Guardian readers are affluent, young urban consumers with a keen sense of adventure when it comes to trying new products and experiences. They have varied interests and their high disposable incomes give them the means to keep up with their sports, hobbies and travel. Being difficult to reach through other media and newspapers, our readers make the Guardian an extremely valuable title to include on your schedule.

Guardian readers take a total of 2.6 million holidays per year and spend on average just under £1,000 each time. Favourite destinations are France, Italy and Spain, as well as more far flung destinations such as Asia, USA and Canada. Guardian holiday-makers 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.

Guardian readers are cash-rich, time-poor individuals who are keen to find out about new investment opportunities. They are 135% more likely than the average adult to earn £40,000 or more. AB Guardian readers have, on average, £40,000 worth of savings and investments. 57% of Guardian readers have investments in stocks/shares, unit trusts or ISAs. Guardian readers like to spend money in their active day-to-day lives and are significantly more likely than the average to use their credit card for paying for eating out/going out and travel/hotels.

Guardian readers, and especially Guardian Weekend readers, are discerning food and drink consumers. They spend more than the average adult on groceries each week; a staggering £66 million in total on groceries every week. They regard food and drink as part of a social activity, whether they do the cooking themselves or eat out, and have an adventurous food repertoire. Three-quarters of Guardian readers don’t read other food magazines , making this valuable “foodie” audience difficult to reach elsewhere.

Guardian readers spend a staggering £549 million on clothes and they enjoy shopping for the latest fashions in clothes, shoes and accessories. They see good quality fashion items as a necessary part of their expenditure, spending more on clothes every year than the average UK adult. In addition, nearly two-thirds of female Guardian readers do not read any of the main women’s style magazines , making the Guardian a must on any fashion advertiser’s schedule.

80% of all Guardian readers do some form of sport or exercise at least once a week, and are 23% more likely than the average to do so. In addition to this, one in six Guardian readers exercise at the gym once a week or more. Guardian readers are also sport lovers and are more likely than readers of any other quality press title to both read about sport in newspapers and to pay to watch sport.

Guardian readers are more likely than the average adult to keep up with developments in technology and to own new items of technology like MP3 and MP4 players, PVR’s and DAB Digital radios.

Guardian readers have a great love of arts in all their forms. They are more likely to read about the arts than readers of any other quality title and are significantly more likely than the average adult to regularly attend concerts and live arts performances. They have a keen interest in music, enjoy listening to new bands and spend much more than the average on CDs each year. They also have a real appetite for reading, buying considerably more books than the average adult.

Guardian readers are loyal readers. More than seven in ten Guardian readers don’t read any other quality daily newspaper. In addition to this, more than half of Guardian readers would not change the newspaper they read.