Almost half of all 18 to 34 year-olds living and working in major European cities now read a daily free-sheet newspaper every week, according to new research commissioned by Swedish-based publisher, Metro International.
The wide-ranging study into the reading habits of young people living in some of the world’s biggest cities shows that more than a quarter of these so-called young metropolitans choose to read a free newspaper every day where possible.
Almost 30% of 18-34 year-olds, an important group for advertisers, read only free-sheet newspapers, while 23% read both free and paid for titles in the average week. Metro claims this suggests that younger consumers are increasingly turning to free-sheet newspapers as they find traditional paid-for titles less appealing.
The study, carried out by TNS Gallup, defines young metropolitans as 18 to 34 year-olds living in big cities and employed or studying. They are generally young and dynamic with a high disposable income and are also notoriously difficult to reach through other forms of media.
The last readership survey carried out by Metro International found that free-sheet newspapers continue to increase in popularity and are now read by almost 20% of the urban population in eleven cities across Europe. The survey claimed that younger men and women have a preference for free daily papers rather than paid-for titles.
Metro International is currently working to strengthen its offering to advertisers and recently secured its biggest campaign to date in the form of a wide-ranging pan-European deal with car manufacturer Mitsubishi valued at £2 million across seven different countries.
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