The activist group ‘Invisible Children’ set a world record earlier this year when their ‘Kony 2012′ video campaign went viral - it was viewed over 100 million times in less than a week. Despite the digital buzz, its call for young people to ‘make Kony famous’ on April 20^th did not materialise to the extent this initial interest would have suggested. Insight from Kantar Media’s latest Youth TGI survey reveals that Britain’s youngest consumers are a skittish bunch - marketers need to adapt quickly to engage them effectively.

What no doubt helped the Kony video is the significant level of political engagement amongst young people in Britain. 45% of those aged 11-19 are interested in politics and 64% of these politically-minded young people use social networking sites at least once a day - more than the average for this age group.

What also helped the video to capture the popular imagination so quickly is the connectivity of young people in Britain. Youth TGI reveals 62% of 11-19 year olds in Britain use social networking sites at least once a day. These heavy social-networkers are also increasingly staying connected on the move – 59% of them use their mobile phone for social networking – meaning they don’t have to wait until they get home to pick up on the latest news from the Twittersphere.

This combination of political engagement and connectivity makes for a potent promotional mix as the Kony video demonstrated. Indeed, politically-minded young people are a particularly lucrative group for marketers to tap into, particularly those who follow politics through the media but stop short of active participation.

These ‘passively political’ young people are 25% more likely to be influenced by other people’s online opinions when it comes to their purchasing decisions. This is good news for marketers given that they are also more likely to be amongst those in their age group with the highest independence when it comes to purchase responsibility. In addition, they are over 20% more likely than average to have a regular part time job, indicating that they have their own source of income to spend as they like.

Youth TGI reveals that these ‘passively political’ young people are not exclusively reached online. They are 51% more likely than the average 11-19 year old to be amongst the heaviest 20% of newspaper consumers. They are also a quarter more likely to listen to 2-3 hours of radio on a weekday. In addition, they are more likely to be amongst the heaviest 20% of consumers of outdoor media.

Looking at how quickly attention waned from the Kony campaign, it shows the importance for marketers in being responsive and proactive in reaching young people effectively. Youth TGI reveals that the celebs these politically engaged youngsters are most likely to admire has changed a great deal in recent years. Youth TGI reveals that the celebs these politically engaged young people admire has changed a great deal in recent years. In 2010 their favourite personality was Barack Obama, the following year it was Johnny Depp and now JK Rowling tops the list. So even though this group generally responds well to advertising endorsed by their favourite celebs, marketers are having to understand how quickly opinions change and the speed at which ‘cool’ can become ‘uncool’.

As featured in MediaTel Newsline, May 2012

Young people in Britain have adopted mobile social media in a big way, according to the recent Kantar Media TGI Mobilens survey of mobile phone usage. No less than 50% of 15-24 year olds said they had visited social networking and blogging sites via their phones. The figure falls to a still-impressive 40% amongst 25-34 year olds.
 
Indeed, social media feature among the most popular mobile services with the youngest mobile users in Britain, beaten only by taking photos (72% of under 35s), browsing the web (55%) and using apps (52%).
 
Other popular uses include downloading music and getting directions. Those familiar with the football-loving Brits won’t be surprised to learn that more than 20% of young people use their phone to check sports news, which bodes well for sports apps with the Olympics on the way.
 
The SMS generation
 
Similarly, anybody who has sat on a bus in the UK for ten minutes will know that people there love sending texts. More than three-quarters of those surveyed confirmed they used SMS.
 
A sizeable portion of consumers are now familiar with marketing direct to the handset with a third of mobile users confirming that they had received between one and five SMS advertisements recently but only 3% of those bothered to reply. However, of those who did reply, almost half went on to make a purchase.
 
By contrast, 9% recalled seeing web or app ads in the past month, and 7% visited online retail sites (such as Amazon). One might conclude that an app or banner leading to a retail site has the potential to engage more consumers than an SMS.
 
Rules of engagement
 
These days, of course, straightforward advertising is not the only solution. Your SMS may achieve better results if the consumer is already familiar with your brand – via a strong social media presence, for instance. So if you want to engage with mobile Britain, what’s the most effective platform?
 
The Kantar Media TGI Mobilens data is clear: Facebook comes out on top. In fact, 21% of mobile users said they’d accessed the social network via their phones, half of them via its app. YouTube comes a distant second at 5% (watching YouTube seems to be a sedentary activity, as 59% said they’d accessed the site via the internet as a whole). And although Twitter might appear to be the ultimate mobile social tool, only 5% said they’d accessed it recently – although this still accounts for more than 2 million consumers.
 
The “check-in” service Foursquare, which has proved popular in the United States, seems less of a hit in the UK, with only 0.5% of respondents professing to use it frequently. However, 15-24-year-olds are more than twice as likely as the average mobile user to regularly use “check in” services, suggesting that broadcasting where you’re “hanging out” remains a young person’s game.
 
Amusingly, insight from the Kantar Media TGI Mobilens survey may shed light on a particular aspect of the British culture. There’s a mobile activity that outshines the mammoth online industries of banking, shopping and gambling.
 
More than 30% of those surveyed under the age of 35 said they used their phones to check the weather forecast.
 
Richard Keogh, UK Commercial Director for Kantar Media TGI, asserts “for many marketers, reaching consumers via their mobiles is a tough nut to crack, but in-depth insights about mobile behaviours, such as those revealed in the TGI Mobilens survey, can help to steer marketing strategies. What’s more, with so many individuals owning the latest mobile gadgets, there has never been a more important time to engage with consumers on the move.” 

As featured in Kantar Media’s Momentum Review. To view the full issue, please click here.

Kantar Media’s TGI survey has been measuring levels of political engagement over the past ten years, with the chart below demonstrating where interest in politics has been at its highest and lowest. Currently, just under 4.5 million adults in Britain claim to be “very interested in politics” – the lowest for five years. If we look, however, at the levels of political interest over the last decade we can put this figure in context, as it seems that the peaks and troughs of political engagement follow the electoral cycle. The highest levels of interest in politics were recorded in 2005 and 2010, which were years when general elections were held.

 Over the course of the last decade the nature of political campaigning and engagement has shifted dramatically with politicians and constituents alike embracing social media to broadcast their messages in an instant. So while the levels of political interest remain broadly predictable, how has this affected the profile of the most politically engaged consumers in Britain?

Testing the notion that younger consumers are among the most apathetic, TGI data reveals that the number of 15-24 year olds who claim to be “very interested in politics” has risen by more than 50% since 2001. What’s more, the impact of social media on political campaigning has made digital natives all the more influential as they are the most readily disposed to amplify a campaign message.

While slightly more than half of all under 25s claim to have spoken about politics in the past 12 months, Word of Mouth data from TGI shows that they are also 25% more likely than the average adult to persuade others about politics. Moreover, those in the 25-34 year old age bracket are 50% more likely to be Word of Mouth “political champions” meaning that they carry knowledge, have the power of persuasion and promote messages to the widest audience.

For the marketer, Word of Mouth “political champions” are also a lucrative consumer group to target. Almost half of this group are in social grade AB and they are over five times more likely than the average adult to have a personal income of more than £75,000. Tapping into this group can reap huge rewards as they are also considerably more influential than the average consumer on a whole range of categories including financial services, electric equipment and cars.

These new-age political influencers are not exclusively reachable through digital media, what sets them apart is the rich mix of media that they consume on a daily basis. For instance, 70% of them access the internet at least once per day, compared to 50% for the adult population at large and they are twice as likely to use blogging or microblogging sites. Yet, more than 500,000 consumers who influence others when it comes to politics read a newspaper every day and more than 80% of them read at least three different titles, ensuring that they are particularly well informed.

Engaging with broadcast media is also a staple of the daily routine of a “political champion”. For instance, they are more than twice as likely as the average adult to listen to commercial radio at home early in the evening. This group are also some of the keenest television viewers – although a significant proportion of their viewing is time-shifted (more than half of them watch TV on Demand).

Even though the next general election may be up to three years away, the trends identified since the early 2000s indicate that levels of political interest are set to grow. Using quantifiable insight, therefore, is vital in determining how to reach those consumers who are most likely to carry the power of persuasion in order to ensure that campaign messages are amplified as widely as possible.

By Gary Brown, April 2012

The problems of rising obesity and inactivity amongst Britain’s youth make regular headlines. Certainly, the problem seems to be continuing to head in the wrong direction, according to latest insight from Kantar Media’s Youth TGI survey. The recently released findings reveal an overall downward trend in British 7-19 year olds’ attitudes to sport: the proportion of those who prefer to be active in their leisure time has fallen by 7% in the last four years.

This, however, does not reveal the full story because awareness of the link between sport and being healthy is on the increase. In the last four years the number of 7-19 years olds who agree that sport is important to keep healthy has increased by 20%. So the health message is getting through but not being acted upon.

Despite falling in the last few years, a sizeable proportion (44%) of 11-19 year olds still claim sport is a big part of their social life. The good news for marketers is that these active young people are particularly brand-conscious. They are over a third more likely than the average 11-19 year old to find the brand name the most important thing when buying something and similarly more likely to prefer wearing clothes with logos.

They are also a confident bunch: they are 25% more likely to believe they are cooler than their friends. Despite this edge they believe they have over their peers, these active young people are also significantly more likely to prefer to buy things of which their friends would approve. This indicates a group both easily influenced by brands and media as well word of mouth.

With an emphasis on ‘cool’ it perhaps fits that 38% of these active 11-19 year olds want to be famous, compared to 32% of the entire age group. Along with their love for logos and brands, this could be a lucrative partnership for marketers to tap into when it comes to reaching this group. In terms of their favourite celebs, Youth TGI reveals both boys and girls in this group are most likely to admire Jessica Ennis. With Sir Chris Hoy and Michael Phelps also favourites amongst this sporty group, it is clear to see the influence of the prominent competitors at the London Olympics on this group and thus the value to brands of aligning themselves to it.

Marketers would also do well to understand which types of celebs this group dislikes, as not all celeb endorsements will have the desired effect. As the antitheses of their sporting heroes, over 40% of these active young people dislike Katie Price and Paris Hilton. Zac Efron of High School Musical fame is also unpopular amongst the boys, as is Tiger Woods for the girls.

Indeed, Tiger Woods is an interesting case. Insight from Youth TGI reveals that up until 2010 around 19% of 11-19 year old girls in this active group admired him. This dropped dramatically to 10% in 2011 after publicity around his infidelity scandal spread. Similarly, in 2010, before the scandal broke, only 21% of this group disliked Woods – this figured jumped to nearly 40% in 2011. Thus marketers cannot simply bank on the pull of a celebrity for a product, there has to be an understanding of how a celeb will be received amongst a target group.

No individual media stands out above the rest for this group, but given that they are an image-conscious bunch with a real affinity to brands, reaching them with impactful messages, through any media, when they are not playing sport could prove lucrative for the shrewd marketer.

As featured in Brand Republic, April 2012

The government are capitalising on this year’s London Olympics and Diamond Jubilee at present with a prominent ad campaign encouraging us Brits to stay on home soil this summer.

However, encouragingly for the economy, many of those best placed to be able to afford to travel abroad are already holidaying in Britain.

Latest insight from Kantar Media’s Premier TGI survey, of the most upmarket and affluent British adults, reveals 72% of such consumers holidayed in Britain in the last year. Of these, 33% have holidayed solely in the UK and these figures are rising.

The number of upmarket adults opting for British holidays has crept up by 5% since 2007 when the economic downturn began to take hold. Conversely, the number of those taking holidays abroad has fallen over the same time period by 4%. 2008 was the first time numbers of upmarket adults holidaying in Britain surpassed those going abroad.

Encouragingly for marketers, those upmarket adults holidaying in Britain are not frugal with their cash. Close to a third of upmarket Brit-holidaymakers spent at least £250 per person on their last holiday on home soil. These highest-spending British holidaymakers are also away on average for two nights more than the average upmarket consumer. Furthermore, they plan their trips at relatively short notice, with 46% of them booking less than two months in advance.

Upmarket adults spending the most on holidays at home are also big-spenders across a number of other products and services. For example, they spend £45 per month on average on clothes compared to £40 for the average upmarket adult. They are significantly more likely to dine out at restaurants several times a month and to consider themselves experts in fine wines.

Not only are they big-spenders, but they are also a financially-astute group. Premier TGI reveals that they are 30% more likely than the average upmarket adult to follow the stock market and keep up with the financial pages of newspapers. They are also a third more likely to have invested in private health and medical insurance.

Attitudinally, these adults who spend the most on holidays at home are an environmentally-aware group. 73% of them feel that a company’s ethics are one of the most important attributes and 66% think that recycling should be made compulsory. They are also a scrutinising bunch: 71% of them think companies tend to over claim their green credentials.

In terms of the most effective means of reaching these highest-spending British-holidaymakers, Premier TGI reveals they are significantly more likely to be amongst the heaviest fifth of consumers of newspapers and magazines. They are also 44% more likely than the average upmarket adult to be willing to pay to access content on newspaper websites. Given that they are also 32% more likely to own a tablet, marketers would do well to target this group across both traditional and digital media.

As featured in MediaTel Neswline, April 2012

The apparent ubiquity of social networking raises questions about the relevance of traditional news providers.  Even the most nimble publisher struggles to keep up with ‘citizen journalists’ on the ground, who can Tweet updates as they happen.

As newspaper publishers enter a new era, Kantar Media’s Global TGI believes newspapers have a key role to play in this changing landscape, but recognises that business models need to change to incorporate direct audience interaction.

Recent research by the company provides publishers with insight to inform their strategies by showing the different social media habits of people around the world.  In terms of engaging with user generated content (UGC), the number of internet users reading articles or comment varies significantly by country, with Latin America featuring strongly.  47% of internet users in Brazil and 44% in Argentina read UGC on newspaper websites, compared to only 35% in GB and 26% in Germany.

Not all countries have high levels of user interaction however. Latin American countries again show the highest rates of activity in submitting articles or comment on the websites of newspaper publishers, with 27% in Brazil and 26% in Argentina.  This drops to only 17% in Germany and 12% in GB.

Geoff Wicken, Head of TGI International at Kantar Media comments: “Today’s digital world has enabled consumers to move from being passive recipients of news coverage to playing an interactive role in how news is distributed.  While the doomsayers take this to signal the end of the traditional newspaper, savvy publishers understand that they need to encourage and engage with people providing content, and use it as means of underpinning their role in this ‘Brave New World’.  At the same time, as demonstrated by our research, it is critical for global publishers to adapt their strategy by region.”

Kantar Media’s Global TGI Net provides further insight for publishers, as well as brand owners.  When asked how important it was that they trusted the websites they visited in general, internet users in the Middle East were more likely to agree, with 82% in Saudi Arabia and 80% in Kuwait confirming this.  In Latin America trust is less of an issue, with Brazil showing 73% agreement and Argentina only 71% – a factor that may help to explain the acceptance and willingness to contribute to content.

“The trust that people have in online content differs country by country. This is a key consideration for publishers wanting to incorporate material from users.  In some regions it is clearly important to verify the source, whereas in other places, different priorities take precedence,” concludes Wicken.

Appendix

% of internet users reading UGC comment/article on newspaper websites

• Brazil – 47%
• Argentina – 44%
• Mexico – 41%
• United Arab Emirates – 39%
• Spain – 38%
• France – 36%
• Great Britain – 35%
• Saudi Arabia – 35%
• Germany – 26%
• Kuwait – 26%

% of internet users submitting articles/comment on newspaper websites

• Brazil – 27%
• Argentina – 26%
• Mexico – 23%
• Spain – 19%
• Germany – 17%
• United Arab Emirates – 15%
• Great Britain – 12%
• France – 12%
• Kuwait – 8%
• Saudi Arabia – 5%

% of internet users agreeing ‘it is important to trust the websites I visit’

• Saudi Arabia – 82%
• Kuwait – 80%
• Great Britain – 79%
• France – 78%
• UAE – 78%
• Brazil – 73%
• Argentina –71%
• Mexico – 71%
• Germany – 68%
• Spain – 66%

Almost three-quarters of Britain’s 9 million 7-19 year olds read at least one magazine and more than 2 million read a copy at least once per week. Many of these younger magazine-lovers do not rely on their parents to pay for their favourite title as 40% buy the magazine themselves. Even the youngest consumers are prepared to part with their pocket money as half a million 7-10 year olds buy their own magazines or comics.

For many young consumers, reading magazines is more than just a way of accessing content but constitutes a past time in itself. Half of all those who buy their own magazines do so on a Saturday, suggesting that they are embedded in a weekend routine. Reading magazines is also an important shared activity for these consumers with almost a third talking about magazines with their friends.

Choosing a magazine is a personal decision that in many cases stays with a reader throughout their teenage years before they upgrade to adult titles. Magazines, therefore, develop a personal connection with their readers providing an effective platform for advertisers to reach their targets and potentially make a lasting impression. TGI data bears this out with almost a third of the 600,000 weekly magazine buyers aged 11-19 claiming that magazines “help me to choose what to buy” and more than 100,000 claiming that magazines “have good adverts”.

Frequent magazine readers are themselves a lucrative group: 15-19 year olds who read a magazine and buy their own copy have a weekly income of £60 – 10% more than the average for their age group. Weekly magazine readers in this age bracket are also a third more likely than average to spend £10 or more per week on their mobile and 37% more likely to spend £15 or more on travel every week.

If the rise of digital content is one of the most important challenges faced by the magazine industry, tapping into younger magazines readers may well prove to be a viable strategy to deal with it. TGI insights reveal that magazine readers aged 7-19 are almost twice as likely as their adult counterparts to “be willing to pay to access content on magazine websites”.

The younger generation of magazine readers are already ahead of the curve when it comes to accessing magazine content online with a quarter of all internet users aged 15-19 reading the online versions of their favourite print publications – a figure that has increased by 20% in the past 12 months. Compare this with internet-enabled adults of whom just 13% access magazine websites.

Moreover, for the 15-19 magazine reader, the printed copy is a complement to the online version and in many cases drives their digital behaviour. A third of 15-19 year olds who read magazines find out about new websites by reading about them first in print publications. On the other hand, only 10% of adult web users in Britain find out about new sites by reading them in magazine or newspaper advertisements.

Courting the young magazine reader, it seems, is more important than ever particularly when it comes to developing a digital readership strategy. Quantitative research is therefore vital to ensure that the right magazine readers are reached with the most appropriate message.

Apple’s iPad has set the standard for the tablet market with its latest version raising the bar even higher. Latest insight from Kantar Media’s Premier TGI survey, of the most upmarket and affluent British adults, reveals 9% of such consumers own a tablet. Such a potent mix of affluence and early adoption makes these consumers extremely attractive to marketers.

Indeed, insight from Premier TGI reveals that upmarket tablet users are real technophiles generally, being over three times more likely than the average upmarket adult to own whatever happen to be the latest gadgets. They are also significantly more likely to consider themselves experts when it comes to new technology.

As far as splashing the cash is concerned, upmarket tablet users are a spontaneous and materialistic bunch, being 79% more likely than other upmarket adults to spend money without thinking. This is backed up by the amount they spend on a range of products and pastimes relative to the average upmarket adult – £50 on average per month on clothes compared to £38, £26 on skincare compared to £15 and £24 on spectator sports events vs £14. This kind of heightened spending across so broad a spectrum is music to the ears of many a marketer.

Being keen on all things gadget related, it is perhaps to be expected that a quarter of upmarket tablet users own at least two mobile phones, with an average monthly mobile spend significantly higher than other upmarket adults (£28 vs £19). They also like to keep up with the latest mobile models and are around three-quarters more likely to switch mobiles every 12 months.

Demonstrating Apple’s dominance of the tech world, when it comes to upmarket tablet users’ brand of phone they are almost three times as likely to have an Apple iPhone. In fact, demonstrating the power of Apple and loyalty to the brand, 37% of those with an Apple iPad also own an iPhone. These ‘Appleites’ are even more lucrative for marketers to tap into, spending an average of £42 per month on their mobile phone.

In terms of the most effective means of reaching upmarket tablet users, Premier TGI reveals they are well over twice as likely as the average upmarket adult to be willing to pay to access content on newspaper and magazine websites. They are also 55% more likely to be influenced by comments and reviews posted online by other internet users. This is not to say that online is the only way to reach this group, they are also 54% more likely than the average to have their opinion of a brand changed by direct mail. In addition, they are frequent cinema-goers, 69% more likely to go at least once a month.

As featured in Brand Republic, March 2012

The TGI studies measure consumers’ product and brand consumption, attitudes and media usage. They are used worldwide by brand owners, agencies and media for a range of strategic and tactical purposes. These include consumer profiling, brand positioning, the development of marketing plans, the identification of target audiences, and media planning and buying. Sample sizes are robust, with over 800,000 questionnaires completed around the world each year.

Richard Asquith, CEO Kantar Media TGI and Custom, comments:

“We are delighted to welcome such a highly-respected survey into the Global TGI network. Clients increasingly need fast access to comparable survey-based information and this addition enhances our ability to provide worldwide data and insight. At the same time it reinforces the position of Kantar Media as the world’s pre-eminent supplier of single-source consumer, attitudinal and media surveys”.

Dominique Vercraeye, Managing Director of TNS Media Belgium, adds:

“The Brand Media Monitor launched in the year 2000. This bi-annual project is very well established in the Belgian market as it is recognised by Strategic Planners of Creative and Media Agencies, by Brand Managers and by Media Managers alike, as a reliable and solid source of information for segmenting audiences and determining relevant touchpoints. Becoming part of the TGI network opens new perspectives for our BMM clients and for ourselves”.

Editor’s Notes:

About Kantar Media:

Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries.
www.kantarmedia.com

About TNS Media:

TNS Media is the Belgian TNS company specializing in Media Research and Opinion Research. TNS Media is in charge of customized research projects as well as many syndicated audience measurements such as: the National Readership Survey on behalf of CIM, Radio audience measurement by means of PPM’s etc…..

For more information on Brand Media Monitor, please contact Jan.Drijvers@tnsglobal.com

Contact details:
Teresa Horscroft
PR Consultant
Eureka Communications
+44 (0)1420 564346
teresa@eurekacomms.co.uk

Those who buy at least one chocolate bar per day, or at least two chocolate assortment boxes per month, tend towards the younger end of the age spectrum. They are 32% more likely than the average adult to be aged 15-34. In terms of what drives them, this group is materially motivated, being 44% more likely than the average adult to wear designer clothes, and a third more likely to agree that these designer clothes improve a person’s image. They also claim to spend their money without thinking and to be no good at saving.

Chocoholics, as defined above, seem to exhibit questionable dietary habits. They are 46% more likely than the average adult to claim that they don’t have time to spend preparing and cooking food. The result is that over a third of them often eat snacks on the move rather than proper meals.

Crucially for marketers, this group is a quarter more likely to be tempted by products they have seen advertised. They are also 43% more likely to accept being easily swayed by other people’s views, making a word of mouth campaign an attractive proposition. They seem especially responsive to celebrity endorsement being three quarters more likely to admit that celebrities influence their purchase decisions.

TGI Worldpanel data (which links TGI’s consumer insight with Kantar Worldpanel’s extensive purchase data) provides yet further insight into what sectors, brands and sub-brands chocolate eaters actually buy.

Although it is the younger age groups who are particularly likely to buy chocolate bars regularly, it is in fact the over 55s who fritter away the most money – when it comes to block chocolate at any rate. This older age group spends an average £15.40 on block chocolate over 6 months, compared with £13.30 for 15-34 year olds. When it comes to everyday chocolate bars, 45-54 year olds top the spend ranking with an average £23.40 over 6 months.

Taking ‘Green & Blacks’ block chocolate as an example, TGI Worldpanel insight reveals that the 55+ bracket represents a particularly lucrative and sizeable segment. ‘Green & Blacks’ is very proud of its fair-trade listing, and their most overtly ethical product, ‘Mayan Gold’, is especially popular with the mature chocolate buyer. Purchasers of ‘Mayan Gold’ are over a third more likely to be 55+ than are other main shoppers.

Insight from TGI uncovers potential drivers of this behaviour, as well as reasons some brands aimed at older consumers might do well to promote fair-trade. Nearly 60% of over 55s agree that it’s important for a company to act ethically. Those who buy fair-trade products regularly are a quarter more likely to be 55+ than the average person. However, what will interest marketers most is that this same group is two-fifths more likely to have a family income in excess of £50,000.

Newspapers and magazines are the best media for reaching this ethically-minded, mature consumer. They are over twice as likely as the average adult to read The Guardian, The Telegraph or The Times, and over three-quarters more likely to read The Daily Express or Daily Mail.