BBC Earth: reach and audience

^{Source: BBC Worldwide Sales and Distribution figures, 2012}

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.

Aspirational families

• Educated, conscientious parents /partners looking to develop and engage others through productive family time
• Parents, 25 to 34 year-olds, urban, upper income, higher education, like to travel, very active online

Big Picture thinkers

• 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 

Bite size escapists

• Seeking productive down-time around subjects of interest 
• Skew to males, skew to under 35s, parents, upper income, higher education, frequent social networkers

Factual followers

• 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

Nature lovers

• 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.