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CONSUMERS&BRANDSDaily
newspapers:
EveningStandard
readers
in
the
UnitedKingdomConsumer
InsightsAugust
2023Consumer
Insights
Global
surveyIntroductionReport
overviewGlobalsurvey
methodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofEvening
Standardreaders
intheUnitedKingdom:
who
theyare;
whatthey
like;
what
theythink;
andhow
to
reach
them.
Itprovides
insightsontheirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56
countriesAdditionally,thereport
allows
thereader
tobenchmark
EveningStandardreaders
intheUnitedKingdom(’’brandusers’’)
against
UKreaders
of
dailynewspapers
ingeneral
(’’category
users’’),
and
theoverall
UKonliner,
labelledas’’all
respondents’’
inthe
charts.Numberofrespondents:?
12,000+
forcountries
with
the
extended
survey(including
theUnited
Kingdom)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
dataFieldwork:from
theConsumer
InsightsGlobal
survey,
an?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
the
extended
survey
areupdatedfourtimesayearinternational
survey
thatcovers
more
than15,000brandsacross
56
countries.2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsEvening
Standard
ranks
outside
the
top
10
of
most
read
daily
newspapers
in
theUKManagement
summary:
brandusageand
competitionTop10
most
read
dailynewspapersintheUKDaily
MailDaily
MirrorTheSun37%26%24%23%23%Daily
ExpressMetroTheGuardianTheTimes18%16%Daily
Star14%14%TheDailyTelegraphFinancialTimes13%4Notes:"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=482,
readers
ofdaily
newspapersConsumer
Insights
Global
as
of
August
2023Sources:Evening
Standard
readers
in
the
United
KingdomManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsEvening
Standard
is
more
popularamong
Millennials
than
other
dailynewspapers.Making
theirown
decisions
ismoreimportant
to
Evening
Standardreadersthan
toother
readers
of
dailynewspapers.Itstands
out
that42%
ofEveningStandard
readers
usealternativewebsites
towatch
paid
content
forfree.Evening
Standard
readers
access
theinternet
viaastreaming
device
moreoften
than
theaverage
reader
ofdailynewspaper.Compared
tootherdailynewspapers,Evening
Standard
hasarelatively
highshareof
male
readers.45%
ofEvening
Standardreaders
are
intheearly
majority
of
innovation
adoptertypes.Career
and
education
are
relativelyprevalent
interests
of
EveningStandardreaders.Onsocial
media,
Evening
Standardreaders
interact
with
companies
moreoften
than
other
readers
ofdailynewspapers.Evening
Standard
hasalarger
share
ofreaders
with
ahigh
income
thanotherdailynewspapers.Arelatively
highshare
ofEveningStandard
readers
thinkthattheeconomic
situationisanissuethatneeds
to
beaddressed.Writing
isarelatively
popularhobbyamong
Evening
Standard
readers.Evening
Standard
readers
rememberseeing
adsinvideo
gamesmore
oftenthan
other
readers
ofdaily
newspapers.Evening
Standard
readers
aremorelikely
to
liveinmegacities
than
readersof
dailynewspapers
ingeneral.5Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Evening
Standard
ismore
popular
among
Millennials
than
other
dailynewspapersDemographic
profile:
generationsAge
of
consumersintheUKBrand
users16%62%16%5%Category
usersAllrespondents14%37%33%17%20%37%31%13%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=55,
Evening
Standard
readers,
n=482,
readersofdaily
newspapers,
n=24183,
allrespondentsSources:Consumer
Insights
Global
as
of
August
2023Compared
to
other
daily
newspapers,
Evening
Standard
has
a
relatively
highshare
of
male
readersDemographic
profile:
genderGenderofconsumersintheUKBrand
users65%35%Category
usersAllrespondents59%41%49%51%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";
Multi
Pick;
Base:
n=55,
Evening
Standard
readers,
n=482,
readers
ofdaily
newspapers,
n=24183,
allrespondentsSources:Consumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Evening
Standard
readershave
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationintheUK40%33%31%28%22%22%19%19%19%15%9%9%8%7%5%5%3%
3%1%0%
0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
you
readin
the
past2
weeks?";Multi
Pick;Base:n=55,
Evening
Standard
readers,
n=482,readers
ofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Sources:Evening
Standard
has
a
larger
share
of
readers
with
a
high
income
than
otherdaily
newspapersDemographic
profile:
incomeShare
ofconsumersintheUK
inthehigh,
middle,andlowthirdsof
monthlyhouseholdgross
incomeBrand
users66%30%4%Category
usersAllrespondents38%33%30%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:
n=55,
Evening
Standard
readers,
n=482,
readers
ofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
readers
of
daily
newspapers,
Evening
Standard
readers
arerelatively
likely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationTypeof
householdsin
whichconsumersintheUKlive49%37%34%24%23%17%16%16%16%12%10%8%7%7%7%4%4%
4%Other2%
2%Multi-0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo
or
morerelated
adults
household
typesgenerationalfamilyBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:
n=55,
Evening
Standard
readers,
n=482,
readers
ofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Evening
Standard
readers
are
more
likely
to
live
in
megacities
than
readers
ofdaily
newspapers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveintheUK35%28%26%24%22%21%20%18%15%15%13%13%12%10%10%8%
7%4%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2weeks?";Multi
Pick;Base:
n=55,
Evening
Standard
readers,
n=482,
readers
ofdailynewspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
20239%
of
Evening
Standard
readers
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersintheUKBrand
users9%9%8%89%89%2%2%3%Category
usersAllrespondents89%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:
n=55,
Evening
Standard
readers,
n=482,readers
ofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedMakingtheir
own
decisions
is
more
important
to
Evening
Standard
readers
thanto
other
readers
of
daily
newspapersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersintheUK59%53%49%49%
49%44%42%44%40%40%35%34%28%32%31%29%29%27%26%24%22%13%15%16%12%13%13%13%11%10%Safety
andsecurityAhappyrelationshipAnhonest
andrespectable
life
own
decisionsMaking
myLearningnew
thingsTobesuccessfulHavingagood
timeAdvancingmy
careerSocial
justiceTraditionsBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=55,
Evening
Standard
readers,
n=482,
readers
ofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Career
and
education
are
relativelyprevalent
interests
of
Evening
StandardreadersConsumer
lifestyle:
main
interestsTop10
interestsofEveningStandard
readersintheUK58%57%56%56%55%51%51%51%46%43%47%47%46%44%44%42%40%39%38%36%35%34%34%32%30%29%25%25%23%18%SportsTravelHealth
&fitnessFood
&diningHistoryScience
&technologyMovies,TVshows&musicFinance&economyPolitics&societyandcurrentworld
eventsCareer
&educationBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youread
in
the
past2
weeks?";Multi
Pick;Base:n=55,
Evening
Standard
readers,
n=482,
readersofdailynewspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Writing
is
a
relatively
popular
hobby
among
Evening
Standard
readersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofEveningStandard
readersinthe
UK51%51%51%47%45%41%44%39%41%35%40%38%38%37%36%36%36%33%31%29%30%29%28%27%25%22%19%16%15%11%Doing
sportsandfitnessOutdooractivitiesSocializingReadingTravelingCooking/bakingWritingCars/vehiclesTech
/computersVideo
gamingBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:
n=55,
Evening
Standard
readers,
n=482,
readers
ofdailynewspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Evening
Standard
readers
are
more
likely
to
play
basketball
than
other
readersof
daily
newspapersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofEveningStandard
readersintheUK31%31%29%29%27%25%25%20%20%18%18%16%14%14%14%13%12%12%10%10%10%10%9%9%7%6%6%5%4%3%Fitness,aerobics,cardioSoccerBasketballCyclingBadmintonHikingRunning/JoggingHunting/FishingSwimming/DivingAmericanFootball
/FlagFootballBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=33,
Evening
Standard
readers,
n=449,readers
ofdaily
newspapers,
n=9322,
all
respondentsConsumer
Insights
Global
as
of
August
2023Evening
Standard
readers
are
more
likely
to
follow
basketball
than
other
readersof
daily
newspapersConsumer
lifestyle:
sports
followedTop10
sports
followed
byEvening
Standard
readersintheUK49%37%27%27%27%26%24%24%20%20%20%18%17%14%14%10%10%10%9%9%9%9%9%8%7%6%5%5%5%4%SoccerBasketballBoxingTennisCricketSwimming/divingAmericanfootballCyclingMotorsportsAthletics(track&
field)Brand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthe
following
printed
dailynewspapers
have
you
readin
the
past2
weeks?";Multi
Pick;Base:n=32,
Evening
Standard
readers,n=456,
readersofdaily
newspapers,
n=8230,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
digital
media?
Innovation
adoption?
Challenges
facing
thecountry?
Politics20Itstands
out
that
42%
of
Evening
Standard
readers
use
alternative
websites
towatch
paid
content
for
freeConsumer
attitudes:media
&digitalmediaAgreementwithstatements
towards
media&digital
mediaintheUK64%49%49%44%42%39%38%
38%
38%27%26%25%21%16%14%Digitalservices
allowme
to
discover
newandexcitingcontentIprefer
toown
hardcopies
of
films,Iusealternativewebsites
andappstowatchpaidIprefer
digitalcontentasitiseasier
tomanage
mainstream
media
inmy
country
ofresidenceIdon’ttrustthebooks
or
music(e.g.,DVD,
CD,vinyl)content
forfree(e.g.,news
channels)Brand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
you
readin
the
past
2weeks?";Multi
Pick;Base:n=55,
Evening
Standard
readers,
n=482,
readers
ofdailynewspapers,
n=4034,
all
respondentsConsumer
Insights
Global
as
of
August
202345%
of
Evening
Standard
readers
are
in
the
early
majority
of
innovation
adoptertypesConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinthe
UK45%36%35%32%32%25%20%16%16%16%11%11%2%2%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;Base:
n=55,
Evening
Standardreaders,
n=482,
readers
ofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Evening
Standard
readers
think
that
the
economicsituation
is
an
issue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacingtheUnitedKingdomaccording
toEvening
Standard
readers65%61%58%63%52%49%48%39%41%37%35%40%38%37%39%38%36%36%36%29%36%35%29%35%34%33%33%27%24%30%EconomicsituationRising
prices/inflation/cost
of
livingHealth
andsocial
securityEnvironment
ClimatechangeCrimeImmigrationEducationPovertyGovernmentdebtBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2
weeks?";MultiPick;Base:n=55,
Evening
Standard
readers,
n=482,
readersofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
readers
of
daily
newspapers,
Evening
Standard
readers
tendto
have
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersintheUKBrand
users22%21%23%29%44%5%6%Category
usersAllrespondents36%37%37%26%14%LeftCenterRightPrefer
nottoanswer24
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
ofthe
following
printed
dailynewspapers
have
youreadin
the
past2
weeks?";Multi
Pick;Base:n=55,
Evening
Standard
readers,
n=482,
readersofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsEvening
Standard
readers
access
the
internet
via
a
streaming
device
more
oftenthan
the
average
reader
of
daily
newspaperMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinthe
UK
useregularlyto
accesstheinternet91%89%
89%84%76%75%71%69%65%61%60%59%55%52%51%49%45%41%40%40%38%38%36%36%35%31%30%SmartphoneLaptopSmart
TVTabletDesktop
PCSmart
speakers
Streaming
device
Gaming
consoleAllrespondentsSmartwatchBrand
usersCategory
users26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:
n=55,
Evening
Standard
readers,n=482,
readersofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
Evening
Standard
readers
interact
with
companies
more
oftenthan
other
readers
of
daily
newspapersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesintheUK
bytype51%56%54%54%53%41%51%42%47%46%
47%42%44%31%35%36%41%40%39%33%36%33%31%30%29%18%27%27%22%15%8%7%7%
7%6%0%SentprivatemessagesFollowedpeoplePosted
texts/statusLikedcompanypostsLiked
posts
CommentedFollowedcompaniesPostedpictures/videosSharedpostsbyother
usersSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediabyotheruserson
postsupdatespassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past
2weeks?";Multi
Pick;Base:
n=55,
Evening
Standard
readers,n=482,
readersofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Evening
Standard
readers
tend
to
go
to
the
movies
more
often
than
readers
ofdaily
newspapers
in
generalMarketing
touchpoints:media
usagebychannelTypeof
mediaconsumersintheUK
havebeen
using
inthepast4weeks84%
83%82%71%80%79%74%73%72%59%68%58%56%50%56%56%56%56%51%46%51%47%43%35%40%35%35%22%31%26%27%18%15%TVDigitalvideocontentRadioDailynewspapersDigitalmusiccontentPodcastsOnlinenewswebsitesMagazinesMovies
/cinemaWeeklynewspapersOnlinemagazinesBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthe
following
printed
daily
newspapers
have
youreadin
the
past2weeks?";Multi
Pick;Base:
n=55,
Evening
Standard
readers,
n=482,
readers
ofdaily
newspapers,
n=12093,
all
respondentsConsumer
Insights
Global
as
of
August
2023Evening
Standard
readers
remember
seeing
ads
in
video
games
more
oftenthan
other
readers
of
daily
newspapersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereEveningStandard
readersintheUKhave
come
across
digital
advertisingin
thepast4weeks51%51%51%43%42%40%40%40%38%
37%38%38%35%31%31%30%31%29%29%29%27%27%24%22%20%20%18%18%13%10%Search
engines
Social
mediaVideo
portalsVideo
games
Video
streaming
OnlinestoresservicesWebsitesandappsof
brandsEditorialwebsitesandappsMusicportalsNewslettersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthe
following
printed
dailynewspapers
have
youreadin
the
past
2weeks?";Multi
Pick;
Base:n=55,
Evening
Standard
readers,n=482,
readersofdaily
newspapers,
n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Evening
Standard
readers
remember
ads
they
saw
in
printed
daily
newspapersmore
often
than
the
average
onlinerMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinthe
UK
havecome
across
non-digital
advertisinginthepast4weeks58%51%51%49%49%42%47%35%47%42%47%44%38%38%36%34%34%32%29%27%21%19%18%18%OnTVDirectly
inthestoreOnadvertising
By
mailshot
/OntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon
thegoBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthe
following
printed
daily
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