Audience profile
The Eureka Report audience are an older, traditional group and large retiree base of high net worth individuals. They have high value personal investments and are asset rich.
Eureka Report readers are predominantly men aged 60 plus, with an extremely high financial literacy. 98% invest in shares.
They are highly educated and earn high incomes. 24% have more than $2m in personal investments.
Audience highlights
- 52% are aged over 60
- 24% have personal investments worth over $2m
- 49% earn over $104,000 per annum - 14 times the population norm
- 67% run a self-managed superannuation fund
- 35% are self-funded retirees
- Of those employed, 41% are Owners or Proprietors
- 75% are tertiary educated
- Most viewed station is ABC - 3.4 times the amount of hours per week as Channel 9
- 57% have attended an Art Gallery in the last 12 months
Purchase intent
- 77% are likely to purchase professional services for their organisation in the next 12 months
- 69% are likely to purchase office equipment or supplies for their organisation in the next 12 months
- 65% are likely to purchase computer software or hardware for their organisation in the next 12 months
- 53% are likely to fly internationally in the next 12 months
- 40% are likely to fly business or first class when flying internationally
Source: Lewers independent research, July 2009
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