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Newspaper Readership - Newspapers

In order to see how over or under-represented each type was for each newspaper readership, a type table was compiled for the total UK population.

Stereotype: "The Times is read by the people who run the country."

Readers of The Times are more likely to be Intuitive (p = 0.000, T-test) and Thinking (p = 0.000, T-test) types than are non-readers.

107 people in the sample of 1634 reported reading the The Times.

Figures in red indicate that a type is over-represented for The Times; teal indicates under-representation.

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Stereotype: "The Guardian is read by the people who know things would be better for everyone if they were running the country."

Guardian readers, as a group, do not show any clear or significant differences from the general population, in terms of either continuous scores or frequency of occurrence of individual types. However, three types are under-represented.

70 people in the sample of 1634 reported reading The Guardian.

Figures in teal indicate that a type is under-represented for The Guardian.

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Stereotype: "The Daily Telegraph is read by the people who remember how they used to run the country (and the empire)."

Readers of The Daily Telegraph are more likely to be Perceiving (p=0.003, T-test) and Extraverted types (p=0.024, T-test) than are non-readers.

76 people in the sample of 1634 reported reading the The Sport.

Figures in red indicate that a type is over-represented for The Daily Telegraph; teal indicates under-representation.

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Stereotype: "The Daily Mirror is read by the people who know that they, the working class, really run the country."

Readers of The Daily Mirror are more likely to be Sensing types (p=0.000, T-test) than are non-readers.

243 people in the sample of 1634 reported reading the The Daily Mirror.

Figures in teal indicate that a type is under-represented for The Daily Mirror.

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Stereotype: "The Sun is read by the people who don't care who runs the country, as long as they do it topless."

Readers of The Sun are more likely to be Sensing types (p=0.000, T-test) and Perceiving types (p=0.028, T-test) than are non-readers.

348 people in the sample of 1634 reported reading the The Daily Mirror.

Figures in teal indicate that a type is under-represented for The Sun.

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Stereotype: "The Sport is read by the people who think that Elvis is running the country from his secret lunar bunker assisted by a team of topless aliens."

Readers of the The Sport are more likely to be Intuitive (p=0.000, T-test) and Perceiving types (p=0.048, T-test) than are non-readers.

80 people in the sample of 1634 reported reading the The Sport.

Figures in red indicate that a type is over-represented for The Daily Mail; teal indicates under-representation.

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Stereotype: "The Financial Times is read by the people who own the country."

Readers of the Financial Times are more likely to be Thinking types than are non-readers (p=0.000, T-test).

28 people in the sample of 1634 reported reading the Financial Times.

Figures in red indicate that a type is over-represented for the Financial Times; teal indicates under-representation.

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Stereotype: "The Independent is read by the people who do not know who runs the country but they are sure they are doing it wrong."

Readers of The Independent are more likely to be Intuitive (p=0.000, T-test) types than are non-readers.

61 people in the sample of 1634 reported reading The Independent.

Figures in red indicate that a type is over-represented for The Independent; teal indicates under-representation.

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Stereotype: "The Daily Mail is read by the spouses of the people who are running the country."

There are no significant differences in continuous score between readers and non-readers of the The Daily Mail. Looking at individual types, however, some are over-represented and some are under-represented.

22 people in the sample of 1634 reported reading the The Daily Mail.

Figures in red indicate that a type is over-represented for The Daily Mail; teal indicates under-representation.

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Stereotype: "The Daily Express is read by the people who think the country should be run the way it used to be."

Readers of the The Daily Express are more likely to be Sensing types (p=0.034, T-test) than are non-readers.

150 people in the sample of 1634 reported reading The Daily Express.

Figures in teal indicate that a type is under-represented for The Daily Express

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Stereotype: "The Star is read by the people who think the Sun is a bit too upmarket."

Readers of The Daily Star are more likely to be Sensing types (p=0.033, T-test) than are non-readers.

235 people in the sample of 1634 reported reading the The Daily Star.

Figures in teal indicate that a type is under-represented for The Daily Star.

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