Audience profile
Crikey’s audience is made up of affluent, decision-making professionals. Socially Aware individuals, they are attracted to innovative products and services – and will adopt them early, often regardless of the cost.
They are highly educated and active seekers of premium entertainment and leisure experiences. They are very light consumers of commercial television, preferring the ABC and SBS, making them hard to reach through traditional media.
Audience highlights
- 94% watch the ABC, and 83% watch SBS each week
- ABC is viewed 6.8 times more often as Channel 9, and ABC2 is viewed as often Channel 9
- 9% live in the ACT - 6 times the population norm
- 44% earn over $104,000 per annum - 12 times the population norm
- 49% have postgraduate degrees - 24 times the population norm
- 51% have senior roles in their organisation (Owner / Proprietor, Executive / Director or Senior Manager)
- 36% have personal investments worth over $500,000
- 43% run a self-managed superannuation fund
- 76% have attended an Art Gallery in the last 12 months
- 62% have attended the Theatre in the last 12 months
- 59% have attended an Arts or Cultural Festival in the last 12 months
Purchase intent
- 81% are likely to purchase office equipment or supplies for their organisation in the next 12 months
- 77% are likely to purchase professional services for their organisation in the next 12 months
- 75% are likely to purchase computer software or hardware for their organisation in the next 12 months
- 75% are likely to purchase flights for their organisation in the next 12 months
- 58% are likely to fly internationally in the next 12 months
- 29% are likely to fly business or first class when flying internationally
- 64% are likely to pay more for products or services from organisations that practice ethical or environment policies
Source: Lewers independent research, July 2009
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