THE SYDNEY MORNING HERALD
Audience Personas
O BJ E CTI V E S A N D M E TH OD S
DEVELOP A DEEPER UNDERSTANDING OF OUR AUDIENCE
OBJECTIVES • Bring the SMH readers to life to inspire advertisers on the power, potential and
influence of the audience • Identify the main SMH reader segments using emma™
METHODOLOGY • The personas are based on segmenting SMH readers into 5 core groups • The segmentation is an attitudinal segmentation from emma™ April 2014 survey • The base of the segmentation is The Sydney Morning Herald and SMH.com.au total
audience as defined in emma™ (Sydney Morning Herald/SMH.com.au (Print & Computer/ Tablet/Mobile (NET))
Source: emma™ April 2014
T HE S M H A U D I E N CE S E G M E N TS
21% Social sceptics
22% Informed & mindful
12%
Aspiring materialists
25%
20%
Stability seekers
Source: emma™ April 2014
Ambitious & social
TH E S M H A U D I E N CE
SEGMENTING THE AUDIENCE
THE FORWARD THINKERS (67%)
TAKING IT AS IT COMES (33%)
Ambitious & social
Informed & mindful
Stability seekers
Aspiring materialists
Social sceptics
25%
22%
20%
12%
21%
Male 52% 48% Female A (ix 178) 37% 27% B (ix 133) HHI $111k Confident and motivated by experiences
Source: emma™ April 2014
Male 51% 49% Female A (ix 166) 34% 25% B (ix 125) HHI $112k Creative, imaginative, techno savvy and curious
Male 60% 40% Female A (ix 145) 31% 23% B (ix 115) HHI $106k Stable, conservative and hardworking
Male 71% 29% Female A (ix 138) 28% 21% B (ix 108) HHI $99k Home focussed and aspiring for financial stability
Male 49% 51% Female A (ix 133) 27% 22% B (ix 100) HHI $100k Social, outwardly focussed but sceptical
TH E S M H A U D I E N CE
INTRODUCING THE FORWARD THINKERS They are curious, confident, open-minded. They think about their future and the future of others. They believe they can have an impact and are motivated by ‘outward’ recognition.
Reach the Forward Thinkers through behavioural targeting across Fairfax Media’s digital network
Source: emma™ April 2014
MINDFUL & OPEN MINDED • Growing their mind & looking after their
health • Keeping informed with the world around
them • Accepting of immigration and the
positive impact on Australia • Always seeking to learn and improve
themselves either through courses or personal training sessions
DRIVEN & HARDWORKING • Their career is their purpose and
passion • Over indexing industries include:
Education, Science, Finance, Media and Telcos, Arts and Recreation • To save time they are more likely than
average to pay for services such as dry cleaning and house keeping
SHARE OPINIONS & EXPERIENCES • They are social and enjoy the
experience of sharing opinions • Exploring cultural destinations and
events is a core part of life
FINANCIALLY STABLE & CONFIDENT • Above average earners and with a third
falling into the ‘Big Spenders’ category
CLICK HERE TO LEARN MORE ABOUT THE FORWARD THINKERS
A C L O S E R L OOK A T TH E F OR W A R D TH I N K E R S
17%
HOUSEHOLD INCOME
25%
65 +
14 - 29
12.5%
< $40k
17%
$40k - $79.9k
17%
$80k - $119.9k
AGE
$120k +
25.8%
34%
45 - 64
24% 30 - 44
hey are united by their T opinion and outlook
hey have higher than average T household incomes
1% have children in the 5 household and 61% are married
4% speak two languages or more (ix 114)
30% own their home outright
56% are tertiary educated (ix 155) and are 88% more likely to have a post graduate degree
Source: emmaâ&#x201E;˘ April 2014
(ix 110)
Their ages are broad ranging
A C L O S E R L OOK A T TH E F OR W A R D TH I N K E R S
They access SMH across platforms
DESKTOP
48.9%
65.2%
MOBILE
24.4% Source: emmaâ&#x201E;˘ April 2014. Desktop: SMH.com.au (computer) L4W. Print: Sydney Morning Herald M-Sun L4W. Mobile: Sydney Morning Herald/SMH.com.au Tablet/Mobile (L4W).
A C L O S E R L OOK A T TH E F OR W A R D TH I N K E R S
HIGH CONSUMERS ACROSS ALL MEDIA Forward Thinkers have a high propensity to be heavy users of online, newspapers, magazines and cinema. They are light TV viewers gaining their entertainment, information, inspiration needs from other media.
Heavy
Heavy
Heavy MAGAZINES
Heavy
Medium
Medium
Light
ONLINE
NEWSPAPERS
OUTDOOR
RADIO
(inc community, rural & NIMS)
(4+ magazines)
CINEMA
(1-3 hrs a day)
(Monthly or more)
(3hrs+ a day)
(1:00 – 2.59 hrs a day)
(Up to 1:59 hours a day)
39%
37%
32%
25%
27%
33%
19%
Source: emma™ April 2014
TV
A C L O S E R L OOK A T TH E F OR W A R D TH I N K E R S
CORE ONLINE BEHAVIOUR
USING DIGITAL TO ENABLE REAL WORLD EXPERIENCES
NEED TO VOICE THEIR POINT OF VIEW
HUNGER FOR CONSUMING CONTENT
The Forward Thinkers are independent travellers and online enables this - 38% use it to make travel arrangements (ix 137)
44% have read a blog in the last 7 days (ix 138)
50% listen to the radio or music (ix 121)
68% reading entertainment information (ix 124) Source: emmaâ&#x201E;˘ April 2014
20% have contributed to a blog in last 7 days (ix 120)
81% read news or current affairs (ix 128) 47% watch/stream TV/movie content
(ix 126)
A C L O S E R L OOK A T TH E F OR W A R D TH I N K E R S
THEIR RELATIONSHIP WITH CATEGORIES
T HE F O R W A R D T HI NK E R S ’ R E L A TI ON S H I P W I TH CA TE G OR I E S MAXIMISING THEIR ASSETS
FINANCE
Trust and confidence
69% have investments (ix 109)
TRUST & CONFIDENCE 61% agree that the banking and financial sector in Australia is dependable (ix 105)
SAFE RATHER THAN SORRY 29% more likely to get travel insurance in the next 12 months 20% to get car insurance in the next 12 months
Source: emma™ April 2014
FUTURE FINANCIAL CONSIDERATIONS 37% more likely to get a superannuation with a fund manager in the next 12 months 24% to get a self managed superfund in the next 12 months 23% more likely to consider a credit card with frequent flyer rewards
22% more likely to have shares in listed companies
60% more likely than the total population to have investments worth over $1m (ix 109)
40% more likely to have a superannuation fund worth over $250,000
T HE F O R W A R D T HI NK E R S ’ R E L A TI ON S H I P W I TH CA TE G OR I E S
TRAVEL
Desire to travel frequently and far
ALWAYS CONSIDERING THEIR NEXT TRIP
42% intend to travel overseas in the next 12 months (ix 131)
DRIVEN BY THE NEED FOR NEW EXPERIENCES 41% more likely to have taken 2-3 international leisure trips a year
78% are looking to experience new and exciting places (ix 105) 23% more likely to prefer busy and bustling cities (ix 129)
Source: emma™ April 2014
39% want to fly (ix 135) and are more likely than average to stay in a 4-star hotel
T HE F O R W A R D T HI NK E R S ’ R E L A TI ON S H I P W I TH CA TE G OR I E S
MOST LIKELY TO DRIVE...
AUTOMOTIVE
Compared to the total population they are most likely to drive:
Appreciate the value of quality
LOOKING TO THE NEXT PURCHASE
(ix 162)
49% drive everyday and 83% of Forward Thinkers own a car
14% intend to buy a car in the next 12 months (ix 108) The majority are looking to spend between $20 - $49k
Source: emma™ April 2014
(ix 143)
(ix 132)
T HE F O R W A R D T HI NK E R S ’ R E L A TI ON S H I P W I TH CA TE G OR I E S
FOOD CULTURE
ENTERTAINMENT
Always seeking experiences, art and culture
CULTURE VULTURES The Forward Thinkers are motivated by new experiences. In an average month they are:
78% more likely than the average population to go to live theatre Twice as likely to go to the ballet/opera 23% more likely to go to the cinema 49% more likely to go to a concert
Source: emma™ April 2014
The Forward Thinkers have an appreciation for food and experiencing Sydney’s cafés and restaurants.
45% more likely than average to go to a café several times a week
53% more likely than the average population to go to a restaurant several times a week
T HE F O R W A R D T HI NK E R S â&#x20AC;&#x2122; R E L A TI ON S H I P W I TH CA TE G OR I E S
SEEKING QUALITY & VARIETY
RETAIL
Seeking quality and variety in their retail choices, they are more likely than average to have the following brands in their retail repertoire:
SEEKING SPECIALTY
(ix 117)
Variety, speciality & quality
Although the majority of Forward Thinkers buy their groceries from the large supermarkets, they are more likely than the total population to buy their groceries from specialty and local supermarkets
CONFIDENT ONLINE They are keen to use technology and applications that simplify their life, shopping online being common amongst the Forward Thinkers with 84% having ever shopped online
(ix 183)
(ix 130)
(ix 118)
(ix 117)
(ix 140) (ix 142)
(ix 206)
Source: emmaâ&#x201E;˘ 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 (SMH: 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