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
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
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%
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)
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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