THE AGE Audience Personas

Transcription

1 THE AGE Audience Personas

2 OBJECTIVES AND METHODS DEVELOP A DEEPER UNDERSTANDING OF OUR AUDIENCE OBJECTIVES Bring The Age readers to life to inspire advertisers on the power, potential and influence of the audience Identify the main Age reader segments using emma METHODOLOGY The personas are based on segmenting Age readers into 5 core groups The segmentation is an attitudinal segmentation from emma April 2014 survey The base of the segmentation is The Age and theage.com.au total audience as defined in emma (The Age/theage.com.au (Print & Computer/Tablet/Mobile (NET))

3 THE AGE AUDIENCE SEGMENTS 22.8% Social sceptics 18.6% Informed & mindful 13.8% Aspiring materialists 24.5% Ambitious & social 20.4% Stability seekers

4 THE AGE AUDIENCE SEGMENTS SEGMENTING THE AUDIENCE THE CURIOUS THINKERS (64%) TAKING IT AS IT COMES (36%) Informed & mindful 18.6% Ambitious & social 25% Stability seekers 20.4% Aspiring materialists 13.8% Social sceptics 22.6% Male 53% 47% Female Male 51% 49% Female Male 61% 39% Female Male 70% 30% Female Male 53% 47% Female A (ix 172) 36% 27% B (ix 134) A (ix 177) 37% 24% B (ix 122) A (ix 157) 33% 24% B (ix 116) A (ix 138) 29% 20% B (ix 97) A (ix 142) 30% 22% B (ix 110) HHI $104k Confident, motivated by experiences & intellectual HHI $108k Making a difference, creative, imaginative & curious HHI $104k Confident, conservative & hardworking HHI $97k Home focussed and not as financially stable HHI $102k Social, outwardly focussed but sceptical

5 THE AGE AUDIENCE SEGMENTS INTRODUCING THE CURIOUS THINKERS They want to share ideas and be part of something bigger. They desire self improvement and they are concerned about the future of others and believe they can have an impact. Reach the Curious Thinkers through behavioural targeting across Fairfax Media s digital network CONSIDERED MINDS Growing their mind & looking after their health Keeping informed with the world around them Accepting of immigration and the positive impact on Australia SEE THEIR ROLE AS BIGGER THAN THEIR INDIVIDUAL SELF Want to change and improve the world around them, seeking to make better decisions through knowledge and influence HAVE AN OUTWARD OUTLOOK Feel confident about their financial situation Are educated and feel confident in their ability and have a positive outlook for their future and the future of the country DESIRE SELF IMPROVEMENT Taking steps to stay healthy, improving their body and mind Reading, appreciation of the arts, music Always seeking to learn and improve themselves either through courses or personal training sessions

6 CLICK HERE TO LEARN MORE ABOUT THE CURIOUS THINKERS

7 A CLOSER LOOK AT THE CURIOUS THINKERS 13.1% HOUSEHOLD INCOME < $40k 18.4% % % $40k - $79.9k AGE 17.2% 24.2% $80k - $119.9k $120k % % They are united by their opinion and outlook Their ages are broad ranging, but the largest proportion are aged between They are highly educated and value the importance of education and 58% are tertiary educated (ix 167) A large proportion of the Curious Thinkers are not Australian with 21% being born outside Australia 49% have children in the household and 51% don t Nearly a quarter earn over $120k and 32% own their home outright

8 A CLOSER LOOK AT THE CURIOUS THINKERS They access The Age across platforms DESKTOP 55.2% PRINT 56.4% MOBILE 30%. Desktop: theage.com.au (computer) L4W. Print: The Age M-Sun L4W. Mobile: The Age/theage.com.au Tablet/Mobile (L4W).

9 A CLOSER LOOK AT THE CURIOUS THINKERS HIGH CONSUMERS ACROSS MOST MEDIA The Curious Thinkers have a high propensity to be heavy users of newspapers, and with a thirst for experience, they have a higher than average cinema consumption. Heavy NEWSPAPERS (inc community, rural & NIMS) Heavy CINEMA (Monthly or more) Medium MAGAZINES (2-3 magazines) Medium ONLINE (1-3 hrs a day) Medium OUTDOOR (1-3 hrs a day) Medium RADIO (1-3 hrs a day) Light TV (Up to 1:59 hours a day) 44% 28% 25% 42% 27% 33.9% 19.3%

10 A CLOSER LOOK AT THE CURIOUS THINKERS CORE ONLINE BEHAVIOUR CONTENT TO EMPOWER THEIR THINKING AND PURCHASING DECISIONS CONTENT ON THEIR TERMS FUNCTIONALITY TO ENABLE REAL LIFE EXPERIENCES 82% read news or current affairs (ix 129) 69% watch short videos (ix 118) 53% shop online (ix 114) 93% look for general information (ix 109) 67% read entertainment information (ix 121) 76% do online banking/pay bills (ix 113) 86% look for information about products and services (ix 110) 48% watch TV programmes or movies (ix 130) 36% make travel arrangements (ix 134)

11 A CLOSER LOOK AT THE CURIOUS THINKERS THEIR RELATIONSHIP WITH CATEGORIES

12 THE CURIOUS THINKERS RELATIONSHIP WITH CATEGORIES SAVVY WITH THEIR ASSETS FINANCE Future Protection 69% have investments and are 41% more likely than the total population to have investments worth over $3 million LOOKING FOR CONTROL IN THEIR INVESTMENTS & PROTECTION FOR THE FUTURE 28% more likely to get a cash management or investment account in the next 12 months HIGH TRUST IN THE INSTITUTIONS 64% agree that the banking and financial sector in Australia is dependable (ix 111) 39% have superannuation funds and are 36% more likely than average to have a superannuation fund worth over $250,000 1 in 10 have a self managed superfund (ix 121) 37% more likely to intend to take out travel insurance in the next 12 months

13 THE CURIOUS THINKERS RELATIONSHIP WITH CATEGORIES TRAVEL Exploring the world FAVOUR COMFORT FOR INTERNATIONAL TRAVEL They seek to travel comfortably and are 24% more likely to travel business class on their international trips VARIETY OF EXPERIENCES KEEPS THEM PASSIONATE Travel is an important part of the Curious Thinkers lifestyle: ALWAYS CONSIDERING THEIR NEXT EXPERIENCE Travel and experiences keep them open-mind and fuel their curiosity of the world around them with 41% intending to travel overseas in the next 12 months (ix 127) and 38% plan to fly (ix 132) 36% travelled internationally on holiday last year (ix 123) 77% look to experience new and exciting places (ix 105) 54% try to book all travel independently of an agent (ix 108)

14 THE CURIOUS THINKERS RELATIONSHIP WITH CATEGORIES MOST LIKELY TO DRIVE... AUTOMOTIVE They take pride in their vehicle They are more likely than average to own European and Japanese cars with the highest indexing models being the following brands: LOOKING FOR THE NEW 84% of Curious Thinkers own their own car and 1 in 5 are in the market for a new car in the next 12 months (ix 113) (ix 208) (ix 121) They are looking to spend between $20 - $50k (ix 136) (ix 118)

15 THE CURIOUS THINKERS RELATIONSHIP WITH CATEGORIES ENTERTAINMENT Looking for shared experiences SEEKING A WIDE RANGE OF CULTURAL STIMULATION They are more likely than the average population to socialise and enjoy a variety of cultural experiences. In an average month: 31% will enjoy a drink at a wine bar HIGHLY INVOLVED IN MELBOURNE S CAFÉ AND RESTAURANT CULTURE They love to experience Melbourne s café and restaurant culture. 61% more likely than average to go to a café several times a week 34% more likely than the average population to frequent a restaurant several times a week 28% will see a film at the cinema 14% will visit an art exhibition/gallery/ museum

16 THE CURIOUS THINKERS RELATIONSHIP WITH CATEGORIES PLACES OF PURCHASE RETAIL Mixing mainstream + speciality + local Seeking quality and variety in their retail choices, they are more likely than average to have the following brands in their retail repertoire: SEEKING SPECIALTY Whilst the majority of Curious Thinkers still shop at large supermarkets, they have a high likelihood to shop at specialty stores and prefer to shop locally when they can. (ix 105) (ix 249) (ix 146) OPEN TO ONLINE They don t shy away from online shopping, with 53% doing so in the last 7 days (ix 114) (ix 206) (ix 147) (ix 145) (ix 123)

17 For further information on how to reach our audiences, please contact your Fairfax Media sales representative or go to

18 Variables used in cluster analysis (Age: Print & Computer/Tablet/Mobile) I feel confident about the current Australian economy I feel confident about my financial situation in the future I believe business should be doing more to tackle environmental problems I feel I can personally make a difference to the environment Saving energy is more about saving money than saving the environment The government should take urgent action on climate change regardless of the current economic and social conditions I have no confidence in the health care system A strong Australian economy relies on population growth All immigrants should be required to speak English well before arriving in Australia People should only be allowed to move to Australia if they can contribute to our economy It s been far too long since I had a holiday My weekends are filled with nothing but chores and housework I enjoy using social networking sites like Facebook I think it is important to keep up to date with all of the latest gadgets etc. I d feel lost without the internet