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data
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index
data
insights
The FT
Reader
From content preferences to demographic divergences, explore the results of the latest biennial Global Reader Survey and get to know the FT audience a little better
Welcome to the first-ever digital breakdown of the FT’s biennial reader survey. Nearly 12,000 readers completed a 20-minute questionnaire, answering queries about who they are, what they do and why they read the Financial Times.
Drawn from a broad representation of FT readership across all platforms, the results show headline continuity and underlying change. The average reader age remains at 49 years old, as it was in the 2022 survey, but the profile of younger readers is more global, more female and more finance-focused than older peers. Across the generations, however, there is broad agreement: more than 90 per cent of readers value the FT's global perspective and, for nearly three quarters of the brand's audience, it is their most trusted news source.
Read on for a fascinating insight into your fellow readers: who they are, what they earn and what they read.
Explore the data
01PROFILE
25%
of the FT readership who are under 45 are women
01PROFILE
Profile: global, wealthy and increasingly diverse
02WORK LIFE
29%
of the FT readership are C-suite who have been reading the FT for an average of 16 years
02WORK LIFE
Work life: FT readers are decision-makers and influencers from across all sectors
03ENGAGEMENT
74%
of the FT readership who are C-suite access FT.com and/or the FT App at least once a week
03ENGAGEMENT
Engagement: the FT’s audience is made up of committed readers
04MOTIVATION
74%
say the FT is their most trusted news source
04MOTIVATION
Motivation: readers are drawn to the FT’s trustworthy reporting on global news and finance
05CONTENT PREFERENCE
53%
of the FT readership who are C-suite read the Life and Arts section
05CONTENT PREFERENCE
Preferences: news dominates but FT readers appreciate the breadth of the brand’s offering
Go to the data dashboard to explore all the key takeaways
Explore the insights
01INSIGHTSThe FT's readership is constantly renewing itself
01INSIGHTS
02INSIGHTSFT readers use its coverage to stay competitive
02INSIGHTS
03INSIGHTSThe FT audience reads beyond the front page
03INSIGHTS
Beyond the increasing diversity of the FT's audience, and the influence and business clout of its readers, one of the surprises of the 2024 reader survey was the volume of responses. Some 11,934 readers completed the survey (an 11 per cent increase on 2022), reflecting the brand's rapidly growing audience. Since 2010, the FT's total paid-for circulation, encompassing both digital and print, has grown from 579,763 to 1,421,377 today.
Ultimately, there is no such thing as a typical FT reader. Our audience is as dynamic and diverse as the world we cover. Now you know about the profile of the FT readership, find out what they think in the FT Audience Barometer, our quarterly insight into readers' opinions on everything from the state of the global economy to the future of democracy.