Just a shake-up of traditional media or death rattles? It's a landscape cluttered with different measures - tarps, page views, clicks, average issue readership, etc. But where are the consumers? Where are the $s? This Roy Morgan State of the Nation 17, with a spotlight on the Australian Media landscape, puts the focus back on people. It provides a structured, forensic analysis of all media using three consistent frameworks to understand the changes that have happened and that are still happening. You really need to understand how the new media landscape is changing people's lives - especially your own.

1. State of the Nation 2013
Spotlight on
Media
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2. Media Website Visitation
80%
74.6%
70%
60%
50.8%
50%
40%
38.4%
35.2%
30%
27.3%
18.0%
20%
14.6%
10%
7.4%
4.9%
0%
Online
News &
Entertainment Weather Sites
Communities Newspapers
Sites
& Messaging
Sites (excl
Sites
Weather Sites)
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
Sport Sites
Business &
Finance Sites
Magazines
Sites
Classifieds
Sites
Radio Sites
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3. Media Website Trends
80%
75.7%
Online Communities & Messaging Sites
74.6%
70%
60%
52.6%
50%
46.5%
News & Newspapers Sites (excl Weather Sites)
50.8%
Entertainment Sites
38.4%
40%
31.2%
30%
20%
10%
35.2%
Sport Sites
Business & Finance Sites
17.4%
16.0%
13.0%
Weather Sites
Magazines Sites
7.3%
0%
4.9%
Classifieds Sites
Radio Sites
27.3%
18.0%
14.6%
7.4%
4.9%
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
11 11 11 11 11 11 12 12 12 12 12 12 12 12 12 12 12 12 13 13 13 13 13 13 13 13 13
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Aug 2010 – Sep 2013
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4. Social Media Websites
70%
62.5%
62.1%
62.3%
60%
53.7%
50%
40%
30%
21.8%
20%
16.8%
16.3%
13.3%
16.3%
10.0%
9.4%
10%
0%
Facebook
YouTube
Google+
Sep-12
* Measured from January 2013
Base: Australian population 14+
Source: Roy Morgan Research; 4 month moving average Jun 2012 – Sep 2012; Jun 2013 - Sep 2013
Twitter
LinkedIn
Pinterest *
Sep-13
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5. Roy Morgan Research Values Segments *
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.
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6. Roy Morgan Research Values Segments *
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.
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7. Roy Morgan Research Technology Adoption
Segments
Professional
Technology
Mainstream
Digital
Life
Older Tech
Explorers
Technology
Traditionalists
Technology Early
Adopters
Early Adopters
Early Adoption
Technophobes
Early Majority
Late Majority
Mass Market
Laggards
Maturity
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8. Roy Morgan Research Technology Adoption
Segments
Launched in May 2012, the Roy Morgan Research Technology Adoption Segments categorise the population into six
segments according to their uptake of new technologies.
The segments are:
Technology Early Adopters: Always first to purchase and use new technologies, these people are well educated with high
incomes and risk-taking tendencies.
Professional Technology Mainstream: Ambitious individuals who adopt technology fairly early for career and time-saving
purposes.
Digital Life: Typically students and young part-time workers, this segment is fast to adopt new technology and especially
those with social and entertainment related applications.
Older Tech Explorers: Generally older, this segment is passionate about new technology but cautious about spending
money on it.
Technology Traditionalists: Usually aged 45+, these individuals are wary of change and only adopt new technology once it
has become mainstream.
Technophobes: The oldest segment, technophobes aren’t so much scared of new technology as uninterested, preferring
more traditional pursuits (TV, gardening, reading, etc.).
For more information on the Roy Morgan Research Technology Adoption Segments and how they can help understand your
customers and market please visit:
http://www.roymorgan.com/products/segmentation-analytics/technology-adoption-segments
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9. Helix Personas
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10. Helix Personas – David Jones
Does reading a catalogue equal shopping there?
Helix Communities & Personas
101 Bluechip
103 Self-made Lifestyle
102 Smart Money
106 Worldly and Wise
107 Humanitarians
105 Financial freedom
109 Progressive Thinkers
108 Successful Bureaucrats
110 Savvy self-starters
104 Status Matters
202 Healthy, Wealthy and Wise
111 Set for Life
All Catalogues Read Or
Looked Into In The Last 4
Weeks (From Oct 00)
334
264
259
242
212
211
209
185
182
179
179
178
Department Stores
Bought From In The Last
4 Weeks
299
243
275
251
230
165
174
148
140
81
335
193
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11. Discover your edge

12. 2 Neighbourhoods, 2 Cities.... 1 Persona (Status does matter)
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13. Helix Communities
100
Leading
Lifestyles
200
Metrotechs
300
Today’s
Families
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013
400
Aussie
Achievers
500
Getting By
600
Golden
Years
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700
Battlers

14. Media Devices
60%
58.7%
TV with inbuilt
digital tuner
55.3%
50%
44.3%
Video game
consoles
Smartphone
42.2%
Digital set top box
40%
40.1%
33.3%
30%
20%
28.9%
30.0%
16.3%
28.2%
PVR/DVR
Tablets
11.2%
TV With inbuilt
10%
9.4%
internet
0%
1.0%
0.6%
DAB + Digital
Radio
Sep 09
Oct 09
Nov 09
Dec 09
Jan 10
Feb 10
Mar 10
Apr 10
May 10
Jun 10
Jul 10
Aug 10
Sep 10
Oct 10
Nov 10
Dec 10
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Jun 11
Jul 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Jan 12
Feb 12
Mar 12
Apr 12
May 12
Jun 12
Jul 12
Aug 12
Sep 12
Oct 12
Nov 12
Dec 12
Jan 13
Feb 13
Mar 13
Apr 13
May 13
Jun 13
Jul 13
Aug 13
Sep 13
1.5%
3.2%
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013
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15. TV
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16. Five year TV Viewing Trend
100%
96.3%
Any TV
94.0%
93.1%
94.5%
80%
Free to Air TV
Commercial TV
90.7%
88.8%
94.0% TV
90.7% FTA
88.8% Comm TV
60%
40%
20%
Pay TV
20.3%
22.8%
9.8%
0%
9.8% Streamed
Streamed TV
Sep 09
Oct 09
Nov 09
Dec 09
Jan 10
Feb 10
Mar 10
Apr 10
May 10
Jun 10
Jul 10
Aug 10
Sep 10
Oct 10
Nov 10
Dec 10
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Jun 11
Jul 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Jan 12
Feb 12
Mar 12
Apr 12
May 12
Jun 12
Jul 12
Aug 12
Sep 12
Oct 12
Nov 12
Dec 12
Jan 13
Feb 13
Mar 13
Apr 13
May 13
Jun 13
Jul 13
Aug 13
Sep 13
2.1%
22.8% Pay TV
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013
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17. Top TV viewing preferences for Australians
Free to Air
Genre
%
Programs
%
News
62.2%
Seven News
23.2%
Drama
47.9%
Big Bang Theory
20.7%
Reality
44.5%
Nine News
19.6%
Comedy
43.9%
David Attenborough's Documentaries
18.5%
Current Affairs
43.1%
ABC News
17.0%
Pay TV Subscribers
Genre
%
Channels
%
National News & Current Affairs
23.9%
52.4%
Fox Sports 1
22.4%
Local News & Current Affairs
52.1%
Fox Sports 2
20.8%
New Release Films
48.5%
History Channel
19.8%
Sports
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
Discovery Channel
Documentaries
Base: Australian population aged 14+
53.3%
45.5%
Lifestyle Channel
19.6%
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18. TV Viewing - Roy Morgan Research Values Segments *
Highest Viewing
Traditional
Family Life
Any TV
97.8%
Free to Air
95.7%
Commercial TV
93.2%
Visible
Achievement
Pay TV
28.0%
Socially
Aware
Streamed TV
20.3%
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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19. TV Viewing – Roy Morgan Research Technology
Adoption Segments
Professional
Technology
Mainstream
Digital
Life
Older Tech
Explorers
Technology
Traditionalists
Any TV
95.4%
Free to Air
92.6%
Commercial
TV 91.3%
Technology Early
Adopters
Streamed
TV
22.0%
Early Adopters
Early Adoption
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
Pay TV
26.8%
Early Majority
Late Majority
Mass Market
Technophobes
Laggards
Maturity
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20. TV Viewing – Top Helix Communities
100
Leading
Lifestyles
200
Metrotechs
300
Today’s
Families
Streamed TV
15.5%
Any TV
96.0%
Free to Air
TV 92.6%
Pay TV
29.1%
Commercial
TV 91.4%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
400
Aussie
Achievers
500
Getting By
600
Golden
Years
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700
Battlers

21. Which TV Genre and Programs are Helix
Communities viewing the most?
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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22. Top Free to Air Viewing Helix Persona
605 Frugal Living
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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23. 605 Frugal Living
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24. Top Pay TV Viewing Helix Persona
302 Career and Kids
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013
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25. 302 Career and Kids
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26. Top Streamed TV Viewing Helix Persona
205 Social Flyers
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average; Oct 2012 – Sep 2013
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27. 205 Social Flyers
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28. Newspapers
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29. Newspaper Readership Trend
Series Break
100%
90.2%
Total Readership
90%
80%
83.4%
87.2%
83.4% Newspaper
Print Readership
70%
73.9%
73.9% Print
60%
50%
40%
Online Readership
30%
30.0% On-line
30.0%
20%
0%
Sep 09
Oct 09
Nov 09
Dec 09
Jan 10
Feb 10
Mar 10
Apr 10
May 10
Jun 10
Jul 10
Aug 10
Sep 10
Oct 10
Nov 10
Dec 10
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Jun 11
Jul 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Jan 12
Feb 12
Mar 12
Apr 12
May 12
Jun 12
Jul 12
Aug 12
Sep 12
Oct 12
Nov 12
Dec 12
Jan 13
Feb 13
Mar 13
Apr 13
May 13
Jun 13
Jul 13
Aug 13
Sep 13
10%
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013
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30. Total Masthead - The Australian
2,000
1,800
1783
1860
1,600
1,400
1126
1,200
1076
963
1,000
793
800
600
400
200
0
Total Readership
Print Readership
September 2012
* App data included from October 2012
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013
Online or App Readership *
September 2013
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31. Total Masthead - Australian Financial Review
800
709
700
620
600
500
458
463
400
300
300
193
200
100
0
Total Readership
Print Readership
September 2012
* App data included from October 2012
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013
Online or App Readership *
September 2013
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32. Total Masthead - The Age
3,000
2,500
2365
2420
2,000
1776
1632
1,500
1109
1030
1,000
500
0
Total Readership
Print Readership
September 2012
* App data included from October 2012
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013
Online or App Readership *
September 2013
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33. Total Masthead - Sydney Morning Herald
3,500
3221
3178
3,000
2,500
2269
2290
2,000
1515
1,500
1373
1,000
500
0
Total Readership
Print Readership
September 2012
* App data included from October 2012
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013
Online or App Readership *
September 2013
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34. Total Masthead - The Daily Telegraph
3,000
2538
2515
2,500
2,000
1816
1792
1,500
991
1,000
953
500
0
Total Readership
Print Readership
September 2012
* App data included from October 2012
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013
Online or App Readership *
September 2013
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35. Total Masthead – The Herald Sun
3,500
3,000
2944
2731
2,500
1959
2,000
1864
1,500
1335
1211
1,000
500
0
Total Readership
Print Readership
September 2012
* App data included from October 2012
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013
Online or App Readership *
September 2013
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36. Total Masthead - Fairfax and News Corp
12,000
9759
10,000
9405
8,000
6,000
5480
5338
4,000
2,000
0
Fairfax *
September 2012
* App data included from October 2012
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2011 – Sep 2012; Oct2012 – Sep 2013
News Corp *
September 2013
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37. Which Newspaper Sections do Australians Choose
to Read the Most?
News
48.9%
Sport
21.4%
TV listings and reviews
16.0%
Letters to the Editor
15.0%
Holidays and Travelling
13.9%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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38. Newspaper Readership - Roy Morgan Research
Values Segments *
Highest Readership
Traditional
Family Life
94.6%
Print
readership
Socially
Aware
Total
readership
87.1%
Online
Readership
48.1%
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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39. Newspaper Readership - Roy Morgan Research
Technology Adoption Segments
Professional
Technology
Mainstream
Digital
Life
Older Tech
Explorers
Technology
Traditionalists
Technology Early
Adopters
Technophobes
Online
Readership
47.5%
Early Adopters
Early Majority
Early Adoption
Late Majority
Mass Market
Laggards
Maturity
Total Readership 90.1%
Print Readership 81.4%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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40. Newspaper Readership – Top Helix Communities
100
Leading
Lifestyles
200
Metrotechs
Print
Readership
77.2%
300
Today’s
Families
Online
Readership
41.6%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
400
Aussie
Achievers
500
Getting By
600
Golden
Years
Total
Readership
88.4%
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700
Battlers

41. Which Newspaper Sections are Helix
Communities reading the most?
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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42. Radio
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43. Radio Listening Trend
90%
80%
Series Break
79.0%
84.8%
84.8% Radio
Any Radio
70%
62.3% Commercial Radio
Commercial Radio
60%
63.1%
62.3%
50%
40%
30%
20%
0%
4.5%
Streamed Radio
8.7%
8.7% Streamed Radio
Sep 09
Oct 09
Nov 09
Dec 09
Jan 10
Feb 10
Mar 10
Apr 10
May 10
Jun 10
Jul 10
Aug 10
Sep 10
Oct 10
Nov 10
Dec 10
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Jun 11
Jul 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Jan 12
Feb 12
Mar 12
Apr 12
May 12
Jun 12
Jul 12
Aug 12
Sep 12
Oct 12
Nov 12
Dec 12
Jan 13
Feb 13
Mar 13
Apr 13
May 13
Jun 13
Jul 13
Aug 13
Sep 13
10%
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013
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44. Top Preference in Radio Listening for Australians
Total Audience - Top 5 Radio Networks
ABC Local (ABC 702, ABC 774, ABC 612, ABC 891, ABC 720,
ABC 666, ABC 936, ABC 105.7)
12.2%
The Today Network (Fox FM, 2Day FM, B105 FM, SA FM, 92.9 Perth)
12.1%
Triple J
11.7%
DMG - Nova Radio Network (Nova 96.9, Nova 100.3, Nova 106.9,
Nova 91.9, Nova 93.7)
10.8%
ARN - Mix/AC Network (Mix 106.5, Mix 101.1, 97.3 FM, Mix 102.3,
Mix 106.3, Edge 96.1)
9.9%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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45. Radio Listening - Roy Morgan Research Values
Segments *
Highest Listening
Socially
Aware
Any radio
90.0%
Streamed
Radio
17.0%
Something
Better
Commercial
Radio
69.3%
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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46. Radio Listening - Technology Adoption Segments
Professional
Technology
Mainstream
Digital
Life
Older Tech
Explorers
Technology
Traditionalists
Technology Early
Adopters
Technophobes
Any Radio
89.4%
Early Adopters
Early Majority
Early Adoption
Late Majority
Mass Market
Laggards
Maturity
Streamed Radio 17.3%
Commercial Radio 65.8%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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47. Highest Radio Listening by Helix Communities
100
Leading
Lifestyles
200
Metrotechs
300
Today’s
Families
Any Radio
88.7
Streamed
Radio 12.7%
Any Radio
88.7%
Commercial
Radio 71.8%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
400
Aussie
Achievers
500
Getting By
600
Golden
Years
Discover your edge
700
Battlers

48. What stations do top Helix Community listeners
listen to most?
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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49. Magazines
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50. Magazines Readership Trend
Series Break
90%
80%
84.7%
Total Readership
77.6%
77.6% Read Magazines
73.3%
73.3% Print
80.9%
Print Readership
70%
60%
50%
40%
30%
Online
Readership
20%
11.9% On-line
10%
0%
Sep 09
Oct 09
Nov 09
Dec 09
Jan 10
Feb 10
Mar 10
Apr 10
May 10
Jun 10
Jul 10
Aug 10
Sep 10
Oct 10
Nov 10
Dec 10
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Jun 11
Jul 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Jan 12
Feb 12
Mar 12
Apr 12
May 12
Jun 12
Jul 12
Aug 12
Sep 12
Oct 12
Nov 12
Dec 12
Jan 13
Feb 13
Mar 13
Apr 13
May 13
Jun 13
Jul 13
Aug 13
Sep 13
11.9%
Base: Australian population 14+
Source: Roy Morgan Research; 12 month moving average Oct 2008 – Sep 2013
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51. Top Preferences in Magazine Readership for
Australians
Genre
%
Title
%
Newspaper Inserts
32.1%
Woman’s Day
10.0%
Mass Women’s
21.6%
Fresh
9.8%
General Interest
21.4%
Women’s Weekly
9.6%
Home & Garden /
Food & Entertainment
16.1%
Better Homes & Gardens
9.2%
Business, Financial & Airline
10.1%
Good Weekend (NSW/Vic)
7.6%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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52. Magazine Readership - Roy Morgan Research Values
Segments *
Highest Readership
Traditional
Family Life
87.9%
Print
Readership
Socially
Aware
Total
Readership
79.3%
Online
Readership
14.2%
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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53. Magazine Readership by Technology Adoption
Segments
Professional
Technology
Mainstream
Digital
Life
Older Tech
Explorers
Technology
Traditionalists
Technology Early
Adopters
Technophobes
Online
Readership
14.4%
Early Adopters
Early Majority
Early Adoption
Late Majority
Mass Market
Laggards
Maturity
Total Readership 81.9%
Print Readership 77.8%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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54. Highest Magazine Readership by Helix
Communities
100
Leading
Lifestyles
200
Metrotechs
300
Today’s
Families
Online
Readership
12.9%
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
400
Aussie
Achievers
500
Getting By
600
Golden
Years
Total
Readership
83.9%
Print
Readership
75.5%
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700
Battlers

55. What Magazines do top Helix Community
Readers Read?
Base: Australian population aged 14+
Source: Roy Morgan Research; 12 month moving average Oct 2012 – Sep 2013
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56. Magazine Reader Profile by Helix Personas
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57. Magazine Reader Profile by Helix Personas
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58. Discover your edge

59. Magazine Reader Profile by Helix Personas
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60. Consumers are the new unit
Consumer $ value is the new currency
“ Control, if such a thing exists, in this new market place will
belong to those who understand consumers best”
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