Prime the power of advocacy

Prime the power of advocacy

TANYA SHINN takes a closer look at the spending power and influence of online readers.

Digital news is thriving with 73 per cent of adults using their PC, smartphone or tablet to check out what’s happening around the world.

The core audience is the 30-64 segment. This group makes up 60 percent of all readers, while the highly-valued 25-54 demographic represents 53 percent of total readership.

Around one in four readers belong to the highly sought after 14-29 age group (3.2 million of them), while the over-65 segments accounts for 16 percent of the online news audience.


Online readers earn more

These news junkies are some of the country’s wealthiest and most influential consumers.

Consumer data from emma shows full-time workers who read news online earn considerably more than non-readers – $84,447 vs. $72,226.

digitalaudience graph1

These readers are twice as likely to have an annual household income of $120,000+ as non-readers, and they lead the way in financial investments, owning an average $39,000 more than non-readers in shares.

digitalaudience graph2

Online readers shop and spend more

Retailers who advertise in digital news media reach consumers who love to shop. Some 13.2 million visited a shopping centre, supermarket, department store, local shopping strip or shopped online in the last month.

According to emma, readers shop-instore or online an average of 17.1 times last month, compared with 16.5 times for non-readers.

Across a range of categories, readers spend more than other shoppers. For example, readers spend 22 per cent more buying IT products, such as computers and laptops, and 13 per cent more on groceries.

Category Digital news media readers per purchase ($) Non- readers per purchase ($) Difference in spend per purchase ($) Difference in spend per purchase (%)
Car (intend to purchase in the next year) 40,200 38,557 1,643 4%
Groceries 151 133 18 13%
Camping & adventure equipment 172 159 13 8%
Furniture 654 621 33 5%
White goods and appliances 676 655 21 3%
IT products 362 296 65 22%
Hardware and gardening 107 102 5 5%
Tablets and phones 487 431 56 13%

Online readers are product pioneers

When it comes to building momentum for a new brand or product, appealing to early adopters can be critical. Some 75 per cent of those who are regularly the first in their social network to try a new product or service read digital news content.

Some 1.7 million early-adopters of technology products have read digital news media in the past month. A further 1.2 million who say they are in the market for new communications products enjoy the same habit. Telecommunications providers can reach 855,000 consumers who say they enjoy trying out new services and products.

digitalaudience graph3

Online readers are influencers

Creating relationships with social influencers is of primary importance to today’s marketers looking to increase brand awareness and create brand advocates.

According to Nielsen, 83 per cent of consumers trust recommendations from friends and family more than they trust advertising.1

Brand advocates are powerful allies to amplify a brand’s message and introduce products to consumers. emma data indicates three out of five Australian’s have been influenced by other buyers’ experiences in their purchase decisions.

Marketers can reach consumers who influence buying behaviour in this way. Some 3.8 million readers of digital news media have recommended a restaurant or food product and 3.7 million have influenced others to purchase tech products or service.

digitalaudience graph4



  1. Nielsen, Global Trust in Advertising Report, 2015.

All other figures from emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending August 2016; Nielsen DRM August 2016, People 14+ only.


Leave a comment