MORI's research identifies six newsgatherer groups

MORI has this week unveiled research that claims the British public is made up of just six distinct types of 'news-gatherers'.

The polling group claims the survey is the first of its kind, and will enable the PR industry to better communicate its messages to target audiences.

Ranging from those who rarely follow the news to complete news addicts, MORI identified the six groups - called ho-hums, all-rounders, newshounds, early birds, technos and night owls - from a survey of more than 1,355 people.

The largest group, which 32 per cent of respondents fell into, was the all-rounder - people who have a general interest in news (local, national and international), tend to read the tabloids, belong to social groups C2DE and have an average household income of £9,499.

Ho-hums (21 per cent) tend to be non-working females who are uninterested in most news, except celebrity gossip.

Newshounds (14 per cent) are detail-hungry broadsheet readers, educated to degree level and tend to be over 45 years old, while early birds (13 per cent) access news at breakfast time across all media.

Technos (12 per cent) who are mostly employed men between the ages of 22 and 44 - use the internet, teletext and mobile phones to gather their news.

The smallest group (eight per cent) fall into the 'night owl' category, tending to be women aged 15 to 21 years old, belonging to social group D and accessing on and off-line media in the evening.

Chair of the cross-industry research and evaluation committee PRE-fix Chris Genasi said research of this type has so far only been conducted on the advertising industry and should be welcomed by the PR community.

'PR suffers from a lack of planning data about how people consume media - there's a fairly simplistic view that certain sorts of people read certain sorts of papers, but real life is more complicated than that,' Genasi said.

'I hope this research will support what we all know in PR, that editorial is important in shaping people's views - and make for a more integrated approach to PR campaigns targeting on- and offline media,' he added.

Full details of the report will be revealed at the Communications Directors Forum, which takes place on 19-22 June aboard the P&O ship Oriana.

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