Audience in focus: Snapshot of readers aged 35 to 54

Audience in focus: Snapshot of readers aged 35 to 54

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No single description sufficiently captures the diversity of those who read newspapers and consume online news content.

Appetite for quality journalism exists among the youngest and oldest adults, but how they view society and behave as citizens and consumers varies dramatically.

In a series of four research articles, called Audience in Focus, the key behaviours, beliefs and aspirations of readers of all ages are put into the spotlight.

Audience in Focus provides a snapshot of demography by age, providing insight into how readers consume news media, their key social issues and aspirations for their own lives.

The data from the readership survey emma illustrates the high quality of individuals who come to news media seeking quality reporting, analysis and opinion of events at home and around the world.

Among the many factors to emerge is evidence that these readers – regardless of age – are better educated, more socially aware and higher earners than non-readers.

Here, we present the 35-54 demographic.

AUDIENCE OVERVIEW

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CAPTURING THE MARKET

Some 95% of consumers aged 35 to 54 read news media across print and digital platforms – an audience of 5.6m.

  • Three in five (63%) get their news from both print and digital sources

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GENDER DIVIDE

An even ratio of men and women engage with news media.

  • Female: 50%/2.8m
  • Male: 50%/2.8m

LOCATION, LOCATION

This group is 6% more likely than other readers to live in regional Australia.

  • 56% live in Australia’s five largest metro markets
  • 30% live in other urban areas
  • 14% live in regional Australia

EDUCATION

These readers are 41% more likely to be tertiary-educated than non-readers.

  • Tertiary: 46%
  • High School/Tech: 30%
  • Less than year 12: 24%
  • Currently studying: 9%

OUTLOOK ON LIFE: POLITICAL

  • 10% more likely than the average Australian to say taxes should be lowered
  • 3:5 are concerned with crime levels where they live
  • 71% say regional areas of Australia are being neglected.
  • 45% say our national security and defence services need to be improved.

OUTLOOK ON LIFE: ENVIRONMENT

When it comes to the environment, they believe we can all make a difference

  • 66% feel that they can personally make a difference to the environment
  • 2:3 believe government should take urgent action on climate change
  • 4.3m believe big business should be doing more to tackle environmental problems.

DIGITAL WORLD

Some 60% say they would feel lost without the internet.

  • 73% visited a social networking site in the last week.
  • 2.1m think it’s important to stay up-to-date with all the latest tech gadgets.
  • 31% more likely than non-readers to have shopped online in the last week.

INTERNET USAGE & FAVOURITE DEVICES

  • 15.3 hours per week
    • + 48mins per week: increase in internet usage in the last 2 years

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  • Computers are the top device for accessing the internet
  • 22% more likely to use a tablet
  • 18% more likely to use a smart TV to access the internet

OUTLOOK ON LIFE: ECONOMY

Readers are 10% more likely than non-readers to be confident about the state of the economy, but they do have some concerns.

  • 71% believe the aging population is one of the most important issues
  • 3:5 feel banks need (an element of) government regulation
  • 73% think the everyday cost of living is becoming too high

OUTLOOK ON LIFE: CAREER & MONEY

Work-life balance is a top priority for this group

  • 8% more likely to prioritise family over career
  • 3:5 say free time is more important than money
  • 16% more likely to say it’s important to be able to retire early

SPENDING POWER & EMPLOYMENT

Readers are 25% more likely to be working full-time than non-readers.

  • Full-time: 59%
  • Part-time: 20%
  • Not working: 21%
  • Actively looking for work: 18% (including those already working)

Average personal income (full-time workers only)

  • Readers: $91,639
  • Non-readers: $81,527

Top 3 vocations

66% more likely to be a manager or professional than non-readers.

  • Professional: 1.3m
  • Manager: 678,000
  • Clerical/Administrative: 664,000

CONSUMER HABITS: RETAIL

Readers are considerably more likely to be in the top 20% of spenders across key categories: 

Top retail categories

(% more likely to be among the top 20 per cent of spenders*)

  • Children’s clothing: 50% more likely
  • Packaged foods: 42% more likely
  • Health, fitness and sports fees: 37% more likely
  • Home and contents insurance: 37% more likely
  • Health insurance: 35% more likely
  • Household consumables: 30% more likely
  • Garden and hardware: 24% more likely
  • Cinema: 20% more likely
  • Watches, jewellery and accessories: 20% more likely
  • Personal care: 19% more likely

CONSUMER HABITS: TRAVEL

  • 4.7 million plan to take a holiday in the next year
  • 9% more likely to be planning a holiday than non-readers
  • 1.9 million stayed at a 4 or 5 star resort in the last year
  • 1:3 like to take multiple short breaks, rather than one long annual holiday
  • 27% more likely to believe a holiday must involve travelling overseas than others.
  • 47% prefer quiet, out of the way holiday destinations

CONSUMER HABITS: AUTO

  • 769,000 plan to buy a car in the next year
  • 20% more likely to be in the car buying market.
  • Average budget:
    • New: $42k (+6k more than non-readers)
  • Average budget:
    • Used: $18k (+2k more than the Australian average)

Top consideration factors for buyers:

  • 77%: Price
  • 69%: Warranty
  • 67%: Safety

Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending August 2016; Nielsen DRM August 2016, People 14+ only. Nielsen Online Ratings, August 2016, people 14+ only (mobile audience profiling only). *Compared to the average consumer.

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