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 55+ demographic.
CAPTURING THE MARKET
97% of consumers aged 55 and over read news media across print and digital platforms – an audience of 5.6m.
Women make up a slightly higher proportion of the news media audience than men.
23% more likely to live in regional areas of Australia than other readers.
This group is 30% more likely to have completed secondary school or attained a university degree than non-readers.
OUTLOOK ON LIFE: HEALTH
Staying fit and healthy are top priorities for older readers
OUTLOOK ON LIFE: POLITICAL
With the highest level of political engagement of all the reader segments, a safe and secure Australia is a top priority.
OUTLOOK ON LIFE: ENVIRONMENT
A do-it-yourself approach to saving energy and caring for the environment.
Increasingly tech-savvy over-50 readers are embracing social networking.
INTERNET USAGE & FAVOURITE DEVICES
OUTLOOK ON LIFE: MONEY
Making money is less of a priority than for younger readers. These readers are confident about their financial position and prize time to enjoy their efforts.
SPENDING POWER & EMPLOYMENT
CONSUMER HABITS: RETAIL
Readers are considerably more likely than non-readers to be in the top 20 per cent of spenders across key categories:
Top retail categories
(% more likely to be among the 20% of spenders)
CONSUMER HABITS: TRAVEL
CONSUMER HABITS: AUTO
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).