Mark Pack

A useful set of statistics about how the pay wall around The Times and The Sunday Times is working out has been pulled together by one of my research whiz colleagues at work, Katrine Birk.

Although the published data from News International has been fairly limited so far, there is data that can be extracted from internet usage and how it has changed. Looking through this data, Katrine has unearthed this interesting point about the pay wall’s impact on the demographics of the website’s readership:

Interestingly, a more detailed review of UKOM’s audience data shows that The Times website has changed its audience composition towards a younger age group. In June, 5.6% of its readers fell into the 21-24 age group. In July this figure increased to 8.1%. At the other end of the age scale, the proportion of 50-64 year olds dropped to 25.7% from 30% in June.  Within this group, there is a noticeable drop in so-called “Affluent Greys” accounting for 7.8 % in July, down from 10 % in June.

You can read her piece over on the Engine blog.