Audience and Institution - Targeting

The Daily Mail and The Guardian target different types of audiences

AGE

The average age of Daily mail is 58 and the guardian is 44. Therefore the Guardian tend to attract a younger audience.
Young people (Under the age of 34)
Only 14% of the Daily Mail readers are young
Only 28% of the guardian readers are young.

GENDER

GUARDIAN 56% MALE 44% FEMALE
DAILY MAIL 47% MALE 53% FEMALE

 SOCIO-ECONOMIC STATUS 

(Working Class)

PSYCHOGRAPHICS

The guardian claim they target progressives who "embrace a change in technology"

SOCIAL GRADING

The Daily Mail seem to be richer than the Guardian

Daily Mail ABC1 64%

AB 33%

Guardian ABC1 86%

AB 59%