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: emmaâ&#x201E;˘ 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: emmaâ&#x201E;˘ 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: emmaâ&#x201E;˘ 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 Sâ&#x20AC;&#x2122; 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: emmaâ&#x201E;˘ 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
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