Thursday, May 29th, 2014

Eight million Australians 14+ (42%) visit one or more news websites a week, the latest data from Roy Morgan Research shows, with some striking similarities and differences between the types of people visiting some of the top-ranked sites. and each attracted around 2.5 million unique visitors per week in the 12 months to March 2014, ahead of sites for ABC News (2.05m), The Age (1.80m), Nine News (ninemsn) (1.75m), the Herald Sun (1.35m) and The Telegraph (1.05m).

Three news websites with a national perspective each attract around one million Australians each week: The Guardian, Yahoo!7 News, and The Australian. The latter also has a weekly audience of just over a million for its print edition. 

But using Helix Personas to segment these four similarly sized audiences into identifiable Communities of like-minded Australians reveals two immediate insights:

  • The composition of The Australian’s online audience is more similar to The Guardian’s than its own print edition
  • The Yahoo!7 News audience closely reflects the country as a whole.

A million Aussies a week: Helix Audience Profiles

Source: Roy Morgan Single Source Australia, April 2013 – March 2014, n = 48,059 Australians 14+

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Audience segmentation using Helix Personas shows that the online audiences for The Guardian and The Australian are broadly comparable at a Community level. We therefore need to dig down to a Persona level to uncover how they differ.

“For example, within the Leading Lifestyles community, which comprises a similar and substantial proportion of both websites’ audiences, its 12 individual Personas differ markedly in their preference.

"Worldly and Wise (106), Humanitarians (107) and Successful Bureaucrats (108) are each between 30-85% more likely to visit The Guardian than The Australian’s website, while Blue Chip (101), Financial Freedom (105), Savvy Self-Starters (110) and Set for Life (111) prefer The Oz.

“Smart Money (102), Self-Made Lifestylers (103) and Progressive Thinkers (109) are about as likely to visit either website.

Meanwhile two Personas, Status Matters (104) and Full House (112), are each far less likely than the average Australian to visit either website.

“The next step for publishers and advertisers is to use these Personas to compare and match audiences with target markets. Are Humanitarians overrepresented in your audience? Is there more to gain advertising to Financial Freedom or Worldly and Wise?

“Roy Morgan Research’s Single Source data is the preferred multi-media audience measurement currency used by the majority of Australian media strategy, planning and buying agencies, telecommunications, financial services and automotive brands.”

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


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