The Guardian and The Observer Audiences
Readership- The total number of people who read publication (newspaper)
Circulation- The number copies that are distributed to newsagents and news stands on an average day.
who reads The Guardian/ The Observer
- people in well paid jobs who have more disposable income
- socio economic ABC1
- interested in hard news (politics, national and international news)
-enjoy the magazine inside the newspaper- which features on sport/cooking/fashion/reviews
-Age- 15-35 and 35+
reaching an affluent and young audience
Observer readers are affluent, young urban consumers with a strong sense of adventure. They have diverse interests and high disposable incomes, allowing them to engage in sports, hobbies, and travel. As they are hard to reach through other media, the Observer is a highly valuable title to target this audience.
well- travelled
Observer readers are big spenders on holidays, especially weekends away, spending £570 on average for a short break (compared to £430 for the average consumer). They enjoy various types of holidays, particularly city breaks, lakes and mountains trips, ski vacations, and spa weekends. They fly more frequently, often book directly with airlines, and are more likely to upgrade from economy class.
finance-suvvy
Observer readers are affluent individuals earning 30% more than average. They are knowledgeable about financial services, regularly read financial news, and invest in stocks and shares. On average, they spend £400 a month on credit cards, often using them for dining out, travel, and hotel bookings.
Food & drink aficionados
Observer readers are passionate about cooking, eager to try new recipes, and willing to pay more for quality, ethical food. They are nearly twice as likely to pair their meals with wine and spend £93 million a week on food and drink. Around a third visit grocery stores frequently and are also regular patrons of coffee shops and restaurants, especially enjoying Thai, French, and Japanese cuisines.
Dedicated followers of fashion
Observer readers take a keen interest in fashion and are more likely to read features about it. They like to splash out on clothes and designer items, spend more on toiletries and cosmetics and think it's important to use good quality products.
Active lifestyles
Never without an item of technology
Tech-savvy audience: Observer readers are knowledgeable about technology.
Early adopters: More likely to own the latest devices (e.g., iPhones, e-readers).
Interest in tech topics: Engaged with editorial content on technology and online communication.
Expertise in media gadgets: Consider themselves knowledgeable about TV, audio, and visual equipment.
Influencers: Likely to share tech-related information with friends and acquaintances.
Passionate about performing arts: Frequent attendees of theatre, opera, and ballet.
Strong interest in music: Attend festivals, buy paid music, and explore new bands.
Engaged in art and literature: Avid book buyers and readers.
Art enthusiasts: Over twice as likely as average to visit art galleries.
Engaged, influential and well connected
Highly engaged readers: More engaged with the newspaper than other quality paper readers.
Stronger ad impact: Higher advertising engagement leads to greater effectiveness.
Key influencers: More likely to spread word of mouth.
Well-connected & vocal: Information-hungry, media-savvy, and influential in sharing experiences and product insights.
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