Observer 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 Observer an extremely valuable title to include on your schedule.

Observer readers take a total of 2.7 million holidays per year and spend an average of £824 each time. Favourite destinations are France, Italy and Spain, as well as more far flung destinations such as Australia, New Zealand and USA. Observer 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.

Observer readers are cash-rich, time-poor individuals who are keen to find out about new investment opportunities. They are 114% more likely than the average adult to earn £40,000 or more. AB Observer readers have, on average, £37,000 worth of savings and investments. 53% of Observer readers have investments in stocks/shares, unit trusts or ISAs. They are more likely than readers of any other quality newspaper to be AB 25-44 with a personal income of £30,000 or more.

Observer readers, and especially Observer Food Monthly readers, are discerning food and drink consumers. They spend more than the average adult on groceries each week; a staggering £74 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. Seven in ten Observer readers don’t read any food magazines , and are more likely to pay more for quality wine than readers of any other quality newspaper.

Observer readers spend a staggering £578 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, over two-thirds of female Observer readers do not read any of the main women’s style magazines , making the Observer a must on any fashion advertiser’s schedule.

89% of all Observer readers do some form of sport or exercise at least once a week, and are 37% more likely than the average to do so. In addition to this, one in six Observer readers exercise at the gym once a week or more. Observer readers are also sport lovers and are more likely than readers of any other quality Sunday title to both read about sport in newspapers and to pay to watch sport.

Observer 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 and DAB digital radios. They are also more likely than readers of any quality Sunday title to own a PVR.

Observer readers are more likely to read about the arts than readers of any other quality Sunday 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.

Observer readers are loyal readers. Two-thirds of Observer readers don’t read any other quality Sunday newspaper. In addition to this, more than half of Observer readers would not change the newspaper they read.