Based on its readership statistics, the Daily Mail's target audience is lower-middle-class British women. However, the paper's promotional gimmicks, prizes and contests, and low price make it appealing to lower-middle-class readers in general.
The Daily Mail was the first newspaper in the United Kingdom to provide articles directed specifically at women. As of 2013, almost 55 percent of its readers were female, making it the only British paper with a majority female readership. Its online branch, Mail Online, focuses on celebrity news and controversial topics, and one of the major features of both the printed and online versions of the paper is a section called Femail.