News readers are diverse too
The myth is all young readers are similar. The reality is there are lots of different types of readers. Whatever the audience, there will be news that resonates.
In finding common themes in the headlines captured in our data, we’ve identified five very different types of readers. Nothing unites these readers demographically, except that they like the same content or style of news.
These groups illustrate that whatever an audience is into, there will be news that scratches their itch. News brands with their first-party data know where to place ads next to the right readers.
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Meme Me!
Our largest group sits at the intersection of technology, gaming, social concerns and the irresistible allure of pop culture. Holding a smartphone in one hand and a gaming controller in the other, they seek dopamine hits in news content.
Whether it is celebrities, spicy gossip, reality TV escapades and royal family dynamics or more pressing concerns of global climate change or Donald Trump, they seek sensational stories about the state of the world and their role in it.
‘Meme Me!’ are totally tech savvy but socially conscious readers, able to mix the digital and real world and with a love of storytelling, this type of news reader reflects the future of content consumption.
Headlines they would engage with:
- ITV I’m A Celebrity Get Me Out of Here confirmed line-up as stars head to jungle camp.
- Air pollution from fossil fuels kills 5 million people a year.
- Amazon is selling Xbox controllers that won’t work in two weeks.
The news content ‘Meme Me!’ loves include:
- spicy gossip.
- great headlines (puns appreciated).
- content they can incorporate into their own media brand.
Personal Puzzlers
The ‘Personal Puzzlers’ are thoughtful, insightful news readers. Their appetite for news is diverse. They are looking to relate to news on a personal level or be intellectually challenged, from the puzzle page to intricate narratives that echo their own experiences and concerns.
Entertainment news is popular, not for the sensational scandal, rather the personal struggles and achievements of famous people they can relate to. Whether it’s the tragic loss of Matthew Perry through addiction, Ridley Scott’s historical Napoleon epic or fanfiction related to beloved franchises such as Harry Potter, this is a group deeply invested in the narratives and characters that shape popular culture.
‘Personal Puzzlers’ value depth and connection over spectacle. Health and wellbeing stand out as areas of particular focus as they try to make sense of the world and their place in it. These are readers to connect with on an emotional level. They care deeply and use news to understand the hows and whys behind the headline.
Headlines they would engage with:
- The Jacobean Kylie Jenner treatment! Experts reveal how portrait of high society woman in 17th century had lips made fuller and hairline touched up years later as they restore painting to its original condition.
- Matthew Perry offered advice for others going through addiction struggles in his last interview before tragic death age 54.
- Who is Dr Ravi Jayaram? Everything we know about ‘hero’ doctor who helped catch killer Lucy Letby.
- Wish, review: not so much a Disney fairy-tale as a corporate identity crisis.
‘Personal Puzlers’ love news content that:
- reflects on the person behind the story.
- reveals the backstory and behind-the-scenes footage.
- contemplates who you are, where you have come from and what is possible.
Have You Got News for Me?
Meet our news addicts. Eclectic in many ways, they are united by the love of a good news homepage. They are constantly pressing the refresh button, reading up on a wide array of topics — from the political battlegrounds of the day to the glossy world of celebrities to the social issues. They literally read all the news, all the time.
They can handle the detail and the heavy stuff. They have a keen interest in the ebb and flow of Westminster politics, social justice, human rights, as well as economic factors influencing our daily lives like petrol prices or taxing cigarettes.
From a delight in extreme human stories to the intricate timelines of the Star Wars universe, there is a nerdy yet sophisticated edge to their news engagement. These educated and aspirational readers can link various aspects of the news agenda into a coherent understanding of the world around them, which makes them an exciting type of reader at the intersection of culture, politics and social discourse.
Headlines they would engage with:
- Supreme Court set to rule on Home Secretary Suella Braverman’s Rwanda deportation plan.
- By how much will cigarettes and tobacco increase? When the change will take effect.
- Michael Gove falls out with Kemi Badenoch after affair with her acquaintance.
‘Have You Got News for Me?’ appreciates news content that:
- provides regular bulletins and updates on ongoing dramas.
- connects the dots between people, issues and culture.
- delights in the detail, they can handle it.
Who Scored?
Life is a game, and it is serious stuff. Meet readers who bring a serious adrenaline-pumped focus not just to their beloved football coverage but to the world of current affairs.
They have an unquenchable thirst for football, extending beyond the pitch to the stories about players and pundits alike. Football is also their gateway into the broader news ecosystem. They are deeply engaged with the serious and sometimes dark sides of life, from the sombre realities of crime and justice to the complexities of personal relationships. Also possessing an economic savviness when it comes to financial prospects and fiscal politics, for this group, actions and personal consequences are always meaningful.
‘Who Scored?’ represents the type of reader that values depth and dynamism in their content. They are as invested in the implications of today’s news as they are in the outcomes of their own lives.
Headlines they would engage with:
- Manchester United vs Newcastle LIVE! Caraboa Cup result, match stream and latest updates today.
- Tenant killed himself after landlord failed to resolve repeated noise complaints.
- Brits are third biggest drinkers in the world missing out on top spot to unlikely nation.
‘Who Scored’ is a group who likes news that:
- understands play is power.
- delivers sport first, everything else second.
- provides real-world, tangible implications behind stories and products.
Catch Me If You Can
Meet our youngest and lightest news readers. Their engagement with news is focused on the key headlines of the day, with some career, beauty and product comparisons where news is a trusted source of information.
As ‘Catch Me If You Can’s life experiences expand and their interests develop, the news will become a greater feature in their media mix.
Headlines they would engage with:
- Social media influencer defrauded investors out of 8m by pretending to promote concerts by Snoop Dogg and Beyonce, court told.
- BBC’s The Good Life cast now tragic deaths, cancer horror and Strictly glory.
- Harry and Meghan insist Charles snubbed THEM over his 75th birthday party.
‘Catch Me If You Can’ wants news that:
- focuses on links between headlines and reviews.
- talks news in simple, easily relatable terms.
- offers discount codes as well as money and career advice.
