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Cashed-up readers ready to spend on property

News media has always been an important channel for real estate advertisers and agents as it offers a wide-reaching, engaged and wealthy audience.

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Print and digital news media connects with 1.9 million Australians who are intending to buy a property – thats 90 per cent of them. This high incidence rate creates many opportunities, including appealing to those with the means to spend big. News media readers intending to buy a property are more likely to own property assets (+32 per cent) and earn a considerable salary (+39 per cent) compared to non-readers.

The number of readers intending to purchase a home to live in sits at 1.4 million, while 700,000 are looking for an investment property and 600,000 readers are interested in a second home or holiday home.

News media readers intending to buy a property are 45 per cent more likely to own investments worth more than $500,000. Newspaper readers looking to purchase are 40 per cent more likely to already have an investment property, while digital news media readers are 41 per cent more likely to be earning $120,000 or more per annum.

Unsurprisingly, there is considerable strength for advertisers in the property section. Readers of this section intending to buy are 148 per cent more likely to be a chief executive or general manager.

Appealing to those intending to purchase an investment or second home/holiday home is best achieved through the business & finance and property sections. The 700,000 investment property seekers are 42 per cent more likely to be reading the business & finance section and 37 per cent more likely to be reading property. The group is 19 per cent more likely than the population aged over 14 to be engaging with print and digital.

The business & finance section proved popular with the 600,000 second home or holiday home buyers, with the group 59 per cent more likely to be checking out the section. The property section also performed well at 45 per cent more likely. The split between print and digital was fairly even at 23 per cent and 24 per cent more likely, respectively.

While each medium and section performed similarly among those intending to buy property to live in, the property section and digital news media was fractionally more popular with readers.

Invest in news media to reach investment property buyers

The best way to appeal to wealthy executives looking for an investment property is through news media. Compared to non-readers, CEOs and general managers are 130 per cent more likely to be reading news media. These readers are also 39 per cent more likely to have an income equal to or over $120,000 per annum and 32 per cent more likely to already own a second property.

Print reaches more people in these demographics than digital. The medium is 161 per cent more likely to reach CEOs and general managers and is 43 per cent more likely to hit those earning a personal income equal to or over $120,000 per annum. They are 40 per cent more likely to own real estate other than their home and 58 per cent more likely to have investments equal to or over $500,000.

The most targerted way to reach potential investment property purchasers is through the business & finance section. CEOs and general managers are 185 per cent more likely to be reading the section compared to non-readers. They also own other property investments, with section readers twice as likely to own investments equal to or over $500,000 and 67 per cent more likely to own real estate other than their home. They are also 50 per cent more likely to have a personal income equal to or over $120,000 per annum.

National print mastheads are the best to reach potential investment property buyers, with these readers 53 per cent more likely to purchase. Community newspapers came in second at 24 per cent more likely, followed by metropolitan mastheads at 22 per cent more likely. Digital news media was 19 per cent more likely to reach potential buyers of investmetn proporties.

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