WHO IS A MAIL READER?

WHAT ABOUT MAIL ONLINE, WHO IS READING….

22 MILLION READERS 44% OF GB ADULT

POPULATION NO1 UK NEWSBRAND

SOURCE: NRS PADD JANUARY-DECEMBER 2012 (MONTHLY REACH)

SOURCE: NRS PADD JANUARY-DECEMBER 2012 (MONTHLY REACH)

DUPLICATION3.9M

MAIL PRINT SOLUS USERS

10.0MREADERS

PRINT13.9MMAIL

READERS

ONLINE12.0M

UNIQUEUSERS

SOLUS MAILONLINE

USERS8.1M UVS

C

M

Y

CM

MY

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CMY

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Mailonline_rev.pdf 1 24/06/2013 18:03

SOURCE: BRAND POTENTIAL APR2013 – COMBINED KEY FINDINGS FROM BRAND TRACKER, THE MAIL CONSUMER RESEARCH (QNEWS7: WHICH OF THE FOLLOWING WORDS WOULD YOU USE TO DESCRIBE…?) AND MY CUP OF TEA FORUM

SENSE OF RELEASEUNIQUEGOSSIPY

ADDICTIVEFLIGHTY

FUN

STRAIGHT–TALKINGTHOUGHT–PROVOKING

COMFORTLUXURY

QUALITY

TRUSTWORTHYI WANT TO BE EMPOWERED

I WANT TO RELAX

I WANT TO BE ENTERTAINED

C

M

Y

CM

MY

CY

CMY

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Mailonline_rev.pdf 1 24/06/2013 18:03

SOURCE: BRAND POTENTIAL APR2013 – COMBINED KEY FINDINGS FROM BRAND TRACKER, THE MAIL CONSUMER RESEARCH (QNEWS7: WHICH OF THE FOLLOWING WORDS WOULD YOU USE TO DESCRIBE…?) AND MY CUP OF TEA FORUM

OPINIONATEDENTERTAININGINFORMATIVE

CONSERVATIVE

COMFORTINGAPPROACHABLE

ON-MY-SIDECONTEMPORARY WITH SENSE OF TRADITION

CONFIDENTHONEST

UNITING THE CUSTOMERS ACROSS OUR NEWS BRAND

THEY ARE THE INFLUENTIAL CENTRE FOR LARGE GROUPS OF FAMILY AND SOCIAL CONTACTS

THEY ARE COMPELLED TO COMMUNICATE AND OFFER ADVICE

THE MAIL BRAND DELIVERS VALUABLE CULTURAL AND

SOCIAL CAPITAL TO ITS USERS

SOURCE – FUTURE FOUNDATION APRIL 2013 QF1 - WHO COMES TO YOU FOR ADVICE OR INFORMATION ON THE FOLLOWING TOPICS? PRINT AA/QO/OO (2459) VERTICAL FLOW. MAILONLINE MONTHLY (1826) HORIZONTAL FLOW

GRAND PARENTS AND PARENTS

CHILDREN AND GRAND CHILDREN

FRIENDS COLLEAGUES

SOURCE – FUTURE FOUNDATION APRIL 2013 QF1 - WHO COMES TO YOU FOR ADVICE OR INFORMATION ON THE FOLLOWING TOPICS? PRINT AA/QO/OO (2459) VERTICAL FLOW. MAILONLINE MONTHLY (1826) HORIZONTAL FLOW

THEY ARE THE INFLUENTIAL CENTRE FOR LARGE GROUPS OF FAMILY AND SOCIAL CONTACTS

THEY ARE COMPELLED TO COMMUNICATE AND OFFER ADVICE

THE MAIL BRAND DELIVERS VALUABLE CULTURAL AND

SOCIAL CAPITAL TO ITS USERS

THEY ARE COMPELLED TO COMMUNICATE AND OFFER ADVICE

THE MAIL BRAND DELIVERS VALUABLE CULTURAL AND

SOCIAL CAPITAL TO ITS USERS

THEY ARE THE INFLUENTIAL CENTRE FOR LARGE GROUPS OF FAMILY AND SOCIAL CONTACTS

SOURCE: RESEARCH NOW MAY 2013 – QD9 – HOW MANY OF THE FOLLOWING RELATIVES/RELATIONSHIPS DO YOU HAVE? BASE: REGULAR MAIL BRANDS (OR JOIN) – GB POP IS EXCLUDING ANY MAIL BRAND USER. FIGURES QUOTED FOR PRESS ARE FOR REGULAR READERS AND FOR ONLINE ARE MONTHLY USERS

SPHERES OF INFLUENCE OFFLINE

COMPARED TO THE NATIONAL AVERAGE WITH 5.3 FAMILY MEMBERS AND 21.3 FRIENDS/COLLEAGUES

PRINT HAS 6.2 FAMILY MEMBERS

GRANDPARENTS PARENTS SIBLINGS CHILDREN GRANDCHILDREN FRIENDS COLLEAGUES

MAIL BRANDS 0.3 0.9 1.6 1.5 1.1 15.7 6.1

NATIONAL AVERAGE 0.5 1.2 1.6 1.3 0.8 15.4 5.9

ONLINE HAS 23.1 FRIENDS/COLLEAGUES

SOURCE - FUTURE FOUNDATION APRIL 2013. QSN2B - HOW MANY FRIENDS/FOLLOWERS DO YOU HAVE ON EACH OF THESE SOCIAL NETWORKS? MAIL AUDIENCE BASED ON PAPER AA/QO AND MONTHLY MOL

SPHERES OF INFLUENCE ONLINE

185168

138

110

7051

95 92

119

152

85

48

MAIL BRAND NATIONAL AVERAGE

SOURCE: RESEARCH NOW MAY 2013 – QD10 – AND HOW MANY OF THESE COME TO YOU FOR ADVICE – THIS COULD BE ON ANY TOPIC? BASE: REGULAR MAIL BRANDS (OR JOIN) – GB POP IS EXCLUDING ANY MAIL BRAND USER

MORE PEOPLE COMING TO MAIL USERS FOR ADVICE

GRANDPARENTS PARENTS SIBLINGS CHILDREN GRANDCHILDREN FRIENDS COLLEAGUES

MAIL BRAND 26% 65% 50% 82% 37% 40% 43%

NATIONAL AVERAGE 20% 57% 44% 76% 24% 36% 43%

Under-­30s  rely  on  parents  for  cash,  support  and  even  help  with  DIYRebecca Smithers, guardian.co.uk, May 2013

More than eight out of 10 (84%) young adults in the UK admit to having rsupport from their parents. Young adults in the 18-30 age range have asked their parents for

rom food shopping costs (43%) to holidays (36%) to debt payments (16%) and house purchases (8%).

Bank  of  Mum  and  Dad  under  strain  as  40  per  cent  of  retirees  support  familiesMindfulmoney.co.uk, April 2013

A survey from life insurer Prudential has found

away fr r

British grandparents shouldering childcare burdenBy John Bingham, The Daily Telegraph, June 2012

Research shows that almost two thirds of people with grandchildren under the age of 16 in Britain provide some regular childcare. Almost one in five British grandmothers provide at least 10 hours care a week, helping support their own children’s careers.

More young adults in 20s

and 30s living with parents

than in past 20 years

Alan Travis, The Guardian, December 2009

One in three "adult-kids" who have not left the parental nest say they

are still living at home because they cannot afford to get a toehold on

the property ladder. Others, who have been dubbed kippers – kids in

parents' pockets – are staying through choice.

Adult kids living at home on the rise across the boardBy Haya El Nasser, USA TODAY, July 2012

The number of young adults ages 20 to 34 who lived with their parents jumped from 17% in 1980 to 24% in 2009 according to a detailed analysis out today.The rise was sharpest among those under 25 — a new high of 43% vs. 32% in 1980 — but it increased largely across the board. Even among 30- to 34-year-olds, nearly one in 10 lived with parents.

“I don’t get too involved with banks and savings, but anything where it links to my own

finance, or my family’s finance. It’s what’s relevant to me and the people I know.”

MALE, 30-44 YEARS

OUR BRAND USERS ARE VERY MUCH AT THE CENTRE OF THE FAMILY

“My mum can be quite overwhelming sometimes. She’ll bombard me with things. She will bring over the papers and she’ll send me

quite a few emails throughout the day”MALE, 18 – 29 YEARS

“I get lots of information from my mum. She gets every paper and reads them all. She knows

everything that is going on. She’s a newspaper addict”

MALE, 18 – 29 YEARS

“I cut lots out. Schools in future areas, fashion. I wait to show to my family and share them. It

can be something informative or fun.”FEMALE, 46 – 60 YEARS

SOURCE: FUTURE FOUNDATION – FINANCE PANEL 2012.

MAIL BRAND USERS EXPECT THEIR CHILDREN TO BE

FINANCIALLY DEPENDENT ON THEM FOR LONGER THAN THEY WERE THEIR PARENTS

MAIL BRAND USERS ARE MORE LIKELY TO FEEL RESPONSIBLE FOR OTHERS OR

SUPPORT OTHERS.

A STRONG SENSE OF DUTY WITHIN THE FAMILY

NATIONAL AVERAGE: 46%

MAIL BRAND: 54%

NATIONAL AVERAGE: 41%

MAIL BRAND: 45%

THEY ARE COMPELLED TO COMMUNICATE AND OFFER ADVICE

THE MAIL BRAND DELIVERS VALUABLE CULTURAL AND

SOCIAL CAPITAL TO ITS USERS

THEY ARE THE INFLUENTIAL CENTRE FOR LARGE GROUPS OF FAMILY AND SOCIAL CONTACTS

THEY ARE COMPELLED TO COMMUNICATE AND OFFER ADVICE

THE MAIL BRAND DELIVERS VALUABLE CULTURAL AND

SOCIAL CAPITAL TO ITS USERS

THEY ARE THE INFLUENTIAL CENTRE FOR LARGE GROUPS OF FAMILY AND SOCIAL CONTACTS

GIVING ADVICE OR INFORMATION MORE TIMES IN A YEAR

NATIONAL AVERAGE

140.7PRINT & ONLINE

214.8PRINT OR ONLINE

153.8SOURCE – FUTURE FOUNDATION APRIL 2013 QF2 - HOW OFTEN DO YOU GIVE ADVICE OR INFORMATION TO OTHERS ON THE FOLLOWING TOPICS? BASE: MOL MONTHLY - PRINT AA/QO/OO - JOINED AS AN OR AND THEN JOINED AS AN AND

GIVING ADVICE ON A RANGE OF TOPICS

% WHO ADVISE FAMILY ON THIS TOPIC

% WHO ADVISE ANY FRIENDS ON THIS TOPIC

% WHO ADVISE FAMILY ON THIS TOPIC

% WHO ADVISE ANY FRIENDS ON THIS TOPIC

HEALTH/BEAUTY 42% (106) 35% (104) 50% (126) 40% (119)FINANCE 49% (104) 24% (106) 56% (121) 27% (121)

TRAVEL 48% (112) 44% (105) 52% (120) 44% (105)TECHNOLOGY 51% (102) 37% (102) 52% (104) 36% (100)

POLITICS 23% (102) 22% (97) 30% (134) 23% (101)CARS 32% (108) 23% (111) 36% (121) 22% (109)

ENTERTAINMENT 56% (103) 53% (100) 61% (112) 55% (105)FASHION 25% (102) 26% (108) 32% (132) 32% (134)

PRINT OR ONLINE PRINT & ONLINE

SOURCE – FUTURE FOUNDATION APRIL 2013 QF2 - HOW OFTEN DO YOU GIVE ADVICE OR INFORMATION TO OTHERS ON THE FOLLOWING TOPICS? BASE: MOL MONTHLY - PRINT AA/QO/OO - JOINED AS AN OR AND THEN JOINED AS AN AND

ENJOY TALKING ABOUT A WIDE RANGE OF SUBJECTS

HEALTH/BEAUTY FINANCE TRAVEL TECHNOLOGY POLITICS CARS ENTS FASHION

PRINT OR ONLINE

36% (108)

30% (120)

57% (108)

42% (108)

36% (103)

26% (114)

55% (101)

23% (106)

PRINT & ONLINE

43% (131)

37% (145)

59% (112)

46% (120)

41% (115)

28% (122)

60% (111)

33% (152)

SOURCE – FUTURE FOUNDATION APRIL 2013 QINF5 - AND HOW KNOWLEDGEABLE WOULD YOU SAY YOU ARE ABOUT EACH OF THE FOLLOWING? BASE: MOL MONTHLY - PRINT AA/QO/OO - JOINED AS AN OR AND THEN JOINED AS AN AND

MAIL NEWS BRAND FULFILS A CURATING ROLE

LET OUR AUDIENCE DO THE TALKING

THEY ARE COMPELLED TO COMMUNICATE AND OFFER ADVICE

THE MAIL BRAND DELIVERS VALUABLE CULTURAL AND

SOCIAL CAPITAL TO ITS USERS

THEY ARE THE INFLUENTIAL CENTRE FOR LARGE GROUPS OF FAMILY AND SOCIAL CONTACTS

THEY ARE COMPELLED TO COMMUNICATE AND OFFER ADVICE

THE MAIL BRAND DELIVERS VALUABLE CULTURAL AND

SOCIAL CAPITAL TO ITS USERS

THEY ARE THE INFLUENTIAL CENTRE FOR LARGE GROUPS OF FAMILY AND SOCIAL CONTACTS

SOMEONE FAMOUS I LIKE AND RESPECT

9%

INFLUENCE IS RETURNING TO THE CENTRE

11%CONTACTS ON SOCIAL

NETWORKING

NEWSPAPER BRANDS

17%

20%FRIENDS

ONLINE EXPERTS

24%

29%CLOSE FAMILY

SOMEONE FAMOUS I LIKE AND RESPECT

4%

7%CONTACTS ON SOCIAL

NETWORKING

NEWSPAPER BRANDS

8%FRIENDS

20%

19%ONLINE EXPERTS

28%CLOSE FAMILY

MAIL BRAND NATIONAL AVERAGE

SOURCE – FUTURE FOUNDATION APRIL 2013 QF6 - THINKING ABOUT EACH OF THE FOLLOWING, WOULD YOU SAY YOU ARE MORE OR LESS INFLUENCED BY THEM NOW COMPARED TO IN THE PAST? SHOWING PRINT AND ONLINE VERSUS NATIONAL AVERAGE. NEWSPAPER BRANDS HAS BEEN USED IN PLACE OF NEWSPAPER SUPPLEMENTS

INFLUENCE

SOURCE: BRAND TRACKER MAY 2013 BASE: MAIL BRAND IS AA/QO PAPER READERS OR USED MAIL ONLINE IN PAST MONTH . UK POP AVG IS BASED ON TOTAL RESPONDENTS INC ANY KNOWLEDGE OF MAIL.

READING THE MAIL IS LIKE HAVING A CONVERSATION WITH AN OLD FRIEND

NATIONAL AVERAGE MAIL BRAND

IS A CONVERSATION STARTER 16% 26%CAN BE REALLY TRUSTED 11% 17%

TALKS INTELLIGENTLY WITHOUT OVER COMPLICATING THINGS 16% 24%

ENTERTAINS ME 19% 32%

SOURCE HPI: HOW IMPORTANT IS IT TO YOU THAT THE NEWSPAPER YOU READ HAS A GOOD COVERAGE OF EACH OF THE FOLLOWING? BASE 1968 NATIONALLY REPRESENTATIVE RESPONDENTS ONLINE

MAIL READERS LIKE MULTIPLE TOPICS IN PAPER – HEIGHTENED ENGAGEMENT

TV INFORMATION AND LISTINGS

POLITICS

HEALTH ISSUES

FINANCE

EDITORIAL COMMENT & OPINION

PROMOTIONS AND COMPS

SHOWBIZ AND ENTS

TRAVEL

FAMILY MATTERS

CROSSWORDS AND PUZZLES

QUALITY READERS PLACE A GREATER IMPORTANCE ON:

REGULAR READERS OF THE SUN PLACE A GREATER IMPORTANCE ON:

REGULAR READERS OF MAIL PRINT PLACE A GREATER IMPORTANCE ON MULTIPLE CATEGORIES:

CROSSWORDS AND PUZZLES

TV INFORMATION AND LISTINGS

SPORT (NOT FOOTBALL)

FOOTBALL

PROMOTIONS AND COMPS

SHOWBIZ AND ENTS

FAMILY MATTERS

INTERNATIONAL NEWS

EDITORIAL COMMENT AND OPINION

POLITICS

INTERNATIONAL NEWS

THE PAPER MAKES AN IMPACT

THE BRAND MAKES AN IMPACT

ARTICLE PUBLISHED IN THE DAILY MAIL AND THEN ON MAIL ONLINE – “THERE IS A

DOWNSIDE TO LOOKING PRETTY: WHY WOMEN HATE ME FOR BEING BEAUTIFUL”

THE STORY TRAVELLED WORLDWIDE AT SPEED. TRENDED GLOBALLY ON TWITTER. 2.8M HITS

AND OVER 5,000 COMMENTS LEFT.

APPEARANCES ON DAYBREAK, BBC BREAKFAST, THIS MORNING AND NOW A

HOUSEHOLD NAME WORLDWIDE

SOURCE: NEWSWHIP SEPT 2012

MAIL ONLINE 2ND MOST SHARED SITE ON FACEBOOK

532535

586616643671

822863

912957

1,0871,379

1,5401,621

1,6681,715

2,531

NO. OF STORIES WITH OVER 100 FACEBOOK INTERACTIONS

SOURCE: TYNT 33 ACROSS. * HIGHEST OF ALL SITES ON THE TYNT DATABASE – ANALYSED 450 OF LARGEST SITES ACROSS 24 CONTENT CATEGORIES. ALSO INCLUDES PORTALS AND BROADCAST SITES. DEFINED AS COMBINATION OF SHARING RATE AND CLICKBACK RATE.

MAILONLINE HAS THE HIGHEST RATE OF SOCIAL ENGAGEMENT ACROSS ALL SITES

MailOnline is the most shared News & Entertainment site globally!*

MONTHLY SHARES

7xAVERAGE NEWS & ENTS SITE

CLICKBACKS

4.3xAVERAGE NEWS & ENTS SITE

MAILONLINE OUTPERFORMSALL ENGAGEMENT METRICS

SOURCE: COMSCORE KEY MEASURES UNIFIED GB MARCH 2013 *PANEL ONLY. AVERAGE NO OF SESSIONS/ MINS/ PAGE VIEWS PER PERSON PER MONTH SOURCE: OMNITURE MAY 2013

54% LONGERVs.

207% LONGERVs.

TIME USERS SPEND ON SITE

MAILONLINE OUTPERFORMSALL ENGAGEMENT METRICS

SOURCE: COMSCORE KEY MEASURES UNIFIED GB MARCH 2013 *PANEL ONLY. AVERAGE NO OF SESSIONS/ MINS/ PAGE VIEWS PER PERSON PER MONTH SOURCE: OMNITURE MAY 2013

9% MOREVs.

208% MOREVs.

PAGES VIEWED BY USERS

MAILONLINE OUTPERFORMSALL ENGAGEMENT METRICS

SOURCE: COMSCORE KEY MEASURES UNIFIED GB MARCH 2013 *PANEL ONLY. AVERAGE NO OF SESSIONS/ MINS/ PAGE VIEWS PER PERSON PER MONTH SOURCE: OMNITURE MAY 2013

38% MOREVs.

100% MOREVs.

HOMEPAGE VISITS PER MONTH+

MAILONLINE OUTPERFORMSALL ENGAGEMENT METRICS

SOURCE: COMSCORE KEY MEASURES UNIFIED GB MARCH 2013 *PANEL ONLY. AVERAGE NO OF SESSIONS/ MINS/ PAGE VIEWS PER PERSON PER MONTH SOURCE: OMNITURE MAY 2013

155 MILLIONVISITS PER MONTH IN THE UK

338 MILLIONVISITS PER MONTH IN THE WORLD

PEOPLE RESPOND TO THE

ADVERTISING

RESPONDING TO ADVERTISING

SOURCE: SNAP SURVEYS FIELDWORK PRE: 30TH JUL - 2ND AUG 2012.  DURING: 17TH OCT - 27TH NOV 2012  SAMPLE:   PRE:  363, DURING ALL: 1,044, DURING WEBPAGE: 94, POST ALL: 1,321, POST WEBPAGE: 139.

CLAIM TO HAVE DONE SOMETHING AS A RESULT OF SEEING THE WEBPAGE.

ACTUALLY PURCHASED CORSODYL

MOUTHWASH.

83%50%

RESPONDING TO ADVERTISING

SOURCE: BMRB 2009 BASE: ALL MY LIFE SHOPPERS (2,012), QUALITY READERS (320) POPULAR READERS (398) SM24. WHERE DO YOU TEND TO FIND OUT ABOUT SPECIAL OFFERS OR PROMOTIONS FOR FOOD AND GROCERIES?

OF MAIL READERS LOOK FOR OFFERS IN NEWSPAPERS

54%

RESPONDING TO ADVERTISING

SOURCE: RESEARCH NOW 2012.  BASE: MAIL READERS (AA/QO)

CLAIM TO HAVE ACTED ON TRAVEL ADVERTISING

IN THE NEWSBRAND.

HAVE ACTUALLY BOOKED A HOLIDAY.

75%

24%

RESPONDING TO ADVERTISING

SOURCE: RESEARCH NOW DEC 2012 – QA7 – WHICH, IF ANY, OF THE FOLLOWING DID OR ARE YOU CONSIDERING AS A RESULT OF SEEING THE NOKIA LUMIA ADVERTISING CAMPAIGN? BASE:  ALL THOSE THAT SAW THE ADVERTISING TMOS/YOU AA/QO (178).

OF READERS TOOK SOME ACTION AS A RESULT OF

MOBILE PHONE ADVERTISING.

ARE NOW CONSIDERING THE BRAND.

60%35%

3%

HAD ACTUALLY ALREADY MADE A

PURCHASE.

RESPONDING TO ADVERTISING

SOURCE: SNAP SURVEYS 2013.  POST WHO RECALL THE MAILONLINE CAMPAIGN: (215) Q: HAVE YOU DONE ANYTHING AS A RESULT OF SEEING THESE ADVERTISEMENTS ON MAILONLINE?

OF THOSE WHO RECALL THE CAMPAIGN HAVE

TAKEN SOME FORM OF SUBSEQUENT ACTION.

ACTUALLY SAY THEY HAVE PURCHASED PRODUCTS FROM

NEXT HOME ONLINE.

67%

21%

THE PATH TO ACTION – A SPECIAL RELATIONSHIP

ENGAGEMENT

ACTIONTRUST

FRIENDS COLLEAGUES

GRAND PARENTS AND PARENTS

CHILDREN AND GRAND CHILDREN

THEY ARE THE INFLUENTIAL CENTRE FOR LARGE GROUPS OF FAMILY AND SOCIAL CONTACTS

THEY ARE COMPELLED TO COMMUNICATE AND OFFER ADVICE

THE MAIL BRAND DELIVERS VALUABLE CULTURAL AND

SOCIAL CAPITAL TO ITS USERSSOURCE – FUTURE FOUNDATION APRIL 2013 QF1 - WHO COMES TO YOU FOR ADVICE OR INFORMATION ON THE FOLLOWING TOPICS? PRINT AA/QO/OO (2459) VERTICAL FLOW. MAILONLINE MONTHLY (1826) HORIZONTAL FLOW

PIECES OF ADVICE OR INFORMATION GIVEN OUT BY OUR NEWS

BRAND USERS

WITHIN OUR CORE AUDIENCE ADVICE

AND INFORMATION IS GIVEN OUT

3.4 BILLION

40% MORESOURCE – FUTURE FOUNDATION APRIL 2013 QF2 - HOW OFTEN DO YOU GIVE ADVICE OR INFORMATION TO OTHERS ON THE FOLLOWING TOPICS? BASE: MOL MONTHLY - PRINT AA/QO/OO - JOINED AS AN OR AND THEN JOINED AS AN AND