Meet Modal Britain

#TrinityMirrorSolutions

From inventory…

National Regional Local

Desktop

Tablet

Print

Mobile

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…to ‘audience’OUR BRANDS

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National Regional Local

Desktop

Tablet

Print

Mobile

A provocative perspective on society

The audience that we represent

From commercial to editorial

From advertising to native content

All of Trinity Mirror

The modern mass market…

We are for mass

market Britain.

We are enormously

proud that they

allow us to help

shape and reflect

their views

…that we call ‘Modal Britain’

It’s mass marketing that grows brands

But Britain has changed…

We keep close to our audience

Editorial workshop

Qualitative focus groups

Audience panel

“If the very wealthy and the very poor are excluded,

Britain is becoming noticeably homogenous in many of

its attitudes and behaviours”*

*Source: Future Foundation

The changing shape of Britain

mass market

mid-market

upmarket

The changing shape of Britain

mass market

mid-market

upmarketwealthy elite

mass market

breadline

Three forces of change

Graduate

expectations

Democratisation

of digital

Recession: the

social leveller

Sources: Ofcom, ONS

: the new normal

Defined by household income, not demographics

The mass market mainstream

The 50% in the middle of the income spectrum

Source: CrowdDNA, IPA Touchpoints

0%

2%

4%

6%

8%

10%

12%

14%

16%

Under 5K 5-10K 10-15K 15-20K 20-25K 25-35K 35-45K 45-55K 55-75K 75-99K 100,000+

: the new normal

Sources: Touchpoints 5, 2014;

25% 50% 25%

Media Week Salary Survey, 2014

:life is happy & worthwhile

6.8

7

7.2

7.4

7.6

7.8

8

8.2

NS-SEC Class 1 NS-SEC Class 2 NS-SEC Class 3 NS-SEC Class 4 NS-SEC Class 5 NS-SEC Class 6 NS-SEC Class 7

Worthwhile Happy

Source: Office of National Statistics, Measures of National Wellbeing

NS-SEC = National Statistics Socio-Economic Classification

‘Overall, how happy did you feel yesterday?’‘Overall, to what extent do you feel that the things you do in your life are worthwhile?’

Highest social groups Lowest social groups

: different value equation for life

1. Personal

2. Social

3. Societal

1. PersonalBusy but not rushed

More time, more headspace

Joyaholics not workaholics

Seeking activities that represent

achievable aspiration

70% say ‘having a settled life is important’

2. Social Confident & knowledgeable

A smaller circle of trust

Influenced by & influential within their

own circle

Actively referring to their tight networks

for ideas, information and opinions

76% would advocate good brands and services, rather than keep things to themselves70% would seek advice from networks before buying a phone contract, TV or car

3. Societal ‘Social conscience’ more than ‘status

conscious’

There’s more to life than

competing and winning

Happiness is seeing people do well

A modern life with inherited values

Most Modal Britons want to keep traditional values68% of Modal Britons say society is not constrained by traditional values

: the new normal

Three characteristics set Modal Britain apart

Source: CrowdDNA, IPA Touchpoints

: the mass market

Modal Britain is the group

that spends the most in

every advertising category

And they spend more than

their fair share in nearly

every category

Source: TGI

Trinity Mirror’s

More of them than any other newsbrand

More ad responsive

More trusting of our newsbrands

More likely to be asked their opinion

Source: CROWDDNA, TGI