Spending power of the 25-34s

Spending power of the 25-34s

Download a PowerPoint Deck of the research. 

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 25-34 demographic.


Capturing the market

Across print and digital platforms, news media reaches 89 per cent of consumers aged 25-34 – an audience of 2.9 million.

  • Total audience: 2.9m
  • Digital: 2.4m
  • Print: 2.1m


Gender divide

A similar ratio of men and women engage with news media.

  • Female: 52%
  • Male: 48%

Location, location

Preference for big cities over suburbs and rural locations.

  • 62% live in Australia’s five largest metro markets
  • 27% live in other urban areas
  • 11% live in regional Australia


38% more likely to have a tertiary education than non-readers.

  • Tertiary: 54%
  • High School/Tech: 32%
  • Less than year 12: 13%
  • Currently studying: 21%

Outlook on life: Culture

This segment has a liberal view of the world and a keen interest in world events.

  • 2.4m are interested in other cultures and ways of life
  • 10% more likely than non-readers to be interested in international events
  • 85% think we should all strive for equality

Outlook on life:  Political

Politically engaged and more receptive to current immigration policies than other readers.

  • 3:5 are engaged in political events in Australia and other countries
  • 1m believe a strong Australia relies on population growth
  • 14% less likely than other readers to agree that immigration language and economic requirements should be strengthened

Outlook on life: Environment

Environmentally responsible businesses are important to this eco-conscious segment.

  • 2:3 believe government should take urgent action on climate change
  • 1.8m believe they can personally make a difference to the environment
  • 3:4 think big business should be doing more to tackle environmental problems

Digital natives

These digital natives crave connectivity and social engagement.

  • 88% visited a social networking site in the last week
  • 2:5 are regularly asked their opinion about tech products and services
  • 478: the average size of their social media network (an average of 106 more contacts than non-readers)

Internet usage and favourite devices

  • 19.1: average weekly hours spent online
  • +30mins per week: increase in internet usage in the last 2 years



Outlook on life: Money

Achieving success is a part of their life plan, but limited affordable housing options are cause for concern.

  • 17% more likely than the average Australian to say being successful is important
  • 13% more likely to be confident about their financial future than non-readers
  • 4:5: think it’s becoming really difficult to buy a home

Spending power and employment

Work status

23% more likely to be working full-time than non-readers.

  • Full-time: 60%
  • Part-time: 18%
  • Not working: 23%
  • Actively looking for work: 24% (includes those already working)



Top 3 vocations

67% more likely to be employed as a professional than non-readers.

  • Professional: 746,000
  • Technical/trades: 314,000
  • Clerical/Administrative: 262,000

Consumer Habits: Retail

Readers are considerably more likely to be among the top 20 per cent of spenders across a number of key categories than the average consumer:

  • Alcoholic beverages: 28% more likely
  • Baby goods and childcare: 25% more likely
  • Restaurants: 24% more likely
  • Telco: 17% more likely
  • Men’s clothing and footwear: 16% more likely
  • Women’s clothing and footwear: 9% more likely
  • Fuel: 5% more likely
  • White goods: 5% more likely

Consumer Habits: Travel

  • 2.4m plan to take a holiday in the next year
  • 36% more likely to believe a holiday must involve travelling overseas than other readers
  • 22% more likely to prefer busy, bustling city holiday destinations than the average Australian
  • Top holiday goals:
    • 52%: want rest and relaxation
    • 40%: are looking to see the sights
    • 38: want a beach holiday

Consumer Habits: Auto

  • 389,000 plan to buy a car in the next year
  • 18% more likely to be in the car market than the average consumer
  • Average budget: New: $42,230 Used: $15,799
  • 7:10: prefer well-known brands
  • Top key consideration factors:
    • 73%: price
    • 63%: safety
    • 60%: style
    • 59%: warranty

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 201, people 14+ only (mobile audience profiling only).


Leave a comment