Domain Audience Insights

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1 Domain Audience Insights

2 Domain can help you sell more than property. Domain is the number one real estate destination for affluent home seekers.

3 Audience insights Moving home is a trigger for an increase in spending

4 Audience insights Domain users are not only more likely to buy property, but are also more likely to take a holiday, buy a new car, new furniture and lots more... Purchase intention of movers % more likely to buy a new car 74% more likely to obtain a financial service 35% more likely to buy a computer or mobile device 83% more likely to buy Entertainment Appliance 51% more likely to buy whitegoods 36% more likely to holiday overseas *Domain digital users who are likely to purchase property in the next 12 months

5 Audience insights Domain reaches a huge and growing audience across multiple platforms 3.9m unique monthly audience Audience Breakdown 2.5m total digital audience 1.2m mobile audience 1.6m desktop audience 1.5m metro print audience

6 Audience insights Domain reaches the most valuable audience of home seekers in Australia Compared to REA, Domains audience has a higher average household income, average value of investments and are more likely AB social grad

7 Audience insights Profile of Domain s digital audience % average age average household income 1 in 3 have household income above $120,000 p.a. $347k average value of investments are AB quintile $109k Compared to REA, Domain s audience is more affluent, wealthier and more likely to be AB social grade

8 Audience insights Domains is most popular in high-wealth regions Top 15 regions: Highest average household income North Syd & Hornsby $154,000 Eastern Suburbs Inner Northern Beaches Inner West Ryde Sutherland City & Inner South Inner City West The Hills South West Inner South Inner Inner East $141,000 $131,000 $127,000 $125,000 $121,000 $120,000 $120,000 $119,000 $113,000 $113,000 $108,000 $106,000 $104,000 $154,000 Sydney Perth Brisbane Melbourne }Share of audience in high-wealth regions... Share of REA Share of Domain 21.6% 29.3%

9 Audience insights Domain exclusively reaches some of the most affluent home seekers in Australia 728,000 who used Domain, but did not use REA (digital products) Domain exclusive mobile audience $132,000 45% average household income (#1 property destination*) are in the AB quintile (#1 property destination*)

10 Types of audiences on Domain Cashed-up Renters 1 Young singles and couples. Forgo size for lifestyle locations. High HH Income Large Disposable income Young Families 2 Families, with younger kids Major changes, marriage or children At lifetime peak earning capacity High spending (finance fuelled) 380k unique users on Domain/mth 23% more likely to be on Domain* $117k average household income 157k unique users on Domain/mth 58% more likely to be on Domain* $115k average household income More likely to spend on/obtain.. More likely to spend on/obtain.. 28% 22% 12% 93% 83% 48% Financial Service Computer, smartphone or tablet Appliance New car Home Appliance 1. Top 40% Social Economic Status, renter and not planning on buying in the next 12 months 2. Currently a tenant, looking to buy a home in the next 12 months *compared to all people 14+ Whitegoods

11 Audience insights Types of audiences on Domain Upgraders 3 Investors 4 Families with older kids Looking for more space, nicer house and/or better location High income and willing to use equity Broad age range (75% are age between 30 and 59) Tend to have other investments Usually very high incomes High income and willing to use equity High discretionary spending 238k unique users on Domain/mth 44% $126k 178k 51% $124k more likely to be on Domain* average household income unique users on Domain/mth more likely to be on Domain* average household income More likely to spend on/obtain.. More likely to spend on/obtain.. 130% 110% 80% 185% 94% 74% New Car Oven or stove Home New car Home top entertainment appliances entertainment appliances 3. Home owner or mortgagee, looking to buy in the next 12 month 4. Intend to buy an investment property in the next 12 months *compared to all people 14+ A BBQ

12 Targeting with Domain Create highly targeted campaigns with Domain Search criteria Geo-targeting Bedroom count Property type Segments First Home Buyers Upgraders Investors Cashed-up Renters Engagement Researching Shortlisting Enquiries Active buyers Behavioural Intent Action Time of Day Day of week

13 Targeting with Domain Bespoke targeting solutions Utilise Domain and Fairfax Media s wealth of customer data to create highly qualified segments Data Sources 1st Party 2nd Party 3rd Party Audience Segmentation Identify and quantify segments Deliver Solutions: Improve campaign effectiveness Tailor creative and offers Extend audience with segment analysis. Identify users with similar traits to high-value segements.

14 Mobile insights Mobile users tend to be more affluent than the typical home seeker Mobile users versus desktop users, according to average household income and social grade

15 Mobile insights Profile of Domains mobile audience Tablet users Smartphone users 39 69% 33 64% Avg age are AB social grade Avg age are AB social grade $133k $121k Average household income Average household income 2.25x 2.3x 2.25 times more likely to obtain finance on an investment property 2.25 times more likely to obtain finance on an investment property

16 Contacts Sydney Melbourne Agency Senior Account Manager Agency Sales Director Elias Psarologos Andrew Knowles Tel: Tel: Mob: Mob: