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...
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.
CAPTURING THE MARKET
Some 95% of consumers aged 35 to 54 read news media across print and digital platforms – an audience of 5.6m.
An even ratio of men and women engage with news media.
This group is 6% more likely than other readers to live in regional Australia.
These readers are 41% more likely to be tertiary-educated than non-readers.
OUTLOOK ON LIFE: POLITICAL
OUTLOOK ON LIFE: ENVIRONMENT
When it comes to the environment, they believe we can all make a difference
Some 60% say they would feel lost without the internet.
INTERNET USAGE & FAVOURITE DEVICES
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.
OUTLOOK ON LIFE: CAREER & MONEY
Work-life balance is a top priority for this group
SPENDING POWER & EMPLOYMENT
Readers are 25% more likely to be working full-time than non-readers.
Average personal income (full-time workers only)
Top 3 vocations
66% more likely to be a manager or professional than non-readers.
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*)
CONSUMER HABITS: TRAVEL
CONSUMER HABITS: AUTO
Top consideration factors for buyers:
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.