BSOL Media Research DocumentBy Alex Coxn7092032

Media Planning AMB 319

Brisbane Seniors Online (BSOL)

This Media Research Document will address the brief received by BSOL, with emphasis on the following objectives -

To promote BSOL and encourage Target Audience to become members

To establish BSOL in the market place

To encourage both mentors and learners to become a part of BSOL

Considerations for Media Strategy

What’s inside…

TARGET AUDIENCE ANALYSIS

MARKET AND PRODUCT ANALYSIS

KEY INSIGHTS

Target Audience Analysis

In order to analyse the target consumer for BSOL, Roy Morgan research data was used. Consumers were segmented by considering Demographics, Geography and Psychographics.

BSOL wishes to target over 50+ year olds for mentors and learners, though this is a very broad market and encompasses over 50+ people from all walks of life. This analysis will seek to creatively and intelligently identify exactly who should be targeted.

What proportion of Australia does our audience represent?

26.5%

73.5%

Elderly Australians propor-tionate to population

(22,262,501)

Aged 55+ Less than 55

Source: Indexmundi.com; Australia Demographics Profile 2013

Seniors represent over a quarter of the market, with the majority living a city lifestyle.

Elderly males geographic spread (females almost identical)

Source: abs.gov.au; Reflecting a Nation: Stories from the 2011 Census, 2012–2013

Key Demographics Data

In order to more easily identify the target consumer, the most popular of any given demographic category has been considered.

Majority Percentage of sample

Marriage Status Married 67.40%

Education Have a degree 24.80%

Work status Retired 41.10%

Living Arrangement

With Partner and no children

42.00%

Time at address 10+ Years 60.00%

Roy Morgan Research Data

Psychographics Key Psychographic Insights

regarding computer usage from Roy Morgan Data

It can be seen that senior citizensgenerally view the internet in autilitarian light, however they’restill curious about learning how touse new technology.

They are a little mistrustful abouttechnology

Percentage (%) 55+ Agreed with

Percentage (%) Below 55 Agree with

Difference (%)

Want to learn about new technology

27.10% 34.49% 7.39%

Worried about invasion of privacy via internet

70.40% 66.90% 3.5%

Internet Information tool, not entertainment

65.90% 54.30% 11.6%

Comfort giving Credit Card details over internet

23.20% 35.10% 11.9%

Key Traits Senior consumers are often labelled as

‘Conservative’ and tend to display the following traits-Prefer Disciplined, predictable and safe society-Feel things ‘aren’t as good as the good old days’-Are willing to pay for consistent quality-Gravitate towards, strong, well established brands

-They Believe savings are important and have accumulated many assets(Source: Roymorgan.com, 2014)

Elderly Consumers prefer products and services that are ‘friendly’ and ‘caring’, as many advertisements traditionally marketed to younger consumers appear too fast passed, perhaps even aggressive.

-Prefer Simplicity and Effectiveness(Source: ukessays.com)

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Source: Roy Morgan Data

5 MOST VISITED SHOPS in last 3

months

1. Supermarket (93% of sample)

2. Newsagent (78.3% of sample)

3. Hardware Store (70.5% of sample)

4. Department store (59.9% of sample)

5. Clothing store or boutique (51.10% of sample)

In the last 3 months…

35.30% of Seniors bought something over the internet

11.20% made a purchase from a catalogue or direct mail offer

6.90% bought something over the phone

Source: Roy Morgan Data

(Giving computers highest potential for advertising)

My name is Wayne. I am 60 years old and my partner and I live alone together in a house

we’ve owned for 12 years.We have 2 children but they have moved on

with their lives, though they regularly come to visit us. I earned a degree in Business when I

was younger, and enjoyed a successful career. I’m retired now, and my savings continue to provide me with a carefree and relaxed life.

Family and strong ethics are very important to me, and when it comes to buying things I’ll happily spend my money if it’s for a quality

product by a brand that has earned my trust.Auto

bio

gra

phy

Who is Wayne?

What is life all about for Wayne?

Family

Safety

Keeping Busy

Enjoying oneself

Maintaining an active social life

Market & Product Analysis This section will consider:

- Our product- Our product category- Competitors- Identified Strengths, weaknesses, threats and opportunities in the market- Current Political, Economic, Social and Technological landscape of Australia

This information can then be used to formulate key insights for the media strategy

OUR PRODUCTEducating seniors on how to use computers.Offering Photo Class, Video Class, Apple Mac and other specialised classes. Seniors are wanting to learn not for employment but for hobby and personal accomplishment

According to Maslow’s Hierarchy of Needs, Our customers are Self-actualized consumers. They are learning these skills because they have spare time, and because they want to better themselves, not because they’re influenced by others.

Being a considerable lifestyle commitment, the result of a rational decision to learn computer skills, as well as the long term, loyalty-requiring nature of the product, BSOL is a High Involvement, Thinking product.

This means that consumers will spend some time considering alternatives before committing to purchase.

Product Category BSOL service belongs to the ‘non-vocational’ tutoring

category. A wide and diverse market that is difficult to monitor

Success of the market depends mostly on economic fluctuations,particularly disposable income.

Barriers to entry are slim, with manycompanies able to enter the privatetutoring market with relative ease.

Business very reliant on word of mouth and customer loyalty(source: ibisworld.com.au, 2014)

Our CompetitorsCurrently, BSOL is a unique service and there are no other volunteer organizations offering computer literacy specifically to Seniors. However, there exist: [google.com.au, 2014]

-TAFE Courses &-Private Computer Training courses (for beginners and all other levels)-Various Seniors Computer clubs, the largest being the ASCCA (Australian Seniors Computer Clubs Association)

Competitor Media SelectionTAFE QLD have recently unveiled a brand new campaign, complemented by outdoor & transit, cinema, radio, digital and social media. All of which direct consumers to the brand website. [campaignbrief.com, 2014]

Private courses and computer clubs are not heavily advertised, and rely mostly on corporate sponsorships from local organizations.

STRENGTHS-Great CBD location-Unique product offering (no other volunteer project like this)-Relatively cheap price

WEAKNESSES-Marketing to a demographic that can be untrustworthy of technology-Yet to gain brand trust-High involvement product

OPPORTUNITIES-Seniors represent a large, relatively untapped market-Few other products offered of this kind, so first mover advantages exist

THREATS-Competition from TAFE’s and private teaching companies-New government regulation may strangle retirees’ income-Competitors may have easier access to new technologies

Political-59.60% of seniors currently don’t trust the Australian government (roymorgandata)-New government changing bureaucracy -Changing laws may impact employment of mentors

Social-Aging Australian population-Tech-savy, tech relient new generation

Economical-Government tightening belt on handouts may affect pensioners-Disposable incomes are rising (abs.gov.au, 2013)-Pensioners have lowest disposable incomes of Australians (abs.gov.au, 2013)

Technological-New technologies constantly changing and innovating

Market & Product Analysis Summary

High Involvement product

Unique product offering that belongs to a wide and diverse category

Few competitors, though they are bigger companies and better equipped

Economy has a big impact on revenues on this industry

Aging Australian population means growing market share

Key Insights

Seniors are interesting in using computers, and it is their most bought from medium. Though they don’t see them as entertainment, but functional tools. Marketing may consider catering to this view point

Unique product with little competition – first mover advantages exist

Creative advertising may consider Seniors conservative values, and the importance of customer loyalty to repeat business. Seniors also like a friendly, familiar tone to their advertising

Media selection may consider T.V. the most attractive advertising method as it is the target audiences most watched medium – however Radio and Internet are also regularly consumed and don’t quite have the barriers of television

ReferencesDonut, T. M. (2014). Marketing to older consumers. Retrieved from themarketingdonut.co.uk: http://www.marketingdonut.co.uk/marketing/marketing-strategy/your-target-market/marketing-to-older-customers

ibisworld. (2014, Feb). Art and Non-Vocational Education in Australia: Market Research Report. Retrieved from ibisworld.com.au: http://www.ibisworld.com.au/industry/default.aspx?indid=603

Levine, M. (1997). Value segements - Real Conservatism. Retrieved from roymorgan.com: http://www.roymorgan.com/products/values-segments/real-conservatism

Morgan, R. (2014). Roy Morgan Research Data Ages 55+. Roy Morgan Single Research Data April 2009 - March 2014 .

Ricki. (2014, May). TAFE Queensland 'makes great happen' in new brand campaign via Publicis Mojo, Brisbane. Retrieved from campaignbrief.com: http://www.campaignbrief.com/2014/05/tafe-queensland-makes-great-ha.html

Referencessearch, G. (2014, August). Retrieved from google.com.au: https://www.google.com.au/?gfe_rd=cr&ei=W238U7rmKqSN8QfCv4CgCg&gws_rd=ssl#q=brisbane+computer+courses

Statistics, A. B. (2013, August). Household Income and Income Distribution, Australia, 2011-12 . Retrieved from abs.com.au: http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/6523.0Main+Features22011-12

Statistics, A. B. (2013, 4 17). Reflecting a Nation: Stories from the 2011 Census. Retrieved from abs.gov.au: http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/2071.0main+features602012-2013

Ukessays.com. (2014). Understanding the elderly consumer market. Retrieved from ukessays.com: http://www.ukessays.com/essays/marketing/understanding-the-elderly-consumer-market-marketing-essay.php