The Financial Review Audience Personas

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THE FINANCIAL REVIEW

Audience Personas


TH E A F R AU D I E N CE

FOUR KEY SEGMENTS

The Sophisticated Investor

Source: emmaTM 2014; Business Elite 2014.

The Senior Business Executive

The Emerging Business Executive

The SMSF Holder


CLICK HERE TO LEARN MORE ABOUT THE FINANCIAL REVIEW’S AUDIENCE SEGMENTS


TH E A F R AU D I E N CE

OVERVIEW OF THE SEGMENTS

The Sophisticated Investor

The Senior Business Executive

The Emerging Business Executive

The SMSF Holder

65.5%

66.9%

25.4%

35.4%

Male 83.7% 11.6% Female

Male 80.9% 14.6% Female

HHI 59.2% $200k+ (ix 150)

HHI 55.2% $200k (ix 160)

HHI 31.6% 200k+ (ix 160)

HHI 53.3% (ix 160)

Leading, logical and need to be the first to know

Confident, considered and living life on demand

Leading, logical and need to be the first to know

Seeking a secure and enriched life

Source: emmaTM 2014; Business Elite 2014.

Male 76.9% 21% Female

Male 82% 14% Female


INTRODUCING THE SOPHISTICATED INVESTOR The Sophisticated Investor has investments (Australian shares, CFD’s Warrants Options Futures, commodities, fixed interest products, foreign exchange, international shares, managed funds, passive funds, property trusts, term deposits) and a net worth of $500k

Source: EmmaTM 2014; Business Elite 2014.


A C LOSE R LO O K AT TH E SOP H I STI CATE D I N V ESTOR

THEY’RE LEADING, LOGICAL AND NEED TO BE THE FIRST IN THE KNOW. They are always seeking facts and logic in order to make the most savvy decisions to gain the maximum revenue.

CONSTANTLY SWITCHED ON AND ON-THE-GO

SEEKING THE FACTS AND QUALITY OPINIONS

LONG TERM NOT SHORT TERM

WANTING TO BE AT THE FOREFRONT OF TECH

NEED TO BE THE FIRST TO KNOW

Struggling to switch off and high consumers of outdoor media. They are constantly mobile and out and about.

The need for facts is driven by the need to make the right decisions. They always want to learn.

They are willing to invest in the long term future rather than for short term gains.

Technology enables their on-the-go lifestyle and access to data where ever and when ever they want.

They seek up-to-the-minute information to make accurate decisions.

Source: EmmaTM 2014; Business Elite 2014.


A C LOSE R LO O K AT TH E SOP H I STI CATE D I N V ESTOR

60 - 64

10.6%

12.2%

HOUSEHOLD INCOME

35 - 39

1.9% 4.9% 55 - 59

17%

13%

AGE

40 - 44

$45k - $99k $100k - 149k

16.2%

$150k - $199k $200k - $299k

26.6%

$300k - $499k

31.0% 12.0% 50 - 54

18.8%

18.7%

45 - 49

6.5%

$500k - $749k $750k +

Their ages are broad ranging primarily falling between 40-59

Over half of the audience earn over $300k HHI

19% have an MBA (ix 134)

14% work in Property and Business Services (ix 135)

14% work in Manufacturing

53% are in charge of corporate/ strategic planning (ix 124)

Source: EmmaTM 2014; Business Elite 2014.

(ix 105)

30% have a post graduate degree (ix 121)


A C LOSE R LO O K AT TH E SOP H I STI CATE D I N V ESTOR

They access AFR across platforms

PRINT

85.7%

ONLINE

17.5%

17.8% 5.1%

16.2%

MOBILE

17% Source: EmmaTM 2014; Business Elite 2014; Read Australian Financial Review yesterday/or read the AFR magazine in the last month/or read the AFR Weekend in L7 days/or accessed AFR.Com in the last month.


A C LOSE R LO O K AT TH E SOP H I STI CATE D I N V ESTOR

The Sophisticated Investors rely on a wide range of sources for their information with the most trusted source being newspapers, followed by online. Pay TV plays a secondary role in informing their business decisions.

41.6%

22.7%

6.7%

5.9%

3.1%

3.1%

NEWSPAPERS

ONLINE

PAY TV

FTA TV

MAGAZINES

RADIO

(ix 139)

(ix 81)

(ix 101)

(ix 61)

(ix 83)

(ix 65)

TECH ENABLED UP-TO-THE-MINUTE INFORMATION

TRUSTED SOURCE FOR BUSINESS INFORMATION

Place high importance on tech to enable they are the first to know

94.3% agree that it is important to keep up-to-date with business news and current affairs (ix 108)

81% agree that keeping up with the latest tech is vital to the success of my business (ix 105)

Source: EmmaTM 2014; Business Elite 2014.


THE SOPHISTICATED INVESTORS’ RELATIONSHIP WITH CATEGORIES

Source: EmmaTM 2014; Business Elite 2014.


THE SO P HI ST I CAT E D I NV ESTOR S’ R E L ATI ON S H I P W I TH CATEG OR IES

AUTOMOTIVE

TRAVEL

SUCCESS & PRESTIGE

LUXURY OF CONVENIENCE

50% more likely to intend to purchase a prestige car in the next 12 months

Over 1 in 3 usually travel business for long haul flights (ix 156) 38% normally stay in 5 star luxury hotels (ix 128)

39% intend to spend over $55k (ix 142) 17% have travelled over 20 times in the last 12 months (ix 160) They take pride in their considered auto decisions which are highly reflective of their status

Source: EmmaTM 2014; Business Elite 2014.

Having to travel frequently, they seek the most comfortable and luxurious options


THE SO P HI ST I CAT E D I NV ESTOR S’ R E L ATI ON S H I P W I TH CATEG OR IES

FINANCE HIGH WORTH, FREQUENTLY TRADING & SEEKING QUALITY ADVICE 35.6% have a net worth of over 2.5M (ix 168)

TYPES OF INVESTMENTS OWNED 88.2% 63.5% 52.6%

60% use the services of an accountant (ix 112) 37% trade at least 6 times a year (ix 173) 16% use the services of a stockbroker (ix 166)

48.0% 41.8% 41.5% 29.5% 20.9% 18.3% 16.7% 12.2% 8.6% 8.0%

58% have a platinum credit card (ix 120)

Source: EmmaTM 2014; Business Elite 2014.

7.3%

Australian shares Residential investment Term deposits Managed funds Self-managed super fund International shares Art/jewellery/cars/wine for investment Commercial investment property Fixed interest products such as bonds/debentures Property trusts Foreign exchange Commodities Passive funds CFD’s, Warrants, Options, Futures


INTRODUCING THE SENIOR BUSINESS EXECUTIVE The Senior Business Executive are natural leaders. Their roles include: Chairman/Chief Exec/President/MD/CIO/ Head of IT/IT Director/CFO/Owner/Partner/COO/Director/VP/GM/CMO/Marketing Director.


A C LOSE R LO O K AT TH E S E N I OR B U S I N ESS E X ECU TI V E

They are confident, considered and living life on their terms.

WILLING TO TAKE CONSIDERED RISKS

CONFIDENCE IN THEIR ABILITY

ADAPTING TO CONSTANT CHANGE AND CHALLENGE

NEED TO BE AHEAD AND AGILE

They depend on publications to make well informed decisions enabling them to feel confident in risks.

They have more confidence in their ability and skills than most. This confidence allows them to lead large organisations.

Keeping informed about the external factors affecting business is key to their survival.

Staying ahead and up-to-date in movements in their business and competition is key to making successful decisions. These decisions are key to their livelihood and their business’ agility.

They are amongst the most pressurised business people in Australia.

Source: EmmaTM 2014; Business Elite 2014.


A C LOSE R LO O K AT TH E S E N I OR B U S I N ESS E X ECU TI V E

60 - 64

8.8%

HOUSEHOLD INCOME

12.8% 55 - 59

35 - 39

3.3% 5.9%

15.4%

$45k - $99k $100k - 149k

16.3%

AGE

13.7% 40 - 44

$150k - $199k

25.9%

$200k - $299k

27.7%

$300k - $499k

11.7% 50 - 54

18.1%

6.5%

$750k +

17.6% 45 - 49

Senior Business Executives primarily fall between 50-59

Most likely to earn between $200k – $499k (53% ix 127)

1 in 3 have a net worth of 2.5m

They are highly educated with 41% having a post grad degree (ix 122)

Source: EmmaTM 2014; Business Elite 2014.

$500k - $749k

The main industries in which they work are Finance (ix 146), Property and Business Services (ix 129), Corporate Strategic Planning (ix 138) and International Operations (ix 157)


A C LOSE R LO O K AT TH E S E N I OR B U S I N ESS E X ECU TI V E

They access AFR across platforms

PRINT

17.5%

96.8%

ONLINE

17.7%

5.1% 15.8%

MOBILE

16.4% Source: EmmaTM 2014; Business Elite 2014; Read Australian Financial Review yesterday/or read the AFR magazine in the last month/or read the AFR Weekend in L7 days/or accessed AFR.Com in the last month.


A C LOSE R LO O K AT TH E S E N I OR B U S I N ESS E X ECU TI V E

The Senior Business Executives rely on a wide range of sources for their information, with the most trusted source being newspapers followed by online.

39.5%

22.0%

7.6%

6.1%

4.5%

3.5%

NEWSPAPERS

ONLINE

FTA TV

PAY TV

MAGAZINES

RADIO

(ix 131)

(ix 79)

(ix 78)

(ix 92)

(ix 119)

(ix 75)

BUSINESS NETWORKING

HUNGER FOR TIME SENSITIVE DATA AND INFORMATION

FREQUENCY OF MOBILE ACCESS IS PARAMOUNT

They are constantly networking on and offline

Accessing information as it happens is key. They depend on trending data. They access Twitter via mobile 3.4 times a week

86% more likely than the Business Elite population to access the Financial Review app mobile app everyday

They access Linkedin on average 3.6x a week and Facebook 5x a week via mobile

Source: EmmaTM 2014; Business Elite 2014.


THE SENIOR BUSINESS EXECUTIVES’ RELATIONSHIP WITH CATEGORIES

Source: EmmaTM 2014. Business Elite 2014.


T HE S E NI O R BU S I NESS E X ECU TI V ES’ R E L ATI ON S H I P W I TH CATEG ORIES

AUTOMOTIVE

TRAVEL

SPORTS & LUXURY

FREQUENT AND GLOBAL BUSINESS TRAVEL

Most likely to purchase a sports car (ix 145), a prestige car (ix 146), a luxury car (ix 164) or a people mover (ix 141)

They are 1.7 times more likely than the average business person to travel outside Asia Pacific at least 20 times a year for business 75% more likely to fly 1st class for long haul flights

62% more likely intend to spend over $200k They have to balance function and style

For personal and business travel, they are mostly likely to stay in 5 star resorts (45% ix 119) They seek the highest standard of accomodation and transport

Source: EmmaTM 2014; Business Elite 2014.


T HE S E NI O R BU S I NESS E X ECU TI V ES’ R E L ATI ON S H I P W I TH CATEG ORIES

FINANCE BROAD RANGE OF INVESTMENTS & SEEK GUIDANCE FROM THE EXPERTS 32.7% have a net worth of over 2.5M (ix 154)

TYPES OF INVESTMENTS OWNED 73.0% 57.9%

49% trade up to 10 times a year (ix 125)

44.8% 40.4% 39.4%

56% use the services of an accountant (ix 106)

34.2% 28.7%

23% use the services of a private banker (ix 148)

20.0% 17.4% 15.3%

59% have a platinum credit card (ix 120)

12.7% 8.8%

44% have a corporate credit card (ix 118)

Source: EmmaTM 2014; Business Elite 2014.

7.9% 7.5%

Australian shares Residential investment Term deposits Self-managed super fund Managed funds International shares Art/jewellery/cars/wine for investment Commercial investment property Fixed interest products such as bonds/debentures Property trusts Foreign exchange Commodities CFD’s, Warrants, Options, Futures Passive funds


INTRODUCING THE EMERGING BUSINESS EXECUTIVE Their roles include: Department Head/Other Senior Manager/Exec/ IT Manager/MIS Manager/Computer Services Manager/Company Director or member of a management board.


A C LOS E R LO O K AT TH E E M E R G I N G B U S I N ESS E X ECU TI V E

They seek performance and recognition and are always looking for ways to get ahead.

PERFORMANCE IN AND OUT OF THE WORKPLACE

TREND SETTERS/ADVICE PROVIDERS

SEEKING RECOGNITION FOR THEIR SUCCESSES

STRIVING TO GET AHEAD

They are competitive and want to be successful both in their professional world and their world outside of work.

They are first to embrace new tech and are highly influential to those around them. They are always looking for quality.

They want to be recognised by the peers for their success, so seek products that will enhance this need for recognition. They are style conscious.

They have invested in their education and now networking is key to their success. They want to get to the influencers in their industry. They are ready to move to which ever role will help them succeed.

Source: EmmaTM 2014; Business Elite 2014.


A C LOS E R LO O K AT TH E E M E R G I N G B U S I N ESS E X ECU TI V E

60 - 64

55 - 59

8.8%

13.8%

17.1%

15.4%

35 - 39

29.3%

$200k - $299k

23.6% 2.8% 1.2%

16.1%

14.9%

$300k - $499k $500k - $749k $750k +

40 - 44

Emerging Business Executives primarily fall between 30-44

Most likely to earn between $200k – $499k (53% ix 126)

64% have an undergraduate degree

34% have a net worth of between $1m – $2.5m

Source: EmmaTM 2014. Business Elite 2014.

$100k - 149k $150k - $199k

18.2%

10.6%

45 - 49

$45k - $99k

6.3%

13.1% AGE

50 - 54

HOUSEHOLD INCOME

30 - 34

The main industries in which they work are Manufacturing (ix 142), Hospitality (ix 170), International Operations (ix 157), Sales (ix 121) and Engineering (ix 143)


A C LOS E R LO O K AT TH E E M E R G I N G B U S I N ESS E X ECU TI V E

They access AFR across platforms

13.4% PRINT

91%

ONLINE

23%

5.0% 13.6%

MOBILE

15% Source: EmmaTM 2014; Business Elite 2014; Read Australian Financial Review yesterday/or read the AFR magazine in the last month/or read the AFR Weekend in L7 days/or accessed AFR.Com in the last month.


A C LOS E R LO O K AT TH E E M E R G I N G B U S I N ESS E X ECU TI V E

Although the Emerging Business Executives place more reliance on newspapers than any other media, they embrace digital sources for informing their business decisions. TV plays a secondary role in influencing their decisions.

31.7%

29.5%

11.3%

6.5%

3.3%

2.9%

NEWSPAPERS

ONLINE

PAY TV

FTA TV

MAGAZINES

RADIO

(ix 106)

(ix 105)

(ix 172)

(ix 67)

(ix 87)

(ix 61)

HIGH DEPENDANCE ON SOCIAL

CONTENT TO STAY IN-THE-KNOW

REGULARLY ACCESSING THE AFR

Heavy consumers of social media, they spend the majority of their time on networking – accessing LinkedIn on average 3.5 days a week, Facebook 4 times a week and Twitter 2.8 times a week

Getting a rounded view on news is key and they access news from a wide range of sources

1 in 5 access the AFR every week

Source: EmmaTM 2014; Business Elite 2014.

64% more likely to access the AFR on mobile


THE EMERGING BUSINESS EXECUTIVES’ RELATIONSHIP WITH CATEGORIES

Source: EmmaTM 2014; Business Elite 2014.


THE EM E R GI NG BU SI NESS EX ECU TI V ES’ R E L ATI ON S H I P W I TH CATEG OR IES

AUTOMOTIVE

TRAVEL

SEEKING ALL-PURPOSE

ASPIRING

33% are in the market to purchase a new car (ix 111)

Over half stay in 4 star accomodation for their personal travel (ix 120)

Most likely to consider compact SUVs (ix 118) and large SUVs (ix 123)

They are most likely to fly premium economy for long haul flights (ix 154)

Their budget considerations range from $41 - 55K (ix 136) 39.7% intend to spend between $2000 - $4999 (ix 109)

Source: EmmaTM 2014. Business Elite 2014.


THE EM E R GI NG BU SI NESS EX ECU TI V ES’ R E L ATI ON S H I P W I TH CATEG OR IES

FINANCE GROWING THEIR NET WORTH 42% are looking for advice from a financial advisor (ix 110)

TYPES OF INVESTMENTS OWNED 61.3% 50.2% 36.6%

Most likely to own a passive fund (ix 121)

30.4% 30.2%

1 in 3 have a net worth between 1M – 2.5M (ix 118)

28.4% 24.7% 13.9%

43.4% have a corporate card (ix 117)

7.3% 7.0% 7.0% 6.6% 6.5% 6.1%

Source: EmmaTM 2014. Business Elite 2014.

Australian shares Residential investment property Term deposits International shares Managed funds Art/jewellery/cars/wine for investment Self-managed super fund Fixed interest products such as bonds/debentures Property trusts Passive Funds Commercial investment property Foreign Exchange Commodities CFD’s, Warrants, Options, Futures


INTRODUCING THE SELF MANAGED SUPER FUND HOLDER Established and place high importance on high quality information for informed investment decisions


A C LOS E R LOOK AT TH E S M S F H OL D E R

QUALITY AND STYLE

HIGHEST QUALITY OPINION

ESTABLISHED LEADERS

They have high incomes and are willing to invest in high quality and style in the products and services they buy.

They gain most of the knowledge they need from national newspapers and depend heavily on this news to keep them up-to-date with not only business news but their personal investments.

The majority hold senior exec positions and are focussing on gaining a high return-on-investment rather than changing roles within their career.

Source: EmmaTM 2014. Business Elite 2014.


A C LOS E R LOOK AT TH E S M S F H OL D E R

60 - 64

HOUSEHOLD INCOME

11.3%

15.1%

35 - 39

2.6% 7.2%

55 - 59

AGE

18.5%

50 - 54

17%

13.7%

11.2% 40 - 44

$100k - 149k $150k - $199k $200k - $299k

29.5%

$300k - $499k

16.6%

$500k - $749k

16.6%

$750k +

15.1% 45 - 49

SMSF holders are primarily aged between 50-64 (46.8% ix 124)

Most likely to earn between $300k – $499k (29% ix 153)

65% have an undergraduate and 19% have an MBA (ix 133)

42% have a net worth of over 2.5m (ix 201)

Source: EmmaTM 2014. Business Elite 2014.

20.6%

$45k - $99k

The largest proportion of this audience are employed in corporate and strategic planning (53% ix 125)


A C LOS E R LOOK AT TH E S M S F H OL D E R

They access AFR across platforms

ONLINE

13%

16%

PRINT

87%

13% 15%

MOBILE

17% Source: EmmaTM 2014. Business Elite 2014. Read Australian Financial Review yesterday/or read the afr magazine in the last month/or read the afr weekend in L7 days/or accessed AFR.Com in the last month.


A C LOS E R LOOK AT TH E S M S F H OL D E R

SMSF Holders show the highest dependence on newspapers for business news. Although online is deemed the second most reliable source, this is much lower than other audiences.

40.9%

18.3%

7.2%

7%

5.9%

3.2%

NEWSPAPER

ONLINE

PAY TV

FTA TV

MAGAZINES

RADIO

(ix 136)

(ix 65)

(ix 110)

(ix 72)

(ix 156)

(ix 69)

PRINT

ONLINE

SOCIAL

SEEKING TRUSTWORTHY CONTENT

ENGAGING FOR SHORTER AMOUNTS OF TIME

FREQUENTLY CONNECTING TO SOCIAL ON MOBILE

Place trust in printed titles with 46% agreeing that the AFR provides good analysis of business issues (ix 149) and 44% agreeing that the AFR is trustworthy (ix 160)

They are most likely to use the internet for approx. 15-30 mins per business day

Access Facebook on average 4.3 times a week and 3 times a week for Twitter via their mobile

Source: EmmaTM 2014. Business Elite 2014.


THE SMSF HOLDERS’ RELATIONSHIP WITH CATEGORIES

Source: EmmaTM 2014. Business Elite 2014.


T HE S M S F HO L D ER S’ R E L ATI ON S H I P W I TH CATEG OR I ES

AUTOMOTIVE

TRAVEL

INTENTIONS TO INVEST IN THEIR CARS

PURE LUXURY

37% intend to purchase in the next 12 months (ix 124)

For business, 44% stay in 5-star hotels (ix 145) and 45% stay in 4-star accomodation (ix 101)

1 in 3 intend to purchase a car valued over $80k (ix 201)

Pleasure: 32% intend to spend over $10k per person on their next international holiday

The most considered style is a prestige model (17% ix 191) Business: 16% have travelled over 20 times within Australia for business (ix160) and 26% have travelled approx 1-2 times a year elsewhere in Asia–Pacific (ix 112)

Source: EmmaTM 2014. Business Elite 2014.


T HE S M S F HO L D ER S’ R E L ATI ON S H I P W I TH CATEG OR I ES

FINANCE THEIR INVESTMENTS ARE IN THE RIGHT HANDS 1 in 5 have a net worth of over $2.5M

(ix 265)

TYPES OF INVESTMENTS OWNED 79.6% 62.2% 60.7%

Although they already have a SMSF, they also have a portfolio of other investments and have future intentions to invest in products such as Australian shares (48% ix 143) and residential property (34% ix 128)

51.0% 41.3% 37.7% 32.7% 25.7%

20% use a full service stockbroker (ix 204)

24.4% 19.4%

64% use the service of an accountant (ix 204)

14.4% 14.1% 13.5%

Source: EmmaTM 2014. Business Elite 2014.

Australian shares Residential investment property Term Deposits Managed Funds International Shares Art/jewellery/cars/wine for investment Commercial Investment Property Fixed interest products such as bonds/debentures Property Trusts Foreign Exchange Commodities CFD’s, Warrants, Options, Futures Passive Funds


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