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1. 2018 PERSONAL GOALS
SCA Audience Metro + Regional I Females 25-54 Years
January 2018

2. In their own words, females
25-54 reveal a mix of
personal goals set for the
year, ranging from
completing studies through
to worrying less, surrounding
themselves with positivity
and losing weight!
Q: What is your personal goal for 2018?
Base: Females 25-54 years
Source: SCA Personal Goals Study | January 2018 | Females 24-54 years N=1,228. Metro + Regional.
Get a healthier mind and body
To slow down
To make an effort to get to know people better, be more kinder and have a more positive attitude.
Get my confidence back, make more memories with my children, have some $$$ in the bank & lose weight!
To be the best Mum I can be and lose weight after having baby
Be more positive towards things and Spend more time with the grandchildren
Get more creative
Stress less, chill out with the kids and not yell as much at them.
To be fitter and healthier to work towards getting off my diabetes tablets
Rekindle the spark in my relationship.
Make time to stop and smell the flowers
Release the junk. And Learn how to tow a caravan.
My personal goal for 2018 is to save up to be able to afford some new teeth this year!
To stop working the 3 shitty jobs I work and hate and that don't pay me enough to get me off Centrelink and get one
awesome job in my field that I love and that would make my 3 masters degrees and 80 grand hecs debt worth it.
The ole clique.. I'd like to think by the time i turn 50 in May I've lost weight and got my illnesses under some control
To try and not eat choc mint Mentos cos they are sooo yummy. Also eat less man made processed foods and more
fruits and veggies plus keep active and live life and not stay home. Family members need to be more outdoorsy too.
To make it through in one piece!
To be fulfilled with all aspects of my life
Get my business up and running again
To become stronger after so much illness and to find love
To be able to go visiting families before they get to much older.. And also have my garden looking respectable..

3. Saving money and being happy are the two most common goals for the year.
Health & Happiness and Financial are the most popular goal areas.
Source: SCA Personal Goals Study | January 2018 | Females 18-24 years N=329. Metro + Regional.
92%
HEALTH & HAPPINESS
• 62% be happy
• 61% live a healthier lifestyle
• 61% increase fitness
• 60% lose weight
• 35% focus on self, rather
than pleasing others
• 8% complete a sporting
activity, ie marathon
Have a goal that
relates to
76%
• 67% save money
• 46% pay off debt
FINANCES
Have a goal
that relates to
63%
SOCIAL
• 46% spend more time with family
• 29% strive for work/life balance
• 19% make more friends
Have a goal
that relates to
28%
WORK & EDUCATION
56%
EXPLORATION
• 37% domestic holiday
• 35% overseas holiday
• 16% change jobs
• 16% upskill via further tertiary
education
Have a goal
that relates to
Have a goal
that relates to
BIG TICKET BUYS
25%
16%
LIFESTAGE
• 11% home
• 8% new car & 6% used car
• 4% boat or caravan
• 2% investment property
• 10% baby or fall pregnant
• 9% married or engaged
Have a goal
that relates to
Have a goal
that relates to
Q: Now which of the following would you say are personal goals of yours for 2018?
Base: Females 25-54 years

4. Women 25-54 years are reporting that their goals are more likely to involve getting married and/
or having a baby than men 25-54 years… while achieving education/work goals are stronger too.
Q: Now which of the following would you say are personal goals of yours for 2018?
Base: Females 25-54 years and Males 25-54 years
Source: SCA Personal Goals Study | January 2018 I Females 25-54 years N=1,228 I Males 25-54 years N=557. Metro + Regional.
78 171125112113107105
88%
71%
55%
50%
22%
32%
9%
92%
76%
63%
56%
28% 25%
16%
Health & Happiness Financial Social Exploration Work & Education Big Ticket Buy Lifestage change
Males 25-54 years
Females 25-54 years
INDEX
Strongest
individual index
is for ‘focus on
self, rather than
pleasing others’
at IX204
Second
strongest
individual index
is for having a
baby at IX179

5. 9%of females 25-54 years
have some form of a
self-development goal
for 2018
This percent is likely to be higher if respondents
were prompted with ‘self-development’ as an option.
Self-development is a key area that females 25-54 years
nominated in their open-ended response for their
personal 2018 goals.
“To be happy” general answers were excluded.
Source: SCA Personal Goals Study | January 2018 | Females 24-54 years N=1,228. Metro + Regional.
Q: What is your personal goal for 2018?
Base: Females 25-54 years
“To live more out of my comfort zone. Stress less”
“Release the junk”
“To be more chilled!”
“To be more mindful, and spend some time on me”
“Learn tolerance”
“Attract abundance!”
“To be fulfilled with all aspects of my life”
“Not to sweat the small stuff!”
TO BE:
• Stepping out of my comfort zone
• A nicer person
• More chilled
• More positive
• Able to cope better with stress
• Able to have less drama
• Able to say no
• Praying more
• Motivated
• Learning tolerance
• Less judgmental
• Stopping to smell the roses
• The best person I can be
• Less stressed
• Able to release the junk
• More mindful
• A better person
• More independent
• Showing more gratitude

6. Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR
brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these questions.
The results are an un-weighted sample, but are reflective of the Southern Cross
Austereo audience. SCA brands reach approximately 35% of the 10+ population
and approximately 41% of the 25-54 population in the five metropolitan markets
in Australia, suggesting it would be reasonable to consider these results to be a
fair if not fully balanced representation of the opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be skewed
towards being ‘early adopters’ for technology, ‘trend setters’ in general and likely
to be a good early indication of brand leaders, trend setters and early adopters in
general.
These research surveys conducted by Southern Cross Austereo are done so to
provide a general understanding of the opinions, interests and attitudes of the
metropolitan and larger regional marketplaces only.
Images and icons sourced from Flat Icon.
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online
panel nationally.
The panel is obtained from our radio networks database under the
labels of ‘Hit VIP’ on the HIT Network and ‘The Club’ on the MMM
Network. All members of these databases would be considered listeners
to these stations.
The database contains about 200,000 members. The is split between
the Hit database and the Triple M database.
Of these members, approximately 20,000 people were invited to be part
of our Insights panel community. Respondents were recruited from this
database.
Approximately 1,787 females completed the PERSONAL GOALS study.
Various filters have been placed over the data at different times.
Methodology

7. Text + SCA
Background
F O R M O R E I N F O R M A T I O N
Rebecca Petrie
Senior Research Analyst
rebecca.petrie@sca.com.au