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State of the Nation - Spotlight on the Australian Media Landscape

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Roy Morgan Research
Roy Morgan Research

Just a shake-up of traditional media or death rattles? It's a landscape cluttered with different measures - tarps, page views, clicks, average issue readership, etc. But where are the consumers? Where are the $s? This Roy Morgan State of the Nation 17, with a spotlight on the Australian Media landscape, puts the focus back on people. It provides a structured, forensic analysis of all media using three consistent frameworks to understand the changes that have happened and that are still happening. You really need to understand how the new media landscape is changing people's lives - especially your own.

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State of the Nation 2013 Spotlight on Media Discover your edge
Media Website Visitation 80% 74.6% 70% 60% 50.8% 50% 40% 38.4% 35.2% 30% 27.3% 18.0% 20% 14.6% 10% 7.4% 4.9% 0% Online News & Entertainment Weather Sites Communities Newspapers Sites & Messaging Sites (excl Sites Weather Sites) Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Sport Sites Business & Finance Sites Magazines Sites Classifieds Sites Radio Sites Discover your edge
Media Website Trends 80% 75.7% Online Communities & Messaging Sites 74.6% 70% 60% 52.6% 50% 46.5% News & Newspapers Sites (excl Weather Sites) 50.8% Entertainment Sites 38.4% 40% 31.2% 30% 20% 10% 35.2% Sport Sites Business & Finance Sites 17.4% 16.0% 13.0% Weather Sites Magazines Sites 7.3% 0% 4.9% Classifieds Sites Radio Sites 27.3% 18.0% 14.6% 7.4% 4.9% Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 11 11 11 11 11 11 12 12 12 12 12 12 12 12 12 12 12 12 13 13 13 13 13 13 13 13 13 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Aug 2010 – Sep 2013 Discover your edge
Social Media Websites 70% 62.5% 62.1% 62.3% 60% 53.7% 50% 40% 30% 21.8% 20% 16.8% 16.3% 13.3% 16.3% 10.0% 9.4% 10% 0% Facebook YouTube Google+ Sep-12 * Measured from January 2013 Base: Australian population 14+ Source: Roy Morgan Research; 4 month moving average Jun 2012 – Sep 2012; Jun 2013 - Sep 2013 Twitter LinkedIn Pinterest * Sep-13 Discover your edge
Roy Morgan Research Values Segments * * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Discover your edge
Roy Morgan Research Values Segments * * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Discover your edge
Roy Morgan Research Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Technology Early Adopters Early Adopters Early Adoption Technophobes Early Majority Late Majority Mass Market Laggards Maturity Discover your edge
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 Discover your edge
Helix Personas Discover your edge
Helix Personas – David Jones Does reading a catalogue equal shopping there? Helix Communities & Personas 101 Bluechip 103 Self-made Lifestyle 102 Smart Money 106 Worldly and Wise 107 Humanitarians 105 Financial freedom 109 Progressive Thinkers 108 Successful Bureaucrats 110 Savvy self-starters 104 Status Matters 202 Healthy, Wealthy and Wise 111 Set for Life All Catalogues Read Or Looked Into In The Last 4 Weeks (From Oct 00) 334 264 259 242 212 211 209 185 182 179 179 178 Department Stores Bought From In The Last 4 Weeks 299 243 275 251 230 165 174 148 140 81 335 193 Discover your edge
Discover your edge
2 Neighbourhoods, 2 Cities.... 1 Persona (Status does matter) Discover your edge
Helix Communities 100 Leading Lifestyles 200 Metrotechs 300 Today’s Families Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Discover your edge 700 Battlers
Media Devices 60% 58.7% TV with inbuilt digital tuner 55.3% 50% 44.3% Video game consoles Smartphone 42.2% Digital set top box 40% 40.1% 33.3% 30% 20% 28.9% 30.0% 16.3% 28.2% PVR/DVR Tablets 11.2% TV With inbuilt 10% 9.4% internet 0% 1.0% 0.6% DAB + Digital Radio Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 1.5% 3.2% Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
TV Discover your edge
Five year TV Viewing Trend 100% 96.3% Any TV 94.0% 93.1% 94.5% 80% Free to Air TV Commercial TV 90.7% 88.8% 94.0% TV 90.7% FTA 88.8% Comm TV 60% 40% 20% Pay TV 20.3% 22.8% 9.8% 0% 9.8% Streamed Streamed TV Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 2.1% 22.8% Pay TV Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
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 23.9% 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 Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discovery Channel Documentaries Base: Australian population aged 14+ 53.3% 45.5% Lifestyle Channel 19.6% Discover your edge
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% * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
TV Viewing – Roy Morgan Research Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Any TV 95.4% Free to Air 92.6% Commercial TV 91.3% Technology Early Adopters Streamed TV 22.0% Early Adopters Early Adoption Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Pay TV 26.8% Early Majority Late Majority Mass Market Technophobes Laggards Maturity Discover your edge
TV Viewing – Top Helix Communities 100 Leading Lifestyles 200 Metrotechs 300 Today’s Families Streamed TV 15.5% Any TV 96.0% Free to Air TV 92.6% Pay TV 29.1% Commercial TV 91.4% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Discover your edge 700 Battlers
Which TV Genre and Programs are Helix Communities viewing the most? Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Top Free to Air Viewing Helix Persona 605 Frugal Living Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
605 Frugal Living Discover your edge
Top Pay TV Viewing Helix Persona 302 Career and Kids Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013 Discover your edge
302 Career and Kids Discover your edge
Top Streamed TV Viewing Helix Persona 205 Social Flyers Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013 Discover your edge
205 Social Flyers Discover your edge
Newspapers Discover your edge
Newspaper Readership Trend Series Break 100% 90.2% Total Readership 90% 80% 83.4% 87.2% 83.4% Newspaper Print Readership 70% 73.9% 73.9% Print 60% 50% 40% Online Readership 30% 30.0% On-line 30.0% 20% 0% Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 10% Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
Total Masthead - The Australian 2,000 1,800 1783 1860 1,600 1,400 1126 1,200 1076 963 1,000 793 800 600 400 200 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
Total Masthead - Australian Financial Review 800 709 700 620 600 500 458 463 400 300 300 193 200 100 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
Total Masthead - The Age 3,000 2,500 2365 2420 2,000 1776 1632 1,500 1109 1030 1,000 500 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
Total Masthead - Sydney Morning Herald 3,500 3221 3178 3,000 2,500 2269 2290 2,000 1515 1,500 1373 1,000 500 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
Total Masthead - The Daily Telegraph 3,000 2538 2515 2,500 2,000 1816 1792 1,500 991 1,000 953 500 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
Total Masthead – The Herald Sun 3,500 3,000 2944 2731 2,500 1959 2,000 1864 1,500 1335 1211 1,000 500 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
Total Masthead - Fairfax and News Corp 12,000 9759 10,000 9405 8,000 6,000 5480 5338 4,000 2,000 0 Fairfax * September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 News Corp * September 2013 Discover your edge
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% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Newspaper Readership - Roy Morgan Research Values Segments * Highest Readership Traditional Family Life 94.6% Print readership Socially Aware Total readership 87.1% Online Readership 48.1% * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Newspaper Readership - Roy Morgan Research Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Technology Early Adopters Technophobes Online Readership 47.5% Early Adopters Early Majority Early Adoption Late Majority Mass Market Laggards Maturity Total Readership 90.1% Print Readership 81.4% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Newspaper Readership – Top Helix Communities 100 Leading Lifestyles 200 Metrotechs Print Readership 77.2% 300 Today’s Families Online Readership 41.6% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Total Readership 88.4% Discover your edge 700 Battlers
Which Newspaper Sections are Helix Communities reading the most? Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Radio Discover your edge
Radio Listening Trend 90% 80% Series Break 79.0% 84.8% 84.8% Radio Any Radio 70% 62.3% Commercial Radio Commercial Radio 60% 63.1% 62.3% 50% 40% 30% 20% 0% 4.5% Streamed Radio 8.7% 8.7% Streamed Radio Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 10% Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
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% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
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% * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Radio Listening - Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Technology Early Adopters Technophobes Any Radio 89.4% Early Adopters Early Majority Early Adoption Late Majority Mass Market Laggards Maturity Streamed Radio 17.3% Commercial Radio 65.8% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Highest Radio Listening by Helix Communities 100 Leading Lifestyles 200 Metrotechs 300 Today’s Families Any Radio 88.7 Streamed Radio 12.7% Any Radio 88.7% Commercial Radio 71.8% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Discover your edge 700 Battlers
What stations do top Helix Community listeners listen to most? Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Magazines Discover your edge
Magazines Readership Trend Series Break 90% 80% 84.7% Total Readership 77.6% 77.6% Read Magazines 73.3% 73.3% Print 80.9% Print Readership 70% 60% 50% 40% 30% Online Readership 20% 11.9% On-line 10% 0% Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 11.9% Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
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% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Magazine Readership - Roy Morgan Research Values Segments * Highest Readership Traditional Family Life 87.9% Print Readership Socially Aware Total Readership 79.3% Online Readership 14.2% * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Magazine Readership by Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Technology Early Adopters Technophobes Online Readership 14.4% Early Adopters Early Majority Early Adoption Late Majority Mass Market Laggards Maturity Total Readership 81.9% Print Readership 77.8% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Highest Magazine Readership by Helix Communities 100 Leading Lifestyles 200 Metrotechs 300 Today’s Families Online Readership 12.9% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Total Readership 83.9% Print Readership 75.5% Discover your edge 700 Battlers
What Magazines do top Helix Community Readers Read? Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
Magazine Reader Profile by Helix Personas Discover your edge
Magazine Reader Profile by Helix Personas Discover your edge
Discover your edge
Magazine Reader Profile by Helix Personas Discover your edge
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” Discover your edge
State of the Nation - Spotlight on the Australian Media Landscape

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State of the Nation - Spotlight on the Australian Media Landscape

  • 1. State of the Nation 2013 Spotlight on Media Discover your edge
  • 2. Media Website Visitation 80% 74.6% 70% 60% 50.8% 50% 40% 38.4% 35.2% 30% 27.3% 18.0% 20% 14.6% 10% 7.4% 4.9% 0% Online News & Entertainment Weather Sites Communities Newspapers Sites & Messaging Sites (excl Sites Weather Sites) Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Sport Sites Business & Finance Sites Magazines Sites Classifieds Sites Radio Sites Discover your edge
  • 3. Media Website Trends 80% 75.7% Online Communities & Messaging Sites 74.6% 70% 60% 52.6% 50% 46.5% News & Newspapers Sites (excl Weather Sites) 50.8% Entertainment Sites 38.4% 40% 31.2% 30% 20% 10% 35.2% Sport Sites Business & Finance Sites 17.4% 16.0% 13.0% Weather Sites Magazines Sites 7.3% 0% 4.9% Classifieds Sites Radio Sites 27.3% 18.0% 14.6% 7.4% 4.9% Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 11 11 11 11 11 11 12 12 12 12 12 12 12 12 12 12 12 12 13 13 13 13 13 13 13 13 13 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Aug 2010 – Sep 2013 Discover your edge
  • 4. Social Media Websites 70% 62.5% 62.1% 62.3% 60% 53.7% 50% 40% 30% 21.8% 20% 16.8% 16.3% 13.3% 16.3% 10.0% 9.4% 10% 0% Facebook YouTube Google+ Sep-12 * Measured from January 2013 Base: Australian population 14+ Source: Roy Morgan Research; 4 month moving average Jun 2012 – Sep 2012; Jun 2013 - Sep 2013 Twitter LinkedIn Pinterest * Sep-13 Discover your edge
  • 5. Roy Morgan Research Values Segments * * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Discover your edge
  • 6. Roy Morgan Research Values Segments * * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Discover your edge
  • 7. Roy Morgan Research Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Technology Early Adopters Early Adopters Early Adoption Technophobes Early Majority Late Majority Mass Market Laggards Maturity Discover your edge
  • 8. 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 Discover your edge
  • 10. Helix Personas – David Jones Does reading a catalogue equal shopping there? Helix Communities & Personas 101 Bluechip 103 Self-made Lifestyle 102 Smart Money 106 Worldly and Wise 107 Humanitarians 105 Financial freedom 109 Progressive Thinkers 108 Successful Bureaucrats 110 Savvy self-starters 104 Status Matters 202 Healthy, Wealthy and Wise 111 Set for Life All Catalogues Read Or Looked Into In The Last 4 Weeks (From Oct 00) 334 264 259 242 212 211 209 185 182 179 179 178 Department Stores Bought From In The Last 4 Weeks 299 243 275 251 230 165 174 148 140 81 335 193 Discover your edge
  • 12. 2 Neighbourhoods, 2 Cities.... 1 Persona (Status does matter) Discover your edge
  • 13. Helix Communities 100 Leading Lifestyles 200 Metrotechs 300 Today’s Families Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Discover your edge 700 Battlers
  • 14. Media Devices 60% 58.7% TV with inbuilt digital tuner 55.3% 50% 44.3% Video game consoles Smartphone 42.2% Digital set top box 40% 40.1% 33.3% 30% 20% 28.9% 30.0% 16.3% 28.2% PVR/DVR Tablets 11.2% TV With inbuilt 10% 9.4% internet 0% 1.0% 0.6% DAB + Digital Radio Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 1.5% 3.2% Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
  • 16. Five year TV Viewing Trend 100% 96.3% Any TV 94.0% 93.1% 94.5% 80% Free to Air TV Commercial TV 90.7% 88.8% 94.0% TV 90.7% FTA 88.8% Comm TV 60% 40% 20% Pay TV 20.3% 22.8% 9.8% 0% 9.8% Streamed Streamed TV Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 2.1% 22.8% Pay TV Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
  • 17. 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 23.9% 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 Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discovery Channel Documentaries Base: Australian population aged 14+ 53.3% 45.5% Lifestyle Channel 19.6% Discover your edge
  • 18. 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% * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 19. TV Viewing – Roy Morgan Research Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Any TV 95.4% Free to Air 92.6% Commercial TV 91.3% Technology Early Adopters Streamed TV 22.0% Early Adopters Early Adoption Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Pay TV 26.8% Early Majority Late Majority Mass Market Technophobes Laggards Maturity Discover your edge
  • 20. TV Viewing – Top Helix Communities 100 Leading Lifestyles 200 Metrotechs 300 Today’s Families Streamed TV 15.5% Any TV 96.0% Free to Air TV 92.6% Pay TV 29.1% Commercial TV 91.4% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Discover your edge 700 Battlers
  • 21. Which TV Genre and Programs are Helix Communities viewing the most? Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 22. Top Free to Air Viewing Helix Persona 605 Frugal Living Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 24. Top Pay TV Viewing Helix Persona 302 Career and Kids Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013 Discover your edge
  • 25. 302 Career and Kids Discover your edge
  • 26. Top Streamed TV Viewing Helix Persona 205 Social Flyers Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013 Discover your edge
  • 29. Newspaper Readership Trend Series Break 100% 90.2% Total Readership 90% 80% 83.4% 87.2% 83.4% Newspaper Print Readership 70% 73.9% 73.9% Print 60% 50% 40% Online Readership 30% 30.0% On-line 30.0% 20% 0% Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 10% Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
  • 30. Total Masthead - The Australian 2,000 1,800 1783 1860 1,600 1,400 1126 1,200 1076 963 1,000 793 800 600 400 200 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
  • 31. Total Masthead - Australian Financial Review 800 709 700 620 600 500 458 463 400 300 300 193 200 100 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
  • 32. Total Masthead - The Age 3,000 2,500 2365 2420 2,000 1776 1632 1,500 1109 1030 1,000 500 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
  • 33. Total Masthead - Sydney Morning Herald 3,500 3221 3178 3,000 2,500 2269 2290 2,000 1515 1,500 1373 1,000 500 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
  • 34. Total Masthead - The Daily Telegraph 3,000 2538 2515 2,500 2,000 1816 1792 1,500 991 1,000 953 500 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
  • 35. Total Masthead – The Herald Sun 3,500 3,000 2944 2731 2,500 1959 2,000 1864 1,500 1335 1211 1,000 500 0 Total Readership Print Readership September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 Online or App Readership * September 2013 Discover your edge
  • 36. Total Masthead - Fairfax and News Corp 12,000 9759 10,000 9405 8,000 6,000 5480 5338 4,000 2,000 0 Fairfax * September 2012 * App data included from October 2012 Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013 News Corp * September 2013 Discover your edge
  • 37. 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% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 38. Newspaper Readership - Roy Morgan Research Values Segments * Highest Readership Traditional Family Life 94.6% Print readership Socially Aware Total readership 87.1% Online Readership 48.1% * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 39. Newspaper Readership - Roy Morgan Research Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Technology Early Adopters Technophobes Online Readership 47.5% Early Adopters Early Majority Early Adoption Late Majority Mass Market Laggards Maturity Total Readership 90.1% Print Readership 81.4% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 40. Newspaper Readership – Top Helix Communities 100 Leading Lifestyles 200 Metrotechs Print Readership 77.2% 300 Today’s Families Online Readership 41.6% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Total Readership 88.4% Discover your edge 700 Battlers
  • 41. Which Newspaper Sections are Helix Communities reading the most? Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 43. Radio Listening Trend 90% 80% Series Break 79.0% 84.8% 84.8% Radio Any Radio 70% 62.3% Commercial Radio Commercial Radio 60% 63.1% 62.3% 50% 40% 30% 20% 0% 4.5% Streamed Radio 8.7% 8.7% Streamed Radio Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 10% Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
  • 44. 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% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 45. 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% * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 46. Radio Listening - Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Technology Early Adopters Technophobes Any Radio 89.4% Early Adopters Early Majority Early Adoption Late Majority Mass Market Laggards Maturity Streamed Radio 17.3% Commercial Radio 65.8% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 47. Highest Radio Listening by Helix Communities 100 Leading Lifestyles 200 Metrotechs 300 Today’s Families Any Radio 88.7 Streamed Radio 12.7% Any Radio 88.7% Commercial Radio 71.8% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Discover your edge 700 Battlers
  • 48. What stations do top Helix Community listeners listen to most? Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 50. Magazines Readership Trend Series Break 90% 80% 84.7% Total Readership 77.6% 77.6% Read Magazines 73.3% 73.3% Print 80.9% Print Readership 70% 60% 50% 40% 30% Online Readership 20% 11.9% On-line 10% 0% Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 11.9% Base: Australian population 14+ Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013 Discover your edge
  • 51. 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% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 52. Magazine Readership - Roy Morgan Research Values Segments * Highest Readership Traditional Family Life 87.9% Print Readership Socially Aware Total Readership 79.3% Online Readership 14.2% * Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 53. Magazine Readership by Technology Adoption Segments Professional Technology Mainstream Digital Life Older Tech Explorers Technology Traditionalists Technology Early Adopters Technophobes Online Readership 14.4% Early Adopters Early Majority Early Adoption Late Majority Mass Market Laggards Maturity Total Readership 81.9% Print Readership 77.8% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 54. Highest Magazine Readership by Helix Communities 100 Leading Lifestyles 200 Metrotechs 300 Today’s Families Online Readership 12.9% Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 400 Aussie Achievers 500 Getting By 600 Golden Years Total Readership 83.9% Print Readership 75.5% Discover your edge 700 Battlers
  • 55. What Magazines do top Helix Community Readers Read? Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013 Discover your edge
  • 56. Magazine Reader Profile by Helix Personas Discover your edge
  • 57. Magazine Reader Profile by Helix Personas Discover your edge
  • 59. Magazine Reader Profile by Helix Personas Discover your edge
  • 60. 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” Discover your edge