Leveraging the value of niche online audiences

This report takes an in-depth look at four of the most important and diverse niche audience segments: travel, sports, cooking and hair & makeup.
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niche online audiences uk
James Powell

Senior Marketing Manager, Media Division, UK & Ireland

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Niche online content has really taken off in recent years in a number of sectors, with those consumers who have a particular interest in a certain content area often investing a great deal of time and a great deal of focus on consuming the content they are most interested in.

This provides opportunities for marketers, who can engage with consumers in an environment where they are likely to be engaged, contented and possibly more receptive to commercial messages if they can be appropriately mixed in to the content.

In order to quantify better the commercial potential within niche online content and how marketers can best engage, we conducted a study examining consumer engagement with over 20 niche sectors online, run as an online survey amongst a representative sample of 1,000 adults in Britain aged 16+.

In this report we take an in-depth look into four of the most important and diverse niche audience sectors:

  • Travel
  • Sports
  • Cooking
  • Make-up and/or hair
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