Audience profile
The SmartCompany audience are predominantly entrepreneurs, SME owners and managers seeking to grow and develop their business.
They have a high business purchasing power, and are key decision makers for business. 89% work in the SME bracket.
SmartCompany readers are highly educated and affluent. They are financially savvy, with 82% investing in shares, and 51% running self-managed superannuation funds.
Audience highlights
- 75% have senior roles in their organisation (Owner / Proprietor, Executive / Director or Senior Manager)
- 44% are Owners or Proprietors
- 89% work in organisations within the SME bracket (up to 250 employees)
- 46% earn over $104,000 per annum - 12 times the population norm
- 42% have personal investments worth over $500,000
- 51% run a self-managed superannuation fund
- 75% are tertiary educated
- ABC is the most viewed TV station
Purchase intent
- 75% are likely to purchase office equipment or supplies for their organisation in the next 12 months
- 74% are likely to purchase professional services for their organisation in the next 12 months
- 68% are likely to purchase computer software or hardware for their organisation in the next 12 months
- 67% are likely to purchase flights for their organisation in the next 12 months
- 54% are likely to fly internationally in the next 12 months
- 25% are likely to fly business or first class when flying internationally
- 50% 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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