Acceptability of financial incentives for breastfeeding: thematic analysis of readers’ comments to UK online news reports

Table 1 Readership characteristics

	Website readership adults 15+ April and May 2013 (000 s)	Readership characteristics
	Website readership adults 15+ April and May 2013 (000 s)	Age (years)	Gender split	Socio-economic classification
BBC	Information unavailable	Average age 43	Male	Unknown
Daily Mail	8595	Aged 35+	Even gender split	Unknown
Guardian	8301	Range 15-44	Even gender split	ABC1¹
Independent	4076	Aged less than 45	Male majority	ABC1
Sun	1662	Aged 35+	Male majority	ABC1
Telegraph	7506	Average age 43	Male majority	ABC1

¹ The National Readership Survey uses social grade as a way to classify individuals. ABC1 individuals are those in higher (‘A’ – upper middle class), intermediate (‘B’ – middle class) or supervisory/junior (‘C1’ – lower middle class) managerial, administrative, or professional occupations [90]

ISSN: 1471-2393