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: emmaâ&#x201E;˘ 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: emmaâ&#x201E;˘ 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: emmaâ&#x201E;˘ 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)
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