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Twixmas growth for planning ahead content (w.e January 2)

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The final week of the year between Boxing Day and New Year’s Day – also known as Twixmas for those wishing to give it a cute name – sees a significant and swift shift in the nation’s reading habits. From the fun and festivities at Christmas to a laser-like planning for the year ahead, including living more healthily, it doesn’t take Brits long to change their direction of focus.

Twixmas growth for planning ahead content

  • With Christmas Day done, and only left overs and New Year’s Eve to get through, it’s no surprise that the nation’s focus switched to healthier lifestyles in the seven days to Sunday 2 January. As such, the last week of 2022 saw huge growth for our Healthy Living content, with engagement more than 2x higher than the week before. Among the topics driving interest were Wellness (+4x higher) and Fitness & Exercise (c.3x higher). In January 2022, 23.7m Healthy Living page views was the highest monthly figure of the year.

  • After spending an extended period of time at home during the festive period, household improvements or a bigger move come into focus for many Brits. Page views for our Property and Home & Garden content both increased by more than +30% last week, with Property Buying & Selling (+97%), Interior Decorating (+73%) and Gardening (+59%) among the key drivers of engagement.

  • With weekly page views growing by more than a fifth, a return to pre-pandemic Travel interest saw engagement with the content grow. As well as +23% growth for the Locations topic, as readers seek inspiration for where to go in the year ahead, there was notable growth for content about Skiing, Cruises and Budget Travel.

Take Action

  • While December of any year sees similar engagement patterns with festive content, in the month’s final week there’s a quick switch in focus on planning ahead. This should be considered a key week when activating related campaigns, such as those for Healthy Living, Personal Finance or Travel brands.

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Reading the Nation will connect you to our broadcast-scale audience - who we see across the Ozone platform in their millions day-in-day-out - to unearth insights into their habits and behaviours when topics start to trend or big stories break.

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