Twenty-seven percent of the Financial Times readers in the United Kingdom are below the age of 34, reports Charlotte Tobitt of Press Gazette.
Tobitt writes, “The FT was ranked seventh in the top 50 for percentage of its total audience aged under 35, while The Guardian was twelfth.
“The FT had a disproportionately high percentage of total time spent on its website coming from that under-35 audience (36.3%) whereas The Guardian was much lower (8%).
“The FT works alongside its consulting arm FT Strategies, which this year published its second Next Gen Audiences report about the news habits of younger audiences. Young professionals are also likely to be using the FT via the company-wide deals that make up 80% of all its subscriptions.
“The average percentage of audience aged under 35 across the top 50 was 20.9%, while this demographic accounted for 15.5% of time spent with the newsbrands on average.”
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