1、1Reaching Redditors Report:Inside the HivemindReaching Redditors ReportInside the hivemind,and the brands winning it overReaching Redditors Report2Reaching Redditors Report:Inside the HivemindReddit usage has surged since the pandemic,with 12%of Americans now using Reddit once per week,up from 5%in

2、2019.Frequent Redditors skew younger,with two-thirds(66%)identifying as Gen Z or Millennial.Who are Redditors,and how can brands best engage with them?Drawing on YouGov Profiles data,this report uncovers their demographics,hobbies and interests,as well as their attitudes about ad-vertising.In the fi

3、nal section of the report,well high-light the brands that are winning over Reddi-tors across CPG,Financial Services,Media,Retail,Video Gaming,and more.YouGov Profiles(N67,000).Datasets accessed:November 10,2019;November 15,2020;November 14,2021;November 13,2022;November 12,2023Weekly Redditors201920

4、202021202220235%9%12%10%12%3Redditors:Audience Profile&Brand Rankings Younger men making up the hivemindGen ZMillennialGen XBaby Boomer&olderRedditorsGen popRedditors61%MaleFemale 39%Gen pop49%51%FemaleMaleYouGov Profiles:November 2023(N11,000)Forever alone?of Redditors have never married(vs 33%gen

5、pop)45%Marriage is an outdated institution”39%30%YouGov Profiles:November 2023(N7,000)RedditorsGen pop50%32%23%27%10%31%16%10%4Reaching Redditors Report:Inside the HivemindIn town and outLGBTQ+IdentityRedditorsGen pop22%13%73%81%5%6%YesNoDont knowWhere do they live?Suburb or Town38%31%38%37%CityOthe

6、r24%32%RedditorsGen popYouGov Profiles:November 2023(N6,500)5Reaching Redditors Report:Inside the HivemindRedditors are more likely to be educated and left-leaningEducationHigh School graduate or lessLiberalModerateConservativeNot sureSome college2-year4-yearPost-grad26%50%29%30%32%16%26%5%14%40%24%