The Age Audience Personas

Page 1

THE AGE

Audience Personas


O BJECTI V ES A N D M E TH ODS

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))

Source: emma™ April 2014


T HE AG E AU D I E N CE S EG M E N TS

22.8% Social sceptics

13.8%

18.6% Informed & mindful

24.5%

Aspiring materialists

Ambitious & social

20.4%

Stability seekers

Source: emma™ April 2014


T HE AG E AU D I E N CE S EG M E N TS

SEGMENTING THE AUDIENCE

THE CURIOUS THINKERS (64%)

TAKING IT AS IT COMES (36%)

Informed & mindful

Ambitious & social

Stability seekers

Aspiring materialists

Social sceptics

18.6%

25%

20.4%

13.8%

22.6%

Male 53% 47% Female A (ix 172) 36% 27% B (ix 134) HHI $104k Confident, motivated by experiences & intellectual

Source: emma™ April 2014

Male 51% 49% Female A (ix 177) 37% 24% B (ix 122) HHI $108k Making a difference, creative, imaginative & curious

Male 61% 39% Female A (ix 157) 33% 24% B (ix 116) HHI $104k Confident, conservative & hardworking

Male 70% 30% Female A (ix 138) 29% 20% B (ix 97) HHI $97k Home focussed and not as financially stable

Male 53% 47% Female A (ix 142) 30% 22% B (ix 110) HHI $102k Social, outwardly focussed but sceptical


T HE AG E AU D I E N CE S EG M E N TS

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

Source: emma™ April 2014

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


CLICK HERE TO LEARN MORE ABOUT THE CURIOUS THINKERS


A C LOSE R LOOK AT TH E CU R I OU S TH I N K E R S

18.4%

HOUSEHOLD INCOME

24.1%

65 +

14 - 29

13.1%

< $40k

17.8%

$40k - $79.9k

17.2%

$80k - $119.9k

24.2%

$120k +

AGE

34.7% 45 - 64

22.7%

30 - 44

They are united by their opinion and outlook

Their ages are broad ranging, but the largest proportion are aged between 45-64

49% have children in the household and 51% don’t

Nearly a quarter earn over $120k and 32% own their home outright

Source: emma™ April 2014

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


A C LOSE R LOOK AT TH E CU R I OU S TH I N K E R S

They access The Age across platforms

PRINT

DESKTOP

56.4%

55.2%

MOBILE

30% Source: emma™ April 2014. Desktop: theage.com.au (computer) L4W. Print: The Age M-Sun L4W. Mobile: The Age/theage.com.au Tablet/Mobile (L4W).


A C LOSE R LOOK AT TH E CU R I OU S TH I N K E R S

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

Heavy

NEWSPAPERS

CINEMA

(inc community, rural & NIMS)

(Monthly or more)

44%

Source: emma™ April 2014

28%

Medium MAGAZINES

Medium

Medium

Medium

(2 -3 magazines)

ONLINE

OUTDOOR

RADIO

(1-3 hrs a day)

(1 - 3 hrs a day)

(1 - 3 hrs a day)

25%

42%

27%

33.9%

Light TV

(Up to 1:59 hours a day)

19.3%


A C LOSE R LOOK AT TH E CU R I OU S TH I N K E R S

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)

Source: emma™ April 2014


A C LOSE R LOOK AT TH E CU R I OU S TH I N K E R S

THEIR RELATIONSHIP WITH CATEGORIES


T HE CU R I O U S T HI NK E R S’ R E L ATI ON S H I P W I TH CATEG OR I ES SAVVY WITH THEIR ASSETS

FINANCE

Future Protection

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

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

Source: emma™ April 2014

69% have investments and are 41% more likely than the total population to have investments worth over $3 million

HIGH TRUST IN THE INSTITUTIONS

39%

64% agree that the banking and financial sector in Australia is dependable (ix 111)

have superannuation funds and are 36% more likely than average to have a superannuation fund worth over $250,000


T HE CU R I O U S T HI NK E R S’ R E L ATI ON S H I P W I TH CATEG OR I ES

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

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)

VARIETY OF EXPERIENCES KEEPS THEM PASSIONATE Travel is an important part of the Curious Thinkers’ lifestyle:

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)

Source: emma™ April 2014


T HE CU R I O U S T HI NK E R S’ R E L ATI ON S H I P W I TH CATEG OR I ES

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) They are looking to spend between $20 - $50k

Source: emma™ April 2014

(ix 208)

(ix 121)

(ix 136)

(ix 118)


T HE CU R I O U S T HI NK E R S’ R E L ATI ON S H I P W I TH CATEG OR I ES

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

28% will see a film at the cinema

14% will visit an art exhibition/gallery/ museum

Source: emma™ April 2014

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


T HE CU R I O U S T HI NK E R S’ R E L ATI ON S H I P W I TH CATEG OR I ES

PLACES OF PURCHASE

RETAIL

Mixing mainstream + speciality + local

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.

Seeking quality and variety in their retail choices, they are more likely than average to have the following brands in their retail repertoire:

(ix 105)

(ix 249)

(ix 146)

(ix 206)

OPEN TO ONLINE (ix 147)

They don’t shy away from online shopping, with 53% doing so in the last 7 days (ix 114)

(ix 145)

(ix 123)

Source: emma™ April 2014


For further information on how to reach our audiences, please contact your Fairfax Media sales representative or go to www.adcentre.com.au


Variables used in cluster analysis (Age: Print & Computer/Tablet/Mobile)

• I feel confident about the current Australian economy

• A strong Australian economy relies on population growth

• I feel confident about my financial situation in the future

• All immigrants should be required to speak English well before arriving in Australia

• I believe business should be doing more to tackle environmental problems

• People should only be allowed to move to Australia if they can contribute to our economy

• I feel I can personally make a difference to the environment

• It’s been far too long since I had a holiday

• Saving energy is more about saving money than saving the environment

• My weekends are filled with nothing but chores and housework

• The government should take urgent action on climate change regardless of the current economic

• I enjoy using social networking sites like Facebook

and social conditions • I have no confidence in the health care system

Source: emma™ April 2014

• I think it is important to keep up to date with all of the latest gadgets etc. • I’d feel lost without the internet


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.