Who is reading Panorama?

 

Panorama’s 23,658 readers hail from 165 countries. The US tops the list, constituting around 1/2 of total readership (down from 2/3 until very recently), followed by the UK (14%), India (5%), Philippines (3%), Canada (3%), and others. A broad range of US cities are represented in the Top 20 Cities, though London just pips New York for most readers from a single metropolis.

Whilst location data is readily available for 80-90% of readers, we also have basic information on c.1500 readers regarding their general interests (surmised through search intent, ways that the reader reaches our site, etc). A high proportion of this sample shows a strong interest in news, media and entertainment amongst a broad range of other topics; with travel in sixth place.

We have very little data on gender and age – too little to draw any conclusions – but we may look at this again as we go forward to see that we’re reaching different demographics. The data that we do have skews female and to a young demographic circa College/University age.

Readers are equally split between mobile and computer/laptop devices with mobile very slightly ahead. iOS is the most popular OS used by readers.  ​

It’s good to see that we’re reaching different geographies and will be interesting to see how this all changes as we grow.

 

Readership by country

 

Screenshot 2024 01 02 at 13.46.03

 

Readership Tables

 

Top 20 countries

  1. United States (49%)
  2. United Kingdom (14%)
  3. India (5%)
  4. Philippines (3%)
  5. Canada (3%)
  6. Ireland (2%)
  7. Germany (2%)
  8. Australia (2%)
  9. Nigeria (1%)
  10. France (1%)
  11. Netherlands (1%)
  12. Bangladesh (<1%)
  13. China (<1%)
  14. Sweden (<1%)
  15. Singapore (<1%)
  16. South Korea (<1%)
  17. Spain (<1%)
  18. Italy (<1%)
  19. Ethiopia (<1%)
  20. Georgia (<1%)

 

 

Top 20 cities

  1. London (6%)
  2. New York (4%)
  3. Mumbai (2%)
  4. Dublin (2%)
  5. Cambridge (2%)
  6. Los Angeles (1%)
  7. Seattle (1%)
  8. Washington (1%)
  9. Chicago (1%)
  10. San Jose (1%)
  11. Lagos (1%)
  12. Boston (1%)
  13. San Francisco (1%)
  14. Columbus (1%)
  15. Manila (1%)
  16. Quezon City (1%)
  17. Atlanta (1%)
  18. Toronto (1%)
  19. Dallas (1%)
  20. Singapore (1%)

Interests

  1. News & Politics/Avid News Readers/Entertainment News Enthusiasts (45%)
  2. Media & Entertainment/Book Lovers (44%)
  3. Media & Entertainment/Movie Lovers (43%)
  4. Media & Entertainment/Light TV Viewers (40%)
  5. Media & Entertainment/TV Lovers (39%)
  6. Travel/Travel Buffs (38%)
  7. Technology/Technophiles (37%)
  8. Lifestyles & Hobbies/Shutterbugs (32%)
  9. Shoppers/Shopping Enthusiasts (31%)
  10. Food & Dining/Cooking Enthusiasts/Aspiring Chefs (29%)
  11. News & Politics/Avid News Readers (28%)
  12. Media & Entertainment/Music Lovers (27%)
  13. Home & Garden/Home Decor Enthusiasts (27%)
  14. Banking & Finance/Avid Investors (26%)
  15. Technology/Social Media Enthusiasts (25%)
  16. Media & Entertainment/Music Lovers/Pop Music Fans (23%)
  17. Sports & Fitness/Health & Fitness Buffs (23%)
  18. Sports & Fitness/Sports Fans (22%)
  19. News & Politics/Avid News Readers/Avid Political News Readers (21%)
  20. Lifestyles & Hobbies/Art & Theater Aficionados (20%)

 

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