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SECTIONS
renewingWell readcompetitive
The FT's readership is constantly renewing itself1/5


Since the last reader survey in 2022, the average age of the FT reader has remained constant at 49 years old, suggesting that a new cohort of younger readers are discovering the brand.


2/5

22%

Among readers under 34 (22 per cent of all respondents) there is a marked demographic shift when compared to older cohorts.


3/5

28%

Women make up 28 per cent of these younger readers (as opposed to being 17 per cent of readers 65+)…


4/5

57%

…and the Anglo-American cohort shrinks from 71 per cent of all readers to 57 per cent of readers under 34, with 16 percent coming from APAC and 27 percent coming from CEMEA.


5/5

62%

Younger readers also engage with FT content differently – for instance, 62 per cent of FT readers under 25 prefer FT podcasts over other digital products, compared to just 16 per cent of readers aged 65 and over.


The FT audience reads beyond the front page1/6

74%

Given that 74 per cent of respondents agree that the FT is their most trusted news source…


2/6

82%

it’s unsurprising that world news is, by some way, the most regularly read content (82 per cent).


3/6

48%

The FT’s coverage of technology is also popular – read regularly by 48 per cent of readers.


4/6

51%

Its opinion pieces are similarly sought after, by 51 per cent.


5/6

41%

Counterintuitively, the FT’s coverage of the climate is more widely read by those over 65 (41 per cent)…


6/6

32%

than it is among millennials and Gen Z (32 per cent).


FT readers use its coverage to stay competitive1/8


From younger executives through to captains of industry, readers of all stripes recognise that the FT gives them a business advantage.


2/8

88%

88 per cent of millennial and Gen Z readers read the FT to educate themselves about subjects that will assist them professionally.


3/8

92%

And 92 per cent of C-suite readers say the FT helps them to stay abreast of business developments.


4/8

66%

Overall, 66 per cent of respondents read the FT to better understand their clients’ businesses and industries…


5/8

73%

a form of research that is particularly popular among those working in IT and technical services (73 per cent).


6/8

51%

When it comes to making investment decisions, 51 per cent of respondents said that reading the FT helped inform their choices…


7/8

59%

a figure that rose to 59 per cent among readers who work as institutional investors or in wealth management.


8/8

76%

And although readers under 25 have on average been reading the FT for 3 years, 76 per cent agree that the FT is their most trusted media source.


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