Audience profile

The Business Spectator audience is a conservative, high earning readership, largely in the finance and insurance industries.

They are predominantly men aged 30 plus, employed in senior positions within either very small, or very large, organisations. They are highly educated and extremely financially savvy, with 95% investing in shares.

Audience highlights

31% employed in the financial services industry
79% are tertiary educated
51% earn over $104,000 per annum - 14 times the population norm
13% earn over $245,000 per annum
53% have senior roles in their organisation (Owner / Proprietor, Executive / Director or Senior Manager)
30% have personal investments worth over $1m
49% run a self-managed superannuation fund
60% have purchased an online subscription
Most viewed TV stations are ABC and SBS

Purchase intent

73% are likely to purchase professional services in the next 12 months
55% are likely to fly internationally in the next 12 months
30% are likely to fly business or first class when flying internationally

Source: Lewers independent research, July 2009

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