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% donâ&#x20AC;&#x2122;t
Nearly a quarter earn over $120k and 32% own their home outright
Source: emmaâ&#x201E;˘ 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
DESKTOP
56.4%
55.2%
MOBILE
30% Source: emmaâ&#x201E;˘ 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: emmaâ&#x201E;˘ 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: emmaâ&#x201E;˘ 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