BBC Earth: reach and audience BBC Earth reaches a very broad audience, as most are interested in the natural world. We have identified five key consumer groups who are all looking for a different type of interaction. - Educated, conscientious parents /partners looking to develop and engage others through productive family time
- Parents, 25 to 34s, urban, upper income, higher education, like to travel, very active online
- Unlocking bigger truths by challenging how their existing knowledge of the world connects together
- Skew to 45+, skew rural, interested in travel and news, higher education, use social networks only in a functional way
- Seeking productive down-time around subjects of interest
- Skew to males, skew to under 35s, parents, upper income, higher education, frequent social networkers
- Looking to be guided by accessible but informative factual TV content, to learn and be inspired across a range of topics
- Skew 45+, skew male, lower income, slightly lower education, enjoy visual content online, interested in history
- Finding peace through a passionate relationship with the natural world and animals
- Skew to females, lower education, skew to 55+, lower income, rural skew, use Facebook but passive digital behaviours
Nature & Science Global Segmentation Study. BBC Worldwide commissioned research, conducted in six countries to identify our global audience for nature and science. Quantitative study conducted in 2011, sample size: 4,870 (adults 16-64). Territories: Australia, China, Germany, Japan, UK and USA. Contact
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