w rks audiences (print, web, mobile and tablet) include readers of any newspaper masthead or...
TRANSCRIPT
MISS ME?Social ads bypass many PAGE 4
HAVE FAITHNewspaper ads most trusted PAGE 12
TABLET READERSHigh earners, big spenders PAGE 20
QUARTER 1 2016W RKSTHE
1
We answer the big question
2016’s spending hot spots
QUARTERLY NEWSPAPER AUDIENCE REPORT
03THE WORKS QUARTER 1, 2016
The Works Quarterly Newspaper Audience Report is published by The Newspaper Works. ©The Newspaper Works. The Newspaper Works, Level 2, The Terrace, 60 Union Street, Pyrmont, NSW, 2009, Australia. Phone: +61 2 9692 6300. www.thenewspaperworks.com.au
Source for all data in this report (unless noted otherwise): emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending December 2015, Nielsen Online Ratings November 2015, People 14+ only. Platform audiences (print, web, mobile and tablet) include readers of any newspaper masthead or section, including equivalent sites/apps where applicable.
Editors: Brian Rock, Adrian Fernandes
The increasingly complex world of advertising has never provided so many opportunities to get it right – and get it wrong.
Concerns around digital adver-tising are dominating the thinking of marketers and media agencies currently. The demand that ad-vertisers pay only for the ads that appear on screen is at the centre of industry debate and change.
Media agencies, blighted by slimming margins and increased workloads, are on a determined path to automate, or minimise human intervention in scheduling campaigns while trying to ward off an emerging client philosophy that all this has become so simple it can be done in-house by a couple of people.
On the media owner side, publishers respond to these chal-lenges by launching or reinvig-orating content and developing their own premium program-matic exchanges to stem the tide of dollars flowing towards Face-book, Google Ads and program-matic placement in general.
Often forgotten in this hurly-burly is the audience.
If their sensibilities are ignored, then the impact of all those mar-keting dollars tipped in to digital, regardless of how many bleary-eyed internet users are reached, is significantly diminished. Which is why the latest findings of the bi-annual Global Trust in Adver-tising Report (2015) by Nielsen has particularly salience in the current climate.
All manner of digital advertis-ing is left eating the dust of news-papers, TV, radio and magazines.
Some 58 per cent of Aus-tralians surveyed say they completely or somewhat trust advertising that they see in newspapers. Similar results are achieved by TV (56%), maga-zines (53%) and radio (51%).
It seems illogical that the market has moved away from “traditional” media with such speed when they continue to hold the trust of their readers as an advertising medium.
For advertisers, this would seem to be a high price to pay for efficient buying processes, or fashionable social media strategies.
Respondents to the Nielsen survey were twice as likely to trust an advertisement in a news-paper as a marketing message on a social networking site.
These findings indicate the views on the effectiveness of media may substantially differ
between the average Joe and those who professionally pur-chase media.
The Newspaper Works com-missioned Research Now to ask 500 individuals which two media channels were most influential and trusted, and then compared those results with a similar ques-tion that is part of a media-i sur-vey conducted every six months with staff of media agencies.
The findings highlighted sub-stantial differences of opinion on the degree to which media influenced, and was trusted by, society.
Taking newspapers, only 10 per cent of media buyers considered that sector to be one of the two most influential media on society, compared with 27 per cent of the Research Now respondents.
The comparison found signifi-cant disparity on digital advertising.
Some 82 per cent media buy-ers said online had great influ-ence compared with 57 per cent of the general public, who were 2.7 times more likely to consider newspapers one of the top two media channels for influencing consumers.
The findings do not provide an answer on what is the best media channel – because, obviously, there is no such thing as “the best”. Yet, they demonstrate a significant detachment between how the public and media buyers view newspapers.
What is fashionable, and what might be measured, may not always be the most effective investment.
Even as Facebook counts its first $US5 billion revenue quarter, and Google overtakes Apple (if momentarily) as the world’s most valuable company, the general public is still saying that when it comes to trust and influence, newspapers and magazines have an important role to play in society.
Trust is key
Mark Hollands CEO, The Newspaper Works
THE WORKS MARCH 201404
Need to locate newspaper brands?Easy.
Brisbane
Sydney
Melbourne
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Victoria
Tasmania
Queensland
Northern NSW
Southern NSW
Diary Markets
Perth
Regional WA
Darwin
More than 600 newspapers in one destination.The Newspaper Locator is a new online tool to fast-track media planning. Designed to integrate seamlessly with agency planning, more than 600 titles are grouped into established television
broadcast areas to assist in developing multi-platform campaigns. Search results can be downloaded in excel format and added directly into planning documents.
It provides searchable information for each masthead, including: name, location, distribution postcode, publisher network, type (National, Metro, Regional, Community), frequency, paid or
free, advertising contact details, emma™ readership data, and circulation.
Simply click on the map, filter results then download.
thenewspaperworks.com.au/newspaper-locator
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Multiplatform Brands that rely too heavily on social media advertising are likely to miss a large portion of potential customers. Newspaper media reaches consumers who bypass social networking.
PAGES 4-5
Print More shoppers than you might think cut out and use coupons and offers found in print newspapers.
PAGES 6-7
Digital The majority of digital readers are frequent internet shoppers. Data shows local e-retailers, including group-buying sites, can count on clicks from the online audience.
PAGES 8-9
Regional Millions of regional Australians are engaging with newspaper sections across a range of topics.
PAGES 10-11
Spotlight: Trust Research shows Australians trust ads in newspapers more than ads on any other medium or platform.
PAGES 12-13
Cover story: Great Intentions Data reveals the top products consumers want to buy in 2016. ADRIAN FERNANDES looks at how newspaper media can help advertisers reach shoppers before they buy.
PAGES 14-17
Community Local newspaper readers prefer to use local trades and services.
PAGES 18-19
Spotlight: Tablet Audience An analysis of the 2.8 million Australians who read newspaper journalism on a tablet shows readers to be high-earners and big-spenders.
PAGES 20-21
CONTENTS
Cover story
Great intentionsPAGES 14-17
05THE WORKS QUARTER 1, 2016
Smartphone readership due to break 4m in 2016
4.3m newspaper media readers not using Facebook
04 THE WORKS QUARTER 1, 2016
Multiplatform
Get Smart
Digital tipping point
Readership on mobiles is up 15 per cent year on year to 3.6 million, ac-cording to the latest emma data.
Over the past year, some 481,000 more readers accessed newspaper journalism via their smartphones. The under 40s drove most of this growth, increasing 14 per cent from 2.2 million to 2.5 million.
This rise means that smart-phone readership was the best performing newspaper platform for 2015 in terms of growth.
Although some of this growth
is due to an increase in the number of smartphone users na-tionwide, it’s mainly been driven by more smartphone owners seeking out newspaper content.
Smartphone ownership increased from 70.1 per cent penetration to 71.5 per cent, but the percentage of owners read-ing on mobiles jumped from 21.7 per cent to 24 percent.
Should readership growth continue at its current rate, the smartphone audience will break 4 million in 2016.
The shift in reading from print to digital formats has hit a mile-stone with digital readership overtaking print readership for under 40s.
When the first 12-month emma data was released for May 2013, total readership across print and digital plat-forms for under 40s was 6.7 million over four weeks. At that time 6 million read print and 4.4 million accessed news media content on digital devices.
Less than three years later, digital readership has overtaken print for under 40s, with 5.2 million digital readers and 5.1 million print readers, increasing total readership to 6.8 million.
A major driver in the growth of digital readership has been increased reading on mobiles. In May 2013, 1.6 million under 40s read news media on their smartphones. By November 2015 this had increased 57 per cent to 2.5 million.
Smartphones provided the fastest growing platform for news media in 2015
Under-40s migrating from print to online
16.4m: total newspaper media readership
Too good to missSocial media ads bypass one in four consumers. Newspaper media ads hit nine in ten.Brands that rely too heavily on social media advertising are likely to miss a large portion of potential customers.
Facebook may be the dominant social media platform, but one in four, or 4.8 million consumers, did not use Facebook over a four week period, according to emma.
Instagram was ignored by 13.2 million shoppers, LinkedIn failed to interest 14.6 million consumers and Twitter was overlooked by 14.4 million of the population.
Even the combined footprint of Facebook, Twitter, In-stagram and LinkedIn still misses 4.2 million Australians over a four week period.
Incorporating newspaper media advertising in the marketing mix allows brands to reach the considerable number of consumers uninterested in social networking.
Of the 4.2 million Australians who don’t use social me-dia, 3.7 million read newspaper content in print or online over the last four weeks.
Newspaper media reaches:
13m who don’t use Linkedin
12m who don’t use Instagram
4.3m who don’t use Facebook
Photo: Twin Design / Shutterstock.com
13m who don’t use Twitter
Multiplatform reaches 91%
Over a four week period, total newspaper media reaches 16.4 million readers.
Readership across digital platforms remains strong at 11.6 million. While smartphone readership leads the growth, up 15 per cent to 3.6 million readers, tablet readership is steady at 3 million readers. The majority of digital readers – 9.8 million – still use PCs and laptops to access newspaper content.
Print is still the preferred medium for newspaper read-ers, with 13.8 million people reading print mastheads.
Readership of print regional newspapers remains strong, with almost half (45%) of regional Australians picking up a print copy of their local news-paper. Readership of regional newspapers now stands at 3.9 million.
Community newspapers also deliver impressive numbers in the metro regions. Local com-munity newspapers reach 42 per cent of residents in the five major metro markets of Sydney, Melbourne, Brisbane, Adelaide and Perth. Across Australia, 5.1 million Australians now read their local newspaper.
Nine in ten Australians engaging with newspaper journalism via print or digital platforms
3.6mSmartphone
reach
3.0mTablet reach
9.8mPC
reach
13.8mPrint reach
UP 15% YOY: Mobile readership
481,000: New smartphone readers in 2015
2.5m: under 40s accessing newspaper content on their phone
Newspaper reading by platform under 40s
6.8m
6.2m5.1m
May 13 Nov 15
Digital
Total readership
06
Print8/10 read a print newspaper last month
A token effort
First-class readers
Readers of Australia’s two national newspapers, The Australian and The Australian Financial Review appreciate quality. Some 76 per cent of them agree quality is more important than price.
Their love for the finer things in life is most evi-dent in their spending on travel and holidays.
When travelling domesti-cally, national newspaper readers are 69 per cent more likely to fly business
class and 36 per cent more likely to stay in five-star accommodation.
When national readers fly overseas, they are 45 per cent more likely to fly first class. Once they land, they are 41 per cent more likely to holiday in a luxury resort.
Travel brands offering premium products will find their target market with national newspaper advertising.
One in five shoppers use coupons found in print newspapers and magazines.
National newspaper readers are high spenders on luxury travel
Fine printTwo in three adults picked up a metro or national newspaper in the last four weeks and are engaging across the full suite of publisher print products.
They continue to turn to print, expecting each edition to set the day’s news agenda, confident the journalism is accurate, informative and trustworthy. The evidence: the Nielsen 2015 Global Trust in Advertising Report, which reported that 58 per cent of Australians say they “completely” or “somewhat” trust editorial content.
The same holds true for newspaper advertising with 58 per cent completely or somewhat trusting the ads, ahead of all other traditional and online media.
Print has a strong foothold outside the metro mar-kets as well. Last month, 3.9 million Australians read a regional newspaper in print.
Some 5.1 million Australians read their local newspa-per last month.
Motoring section reader attitudes
Newspapers most trusted medium in Australia
07
Fan beltSome 3.7m read newspaper motoring sections.Motoring section readers are auto enthusiasts, over-indexing against non-readers across a range of attitudes and be-haviours relating to cars, says emma data.
Readers are 20 per cent more likely to pay for any optional extras when buying a new car, making them an attractive audi-ence for car makers.
Section readers are more likely to value speed and high
performance (index 117). This audience also put a premium on slick looks.
They are 14 per cent more likely to buy a car with sporty good looks and 8 per cent more likely to buy stylish looking cars.
A particularly attractive qual-ity from an advertiser’s point-of-view is that respondents say price is not the primary consideration when buying a car (index 112).
3.7m Australians read a newspaper motoring section
21% use coupons found in newspapers or magazines
11.6mNational/Metro
3.9mRegional
5.1mCommunity
13.8m overall print reach
I am fanatical about cars
I look for extras when buying
I like speed & high performance cars
I like sporty looking cars
Money is no concern when buying
I like stylish looking cars
Image is important when buying
Base: non-readers of motoring sections = 100
120
117
114
112
108
105
155
69% more likely to fly business class domestically
36% more likely to stay in a domestic 5 star hotel
45% more likely to fly first class internationally
41% more likely to holiday in an overseas luxury resort
THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016
Coupons are a powerful promotional tool for retailers, big and small.
A compelling coupon offer can attract a large number of new customers in a short time. That’s why they’ve gained remarkable accept-ance and popularity among retail marketers.
Another simple expla-nation for the continued popularity of coupons is their overwhelming use by value-conscious consumers.
Latest consumer data from emma shows print news-papers are a key source of coupons for shoppers.
Some 3.8 million consum-ers, or 21 per cent shoppers, say they regularly cut out and use coupons found in newspapers or magazines. This includes the 1.5 million grocery buyers who read a newspaper each month.
Retailers can give sales an im-mediate boost by printing cou-pon promotions in newspapers.
3.8m
shoppers use coupons found in newspapers or magazines
08
Digital 09
11.6m digital newspaper readers 5.3m bought online in the past four weeks
3/4 online punters read digital newspapers
Two in three punters who placed a bet online last month read digital newspaper content over the same period.
Some 57 per cent of punt-ers used a computer to access newspaper content, with one in three reading on their smart-phone or tablet.
Tattersall’s online is the most popular betting site among digital newspaper audience, with 1.3 million readers in the past month. This is well ahead of Sportsbet, the second most visited site, which attracted 581,000 readers.
Initial take-up of smartwatches was slow in Australia, with figures from technology ana-lyst firm Telsyte claiming just 205,000 units were sold in the first half of 2015.
With more of Australia’s biggest brands, including Fairfax media, producing Smartwatch apps, con-sumer interest in the wearable technology looks set to ramp up.
Digital readers are getting excited about the wearable tech-nology. Some 757,000 readers say they plan to buy a smart-watch this year.
Net shoppersTwo out of three consumers who bought online in the past four weeks read a digital newspaper over the same period. That’s 5.3 million readers buying online, according to emma.
Of these, 3.2 million bought from Australian online retailers, making them 14 per cent more likely to buy from a local online store than non-readers.
Home entertainment retailer JB-HiFi was the most popular local on-line store over the past 12 months, with 677,000 digital readers buying from their website.
Group buying sites were also popular. Catch of the Day hooked 637,000 digital readers, and Deals-Direct handling 603,000 transac-tions from readeres.
Readers are 19 per cent more likely to buy groceries online than non-readers, with 488,000 shopping online with Woolworths and 243,000 with Coles.
Online brands can increase web traffic by advertising to digital readers, a large group of con-sumers eager to buy from local e-retailers.
Readers buying online with domestic e-retailers.
Social & smartPublishers are embracing social media to create a two-way conversation with their audience.Newsrooms, breaking stories in real-time, want reader involve-ment. News Corp has signed up real-time social curation com-pany, Livefyre, to integrate social media tools across the pub-lisher’s sites to engage readers through hashtags, photo sharing and live comments. Fairfax Media, APN and WAN also have a strong social media footprint across their digital platforms.
The smartphone audience are avid social media users, open to
interacting with their favourite brands online.
Readers are 62 per cent more likely to use social media to interact with a brand than non-readers.
The smartphone audience are 59 per cent more likely to like, com-ment or share social media content each week than non-readers.
They are 80 per cent more likely to upload content, such as photos or videos, than other social media users.
62% more likely to use social media to interact with a brand
59% more likely to like, comment or share social media content
80% more likely to upload content, such as photos or videos
677
480
637
434
612
603
378
334
488
JB HI-FI
Target
Catch of the Day
Big W
Kogan
ABC Shop
DealsDirect
Myer
238Kmart
Woolworths
Coles 243
Iconic 244
Digital readers shopping online with domestic retailers
(000’s)
68% of online punters read digital newspapers each month
15% digital readers more likely to place a bet online than general public
1.3m Tattersall’s number one betting site for readers
Watch this spaceSmartwatches on the shopping list for digital readers
757k
readers say they plan to buy a smartwatch this year
Online betting brands can reach punters with digital newspaper advertising.
A safe bet
THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016
10
Regional readers make time for newspapers
Photo: courtesy of The Weekly Times. Photographer: Schmaal Tait
Millions turn to newspaper sections
Two out of three ain’t badDigital newspaper reach in regional Australia matches that in metro regions
3.9m read a regional newspaper last month
Newspaper sections engage regional readers across a range of topics, from sport to real estate, motoring to lifestyle, travel to food.
Arts & Entertainment is the most popular section, with nearly 2 million regional readers looking for news and reviews on movies, theatre, exhibitions and night life.
Sport attracts some 1.8 million readers.
Figures indicate regional read-ers like to keep an eye on their local property market, seeing what’s for sale, what has sold, and admiring different designs, styling and architecture. Some 1.8m re-gional property enthusiasts read a newspaper real-estate section in the past month.
Latest emma data suggests re-gional newspaper readers user their PCs, smartphones and tablets to access newspaper journalism at the same levels as their metro counterparts.
Some 65 per cent of regional Australians read newspaper content online in the last four weeks, just one per cent less than in metro Australia.
The fibre optic broadband provided by NBN will deliver high speed internet to more rural Australians, giving them the chance to read and watch increasing amounts of publisher content online.
Regional11
65% read newspaper content online online
2/3 consumers say most TV ads annoy them
65%
of regional Australians read newspaper content
online last month
Regional readers spend one hour reading their local newspaper
Change the channelTV advertising turns off two in three regional consumers.
Some 64 per cent of regional consumers say most TV ads annoy them, according to emma.
Figures indicate that TV content is failing to hold the full attention of a large number of viewers in regional areas, with 30 per cent saying they surf the net while watching television.
Brands targeting regional Australians can switch marketing budget from TV to print news-papers and lift campaign effectiveness.
Data shows one in five regional Australians (21%) find print newspaper advertising more reliable than TV ads.
64% say “Most TV ads annoy me”
21% say “I find print advertising more reliable than TV advertising”
Regional newspapers hold a valued place in the lives of readers. They provide unique local content that creates a highly engaged audience.
One in two (52%) read at least three editions of their local newspaper each week.
Readers set aside a considerable amount of time to pore over their local newspaper.
Some 44 per cent spent an hour or more reading their local newspaper.
A further 28 per cent spent between 30 to 59 minutes enjoying regional newspaper content.
With engagement levels like this, advertisers can bank on their campaigns being seen by regional readers.
52% read 3 or more editions every week
44% spent one hour or more reading their local newspaper
Monthly sectional readership in regional Australia (000s)
Arts & entertainment: 1948
Sport: 1844
Property: 1806
Travel: 1458Business & finance: 1311
Leisure and lifestyle: 1776Food and
wine: 1199
Health: 1183
Social & gossip: 1165
Motoring: 1135
Employment: 873
Insight and comment: 864
Classifieds: 631Technology:177
Education: 187
THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016
12
Spotlight: Trust
No.1 for trust
Nielsen released the Australian data from its 2015 Global Trust in Advertising Report in Novem-ber last year.
Newspaper advertising had the highest ratings for paid advertisements, ahead of television, magazines, radio and outdoor, and well ahead of mo-bile, search engines and social networks.
Trust in newspapers has not diminished. Ratings for newspa-pers haven’t changed since the previous Nielsen study in 2013, with 58 per cent of Australians saying they completely or some-what trust ads in newspapers.
Trust in advertising on digital platforms is increasing, especial-ly for mobiles, up from 25 per cent in 2013. However there’s
still a considerable gap, and consumers are far more likely to put their faith in newspaper ads.
Respondents were twice as likely to trust ads in newspa-pers as ads on social networks,
and 81 per cent more likely compared with ads in search engines.
How Australians rank trust in newspaper ads is generally in-line with overseas markets.
Newspapers are the most trusted paid advertising format in North America and equal first in Latin America.
Ahead of the rest
Last year, The Newspaper Works commissioned research to measure consumer percep-tions of media, including trust and influence.
Results from the survey of 500 consumers, conducted by online research agency Research Now, were almost identical to those in the Nielsen study, with newspa-pers topping the list.
However, other media were weaker compared with data from the Nielsen study, with magazines and outdoor ads slip-ping well behind.
Newspaper ads are the most believable, informative and useful Consumers 2.7 x more likely to say newspapers influence them than agencies are
13
Generally respondents who trust ads in other media also trust ads in newspapers. For example, 60 per cent of respondents who believe TV ads are trustworthy believe the same about newspaper ads.
This is also true for 72 per cent of respondents who trust outdoor ads, 60 per cent of re-spondents who trust online ads, and 54 per cent of respondents who trust radio ads.
Newspapers ahead on key attitudes
“Trustworthiness” isn’t the only attribute that newspaper advertising excels on. The Research Now study found that newspaper ads were considered to be more believable, informa-tive and useful than ads on any other media.
The study revealed one at-tribute where newspaper ads came at the bottom of the list: being annoying. Newspaper ads were considered to be far less annoying than ads in other media, especially TV (index: 145) and radio (index: 132).
The influence of newspapers: the public vs media agencies
The Research Now study also measured public perceptions of media influence. Results were compared to media agencies’ per-ceptions of influence, as measured by the Media i Industry Survey, conducted in October 2015.
Figures show that agency perceptions are significantly dif-ferent from public perceptions, especially for newspapers.
The public was 2.7 times more likely to consider newspapers one of the top two media chan-nels for influencing consumers.
Attitudes to TV’s influence were similar, but agencies were 1.4 times more likely to say online/digital media were one of the two most influential media, and 6 times more likely to nomi-nate outdoor advertising.
Which tells us that newspa-pers have a greater following with consumers than they do in agencies.
Sources: Media I Industry Survey / The Newspaper Works May 2015, Research Now OmniTaxi, August 20-25 2015
Attitudes to newspapers (indexed to media average)
To what extent do you trust the following forms of advertising?
Paid - completely or somewhat totally trust
58%
51%
56%
44%
53%
52%
34%
32%
32%
51%
Newspapers
Outdoor
Television
TV product placements
Magazines
Search engine
Radio
Online video
Mobile
Banner
Cinema
Social 29%
29%
“Newspaper advertising had the highest ratings for paid
advertisements, ahead of television, magazines, radio and outdoor, and
well ahead of mobile, search engines and social networks”
Source: Research Now OmniTaxi, August 20-25 2015; base: respondents nominating at least one medium as “trustworthy”
Advertising on this media is trustworthy
57%
48%
47%
26%
20%
14%
Newspapers
Radio
Television
Online/digital
Magazines
Outdoor
161
141
46
142137
Trustworthy Believable Informative Useful Annoying
Australians trust advertisements in newspapers more than ads on any other medium or platform.
THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016
14
Cover storySUVs the most sought after car model on the market in 2016, ahead of Sedans and Hatchbacks.
628,000 newspaper readers plan to open a term deposit and cash management account this year.
15
packed with extras prefer well-known car brands.
Auto advertisers can be ex-pected to dial up car features in their communications in 2016, but its imperative they maintain strong branding in ads.
Data from emma indicates that newspaper media, particu-larly print, offers car advertis-ers the perfect environment to promote their 2016 range to an engaged audience.
Newspaper media can drive sales
Some 850,000 prospective car buyers – 94 per cent of pros-pects – read newspaper media.
Figure A shows the type of cars that newspaper readers intend to buy in 2016. Sports
utility vehicles are number one for prospective buyers, with 295,000 readers planning to splash out on an SUV.
Prospective buyers turn to a variety of sources when selecting a car. They seek advice from friends and family, visit
car makers’ websites, and visit dedicated automotive websites.
Media most useful when buying a car
They also rely on traditional advertising to help them make the right decision, but not all advertising media are equally useful. Magazines and televi-sion are important to prospects, but more often than not they consider newspapers the most useful (see Figure B).
Readers actively engage with newspapers and think about advertising messages in them. This makes them excellent for drilling down into details, and an outstanding environment for retail/promotional messages.
A. Newspaper media audience purchase intention 2016
Vehicle types (000)
295
31
189
20
116
34
10
8
6
34
SUV/4WD/4x4
Sedan
Hatchback
Not sure
Coupe
Van
Ute
People mover
Motorcycle
Cab Chassis
Light truck
Motor scooter
Wagon
Convertible 6
64
2
Great intentionsData reveals the top products consumers want to purchase in 2016. ADRIAN FERNANDES looks at how advertisers can use newspaper media to reach shoppers before they buy.
B. Media most useful when buying a carUnderstanding shopper behav-iour is essential for effective marketing planning, a chal-lenge made more difficult by the fact that consumer prefer-ences are constantly changing. Marketers who identify the most important trends can use these insights to optimise their advertising strategies and sales tactics.
We’ve selected data from a range of respected sources to forecast changes in consumer behaviour in the automotive, finance, mobile, technology and travel markets in 2016.
We’ve also used consumer data from emma to provide insight into the purchase inten-tions of shoppers, providing a holistic view of what advertisers
the list, with 70 per cent of car shoppers more likely to consider vehicles with these features1.
Australians place a similar importance on safety, with 74 per cent of prospective new car buy-ers saying that safety is an impor-tant consideration when buying a car, according to emma data.
One of the most striking find-ings from the Autotrader report is that 65 per cent of consumers say they would happily switch car brands to get the technology features they wanted.
New technology is a way for man-ufacturers to gain inroads against competitors. However, emma data tells us that building and reinforcing brand remains essential.
Some 87 per cent of new car prospects who want a car
features. More car buyers value hi-tech features over brand ac-cording the 2016 Autotrader Car Tech Impact study.
Autonomous safety fea-tures such as parking assist, col-lision avoidance and automatic braking are particularly high on
can expect from consumers in the months ahead.
Car buyers tech hungry in 2016
A recent US study reports that car buyers are increasingly interested in the latest technical
C. Newspaper media audience purchase intention 2016
Financial products (000)
628Term deposits and/or cash management account
458Life insurance
545Credit card
378Self managed superannuation fund
515Personal loan
370Transaction/savings account
511Income protection insurance
312Superannuation (other than SMSF)
301Debit card
465Investment loan
Annuity 293
850k
prospective car buyers – 94 per cent of prospects – read newspaper media.
6m
readers use newspaper business and finance sections to stay up-to-date on money matters.
THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016
16
Cover story17
Banks missing the human touch
Mobile technology has changed the way customers interact with their banks.
Three of the big four banks cut the number of branches in 2015, and further closures are expected this year as more cus-tomers embrace digital banking.
Between them Westpac, ANZ Bank and National Australia Bank closed 156 branches, and a further 600 expected to close in the coming years.2,3
Data from emma tells us just 6 per cent of consumers believe their bank listens to them.
With fewer chances to en-gage customers face-to-face, banks will have even less of the “personal touch” needed to avoid commoditisation of their services.
In 2016, banks will have to work hard to communicate with their customers, proving that they’re more than just a utility.
Research indicates that news-paper media can lend banks a helping hand.
You can bank on newspapers
Figures from emma show an average of 6 million readers stay up-to-date on money mat-ters and learn about financial products and services through business and finance journalism in newspaper media.
Most prefer to read print newspapers, which have an average of 4 million readers per month.
Newspaper media also pro-vide banks with a direct line to consumers on the market for new financial products in 2016.
For 2016, term deposits will be the most popular financial product taken out by newspaper readers (see Fig C on previous page). Some 545,000 newspa-per readers plan to apply for a new credit card, while 515,000 intend to take out a personal loan.
3D Tech to excite consumers
This year will see some exciting develop-ments in the world of consumer technology:• Google and Lenovo
plan to produce the first consumer handset using Project Tango 3D technol-ogy. The device, set to launch worldwide later this year, aims for a new generation of smart devices that can be used for indoor mapping, virtual entertainment and 3D imaging.
• Virtual reality looks set to take off this year with Facebook-owned Oculus now taking pre-orders for its eagerly-anticipated Rift VR headsets.
• The 4K high-definition televi-sion is the latest standard for TV manufacturers, who are racing to produce thinner, more spectacular displays for those willing to pay a premium for home entertain-ment.Consumer technology
companies will want to stir up consumer interest in new prod-uct lines.
Figures from emma show the newspaper media audi-ence are happy to spend their hard-earned cash on the latest gadgets.
Newspaper readers switched on to new
technologyNewspaper media reach-
es nine in ten of the top 20 per cent of consumer spenders on audio-visual and media equipment.
Smartphones will be the most popular consumer tech product among the newspaper audience, with 1.3 million readers splashing out on a new handset, (see Figure D).
Some 71 per cent of consumers who are considering buying a smartphone read a newspaper in the past week.
Figures show the digital newspaper audience are just as happy to shop in-store as non-readers. Digital readers are 16 per cent more likely to have visited a consumer elec-tronics retailer in the past four weeks than the general population.
Mobile customers on the move
Last year, Australia’s top three mobile carriers signed exclu-sive deals with major content providers.
Optus partnered with Cricket Australia to produce the “Live
Pass”, which gives customers the ability to watch matches. The company also snatched the rights to English Premier League soccer from Fox Sports.
Digital rights for the AFL were secured by Telstra
while Vodafone signed con-tent deals with Fairfax Media
and Spotify.This year, the “big three” will
undoubtedly leverage these deals in consumer campaigns to win new customers and please existing ones.
Data from emma indicates that mobile brands fishing for new customers will find a large pool of prospective customers through newspaper media.
Call on newspapersSome 1.4 million newspaper
media readers intend to switch mobile providers in 2016.
Almost half (42%) are willing to sign 12-month or two-year contracts, while a third prefer a prepaid deal.
Heavy newspaper readers, those who read 7+ print copies a week, are 22 per cent more likely to sign a 12-month con-tract than non-readers.
Weakened dollar not anchoring travellers
Many Australians are chang-ing their 2016 travel plans due to the fall in value of the Austral-ian dollar.
Travellers are now looking to holiday closer to home, at a destination with a cheaper cur-rency or switching to lower-cost accommodation and activities at overseas destinations.
A survey by industry group Tourism & Transport Forum found 5 per cent of travellers had already switched from an
international to a domestic holi-day due to the falling dollar, with 15 per cent expected to travel more domestically this year.
Travel brands can use news-paper media to reach consum-ers planning a domestic holiday in 2016.
Fly high with newspaper media
Latest emma data indicates that 15 million travellers who are planning a domestic trip are also newspaper readers. Each month, national and metro-politan newspapers reach 9.6 million travellers planning an interstate trip.
Newspapers are second only to online as the most useful media that influences holiday decisions. Some 31 per cent of Australians say they use news-papers to plan their next trip.
Figures reveal 4.2 million domestic travellers consume 7+ editions every week.
Some 2.4 million of these access newspaper journalism on their mobile. This mobile audi-ence is 6 per cent more likely to travel for business or holidays in the next 12 months than non-readers.
1. http://autotalk.com.au/industry-news/autonomous-features-top-car-buyers-list
2. http://www.apra.gov.au/adi/Publications/Documents/20151231MBSNovember2015.pdf
3. http://www.smh.com.au/busi-ness/banking-and-finance/mobile-banking-tipped-to-wipe-out-600-branches-20150801-gipjqa.html
4. http://www.smh.com.au/busi-ness/aviation/how-the-falling-a-is-changing-travel-habits-20150917-gjopx9.html
D. Newspaper media audience purchase intention 2016
Technology products (000)
1280Smart phone
834Desktop computer
1228Tablet
816Smart TV
1197Laptop
747Home theatre
1096Games console
675Blu-ray DVD player
628Apple TV
973Digital TV recorder
Digital TV set 588
Digital camera 584
3D TV set 581
Video camera 575
Stereo of hi-fi system 507
71%
of consumers in the market for a new smartphone read a newspaper last week.
31%
of Australians use newspapers to help plan their next trip.
15 million holidaymakers planning to travel within Australia this year read newspaper media.
1.4 million readers plan to switch mobile service provider in the coming months.
E. Newspaper media audience purchase intention 2016
Domestic travel destinations (000)
4833Sydney & surrounds
2131Sunshine Coast
4582Melbourne & surrounds
1903Canberra & surrounds
2592Brisbane & surrounds
1808Other NSW
2556NSW North Coast
1774Other Victoria
1708NSW South Coast
2528Gold Coast
THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016
18
Photo: Thinkstock.com
Five-star reach
Hot for property
Just can’t get enough
5.1m read community newspapers each month
Local newspapers offer advertis-ers a different kind of connec-tion with consumers than other media.
Many media planners turn to TV when looking to reach the five-metro markets of Sydney, Melbourne, Brisbane, Adelaide and Perth, home to the majority of Australian consumers.
However, savvy planners look beyond television and add community newspapers to their plans. Free suburban newspa-pers are read by a large percent-age of consumers in the cities,
and provide a local connection television can’t match.
One in three consumers (36%) living in Australia’s major cities are non- or light- TV viewers.
Some 40 per cent of these consumers read their local com-munity newspaper in the last four weeks, offering advertisers a viable route to customers poten-tially missed by TV advertising.
Metro-dwellers regularly engage with their local newspaper to stay up-to-date on local issues, activities and events, something mass-me-dia platforms like TV just can’t do.
Real estate agents can reach a multitude of potential buyers by advertising in community newspapers.
More than one in ten (12%) of local newspaper readers are considering moving in the next 12 months.
Most of these, some 424,000 readers, are in the market for a new house, unit or apartment to live in. A further 232,000 read-ers are looking to buy an invest-ment property, and 196,000 are planning to buy a second home or holiday house.
Community newspaper readers make up 40 per cent of the metro and 27 per cent of the total investment property market.
Community newspapers provide readers with quality reporting on local news, usually delivered direct to the door. emma data proves just how much readers enjoy these newspapers.
Two in three readers (66%) look forward to reading the next edition of their local newspaper, and 69 per cent said they would miss their community newspa-per if it was not available.
This is also true for young readers. The under-25s, who are often assumed to have little interest in their local communi-ties, still consider their com-munity newspaper important. Some 40 per cent say they look forward to reading the next edition, and 48 per cent say they would miss it if it wasn’t available.
With this level of engagement, the future of community news-papers looks bright.
Community19
600,000 readers planning to buy property in 2016
77% readers who regularly use local services
Locally-owned businesses are the foundation of strong communities. They sustain a vibrant town centre, creating jobs and servicing the area.
Data indicates readers of community newspapers look to support businesses in their neighbourhood where possible. Community readers over-index as users of local services compared to general
population, according to emma.
When it comes to home-improvement, readers look to local tradies. They are 30 per cent more likely to use local tradespeople for home renovations and 29 per cent more likely to employ a local gardening service.
Readers prefer to stay local when they want to smarten
up their looks. They are 15 per cent more likely to use a local barber or hairdresser, and 18 per cent more likely to use a local beautician than the general public.
Local business owners can be confident that they can increase awareness and lift sales with community newspaper advertising.
Some 600,000 community newspaper readers are planning to buy property in 2016
66% look forward to the next edition of their community newspaper
69% would miss their community newspaper if it was not published.
424,000 readers looking for a new home
232,000 readers looking for an investment property
196,000 readers looking for a holiday home
Readership of community newspapers in five-metro markets
Perth
Sydney
Melbourne
Adelaide
Brisbane
45%
43%
41%
43%
36%
Press into serviceSome 77 per cent of readers say they prefer to use local trades and services
Dry cleaning
Childcare
Renovations
Gardening
Home repairs
House cleaning
Personal
grooming
Hairdre
sser
Health services
Pet care
Car washing
Motor v
ehicle
118110
106115
108105
144
130124
135129
122
Services used by community newspaper readers (indexed vs non-readers)
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20
2.9m read newspaper journalism on a tablet
Tablet spotlight
Readers take a swipe
14-29 45-6430-44 65+
20%
32%
39%
8%
Tablet audience profile by age
Tablet audience profile by state (%)
NSW/ACT: 36
QLD: 16WA: 11
SA: 7
NT: 1
VIC: 27
TAS: 2
21
39% tablet audience aged 30-44
$99,500: typical tablet reader income. $20K more than national average
18.6hrs average time readers spend online each week
Groceries: 84.5%
Telco: 83.3%
Finance: 82.7%
Utilities: 78.5%
Tablet audience who are main household
decision makers
Typical Australian:$80,138.64
Typical tablet reader: $99,556.20
Average annual earnings*
*Full time employees working 30+ hours per week
Tablet audience monthly shopping behaviour
Supermarket
Local shopping strip/area
Large shopping complex/centre
Hardware store
Department store
Online
Discount department store
Electrical/Home appliance store
Music/DVD/Video game store
Home interior store
97.0%
82.5%
70.7%
51.5%
49.3%
41.6%
40.9%
17.6%
15.5%10.3%
Type of tablet owned by audience
iPad
iPad mini
Asus
Other
Samsung Galaxy
Microsoft Surface
Google Nexus
55%
14%
3%
4%
15%
3%
3%
Tablet audience online video consumption
(last 4 weeks)*
Movie
Video clip
Television
Video podcast
139
126
121
119
Tablet audience online ad interaction
(last 4 weeks)*
Use social media to interact with brand
139
Watch online advertising videos
126
Click an online banner 119
Some 2.8 million Australians used a tablet to read newspaper content in the last four weeks. The latest emma data reveals them to be high-earners and big-spenders who spend a lot of time on the internet.
THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016
The average age of the tablet audience is 42, eight years older than the typical smartphone reader and five years younger
than a print reader.Two-thirds of these users
(71%) are aged between 30 and 64. In the city
Sydney-siders are above-average tablet readers, indexing at 128. Melbourne indexes at 121, Brisbane at 116 and Perth at 112.
The metro-centric skew of tablet users also has an impact on readership by state, with higher propensities in NSW/ACT and Vic-toria, lower propensi-ties in Queensland and Tasmania.
High earnersReaders are twice as likely as non-newspaper readers to earn $120,000+.
Video starsThe tablet audience is 20 per cent more likely to have viewed video content on their device in the past four weeks.
A social bunchOne in five readers (21%) have used social media to interact with a brand in the past four weeks.
Regular shoppers
Main decision makersThe tablet audience is 16 per cent more likely to have bought online in the past four weeks.
Readers are also 11 per cent more likely to have visited an electrical retailer and 12 per cent more likely to have visited a home interiors store in the same period.
iPad #1More than two-thirds of the tablet audience own an iPad or an iPad mini.
Heavy internet usersThe typical tablet reader spends 18.6 hours online each week, 3.3 hours more than the
typical Australian.Nine in ten tablet readers
used their tablet to read sport, news and current affairs in the past week.
One in two use their tablet to go online more than they use a PC or laptop.
&
“It’s calming and beautiful. It makes you think that
the iPhone is more than just a phone.”
“What a wonderful image. I want a phone
that can do that!”
“It’s a refreshing change from other ads, I really like
the imagery and simplicity of the message.”
“It raised my awareness that LG made smart phones. When I am in the market to buy a new one/update my present one I’d look at it as an option.”
“It’s elegant and classy. Makes me want to find out more.”
“The black and white background makes the leather case stand out. The phone looks great.”
Research conducted online by Ipsos Media CT. Fieldwork conducted August 2015. Sample aged 18+, based in Sydney, separate samples tested for each ad: n = 112 for LG, n = 117 for Apple. Significance tests conducted at 90% confidence level. Full details of methodology, Role Map and Action Map available on www.thenewspaperworks.com.au
Apple’s use of striking imagery caught readers’ attention, standing out from competitors. Respondents found the campaign memorable with many remarking it was a
refreshing change from other ads in the category.
LG’s approach increased awareness of the brand for some and encouraged reappraisal by others. It also had
respondents talking, lifting word-of-mouth scores.
RESULTS
COMPARISONSROLE MAP
BRAND EQUITY IMPACT
ACTION MAP DIAGNOSTICS MAP
OPINIONS
Ad improved familiarity/ understanding Ad made brand appropriate Ad made brand seem different to other brands in the category
All newspaper norm
Apple
LG
Call to actio
n
Affinity
Pub lic agenda
In fo r m ation
ReappraisalEx
tension
All newspaper norm Apple LGKEY
Buy or try
Searc
h or visitW
ebsearch
P honeWord o f mout
h
Cut-ou t & keepRe
member
Sha re onlin
e
All newspaper norm Apple LGKEY
Great image
Catches my eye
Looks good
Headline draws me in
Clear offer
Highlights key featureToo much info
Cluttered
Similar to other category ads
Dull & boring
Fails to grab attention
All newspaper norm Apple LGKEY KEY
APPLE LG
Brought to you by
28%
48% 42%
25% 25%
45% 45%41%
43%
emma,12 months to June 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Online Ratings, June 2015, people 14+ only.
RELAXNewspaper media readers buy
and spend more on furnishings and homewares than non-readers
7.8m furniture & homeware
buyers read newspaper
media
Print only:
2.7m
Digital only: 1.6m
Print & Digital: 3.3m
Newspaper media readers are 12% more
likely to buy furniture or homewares
Furniture & homeware Shoppers consider
newspapers more useful than online advertising or
social media
Readers spend 14% more on
furniture
The largest spenders (top 20%) are 21% more likely to read newspaper media
on mobiles
Readers spend 33% more on
homewares
WE SECURED A LIGHT RAIL PROJECT.A CAMPAIGN ON THE RIGHT TRACK.
A light rail project that will link Brisbane to the Gold Coast before the 2018 Commonwealth Games has secured government support, as a result of our relentless campaign.
Phil Mumford, CEO of light rail operator GoldLinQ, said our coverage was crucial in bringing the project to fruition. “The campaign ensured the community’s voice was heard and helped secure funding. Without this campaign and the Queensland government’s commitment to delivering Stage 2, this extension wouldn’t be happening,” Mr. Mumford said.
This is the power of influence.
Now imagine this influence working for your brand. Advertising in newspaper media becomes part of the flow of trusted information and opinion that shapes the views of more than 16 million consumers.
Experience the power of influence to drive consumer engagement and action.
#buythepaperVisit thenewspaperworks.com.au/influence