In UK, online readership demographics match print

In the United Kingdom, City Adventurers - young, single city dwellers - were early adopters of the internet but now online traffic from Industrial Grits - family-oriented blue collar workers who tend to live in smaller industrial towns - is rising and is now on par with City Adventurer use.
The increase in less-internet-savvy readers is leading newspaper sites, like The Sun and the Daily Mail, to challenge "quality papers" like the Guardian and the Daily Telegraph for highest readership gains.
For the full story from Media Life Magazine, click here.