Australians spent up big at Christmas in 2013, and are likely to do

the same this Christmas!

Source : Commonwealth Bank of Australia via http://www.smh.com.au/business/retail/18b-in-christmas-spending-20131213-2zauy.html

The SCA audience will be worth approximately $8 billion this Christmas!

Source : SCA Post Christmas Study Jan2014, ‘I spent more than I intended to this Christmas’ Agree; ‘Now regardless of whether you bought gifts or not, how much do you estimate you spent over the

Christmas/Summer period on food, other groceries, alcohol, gifts, travel and entertainment?’ n+=3520; gFk Survey #5, Mon-Sun 0530-2400

38% Over 1 in 3 SCA listeners spent more than

what they intended to last Christmas. (compared with 31% of non-SCA listeners). So while many may say they are ‘cutting down’ this year,

likelihood is they will get caught up in the Christmas spirit and

spend more than they intend to.

The majority of SCA listeners spent

more than $1000 on everything

related to Christmas in 2013.

That means the SCA audience will be

worth approximately

$8 billion this Christmas season!

Less than $100

$100 to $1,000

$1,000 to $2,500

$2,500 to $5,000

$5,000 to $7,500

$7,500 to $10,000

More than $10,000

4%

42%

31%

16%

4%

2%

2%

SCA listeners are keen on buying presents and will buy a broad range of gifts.

Source : SCA Post Christmas Study Jan2014, ‘Did you buy any Christmas gifts for Christmas 2013?’ N=2652 ; SCA Christmas Additional Study Sep2014, ‘What types of gifts do you think you will

purchase for people this Christmas?’ N=1063

Gift Card

54%

Clothing

50%

Toys

48%

Sml Electrical

39%

Jewellery

32%

Books

32%

Cash

31%

Beauty Prod

28%

Kitchen items

17%

Home Decs

16%

Food

16%

Gift Basket

15%

Experiences

15%

Lge Electrical

9%

Flowers

8%

The SCA radio audience spend more than what they intend to on gifts.

93%

Source : SCA Post Christmas Study Jan2014, ‘Before Christmas, many people had an idea in mind of how much they would spend on presents. However, we know it’s hard to stick to a set amount! So –

how much did you intend to spend on Christmas presents and how much did you actually spend? N=3520

Try as they might to stick to a

budget, the SCA radio audience

consistently spends more than

what they intend to on

Christmas presents each year.

So cutting down on spending might

be the intention this Christmas, but

it’s likely they will actually end up

spending more than they planned to.

The SCA digital audience spend more than what they intend to on gifts.

93%

Source : SCA Post Christmas Study Jan2014, ‘IBefore Christmas, many people had an idea in mind of how much they would spend on presents. However, we know it’s hard to stick to a set amount! So –

how much did you intend to spend on Christmas presents and how much did you actually spend? Filtered by ‘visit SCA website’ N=226

The SCA digital audience

seems to be no better at

sticking to their budget either.

Whether they underestimate how

much Christmas is going to cost or

simply get caught up in the

Christmas spirit, it looks like the

SCA digital audience will again be

spending more than what they

intend to on gifts this Christmas.

At the end of the day though, the SCA audience are not spending what they

don’t have – they’re using cash and debit cards rather than credit cards.

Source : SCA Post Christmas Study Jan2014, ‘And how did you pay for most of your Christmas presents this year? ‘N=2468

Shoppers start looking and purchasing online earlier than they do in store

Source : SCA Post Christmas Study Jan2014, ‘And again thinking about Christmas gifts, when did you start LOOKING for Christmas gifts in 2013 and when did you actually start PURCHASING

presents?’ n=3267

SCA Listeners are influenced by a variety of media when deciding

what gifts to buy for people.

Source : SCA Post Christmas Study Jan2014, ‘So when deciding what gifts to buy for people, where did you get your inspiration from?’ n=3267

“These days you can see advertising

everywhere. Everywhere you go,

there is an advertisement, from the

big screen (tv) to the little screen

(smartphone), you can't miss an

advertisement anywhere.”

“Christmas sales advertised

showed me things I may not

have bought otherwise.”

Source : SCA Post Christmas Study Jan2014, ‘So now thinking about ALL the things you bought the Christmas just gone, would you say you were INFLUENCED by ADVERTISING when buying the following items? n=3267

Most SCA listeners do their shopping in shopping centres – but almost

half are shopping online as well.

Source : SCA Post Christmas Study Jan2014, ‘Where did you end up doing your Christmas shopping?’ n=3267; ‘Could you please tell us if you agree or disagree with the fo llowing statements about

Christmas: : I did more of my Christmas shopping online this year ‘ N=2652; SCA Christmas Additional Study Sep2014, ‘I plan on doing more of my Christmas shopping online this year’ N=1140

of SCA listeners did more of

their Christmas shopping

online in 2013 than the

previous year, and we can

expect that to grow again

this year.

Source : SCA Post Christmas Study Jan2014, ‘So you said that you did some of your Christmas shopping online. A little more specifically, what percentage of your CHRISTMAS shopping do you think

you did in store and on-line?’ & ‘Did you do your online shopping on Australian or International (overseas) shopping websites?’ n=3267

Online shopping is attractive for the convenience and variety –

and of course to save money.

Source : SCA Post Christmas Study Jan2014, ‘Which of the below reasons describes why you did Christmas shopping online?’ n=3267 & ‘Did you use the internet to research Christmas purchases prior

to going to the shops?’ N=1466

But the internet is not just used to

purchase at Christmas – it plays a

big role in the discovery and

comparison stage as well because...

of SCA listeners say they use the

internet to research Christmas

presents prior to going to the shops.

And the great news is, although online purchasing is already high,

it’s expected to grow even more this Christmas.

Source : SCA Post Christmas Study Jan2014, ‘Based on your experiences with online shopping/research in the past year, do you think you will increase your usage of the internet to enable you to do any

of the following next Christmas?’ N=1112

Compared to 38% in 2013

% of people that will increase their usage of the internet for the following activities this Christmas…

Compared to 39% in 2013 Compared to 38% in 2013

But it’s not just the internet at home

that people will be using for their

Christmas shopping this year….

SCA listeners will use their mobile phones during the Christmas

shopping process.

of SCA listeners will use their

mobile phones during the

Christmas shopping process.

Source : SCA Post Christmas Study Jan2014, ‘When shopping at Christmas did you use your mobile phone for any of the following reasons?’ N=3520

While they may physically be in your store, they may be digitally in

someone elses…

Source : SCA Post Christmas Study Jan2014, ‘And more specifically while you were in a certain store at Christmas did you use your mobile phone to do any of the following?’ N=3520

While they’re in a store, SCA

listeners won’t be afraid to check

out products and prices of

competitors – to make sure

they’re getting the best deal.

SCA listeners will also be browsing

a store’s website while they’re in

the store – possibly to check

product features, prices and any

special deals on offer.

What it boils down to is that SCA listeners love

Christmas – in fact 61% are really looking

forward to Christmas this year.

They’ll be buying a variety of gifts and while plenty of

people will be researching their purchases online, many

will still be hitting the shops. Online shopping will

certainly continue to grow though – with half of SCA’s

audience expecting to increase their online shopping this

Christmas.

Source : SCA Post Christmas Additional Study Sep2014, ‘’I’m really looking forward to Christmas this year.’ N=1063

The results of this survey are “INDICATIVE” ONLY.

The survey was conducted by Southern Cross Austereo using its online panel

nationally.

The panel is obtained from our radio networks database under the labels of

‘VIP’ on the TODAY Network and ‘Music Jury’ on the MMM Network. All

members of these databases would be considered listeners to these stations.

The database contains about 260,000 members. Of these, approximately

20,000 are a part of our online community.

The is split between the Today VIP database and the Triple M database.

Members of both databases were asked to take part in the studies.

Post Christmas Study

All members of this community were invited to complete the survey, and 3,000

did so. An additional 500 external respondents were recruited to complete the

survey. Members of this database have no knowledge of Southern Cross

Austereo’s involvement and aren’t necessarily listeners to either network.

Christmas Additional Study

This study was sent in September 2014 and more than 1000 people

responded.

Various filters were then applied to be able to analyse each target

demographic.

Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR

brands/words that first came to mind.

A keyword search was used to sort and rank the responses to these

questions.

The results are an un-weighted sample, but are reflective of the Southern

Cross Austereo. SCA brands reach approximately 40% of the 10+ population

and approximately 46% of the 25-54 population in the five metropolitan

markets in Australia, suggesting it would be reasonable to consider these

results to be a fair if not fully balanced representation of the opinions in these

marketplaces.

Furthermore, as it is an online survey, the respondents would also be skewed

towards being ‘early adopters’ for technology, ‘trend setters’ in general and

likely to be a good early indication of brand leaders, trend setters and early

adopters in general.

These research surveys conducted by Southern Cross Austereo are done so

to provide a general understanding of the opinions, interests and attitudes of

the metropolitan marketplaces only.

How the research was conducted