Reader's Lifestyle:
'Kerrang!'s 15-24 year old readers (60% male and 40% female) are sharp, intelligent and rejoice in their individuality. Typical of modern youth, media savvy and marketing-averse, they are active consumers of computer games, media and fashion. On average they buy 31 albums a year(!). The brands that make the effort to talk to them in their language are rewarded with enormous loyalty.'
'Kerrang! is a consistent bastion of positivism that tells it straight and speaks to it's readers with the same fervour with which they buy music, gig tickets, trainers, jeans and T-shirts. Fashion is of up most importance to the Kerrang! reader, as they mimic the look of their rock star heroes. Expressing their different tribal looks of extreme sports, skate-rock, punk and metal. It is seen as an integral part of the "scene" rather than simply commenting on events. 58% think it's important to look well dressed. Kerrang! readers dress in a personal way.'
- Kerrang! Publishers (2006)
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