WAToday Audience Persona

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WA TODAY

Audience Persona


WA TODAY AU D I E N CE

INTRODUCING THE AMBITIOUS SOCIALS The Ambitious Socials are well informed, confident and active. They are keen to progress and learn.

Reach the Ambitious Socials through behavioural targeting across Fairfax Media’s digital network

PROFESSIONAL, EDUCATED & AMBITIOUS • Having reached a high level of education,

they hold managerial positions in industries such as Mining, IT, Education, Arts and Recreation and Finance. • A large proportion also own their own

business. • They believe education leads to success

and are well read.

Source: emma™ April 2014

OPTIMISTIC ABOUT THE ECONOMY & THE FUTURE • They are confident in their financial

future and the Australian Economy.

SOCIAL, EXTROVERTED & ENTHUSIASTIC • They like to be around others and

discussing their opinions. • They are enthusiastic about their life and

want to make the most out of it. • They seek art and culture and live events

but also likely to dine out frequently.

ACTIVE LIFETSTYLE & HEALTHY OUTLOOK • They love watching sport. • They also exercise regularly and are

always looking to eat a healthier diet.


CLICK HERE TO LEARN MORE ABOUT THE AMBITIOUS SOCIALS


A C LOSE R LOOK AT TH E A M B I TI OU S SOCI A L S

11.9%

14.8%

65 +

AMBITIOUS & SOCIAL Male 60.5% 39.5% Female A (ix 196) 40.7% 23.7% B (ix 118) HHI $121,449k Average age 48

14 - 29

HOUSEHOLD INCOME 10.5%

< $40k

16.1%

AGE

$40k - $79.9k

18.4% 33.3%

19.7%

30 - 44

$80k - $119.9k $120k +

53.6% 45 - 64

The WAtoday audience is characterised by being highly ambitious and highly social

They are predominantly aged over 45

57% are tertiary educated (ix 161)

27% are professionals (ix 173)

Source: emma™ April 2014

33% of the Ambitious Socials earn over $120k pa HHI

They hold the power over the household decisions and 38.9% are GBs (ix 100) and 36% make the decision over the household finance (ix 111)


A C LOSE R LOOK AT TH E A M B I TI OU S SOCI A L S

THEIR MEDIA CONSUMPTION The Ambitious Socials are driven by the need to be well-informed and in-the-know. They seek knowledge through multi-channels with their highest consumption being of newspapers, online and magazines.

Heavy

Heavy

Heavy MAGAZINES

Medium

Medium

Medium

Light

NEWSPAPERS

ONLINE

OUTDOOR

CINEMA

RADIO

(3+ hrs a day)

(4+ magazines)

TV

(inc community, rural & NIMS)

(2 - 4 hrs a day)

(3+ hrs a day)

(Less than once every 3 months)

(Up to 1 hr a day)

38%

45%

33%

40%

Source: emma™ April 2014

28%

30%

19%


A C LOSE R LOOK AT TH E A M B I TI OU S SOCI A L S

CORE ONLINE NEEDS

STAYING IN THE KNOW

FACILITATOR OF LIFE ADMIN

97% look for general information (ix 113)

63% shop online (ix 137)

93% look for information about products and services (ix 119)

87% do online banking/pay bills (ix 129)

74% read entertainment information (ix 134)

91% read news or current affairs (ix 144)

43% make travel arrangements (ix 157)

50% watch TV programmes or movies (ix 133)

Source: emma™ April 2014

A PLATFORM TO SEEK OFFLINE AND ONLINE ENTERTAINMENT 77% watch short videos

(ix 131)


A C LOSE R LOOK AT TH E A M B I TI OU S SOCI A L S

THEIR RELATIONSHIP WITH CATEGORIES


T HE A MBI T I O U S SO C I A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES SAVVY INVESTORS

FINANCE

The average value of an Ambitious Socials’ superannuation fund is

$172,967 HEAVILY INVESTED The average value of total investments for The Ambitious Socials is $466,122

INVESTMENT FOCUS 39% more likely to obtain a superannuation with a fund manager

28% have shares in listed companies

Source: emma™ April 2014

FINANCIAL SECURITY 58% more likely to get income protection insurance in the next 12 months 17% more likely to intend to get health insurance in the next 12 months

61% more likely to have a superannuation asset value of

$250,000+


T HE A MBI T I O U S SO C I A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES

ALWAYS ON THE GO

TRAVEL

Affinity for travel

COMFORT & LUXURY SEEKERS

41%

SEARCHING FOR NEW

intend to travel overseas in the next 12 months (ix 126)

DESTINATIONS & EXPERIENCES

38% 28% more likely to stay in a 5 star hotel or resort when traveling internationally

34% went on an international holiday in the past 12 months (ix 121) 76% are looking to experience new and exciting places (ix 103) 54% try to book all travel independently of an agent (ix 108)

Source: emma™ April 2014

plan to fly (ix 132)


T HE A MBI T I O U S SO C I A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES

ACCESSIBLE AND RELIABLE

AUTOMOTIVE

Top of the consideration list are:

Cars are an integral part of their lifestyle 37.7% (ix 108)

CARS ARE A NECESSITY 59% drive every day (ix 108)

24.8% (ix 118)

18% intend to buy a new car in the next 12 months (ix 125) Looking to spend on average $31.4k

22.7% (ix 101)

They own 1.5 cars on average per household

17.0% (ix 101)

Source: emma™ April 2014


T HE A MBI T I O U S SO C I A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES

ENTERTAINMENT Diverse interests

SPORT, MUSIC AND SOCIALISING In an average month:

ENJOY DINING & DRINK OUT

1 in 5 go to a hotel or wine bar for a drink once a month

1 in 4 go to a restaurant at least once a month

32% will enjoy a drink at a pub or bar (ix 122) and 22% will see a film at the cinema

35% visit family/friends at least once a week

They are regular concert go-ers; 21% more likely to go to a music concert every month

43% more likely to attend a sporting event in the last month

Source: emma™ April 2014


T HE A MBI T I O U S SO C I A L S’ R E L ATI ON S H I P W I TH CATEG OR I ES

PREFERRED PLACES OF PURCHASE

RETAIL

31%

High levels of retail activity

(ix 107)

IN THE LAST MONTH 38%

46% have bought something online (ix 120) 57% have visited a hardware store (ix 116) 21% have visited an electrical store

(ix 114)

(ix 102)

40% (ix 126)

5%

(ix 133)

They also tend to shop in their local area with 84% having shopped in their local strip in the last month (ix 105)

15%

(ix 119)

8%

(ix 131)

7%

(ix 153)

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


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