October 2014

October 2014

S U M M E R

October 2014

KEY SUMMER INSIGHTS

Summer is a balance between relaxation and organisation – while on one hand it is a time to

relax, socialise and appreciate life, people are also busy setting goals and organising

themselves for the year to come.

Over Summer, Today Listeners are ‘Summer Crammers’ – keeping themselves constantly busy

with friends, parties, and planning ahead. Triple M listeners are ‘Summer Chillers’ – winding

down, chilling out and watching as much sport as possible.

A change in mood and lifestyle over Summer means a change in media consumption. Radio is

the core to enhancing the Summer vibe and sees an increase in usage. But with more time on

their hands, many people are also increasing their use of the internet, social media and TV.

Source: Southern Cross Austereo Summer Study. January 2014. “Thinking about what the POST-CHRISTMAS SUMMER period (up to Australia

Day) means to YOU, how much do you agree or disagree with the following statements?’ N=3520

THE SUMMER VIBE when the craziness of Christmas is over, it’s time to relax, socialise and appreciate life

Hanging out

with mates

Appreciating the

Aussie way of life

Spending quality time

with the partner

and/or kids

THE SUMMER VIBE …but it’s also about setting goals for the year to come and enjoying a bit of ‘me’ time

Tackling tasks

around the house

Doing what I

want to do

Setting goals for

the year to come

Source: Southern Cross Austereo Summer Study. January 2014. “Thinking about what the POST-CHRISTMAS SUMMER period (up to

Australia Day) means to YOU, how much do you agree or disagree with the following statements?’ N=3520

Source: Southern Cross Austereo Summer Study. January 2014. “Now let's turn our attention to the time just after Christmas. During the POST-

CHRISTMAS SUMMER period (up to Australia Day), are you more or less likely to spend time thinking about renewing or changing products or

services you have in the following categories (compared with the rest of the year)? N=3520

% of people more likely to consider reviewing or changing these products/services over Summer compared with the rest of the year.

With a bit of extra time

on their hands, people

are using Summer to

plan future holidays,

undertake home

renovations, reassess

their telecommunications

arrangements, look at

their gym membership

and investigate the

possibility of a new car.

When it comes to gym memberships,

Today listeners are much more interested, with 24%

considering getting fit compared with 15% of Triple M listeners.

October 2014

…but Today and Triple M listeners get up to slightly different things.

summer

SUMMER CRAMMERS

Source: Southern Cross Austereo Summer Study. January 2014. “Thinking about what the POST-CHRISTMAS SUMMER period (up to Australia Day) means to YOU, how much do

you agree or disagree with the following statements? & During the POST-CHRISTMAS SUMMER period (up to Australia Day) how does your time spent on the following activities

change compared with the rest of the year? N=3545 Today listener n=1496

Today listeners are trying to cram

as much as they can into their

Summer!

They say they’re taking time to

relax and regenerate but then

they’re partying, catching up with

friends, reflecting on the year past

and planning for the year ahead.

They’re basically just busy, busy,

busy and enjoying life!

69% more likely

Setting goals for

the year ahead

54% more likely

Preparing for the

work year ahead

40% more likely

The freedom to

be spontaneous

Shopping

Going to fun parks

Going to the movies

Reading a book

Going to the beach

Swimming in a pool

Driving day trip

Having a BBQ

SUMMER CHILLERS

Triple M listeners are chilling out

a bit more and taking the time to

wind down.

They’re using their Summer to

catch up with their family – and to

watch as much sport as they

want!

They’re really appreciating the

Aussie way of life and chilling out

before they have to go back to

work.

Source: Southern Cross Austereo Summer Study. January 2014. “Thinking about what the POST-CHRISTMAS SUMMER period (up to Australia Day)

means to YOU, how much do you agree or disagree with the following statements?’ & During the POST-CHRISTMAS SUMMER period (up to Australia

Day) how does your time spent on the following activities change compared with the rest of the year? ‘ Triple M listener n=1656

113% more likely

Watching all

the sports

I want

32% more likely

Appreciating

the Aussie

way of life

Watch live sport 45% more likely

Going to the pub 28% more likely

October 2014

SO WHAT DOES THIS MEAN?

Advertisers should consider targeting

messages to Today listeners that tap

into this Summer vibe and the desire

to have fun, be upbeat and really get

into life.

Advertisers should consider targeting

messages to Triple M listeners that are

laidback, sporty and really embrace the

‘time out’ feel that they’re seeking.

Source: Southern Cross Austereo Summer Study, Jan 2014, Have a think about how much media you read, watch or listen to over SUMMER compared with your

usual day-to-day habits. Can you tell us whether you use more, the same or less of the following media during SUMMER? n=3520

48%

36%

36%

31%

31%

16%

15%

11%

47%

45%

45%

39%

44%

21%

41%

43%

5%

7%

17%

14%

21%

8%

13%

18%

1%

12%

2%

15%

4%

55%

31%

29%

Internet

Social media

Radio

Cinema

FTA Television

Pay Television

Magazines

Newspaper

More Same Less Don't consume during Summer

October 2014

October 2014

THE SUMMER VIBE

“My summer isn’t complete without radio,

it is common ground between all

members of the family.”

“Summer IS the radio. Nothing like the

radio blaring on a hot summer day.

Very, very Australian.”

“Radio and the music of the year is the

backdrop to my summer, it’s where my

memories are stored.”

“The radio is the soundtrack to my

summer as music is a large part of my

life. The radio is fresh and positive like

summer.”

Source: Southern Cross Austereo Summer Study. January 2014. “How does radio fit into YOUR Summer?’ N=3520.

October 2014

% of people more likely to consider reviewing or changing these products/services over Summer compared with the rest of the year.

Source: Southern Cross Austereo Summer Study. January 2014. “Can you tell us whether you use more, the same or less of the following

media during SUMMER?’ Radio. N=3520. ‘What devices would you normally use to listen to the radio over summer? N=3545

October 2014

% of people more likely to consider reviewing or changing these products/services over Summer compared with the rest of the year.

Source: Southern Cross Austereo Summer Study, Jan 2014 When driving to the shops during SUMMER what do you MOSTLY listen to?

& When driving on longer drives (30mins+) during SUMMER what do you MOSTLY listen to? n=3520

October 2014

SUMMER MEANS… warm weather, getting out and about and socialising – and radio is the perfect companion

Source: Southern Cross Austereo Summer Study. January 2014. “Why are you listening to MORE radio in the SUMMER period?’ N=1268

I’m out an about

far more I have the time

It’s perfect to have on

in the background

I’m in the car

a lot more

October 2014

Source: Southern Cross Austereo Summer Study. January 2014. “Why are you listening to MORE radio in the SUMMER period?’ N=1268

“Radio definitely helps to get you in the summer mood, with their awesome and latest

tracks and the best music. That’s what summer is about- playing music whilst enjoying

a bbq with friends, or a pool party with the radio going in the background.”

October 2014

October 2014

More than a third of people

use more social media over

Summer – and for those

that did, it was Facebook,

YouTube and Instagram

that filled the time.

This means that people

have the time to engage

with brands – and

especially the favourite

radio station that they’re

listening to MORE in

Summer.

Source: Southern Cross Austereo Summer Study, Jan 2014 Why did you use more of these social media over

summer? & Which social media networks did you use more of in Summer? n=1281

…and here are the social media they are using more of

October 2014

% of people more likely to consider reviewing or changing these products/services over Summer compared with the rest of the year.

Source: Southern Cross Austereo Summer Study, Jan 2014 Why did you use more of these social media over summer? &

Which social media networks did you use more of in Summer? n=1281

“I used social media more to see

how my family and friends were and

what they were up to.”

“More time while on holidays from work.”

October 2014

October 2014

Source: Southern Cross Austereo Summer Study, Jan 2014 Have a think about how much media you read, watch or listen to over SUMMER compared with your

usual day-to-day habits. Can you tell us whether you use more, the same or less of the following media during SUMMER? n=3520 Why are you watching LESS TV

in the Summer period? n=724

I’m at home

more often

I have

more time

October 2014

what does this mean? Whilst Summer means different things to different people, it generally means a more

relaxed mood with people getting out and about more and really embracing the warmer

weather and fun times.

Media consumption habits change over Summer as people have more time on their hands

– and they use it to get out and about or to relax with a bit of TV or social media.

People are listening to radio during summer – and many listen to more radio compared

with the rest of the year. Radio fits perfectly with people’s lifestyles during Summer as it

accompanies them while enjoying Summer activities.

People listen to radio more in Summer because they’re out and about in the car more,

doing activities where radio is fantastic to have on to create a more lively and happy mood,

and because they have the time to enjoy themselves.

October 2014

The results of this survey are “INDICATIVE” ONLY.

The survey was conducted by Southern Cross Austereo using

its online panel nationally.

The panel is obtained from our radio networks database under

the labels of ‘VIP’ on the TODAY Network and ‘Music Jury’ on

the MMM Network. All members of these databases would be

considered listeners to these stations.

The database contains about 260,000 members. Of these,

approximately 20,000 are a part of our online community.

The is split between the Today VIP database and the Triple M

database. Members of both databases were asked to take part

in the studies.

Post Christmas Study

All members of this community were invited to complete the

survey, and 3,000 did so. An additional 500 external

respondents were recruited to complete the survey. Members of

this database have no knowledge of Southern Cross Austereo’s

involvement and aren’t necessarily listeners to either network.

Certain questions asked for an ‘essay’ or ‘verbatim’ type of

response OR brands/words that first came to mind.

A keyword search was used to sort and rank the responses to

these questions.

The results are an un-weighted sample, but are reflective of the

Southern Cross Austereo audience. SCA brands reach

approximately 40% of the 10+ population and approximately

46% of the 25-54 population in the five metropolitan markets in

Australia, suggesting it would be reasonable to consider these

results to be a fair if not fully balanced representation of the

opinions in these marketplaces.

Furthermore, as it is an online survey, the respondents would

also be skewed towards being ‘early adopters’ for technology,

‘trend setters’ in general and likely to be a good early indication

of brand leaders, trend setters and early adopters in general.

These research surveys conducted by SCA are done so to

provide a general understanding of the opinions, interests and

attitudes of the metropolitan marketplaces only.