State of the Nation - Spotlight on the Australian Media Landscape

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Spotlight on

Media

State of the Nation 2013

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Media Website Visitation

Base: Australian population 14+

Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013

74.6%

50.8%

38.4%35.2%

27.3%

18.0%14.6%

7.4%4.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Online

Communities& Messaging

Sites

News &

NewspapersSites (excl

Weather Sites)

Entertainment

Sites

Weather Sites Sport Sites Business &

Finance Sites

Magazines

Sites

Classifieds

Sites

Radio Sites

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Media Website Trends


Source: Roy Morgan Research; 12 month moving average Aug 2010 – Sep 2013

75.7% 74.6%

52.6%50.8%

46.5%

38.4%

13.0%

35.2%31.2%

27.3%

17.4% 18.0%

16.0%14.6%

7.3%

7.4%

4.9% 4.9%0%

10%

20%

30%

40%

50%

60%

70%

80%

Jul11

Aug11

Sep11

Oct11

Nov11

Dec11

Jan12

Feb12

Mar12

Apr12

May12

Jun12

Jul12

Aug12

Sep12

Oct12

Nov12

Dec12

Jan13

Feb13

Mar13

Apr13

May13

Jun13

Jul13

Aug13

Sep13

Online Communities & Messaging Sites

News & Newspapers Sites (excl Weather Sites)

Entertainment Sites

Sport SitesWeather Sites

Business & Finance Sites

Magazines SitesClassifieds Sites

Radio Sites

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Social Media Websites

* Measured from January 2013


Source: Roy Morgan Research; 4 month moving average Jun 2012 – Sep 2012; Jun 2013 - Sep 2013

62.5%

53.7%

16.8%13.3%

9.4%

62.1% 62.3%

21.8%

16.3% 16.3%

10.0%

0%

10%

20%

30%

40%

50%

60%

70%

Facebook YouTube Google+ Twitter LinkedIn Pinterest *

Sep-12 Sep-13

Discover your edge * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.

Roy Morgan Research Values Segments *

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Early Adopters Early Majority Late Majority Laggards

Early Adoption Mass Market Maturity

Technology Early

Adopters

Professional

Technology

Mainstream

Digital

Life

Older Tech

Explorers Technology

Traditionalists

Technophobes

Roy Morgan Research Technology Adoption

Segments

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Roy Morgan Research Technology Adoption

Segments Launched in May 2012, the Roy Morgan Research Technology Adoption Segments categorise the population into six segments according to their uptake of new technologies. The segments are: Technology Early Adopters: Always first to purchase and use new technologies, these people are well educated with high incomes and risk-taking tendencies. Professional Technology Mainstream: Ambitious individuals who adopt technology fairly early for career and time-saving purposes. Digital Life: Typically students and young part-time workers, this segment is fast to adopt new technology and especially those with social and entertainment related applications. Older Tech Explorers: Generally older, this segment is passionate about new technology but cautious about spending money on it. Technology Traditionalists: Usually aged 45+, these individuals are wary of change and only adopt new technology once it has become mainstream. Technophobes: The oldest segment, technophobes aren’t so much scared of new technology as uninterested, preferring more traditional pursuits (TV, gardening, reading, etc.). For more information on the Roy Morgan Research Technology Adoption Segments and how they can help understand your customers and market please visit: http://www.roymorgan.com/products/segmentation-analytics/technology-adoption-segments

http://www.roymorgan.com/products/segmentation-analytics/technology-adoption-segments







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Helix Personas

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Helix Personas – David Jones

Helix Communities & Personas

All Catalogues Read Or

Looked Into In The Last 4

Weeks (From Oct 00)

Department Stores

Bought From In The Last

4 Weeks

101 Bluechip 334 299

103 Self-made Lifestyle 264 243

102 Smart Money 259 275

106 Worldly and Wise 242 251

107 Humanitarians 212 230

105 Financial freedom 211 165

109 Progressive Thinkers 209 174

108 Successful Bureaucrats 185 148

110 Savvy self-starters 182 140

104 Status Matters 179 81

202 Healthy, Wealthy and Wise 179 335

111 Set for Life 178 193

Does reading a catalogue equal shopping there?

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2 Neighbourhoods, 2 Cities.... 1 Persona (Status does matter)

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Helix Communities

Base: Australian population aged 14+

Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013

100 Leading

Lifestyles

200 Metrotechs

300 Today’s Families

400 Aussie

Achievers

500 Getting By

600 Golden Years

700 Battlers

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Media Devices



30.0%

55.3%

44.3%42.2%

33.3%

28.2%

1.0%

58.7%

16.3%

28.9%

3.2%

40.1%

1.5%

11.2%

0.6%

9.4%

0%

10%

20%

30%

40%

50%

60%

Sep

09

Oct

09

No

v 09

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Jan

10

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Ma

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Ap

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Jun

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Ma

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Jun

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Au

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Sep

13

TV with inbuilt digital tuner

Video game consoles

Digital set top box

Smartphone

Tablets

PVR/DVR

TV With inbuilt

internetDAB + DigitalRadio

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TV

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Five year TV Viewing Trend



96.3%94.0%

94.5%90.7%

93.1%88.8%

20.3%22.8%

2.1%

9.8%

0%

20%

40%

60%

80%

100%

Sep

09

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09

No

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Ma

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13

Free to Air TV

Any TV

Commercial TV

Pay TV

Streamed TV

94.0% TV

90.7% FTA

88.8% Comm TV

9.8% Streamed

22.8% Pay TV

Discover your edge Base: Australian population aged 14+


Top TV viewing preferences for Australians Free to Air

Genre % Programs %

News 62.2% Seven News 23.2%

Drama 47.9% Big Bang Theory 20.7%

Reality 44.5% Nine News 19.6%

Comedy 43.9% David Attenborough's Documentaries 18.5%

Current Affairs 43.1% ABC News 17.0%

Pay TV Subscribers

Genre % Channels %

National News & Current Affairs 53.3% Discovery Channel 23.9%

Documentaries 52.4% Fox Sports 1 22.4%

Local News & Current Affairs 52.1% Fox Sports 2 20.8%

New Release Films 48.5% History Channel 19.8%

Sports 45.5% Lifestyle Channel 19.6%




TV Viewing - Roy Morgan Research Values Segments *

Highest Viewing

Traditional Family Life

Any TV 97.8%

Free to Air 95.7%

Commercial TV 93.2%

Visible Achievement

Pay TV 28.0%

Socially Aware

Streamed TV 20.3%

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Technology Early

Adopters

Professional

Technology

Mainstream

Digital

Life

Older Tech


Traditionalists

Technophobes

TV Viewing – Roy Morgan Research Technology

Adoption Segments



Any TV

95.4%

Free to Air

92.6%

Commercial

TV 91.3% Pay TV

26.8%

Streamed

TV

22.0%

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TV Viewing – Top Helix Communities



100 Leading

Lifestyles

200 Metrotechs


400 Aussie

Achievers

500 Getting By

600 Golden Years

700 Battlers

Streamed TV 15.5%

Any TV 96.0%

Pay TV 29.1%

Free to Air TV 92.6%

Commercial

TV 91.4%

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Which TV Genre and Programs are Helix

Communities viewing the most?



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Top Free to Air Viewing Helix Persona 605 Frugal Living



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605 Frugal Living

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Top Pay TV Viewing Helix Persona 302 Career and Kids



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302 Career and Kids

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Top Streamed TV Viewing Helix Persona 205 Social Flyers



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205 Social Flyers

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Newspapers

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Newspaper Readership Trend



90.2%

83.4%

30.0%

87.2%

73.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sep

09

Oct

09

No

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De

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9

Jan

10

Feb

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Ma

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Ap

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10

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Au

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Sep

10

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Total Readership

Print Readership

Online Readership

Series Break

83.4% Newspaper

30.0% On-line

73.9% Print

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Total Masthead - The Australian

* App data included from October 2012


Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013

1783

1126

793

1860

1076

963

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

Total Readership Print Readership Online or App Readership *

September 2012 September 2013

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Total Masthead - Australian Financial Review




620

458

193

709

463

300

0

100

200

300

400

500

600

700

800



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Total Masthead - The Age




2365

1109

1632

2420

1030

1776

0

500

1,000

1,500

2,000

2,500

3,000



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Total Masthead - Sydney Morning Herald




3221

1515

2269

3178

1373

2290

0

500

1,000

1,500

2,000

2,500

3,000

3,500



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Total Masthead - The Daily Telegraph




2538

1816

991

2515

1792

953

0

500

1,000

1,500

2,000

2,500

3,000



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Total Masthead – The Herald Sun




2944

1959

1335

2731

1864

1211

0

500

1,000

1,500

2,000

2,500

3,000

3,500



Discover your edge

Total Masthead - Fairfax and News Corp




5480

9759

5338

9405

0

2,000

4,000

6,000

8,000

10,000

12,000

Fairfax * News Corp *




Which Newspaper Sections do Australians Choose

to Read the Most?

News 48.9%

Sport 21.4%

TV listings and reviews 16.0%

Letters to the Editor 15.0%

Holidays and Travelling 13.9%




Newspaper Readership - Roy Morgan Research

Values Segments *

Highest Readership


Total readership

94.6%

Print readership

87.1%

Socially Aware

Online Readership

48.1%

Discover your edge



Technology Early

Adopters

Professional

Technology

Mainstream

Digital

Life

Older Tech


Traditionalists

Technophobes

Newspaper Readership - Roy Morgan Research

Technology Adoption Segments



Total Readership 90.1%

Print Readership 81.4%

Online

Readership

47.5%

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Newspaper Readership – Top Helix Communities



100 Leading

Lifestyles

200 Metrotechs


400 Aussie

Achievers

500 Getting By

600 Golden Years

700 Battlers

Print Readership

77.2%

Online Readership

41.6%

Total Readership

88.4%

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Which Newspaper Sections are Helix

Communities reading the most?



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Radio

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Radio Listening Trend



79.0%

84.8%

63.1%62.3%

4.5%8.7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%Se

p 0

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Au

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3

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13

Any Radio

Streamed Radio

Commercial Radio

Series Break

84.8% Radio

62.3% Commercial Radio

8.7% Streamed Radio



Top Preference in Radio Listening for Australians

Total Audience - Top 5 Radio Networks

ABC Local (ABC 702, ABC 774, ABC 612, ABC 891, ABC 720,

ABC 666, ABC 936, ABC 105.7) 12.2%

The Today Network (Fox FM, 2Day FM, B105 FM, SA FM, 92.9 -

Perth) 12.1%

Triple J 11.7%

DMG - Nova Radio Network (Nova 96.9, Nova 100.3, Nova 106.9,

Nova 91.9, Nova 93.7) 10.8%

ARN - Mix/AC Network (Mix 106.5, Mix 101.1, 97.3 FM, Mix 102.3,

Mix 106.3, Edge 96.1) 9.9%




Radio Listening - Roy Morgan Research Values

Segments *

Highest Listening

Socially Aware

Any radio 90.0%

Streamed Radio

17.0%

Something Better

Commercial Radio

69.3%

Discover your edge



Technology Early

Adopters

Professional

Technology

Mainstream

Digital

Life

Older Tech


Traditionalists

Technophobes

Radio Listening - Technology Adoption Segments



Streamed Radio 17.3%

Commercial Radio 65.8%

Any Radio

89.4%

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Highest Radio Listening by Helix Communities



100 Leading

Lifestyles

200 Metrotechs


400 Aussie

Achievers

500 Getting By

600 Golden Years

700 Battlers

Any Radio 88.7

Streamed Radio 12.7%

Any Radio 88.7%

Commercial Radio 71.8%

Discover your edge

What stations do top Helix Community listeners

listen to most?



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Magazines

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Magazines Readership Trend



84.7%

77.6%

11.9%

80.9%

73.3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%Se

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Total Readership

Print Readership

Online Readership

Series Break

77.6% Read Magazines

73.3% Print

11.9% On-line



Top Preferences in Magazine Readership for

Australians

Genre % Title %

Newspaper Inserts 32.1% Woman’s Day 10.0%

Mass Women’s 21.6% Fresh 9.8%

General Interest 21.4% Women’s Weekly 9.6%

Home & Garden / Food & Entertainment 16.1% Better Homes & Gardens 9.2%

Business, Financial & Airline 10.1% Good Weekend (NSW/Vic) 7.6%




Magazine Readership - Roy Morgan Research Values

Segments *

Highest Readership


Total Readership

87.9%

Print Readership

79.3%

Socially Aware

Online Readership

14.2%

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Technology Early

Adopters

Professional

Technology

Mainstream

Digital

Life

Older Tech


Traditionalists

Technophobes

Magazine Readership by Technology Adoption

Segments



Total Readership 81.9%

Print Readership 77.8%

Online

Readership

14.4%

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Highest Magazine Readership by Helix

Communities



100 Leading

Lifestyles

200 Metrotechs


400 Aussie

Achievers

500 Getting By

600 Golden Years

700 Battlers

Online Readership

12.9%

Total Readership

83.9% Print

Readership 75.5%

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What Magazines do top Helix Community

Readers Read?



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Magazine Reader Profile by Helix Personas

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Magazine Reader Profile by Helix Personas

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Consumers are the new unit

Consumer $ value is the new currency

“ Control, if such a thing exists, in this new market place will

belong to those who understand consumers best”

State of the Nation - Spotlight on the Australian Media Landscape

Education

Transcript of State of the Nation - Spotlight on the Australian Media Landscape