestling and Gambling – Bingo.

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Posted by Robin Goad at 08:21 AM | (0) | (0)
In Categories Demographics | Mosaic lifestyle | News and Media

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