Looking for advice on a balanced diet? Trawling for tips on perfecting your yoga moves or finding a good GP? Roy Morgan investigates the media Australians consider most useful when seeking information on health issues.
Looking for advice on a balanced diet? Trawling for tips on perfecting your yoga moves or finding a good GP? According to the latest findings from Roy Morgan Research, Australians find the internet and magazines to be the most useful media when they’re seeking information about health, well-being and fitness.
Unsurprisingly, the internet is most popular for this purpose, with 35% of Aussies naming it as the medium they find most useful. Taste.com.au is the most visited lifestyle and health website, attracting 11% of the population in an average four-week period. Best Recipes and parenting site Kidspot (5% and 4% respectively) are also widely visited.
Despite the prevalence of digital media in all areas of our daily lives, magazines are still preferred by 19% of Australians as a useful source of health-related information. The most popular publications are Women’s Health, Good Health and Diabetic Living.
In third and fourth positions, newspapers (11%) and television (6%) are also considered useful, but not nearly to the same extent.
Source:Roy Morgan Single Source (Australia), April 2012 – March 2013 (n = 51,172). Base: Australians 14+
George Pesutto, General Manager — Media and Communications, Roy Morgan Research, says:
“Our latest research indicates that magazines are still considered relevant and useful by Australians seeking information about health and well-being, although they come a fairly distant second to the internet.
“The data also reveals that people who cite magazines or the internet as their preferred information sources are more likely to participate in yoga and/or cycling than the average Australian. Magazines catering to these specific interests with their content, and advertisers of related products, stand to generate more interest from their readers.
“In today’s fractured media market, it’s important that media buyers and health marketers don’t dismiss magazines as a useful channel for reaching a large, interested audience.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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