MORI Identifies New 'Breeds' of News-Gatherers

A new analysis by MORI has identified distinct 'breeds' of British news-gatherers. The research, for Richmond Events Ltd, classifies British people on the basis of their news-gathering habits and social characteristics. These classifications will enable communications professionals to target their audiences even more precisely - essential in today's '24/7' media culture.

'We Brits fall into six distinct groups when it comes to the level of news we seek, and how and when we access it,' explains MORI's research director Stewart Lewis. 'At one end of the scale are the people we call 'Ho-hums' who have little or no interest in news, while at the other are the 'Newshounds' who relish every detail. All six groups can be linked to characteristics such as household income and voting intention.'

A third (32%) of the British population are news 'All-rounders' and reflect the nation's demographic makeup closely. They tend to be tabloid readers (especially the Sun, Mirror and Daily Record), have a general interest in all news, vote Labour and have a lower household income. One in five (21%) Britons are 'Ho-hums': mainly women and unlikely to vote, they have little interest in any news except that concerning celebrities.

Around one in seven people (14%) are 'Newshounds'. Broadsheet readers, often with a degree, they are mature (45+), tend to be Tory voters with a high household income and in a stable relationship. One in eight (13%) are 'Early birds', gathering their news at breakfast time, with a preference for the Daily Express and a household income of around £10,000-£15,000. 'Technos' (comprising 12% of the population) access their news via the Internet, teletext or mobile phone, read the broadsheets and are mainly youngish single men with a tendency to vote Liberal Democrat.

The final, smallest group, the 'Night Owls' (8%) access their news in the evening through a variety of sources including the Internet. They are most likely to be young, single women with GCSEs, who work part-time or are studying.

'These classifications are not frivolous,' says Lewis. 'Communicators in the public and private sector are under great pressure to deliver across diverse, real-time media channels. Understanding the news-gathering profile of British people is critical to their success.'

MORI's research is part of a major report which will be released to delegates at the communications directors' forum, organised by Richmond Events Ltd, in June 2003. The report will detail how often, and at what time, British people access news on weekdays and at weekends, the media channels they use to access news on various topics from celebrity information to developing crises, and their trust in a range of media spokespeople.

MORI conducted the research in-home among 1,355 people by self-completion questionnaire in the presence of an interviewer, between 6-12 March 2003. There were 192 sampling points throughout Great Britain. Data have been weighted to reflect the national profile.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

• Ipsos MORI
• All news
• MrWeb info