The latest results from Roy Morgan’s Single Survey survey of 50k Australians 14+ shows that online competition from reputable competitors such as The Guardian, the New York Times and ABC News online, as well as less reputable sources, has not hurt readership of traditional Newspaper brands.
Audience Precision allow companies to understand the readership of various segments not only by paper and region, but also their preference for print and online. Companies can then target these audiences based on these granular insights.
Source: Roy Morgan Findings
Segment Insights
Royally Retired Market Potential: 893k
This segment is focused on the 50-65+ age group
42% more likely than the average Aussie to have read any newspaper in the last 7 days
2x more likely than the general population to agree to the attitude, "I always read the business section of the newspaper".
56% more likely than the average Aussie to be an "Older Tech Explorer"
2x more likely than the general population to have visited a website because of advertising on Newspapers
Golf Fans Market Potential: 551k
This segment is skewed towards males, and are most popular among the 50-65+ age group
2.5x more likely than the general population to be a heavy consumer of Newspapers
47% of this audience are retired
25% more likely than the average Aussie to live in Country Areas
35% more likely than the general population to have read any newspaper in the last 7 days