The guardian.co.uk audience typically comprises young, upmarket professionals who spend a lot of time and money online. They tend to enjoy cosmopolitan lifestyles with varied interests and boast high-income levels.

As the UK’s most popular newspaper website, guardian.co.uk has a unique relationship with its users. The users trust the news, the brand and its values; reflected in the high number of repeat visits and time spent on the site. Unlike some portals, our users visit for the content rather than to just get somewhere else on the web.

Users of guardian.co.uk take a total of 8.9 million holidays per year and spend an average of £854 each time.
Favourite destinations are France, Greece and Spain, as well as more far flung destinations such as Australia, Malaysia, Singapore and Thailand. 

They like getting away frequently for short breaks and they are much more likely than the average adult to make their own arrangements for flights and accommodation.

Users of guardian.co.uk are affluent, young professionals, the majority aged between 16 and 44. 

They have an average household income that is 27% higher than the average UK internet user.

They own a range of financial products, feel comfortable arranging and purchasing them online and 74% use internet banking.

Users of guardian.co.uk feel at ease when purchasing products and services online. 85% of users have purchased a product or service online in the last six months. They have spent twice as much online in the past six months than the average Internet user. Almost one in four guardian.co.uk users have spent more than £1000 online in the past six months.

Users of guardian.co.uk enjoy keeping up with the latest fashion and spend more on clothing than the average UK web user.

Users of guardian.co.uk have a real passion for music and film. They enjoy listening to new bands and going to gigs and concerts. They are also frequent and heavy cinema goers enjoying a wide range of genre from art house to blockbusters.

Users of guardian.co.uk users enjoy keeping up with developments in technology and 40% love to buy new gadgets and appliances. Compared to the average UK web user, guardian.co.uk users are 9% more likely to use a broadband connection at home.

A significant number of senior UK business people are represented in the guardian.co.uk audience. The site is used by more business people across the week than any other quality newspaper site.

Users of guardian.co.uk watch less TV, and read fewer newspapers and magazines than the average web user. 42% of guardian.co.uk users do not take the Guardian as their main daily newspaper, so a combined print and online campaign can significantly extend reach.