Brisbane Times Audience Persona

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BRISBANE TIMES

Audience Persona


T HE BR I S BA N E TI M ES AU D I E N CE

INTRODUCING THE DRIVEN ASPIRATIONALS

Reach the Driven Aspirationals through behavioural targeting across Fairfax Media’s digital network

Source: emma™ April 2014

WANT TO MAKE A DIFFERENCE • Feel that they can personally make

a difference to the environment and community around • They enjoy getting involved in initiatives

MINDFUL & OPEN MINDED • Growing their mind & looking after

their health • Always seeking to learn and improve

themselves either through courses or personal training sessions • Keeping informed with the world

around them and have a high acceptance of immigration and the positive impact on Australia

SELF ASSURANCE AND POSITIVE OUTLOOK • Feel confident about their financial

situation • They are highly educated and feel self

assured about their ability • They have a positive outlook for their

future and the future of the country and the area they live in

SEARCHING FOR AN ENRICHED LIFE • Taking steps to stay healthy, improving

their body and mind. They enjoy past times such as reading, appreciation of the arts and music


CLICK HERE TO LEARN MORE ABOUT THE DRIVEN ASPIRATIONALS


A C LOSE R LO O K AT TH E D R I V E N AS P I RATI ON A L S

18%

HOUSEHOLD INCOME 10.5% 16.2%

2% 65 +

32%

45 - 64

14 - 29

< $40k $40k - $79.9k

19.8% 35.3%

AGE

$80k - $119.9k $120k +

48%

30 - 44

The Brisbane Times readers can be characterised as being driven and aspirational 65% are tertiary educated (ix 185)

Source: emma™ April 2014

Their age ranges predominantly from 30-44

35% earn over $120k PA HHI

They predominantly fall in the AB socio grade: 50% A (ix 240) & 21% B (ix 106)


A C LOSE R LO O K AT TH E D R I V E N AS P I RATI ON A L S

HIGH CONSUMERS ACROSS ONLINE, OUTDOOR AND MAGAZINES The Driven Aspirationals have the highest affinity for online media consumption. They are highly mobile and spend an over average amount of time out of home.

Heavy

Heavy

Heavy MAGAZINES

Medium

Medium

Light

Non-users

ONLINE

OUTDOOR

RADIO

CINEMA

NEWSPAPERS

(3+ hrs a day)

(4+ magazines)

TV

(3+ hrs a day)

(2 - 4 hrs a day)

(1 - 3 hrs a day)

(< 3 months)

(inc community, rural & NIMS)

45%

40%

32%

40%

36%

37%

27%

Source: emma™ April 2014


A C LOSE R LO O K AT TH E D R I V E N AS P I RATI ON A L S

CORE ONLINE BEHAVIOUR

DESIRE FOR KNOWLEDGABLE CONTENT

LOOKING FOR ENRICHING CONTENT ON THEIR TERMS

HEAVY ACTIVITY CARRYING OUT TRANSACTIONS

In the last 7 days:

In the last 7 days:

In the last 7 days:

97% looked for general info (ix 114)

83% watched short videos (ix 142)

93% looked for information about products and services (ix 120)

42% have bought or sold auction on group buying sites (ix 126)

82% read entertainment information (ix 149)

93% have read news or current affairs (ix 148)

61% watched TV programmes or movie (ix 161)

Source: emma™ April 2014

90% have done their online banking (ix 134) 44% have made travel arrangements (ix 161)


A C LOSE R LO O K AT TH E D R I V E N AS P I RATI ON A L S

THEIR RELATIONSHIP WITH CATEGORIES


THE D R I V E N ASP I RAT ION A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES LARGE INVESTORS

FINANCE

They have an average value of over

$387k

Future Protection

in investments

SEEK CONVENIENCE & HIGH LEVEL OF SERVICE 22% agree that there is never an ATM nearby when you need one (ix 104) but only 36% believe that the banks provide a good service

THINKING AHEAD 33% more likely to intend to take out comprehensive car insurance 43% more likely to intend to take out health insurance

COVERED FOR THE FUTURE 72% more likely to take out income protection insurance 41% more likely to take out life insurance

Source: emma™ April 2014

80% more likely to take out a superannuation with a fund manager

64%

more likely than the total population to have investments worth over $3 million

38%

more likely to have a superannuation fund worth over $250,000


THE D R I V E N ASP I RAT ION A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES

ALWAYS CONSIDERING THEIR NEXT TRIP

TRAVEL

Frequent experience seekers

FAVOUR COMFORT FOR INTERNATIONAL TRAVEL

39%

SEEKING NEW & EXCITING

intend to travel overseas in the next 12 month (ix 122)

35% 58% have a frequent flyer programme (ix 117)

23.8% prefer busy and bustling cities (ix 136)

39% intend to travel in the next 12months (ix 122)

80% are looking to experience new and exciting places (ix 108)

87% are most likely to fly economy (ix 102)

49% would prefer to choose eco-adventure holidays if they could

Source: emma™ April 2014

plan to fly (ix 122)


THE D R I V E N ASP I RAT ION A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES

ACCESSIBLE AND RELIABLE

AUTOMOTIVE

Looking to consider mainstream brands

READY TO UPGRADE

35.8%

They take pride in their vehicle

(ix 103)

Own on average 1.4 cars in the household

22%

27% intend to buy a new car in the next 12 months (ix 157)

(ix 102)

Intending to spend over $32k on their next car

21%

(ix 94)

Source: emma™ April 2014


THE D R I V E N ASP I RAT ION A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES

ENTERTAINMENT

Regularly socialising and seeking entertainment

SEEKING A WIDE RANGE OF CULTURAL STIMULATION In an average month:

27% will enjoy a drink at a pub or bar

20% will see a film at the cinema

31% more likely to have attended a sports match

39% visit friends 2 - 3 times a month (ix 125)

Source: emma™ April 2014

ENGAGING IN DINING CULTURE

33% more likely than average to go to a café several times a week

34% more likely to go to restaurant at least once a month (ix 114)


THE D R I V E N ASP I RAT ION A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES

PLACES OF PURCHASE

RETAIL ONLINE SHOPPERS

Most likely to shop in:

(ix 110)

50% have bought something online in the last month (ix 129) (ix 110)

REGULARLY SHOPPING FOR THEIR HOME In the last month: (ix 147)

59% have bought something in a department store (ix 117) 49% have been to a DDS store (ix 111)

(ix 117)

14% have been to a home interiors store (ix 131)

(ix 154)

25% have been to an electrical store (ix 136)

(ix 155)

95% have been to a supermarket (ix 99)

Source: emma™ April 2014

(ix 120)


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


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