In recent months we've felt so strongly that there had been a huge shift in reader habits that we commissioned You Gov to complete a research project examining in detail the new digital audience and its habits. What they've proved is that a completely new type of audience has developed. They are a distinct, articulate, aware group of smartphone readers, for whom news is. We call them Thrivers. Thrivers, quite simply, are flourishing in the UK. They are self-aware, inquisitive and enjoy new experiences. Thrivers are also tech savvy and media literate. They seek deeper brand relationships in exchange for experience and knowledge.