Who is reading Panorama?
14th May 2024
Panorama’s 35,790 readers hail from 177 countries. The US tops the list with 46% of total readership, followed by the UK (17%), India (5%), Philippines (3%), Canada (3%), and others. A broad range of US cities are represented in the Top 20 Cities, though London still has the most readers from a single metropolis, with double that of New York, which remains in second place.
Whilst location data is readily available for 80-90% of readers, we also have basic information on c.4300 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.
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We still 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 around 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.
Readership by country
Readership Tables
Top 20 countries
- United States (46%)
- United Kingdom (17%)
- India (5%)
- Philippines (3%)
- Canada (3%)
- Germany (2%)
- Australia (2%)
- Ireland (1%)
- Nigeria (1%)
- France (1%)
- Netherlands (1%)
- China (1%)
- Sweden (1%)
- South Africa (1%)
- Bangladesh (1%)
- Italy (1%)
- Singapore (1%)
- Japan (1%)
- Spain (1%)
- Cyprus (<1%)
Top 20 cities
- London (7%)
- New York (3%)
- Cambridge (3%)
- Mumbai (1%)
- Dublin (1%)
- Los Angeles (1%)
- Seattle (1%)
- Washington (1%)
- Chicago (1%)
- San Jose (1%)
- Lagos (1%)
- Boston (1%)
- San Francisco (1%)
- Columbus (1%)
- Manila (1%)
- Quezon City (1%)
- Atlanta (1%)
- Toronto (1%)
- Dallas (1%)
- Singapore (1%)
Interests
- News & Politics/Avid News Readers/Entertainment News Enthusiasts (47%)
- Media & Entertainment/Book Lovers (44%)
- Media & Entertainment/Movie Lovers (43%)
- Media & Entertainment/Light TV Viewers (42%)
- Media & Entertainment/TV Lovers (40%)
- Travel/Travel Buffs (39%)
- Technology/Technophiles (37%)
- Lifestyles & Hobbies/Shutterbugs (31%)
- Food & Dining/Cooking Enthusiasts/Aspiring Chefs (29%)
- Shoppers/Shopping Enthusiasts (29%)
- News & Politics/Avid News Readers (26%)
- Media & Entertainment/Music Lovers (26%)
- Technology/Social Media Enthusiasts (24%)
- Banking & Finance/Avid Investors (24%)
- Home & Garden/Home Decor Enthusiasts (24%)
- Media & Entertainment/Music Lovers/Pop Music Fans (23%)
- News & Politics/Avid News Readers/Avid Political News Readers (22%)
- Sports & Fitness/Health & Fitness Buffs (22%)
- Sports & Fitness/Sports Fans (21%)
- Lifestyles & Hobbies/Art & Theater Aficionados (18%)
Who is reading Panorama?
1st January 2024
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.  ​
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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
Readership Tables
Top 20 countries
- United States (49%)
- United Kingdom (14%)
- India (5%)
- Philippines (3%)
- Canada (3%)
- Ireland (2%)
- Germany (2%)
- Australia (2%)
- Nigeria (1%)
- France (1%)
- Netherlands (1%)
- Bangladesh (<1%)
- China (<1%)
- Sweden (<1%)
- Singapore (<1%)
- South Korea (<1%)
- Spain (<1%)
- Italy (<1%)
- Ethiopia (<1%)
- Georgia (<1%)
Top 20 cities
- London (6%)
- New York (4%)
- Mumbai (2%)
- Dublin (2%)
- Cambridge (2%)
- Los Angeles (1%)
- Seattle (1%)
- Washington (1%)
- Chicago (1%)
- San Jose (1%)
- Lagos (1%)
- Boston (1%)
- San Francisco (1%)
- Columbus (1%)
- Manila (1%)
- Quezon City (1%)
- Atlanta (1%)
- Toronto (1%)
- Dallas (1%)
- Singapore (1%)
Interests
- News & Politics/Avid News Readers/Entertainment News Enthusiasts (45%)
- Media & Entertainment/Book Lovers (44%)
- Media & Entertainment/Movie Lovers (43%)
- Media & Entertainment/Light TV Viewers (40%)
- Media & Entertainment/TV Lovers (39%)
- Travel/Travel Buffs (38%)
- Technology/Technophiles (37%)
- Lifestyles & Hobbies/Shutterbugs (32%)
- Shoppers/Shopping Enthusiasts (31%)
- Food & Dining/Cooking Enthusiasts/Aspiring Chefs (29%)
- News & Politics/Avid News Readers (28%)
- Media & Entertainment/Music Lovers (27%)
- Home & Garden/Home Decor Enthusiasts (27%)
- Banking & Finance/Avid Investors (26%)
- Technology/Social Media Enthusiasts (25%)
- Media & Entertainment/Music Lovers/Pop Music Fans (23%)
- Sports & Fitness/Health & Fitness Buffs (23%)
- Sports & Fitness/Sports Fans (22%)
- News & Politics/Avid News Readers/Avid Political News Readers (21%)
- Lifestyles & Hobbies/Art & Theater Aficionados (20%)
