Roy morgan sample_profile

XYZ Customers Profile
July 2012 - June 2013
'Stores purchased from in the last 4 weeks'
This profile is based on responses to
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Roy Morgan Research - 401 Collins Street, Melbourne VIC 3000
Telephone: 1800 633 813
Australia
© Roy Morgan Research

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INDUSTRIES COVERED BY ROY MORGAN RESEARCH........................................................................................................ 5
INTRODUCTION ............................................................................................................................................................................ 6
HOW TO READ ................................................................................................................................................................................ 7
DEMOGRAPHICS
Gender, Age and States Summary .....................................................................................................................................................................................10
Gender and Age ...................................................................................................................................................................................................................11
States ......................................................................................................................................................................................................................................13
Education ..............................................................................................................................................................................................................................15
Work Status...........................................................................................................................................................................................................................17
Respondent Income.............................................................................................................................................................................................................19
Occupation............................................................................................................................................................................................................................21
Socio-Economic Status .......................................................................................................................................................................................................23
Discretionary Expenditure..................................................................................................................................................................................................25
Life-Cycle Segments and Number of Children................................................................................................................................................................27
Generations...........................................................................................................................................................................................................................29
Roy Morgan Values Segments............................................................................................................................................................................................31
Index
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com 2

ATTITUDES
Health and Fitness ...............................................................................................................................................................................................................33
Government and Societal....................................................................................................................................................................................................35
Environmental......................................................................................................................................................................................................................37
Personal .................................................................................................................................................................................................................................39
Shopping and Product.........................................................................................................................................................................................................41
Food.......................................................................................................................................................................................................................................43
Advertising and Media.........................................................................................................................................................................................................45
Family and Home.................................................................................................................................................................................................................47
Finance...................................................................................................................................................................................................................................49
Holiday...................................................................................................................................................................................................................................51
ACTIVITIES
Activities in the Last 3 Months - Eating Out/Fast Food ..............................................................................................................................................53
Activities in the Last 3 Months - Leisure..........................................................................................................................................................................55
Activities in the Last 3 Months - Entertainment.............................................................................................................................................................57
Sports Watched on TV........................................................................................................................................................................................................59
Sports and Activities Participated In.................................................................................................................................................................................63
Index

MEDIA
Media Usage Summary........................................................................................................................................................................................................67
Newspaper and Magazine Readership ..............................................................................................................................................................................69
Weekday Commercial TV Viewing and Radio Listening...............................................................................................................................................71
Internet Usage and Cinema Attendance...........................................................................................................................................................................73
Addressed and Unaddressed Mail Readership.................................................................................................................................................................75
Type of Newspaper Read....................................................................................................................................................................................................77
Type of Magazine Read.......................................................................................................................................................................................................79
Time of Day and Channel of TV Show Watched...........................................................................................................................................................81
Type of TV Show Watched................................................................................................................................................................................................83
Additional Insights...............................................................................................................................................................................................................85
GLOSSARY........................................................................................................................................................................................87
HOW WE COLLECT AND PROCESS SINGLE SOURCE DATA...............................................................................................92
Index

If you are unable to locate particular information please contact the Online Store as it is likely the data is available.
Call 1800 633 813 or email enquiries@roymorganonlinestore.com
Roy Morgan Research produces a variety of reports which are available on our Online Store. These include Customer Profiles, Satisfaction Reports,
Intention Reports, Currency Reports and Market Indicator and Overview Reports. The reports range from broad overviews consisting of basic tables and
charts, to more detailed analysis of specific industries.
The industries covered by Roy Morgan Research include:
•Alcohol
•Automotive
•Banking and Finance
•FMCG
•Gambling
•Health and Wellbeing
•Media
•Retail
•Sport
•Telecommunications
•Tourism
Industries Covered by Roy Morgan Research

© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. Website: www.roymorganonlinestore.com
About Roy Morgan Research
Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, Indonesia,
United States and United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has almost 70 years
experience in collecting objective, independent information on consumers. In Australia, Roy Morgan Research is considered to be the authoritative source of
information on financial behaviour, readership, voting intention and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys
which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Roy Morgan Single Source
Roy Morgan Single Source has been designed and engineered to represent the ideal single source model. It provides an integrated understanding of consumers;
what they are like, what they consume, what they buy, what they think, what they want, what they watch, read and listen to. In Australia, Roy Morgan Single
Source incorporates over 50,000 face-to-face interviews in both city and country areas, each year with people aged 14+. Weekly interviewing is conducted
continuously allowing for trending of data. Around 20,000 self-completion surveys provide enriched detail of consumption habits and attitudes. Of these around
16,000 are categorised as Main Grocery Buyers. The overriding benefit of Roy Morgan Single Source is the strategic insights it affords by the linkage of so many
aspects. Not only can an organisation’s (and its competitors') profitable customers be delineated by what they think, do and watch, but so can non-customers.
Hence brand positioning, product differentiation, merchandising, efficient media planning, market expansion and line extension opportunities can be understood
in the context of the current marketplace.
This target profile report provides a broad understanding of your target audience in terms of demographics, attitudes, activities and media usage. The information
included in each of these areas is outlined below.
• Demographics include: Gender, Age, States, Education, Work Status, Income, Occupation, Socio-Economic Status*, Discretionary Expenditure*, Life-cycles
and Household Lifecycle*, Generations* and the Roy Morgan Values Segments** for the target profile.
• Attitudes include: Health and Fitness, Government and Society, Environment, Personal, Shopping and Products, Food, Advertising and Media, Family and
Home, Finance and Holidays.
• Activities include: Eating Out/Fast Food, Leisure Activities, General Entertainment, TV Sport Watched, Sports and Activities Participated In.
• This profile also includes the segmentation of the Roy Morgan Values Segments**
• Media includes an Overview of Media usage, Usage of Newspapers, Magazines, Commercial TV, Radio, Internet, Cinema, Addressed Mail, Unaddressed Mail,
Type of Newspapers Read, Type of Magazines Read, Time of Day Watched TV, Channel Watched, and Type of TV Show Watched.
• There is also extra information included in the additional insights section, which includes topline information on: Holiday, Finance, Gambling,
Telecommunications and Retail behaviours.
About this Report
**Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network. Please refer to glossary for detailed explanation of Roy Morgan Values Segments.
*Please refer to glossary for detailed explanations of Segments.
Introduction
6

TOTAL Sample Size 18117
Population (000's) 7151
wc 593
Under 25 v% 8%
ix 45
wc 1099
25-34 v% 15%
ix 92
wc 2128
35-49 v% 30%
ix 112
wc 1995
50-64 v% 28%
ix 128
wc 1335
65 and Over v% 19%
ix 113
Company XYZ
AGE
LEGEND
Sample size = number of people interviewed in the target profile group.
Population (000's) = projected population of Australians 14+ in 000's in the target profile group.
Vertical % = the percentage of the target group belonging to the demographic or other group.
Index = comparison of target profile group to total population (If index = 95, a person from the target profile group is 5% (100-95) less likely than
the total population to belong to that particular row group. If index = 108 a person would be 8% more likely to belong to the row group)
18,117 Company XYZ Customers were interviewed by Roy Morgan
Single Source Survey.
Company XYZ Customers population is estimated to be 7,151,000
across Australia.
Company XYZ Customers comprise an estimated 2,128,000
35-49 year olds.
30% of Company XYZ Customers are 35-49 year olds.
Company XYZ Customers are 12% more likely than the average
Australian to be aged 35-49.
How to Read - Tables

45
92
112
128
113
40 60 80 100 120 140 160
Under 25
25-34
35-49
50-64
65 and Over
People in the target profile are 55% (100-45) less
likely than the general population to be in the
under 25 year old age group.
All charts are designed to represent a comparison of the target group with the Australian population aged 14+. This is presented using an Index. All
characteristics on the right of the chart are displayed more by the target group than the population. Characteristics on the left of the chart are displayed less by
the target group than the population.
Index = comparison of target profile group to total population (If index = 95, a person from the target profile group is 5% (100-95) less likely than the total
population to belong to that particular row group. If index = 108 a person would be 8% more likely to belong to the row group)
NOTE: The size of the target profile group
should be taken into consideration when
interpreting the results.
People in the target profile group are 13%
more likely than the general population to be
aged 65 and over.
How to Read - Charts

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Gender
Men 43%
Women 57%
Age
Under 25 16%
25-34 18%
35-49 27%
50-64 22%
65+ 17%
States
NSW 34%
Vic 24%
Qld 21%
SA 8%
WA 10%
Tas 2%
Darwin/
Alice Springs
1%
These charts show the profile of the target profile group by Gender, Age and State.
There are approximately 12,156,000 people in the target profile group, in Australia.
Gender, Age and States
Source: Roy Morgan Research July 2012 - June 2013

Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC 5184 WC 1900
V% 43% V% 16%
IX 86 IX 89
WC 6971 WC 2239
V% 57% V% 18%
IX 113 IX 106
WC 3300
V% 27%
IX 108
WC 2685
V% 22%
IX 99
WC 2032
V% 17%
IX 95
35-49
Men Under 25
Women 25-34
XYZ Customers XYZ Customers
GENDER AGE
50-64
65 and Over
These tables show the Gender and Age of the target profile group.
Gender and Age

86
113
80 90 100 110 120
Men
Women
89
106
108
99
95
80 90 100 110 120
Under 25
25-34
35-49
50-64
65 and Over
These charts show the index of the target profile group compared to the average Australian in terms of Gender and Age.
Gender and Age

Total Sample Size 12984
WC 4184
V% 34%
IX 102
WC 2903
V% 24%
IX 95
WC 2553
V% 21%
IX 104
WC 912
V% 8%
IX 102
WC 1239
V% 10%
IX 96
WC 275
V% 2%
IX 102
WC 89
V% 1%
IX 114
Darwin - Alice Springs
Tasmania
Western Australia
STATES
N.S.W.
Victoria
Queensland
South Australia
XYZ Customers
Please note: Some Target Profile Groups are State specific so please take this into consideration when interpreting these results.
Please interpret with caution as Darwin - Alice Springs is below 1% of the total population.
This table shows the States of the target profile group.
States

102
95
104
102
96
102
114
80 90 100 110 120
N.S.W.
Victoria
Queensland
South Australia
Western Australia
Tasmania
Darwin - Alice Springs
This chart shows the index of the target profile group compared to the average Australian in terms of the State they live in.
States
Please note: Some Target Profile Groups are State specific so please take this into consideration when interpreting these results.
Please interpret with caution as Darwin - Alice Springs is below 1% of the total population.

WC 163
V% 1%
IX 97
WC 1683
V% 14%
IX 96
WC 1214
V% 10%
IX 105
WC 666
V% 5%
IX 108
WC 2418
V% 20%
IX 103
WC 1197
V% 10%
IX 95
WC 4815
V% 40%
IX 99
Have Diploma or Degree
Some/ Now at University
Finished Tech./Matric/HSC/Year 12
EDUCATION
Primary School
Some Secondary/Tech.
Intermediate/Form 4/Year 10
5th form/Leaving/Year 11
XYZ Customers
This table shows the Education Level of the target profile group.
Education

97
96
105
108
103
95
99
80 90 100 110 120
Primary School
Some Secondary/Tech.
Intermediate/Form 4/Year 10
5th form/Leaving/Year 11
Finished Tech./Matric/HSC/Year 12
Some/ Now at University
Have Diploma or Degree
This chart shows the index of the target profile group compared to the average Australian in terms of their Education
Level.
Education

WC 4336 WC 381
V% 36% V% 3%
IX 96 IX 101
WC 2647 WC 491
V% 22% V% 4%
IX 106 IX 106
WC 6983 WC 2372
V% 57% V% 20%
IX 100 IX 98
WC 738
V% 6%
IX 83
WC 892
V% 7%
IX 128
WC 299
V% 2%
IX 97
WC 5173
V% 43%
IX 100
XYZ Customers
Don't Work
Total Not Employed
Students - not in employment
Home Duties
Part Time Looking for Part Time Work
Total Now Employed
XYZ Customers
Retired
WORK STATUS OF RESPONDENT WORK STATUS OF RESPONDENT
Full Time Looking for Full Time work
This table shows the Work Status of the target profile group.
Work Status

96
106
100
101
106
98
83
128
97
100
60 70 80 90 100 110 120 130 140
Full Time
Part Time
Total Now Employed
Looking for Full Time work
Looking for Part Time Work
Retired
Students - not in employment
Home Duties
Don't Work
Total Not Employed
This chart shows the index of the target profile group compared to the average Australian in terms of their Work Status.
Work Status

`
WC 1029
V% 8%
IX 101
WC 1583
V% 13%
IX 104
WC 1632
V% 13%
IX 104
WC 1105
V% 9%
IX 100
WC 723
V% 6%
IX 96
WC 912
V% 8%
IX 87
WC 5173
V% 43%
IX 100
Average Respondent Income ($) mn 41,280
Average Household Income ($) mn 89,910
Not Employed
$60000 to $79999
$80000 to $99999
XYZ Customers
$100000 or More
$20000 to $39999
$40000 to $59999
RESPONDENT INCOME (All Workers)
$0 to $19999
This table shows the Respondent Income, Average Respondent Income and Average Household Income of the target
profile group.
Respondent Income

41,280
89,910
0
25,000
50,000
75,000
100,000
Average Respondent Income ($) Average Household Income ($)
101
104
104
100
96
87
100
80 90 100 110 120
$0 to $19999
$20000 to $39999
$40000 to $59999
$60000 to $79999
$80000 to $99999
$100000 or More
Not Employed
The first chart shows the average incomes of the target profile group and the second chart shows the index of the target
profile group compared to the average Australian in terms of Respondent Income.
Respondent Income

WC 1839
V% 15%
IX 93
WC 2701
V% 22%
IX 108
WC 726
V% 6%
IX 93
WC 50
V% 0%
IX 94
WC 1667
V% 14%
IX 99
WC 5173
V% 43%
IX 100
XYZ Customers
Professional/Manager
White Collar Workers
Farm Owner
Semi/Unskilled/Other
OCCUPATION OF RESPONDENT
Skilled Workers
Not Employed
Please interpret with caution as Farm Owner is below 1% of the total population.
This table shows the Occupation of the target profile group.
Occupation

93
108
93
94
99
100
80 90 100 110 120
Professional/Manager
White Collar Workers
Skilled Workers
Farm Owner
Semi/Unskilled/Other
Not Employed
This chart shows the index of the target profile group compared to the average Australian in terms of Occupation.
Occupation
Please interpret with caution as Farm Owner is below 1% of the total population.

WC 2284
V% 19%
IX 94
WC 2496
V% 21%
IX 103
WC 2508
V% 21%
IX 103
WC 2439
V% 20%
IX 100
WC 2429
V% 20%
IX 100
C Quintile
D Quintile
E Quintile
SOCIO-ECONOMIC STATUS*
FG Quintile
AB Quintile
XYZ Customers
This table shows the Socio-Economic Status* of the target profile group.
Socio-Economic Status*
*Please refer to glossary for detailed explanation of Socio-Economic Status.

94
103
103
100
100
90 100 110
AB Quintile
C Quintile
D Quintile
E Quintile
FG Quintile
This chart shows the index of the target profile group compared to the average Australian in terms of Socio-Economic
Status*.
Socio-Economic Status*
*Please refer to glossary for detailed explanation of Socio-Economic Status.

WC 4412
V% 36%
IX 109
WC 4123
V% 34%
IX 102
WC 3622
V% 30%
IX 89
XYZ Customers
DISCRETIONARY EXPENDITURE*
Big spenders
Medium spenders
Light spenders
This table shows the Discretionary Expenditure* of the target profile group.
Discretionary Expenditure*
*Please refer to glossary for detailed explanation of Discretionary Expenditure Segments.

109
102
89
80 90 100 110 120
Big spenders
Medium spenders
Light spenders
This chart shows the index of the target profile group compared to the average Australian in terms of Discretionary
Expenditure*.
Discretionary Expenditure*
*Please refer to glossary for detailed explanation of Discretionary Expenditure Segments.

Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC 2192 WC 7537 WC 995
V% 18% V% 62% V% 8%
IX 87 IX 94 IX 91
WC 256 WC 2168 WC 827
V% 2% V% 18% V% 7%
IX 126 IX 118 IX 93
WC 674 WC 2222 WC 2877
V% 6% V% 18% V% 24%
IX 94 IX 114 IX 118
WC 1017 WC 1922 WC 1653
V% 8% V% 16% V% 14%
IX 127 IX 102 IX 102
WC 2132 WC 4619 WC 3596
V% 18% V% 38% V% 30%
IX 114 IX 111 IX 95
WC 3820 WC 2209
V% 31% V% 18%
IX 98 IX 96
WC 327
V% 3%
IX 119
WC 1737
V% 14%
IX 94
XYZ Customers
LIFE-CYCLE OF RESPONDENT CHILDREN IN HOUSEHOLD HOUSEHOLD LIFE-CYCLE*
Single 14-34 no Children No Children Young Singles
Single 14-34 Children Have child aged 0-5
Single 35+ Children
Single 35+ no Children
Married 14-34 no Children Have child aged 6-11 Young Parents
Young Couples
Mid-Life Families
Mid-Life Households
Married 35+ no Children Older Households
Total with Children
Married 14-34 Children Have child aged 12-15
Married 35+ Children
These tables show the Life-Cycle Segments and Number of Children of the target profile group.
Life-Cycle Segments and Number of Children
*Please refer to glossary for detailed explanation of Household Life-Cycle Segments.

87
126
94
127
114
98
119
94
94
118
114
102
111
91
93
118
102
95
96
70 80 90 100 110 120 130
LIFE-CYCLE OF RESPONDENT
Single 14-34 no Children
Single 14-34 Children
Married 14-34 no Children
Married 14-34 Children
Married 35+ Children
Married 35+ no Children
Single 35+ Children
Single 35+ no Children
CHILDREN IN HOUSEHOLD
No Children
Have child aged 0-5
Have child aged 6-11
Have child aged 12-15
Total with Children
HOUSEHOLD LIFE-CYCLE*
Young Singles
Young Couples
Young Parents
Mid-Life Families
Mid-Life Households
Older Households
This chart shows the index of the target profile group compared to the average Australian in terms of Life-Cycle Segments
and Number of Children.
Life-Cycle Segments and Number of Children
*Please refer to glossary for detailed explanation of Household Life-Cycle Segments.

WC 1621
V% 13%
IX 93
WC 2728
V% 22%
IX 99
WC 3375
V% 28%
IX 107
WC 3133
V% 26%
IX 105
WC 1299
V% 11%
IX 85
XYZ Customers
Pre-Boomers
Baby Boomers
Generation Y
Generation Z
GENERATIONS*
Generation X
This table shows the Generations* of the target profile group.
Generations*
*Please refer to glossary for detailed explanation of Generations.

93
99
107
105
85
80 90 100 110 120
Pre-Boomers
Baby Boomers
Generation X
Generation Y
Generation Z
This chart shows the index of the target profile group compared to the average Australian in terms of Generations*.
Generations*
*Please refer to glossary for detailed explanation of Generations.

WC 192 WC 721
V% 2% V% 6%
IX 100 IX 101
WC 376 WC 557
V% 3% V% 5%
IX 99 IX 105
WC 2426 WC 971
V% 20% V% 8%
IX 100 IX 89
WC 1664 WC 2250
V% 14% V% 19%
IX 117 IX 103
WC 1092 WC 1907
V% 9% V% 16%
IX 89 IX 95
Traditional Family Life Young Optimism
Visible Achievement
Socially Aware
Conventional Family Life
Look At Me
Fairer Deal Real Conservatism
Basic Needs Something Better
ROY MORGAN VALUES SEGMENTS* ROY MORGAN VALUES SEGMENTS*
This table shows the Roy Morgan Values Segments* of the target profile group.
Roy Morgan Values Segments*
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network. Please refer to glossary for detailed explanation of Roy Morgan Values Segments.

100
99
100
117
89
101
105
89
103
95
80 90 100 110 120
Basic Needs
Fairer Deal
Traditional Family Life
Conventional Family Life
Look At Me
Something Better
Real Conservatism
Young Optimism
Visible Achievement
Socially Aware
This chart shows the index of the target profile group compared to the average Australian in terms of Roy Morgan Values
Segments*.
Roy Morgan Values Segments*
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network. Please refer to glossary for detailed explanation of Roy Morgan Values Segments.

WC 8237 WC 5898
V% 68% V% 49%
IX 104 IX 102
WC 5219 WC 4403
V% 43% V% 36%
IX 104 IX 101
WC 6452 WC 9795
V% 53% V% 81%
IX 103 IX 99
WC 9086 WC 8583
V% 75% V% 71%
IX 103 IX 99
WC 4477 WC 3193
V% 37% V% 26%
IX 102 IX 96
WC 3035
V% 25%
IX 102
I always think of the number of calories in
the food I'm eating
I'm eating less red meat these days I'm feeling well and in good health
I'm concerned about my cholesterol level I love to do as many sports as possible
I try to get enough calcium in my diet
Health food is not necessary if you eat
properly
I favour natural medicines and health
products
A low fat diet is a way of life for me
HEALTH AND FITNESS ATTITUDES -
AGREE
HEALTH AND FITNESS ATTITUDES -
AGREE
I would like to be able to lose weight I try to buy additive free food
This table shows the target profile group's attitudes to a range of Health and Fitness Statements.
Health and Fitness

104
104
103
103
102
102
102
101
99
99
96
90 100 110
I would like to be able to lose weight
I favour natural medicines and health products
I'm eating less red meat these days
I try to get enough calcium in my diet
I'm concerned about my cholesterol level
I always think of the number of calories in the food I'm eating
I try to buy additive free food
A low fat diet is a way of life for me
I'm feeling well and in good health
Health food is not necessary if you eat properly
I love to do as many sports as possible
This chart shows the index of the target profile group's attitudes compared to the average Australian.
Health and Fitness

WC 7478 WC 6066
V% 62% V% 50%
IX 104 IX 101
WC 7002 WC 7004
V% 58% V% 58%
IX 102 IX 100
WC 8569 WC 9349
V% 70% V% 77%
IX 102 IX 100
WC 7064 WC 3894
V% 58% V% 32%
IX 101 IX 99
WC 6654 WC 3648
V% 55% V% 30%
IX 101 IX 95
Aboriginal culture is an essential
component of Australian society
If I had an accident, the local hospital
would provide me with adequate
treatment
Corruption is one of the major problems
facing this country
Terrorists deserve the same rights as
other criminals
Globalisation brings more problems than
it solves
The Government is doing a good job
running the country
I don't trust the current Australian
Government
I think it is the Government's duty to
support those who can't find work
GOVERNMENT AND SOCIETAL
ATTITUDES - AGREE
GOVERNMENT AND SOCIETAL
ATTITUDES - AGREE
Crime is a growing problem in my
community
Most secondary schools today place too
little emphasis on academic
achievements
This table shows the target profile group's attitudes to a range of Government and Societal Statements.
Government and Societal

104
102
102
101
101
101
100
100
99
95
90 100 110
Crime is a growing problem in my community
I don't trust the current Australian Government
Aboriginal culture is an essential component of Australian society
Globalisation brings more problems than it solves
Corruption is one of the major problems facing this country
Most secondary schools today place too little emphasis on academic
achievements
I think it is the Government's duty to support those who can't find work
If I had an accident, the local hospital would provide me with adequate treatment
The Government is doing a good job running the country
Terrorists deserve the same rights as other criminals
Government and Societal

WC 8539
V% 70%
IX 102
WC 9401
V% 77%
IX 101
WC 10855
V% 89%
IX 101
WC 6970
V% 57%
IX 100
WC 4016
V% 33%
IX 99
XYZ Customers
Environmentally friendly products are
overpriced
If we don't act now we'll never control our
environmental problems
At heart I'm an environmentalist
Threats to the environment are
exaggerated
ENVIRONMENTAL ATTITUDES - AGREE
I try to recycle everything I can
This table shows the target profile group's attitudes to a range of Environmental Statements.
Environmental

102
101
101
100
99
90 100 110
Environmentally friendly products are overpriced
If we don't act now we'll never control our environmental problems
I try to recycle everything I can
At heart I'm an environmentalist
Threats to the environment are exaggerated
Environmental

WC 6299 WC 4964
V% 52% V% 41%
IX 104 IX 100
WC 7777 WC 10312
V% 64% V% 85%
IX 103 IX 100
WC 5727 WC 9186
V% 47% V% 76%
IX 103 IX 100
WC 7364 WC 3062
V% 61% V% 25%
IX 103 IX 98
WC 10259 WC 8240
V% 84% V% 68%
IX 102 IX 98
WC 7057 WC 5877
V% 58% V% 48%
IX 101 IX 97
WC 2884
V% 24%
IX 101
I believe a percentage of everyone's
income should go to charities
I tend to make decisions based on logic
rather than emotions
Homosexual couples should be allowed
to adopt children
I believe homosexuality is immoral
I worry about getting skin cancer
Helping others is an important part of
who I am
I prefer to support longer term
development aid projects rather than
crisis/emergency appeals
There's too much change going on these
days
XYZ Customers
PERSONAL ATTITUDES - AGREE PERSONAL ATTITUDES - AGREE
Obedience and respect for authority are
the most important virtues children
should learn
I think the gap between rich and poor is
growing
When dealing with charities I respond
more with my heart than my head
When I'm at home, I like to shut myself off
from the rest of the world
XYZ Customers
I'm optimistic about the future
This table shows the target profile group's attitudes to a range of Personal Statements.
Personal

104
103
103
103
102
101
101
100
100
100
98
98
97
90 100 110
When dealing with charities I respond more with my heart than my head
Obedience and respect for authority are the most important virtues children
should learn
There's too much change going on these days
I worry about getting skin cancer
Helping others is an important part of who I am
Homosexual couples should be allowed to adopt children
I believe homosexuality is immoral
When I'm at home, I like to shut myself off from the rest of the world
I think the gap between rich and poor is growing
I'm optimistic about the future
I believe a percentage of everyone's income should go to charities
I tend to make decisions based on logic rather than emotions
I prefer to support longer term development aid projects rather than
crisis/emergency appeals
Personal

WC 1741 WC 8693
V% 14% V% 72%
IX 115 IX 102
WC 5319 WC 6608
V% 44% V% 54%
IX 109 IX 101
WC 5921 WC 8580
V% 49% V% 71%
IX 108 IX 100
WC 4769 WC 1862
V% 39% V% 15%
IX 106 IX 99
WC 6075 WC 2977
V% 50% V% 24%
IX 104 IX 98
WC 6892 WC 9108
V% 57% V% 75%
IX 104 IX 98
WC 7948 WC 2541
V% 65% V% 21%
IX 103 IX 96
WC 8358 WC 5567
V% 69% V% 46%
IX 102 IX 96
I am always ready to try new and different
products
I will buy a product because of the label
Expensive restaurants are not worth the
money
I trust well known brands better than the
stores' own
I enjoy grocery shopping
I have favourite brands for most things I
buy and I tend to stick to them
I buy more store's own products than well
known brands
I choose a car mainly on its looks
I like to try the free samples they offer in
supermarkets
I believe quality is more important than
price
I'll go out of my way in search of a
bargain
You can tell a type of person by the type
of car they drive
I enjoy clothes shopping I don't buy luxuries anymore
I was born to shop
I try to buy Australian made products as
often as possible
SHOPPING AND PRODUCT ATTITUDES -
AGREE
SHOPPING AND PRODUCT ATTITUDES -
AGREE
This table shows the target profile group's attitudes to a range of Shopping and Product Statements.
Shopping and Product

115
109
108
106
104
104
103
102
102
101
100
99
98
98
96
96
80 90 100 110 120
I was born to shop
I enjoy clothes shopping
I enjoy grocery shopping
I buy more store's own products than well known brands
I'll go out of my way in search of a bargain
I like to try the free samples they offer in supermarkets
I am always ready to try new and different products
Expensive restaurants are not worth the money
I try to buy Australian made products as often as possible
I don't buy luxuries anymore
I have favourite brands for most things I buy and I tend to stick to them
I choose a car mainly on its looks
You can tell a type of person by the type of car they drive
I believe quality is more important than price
I will buy a product because of the label
I trust well known brands better than the stores' own
Shopping and Product

WC 2532 WC 2997 WC 2553
V% 21% V% 25% V% 21%
IX 112 IX 109 IX 107
WC 2202 WC 8167 WC 7523
V% 18% V% 67% V% 62%
IX 112 IX 109 IX 107
WC 5472 WC 6874 WC 4300
V% 45% V% 57% V% 35%
IX 112 IX 109 IX 107
WC 5403 WC 1637 WC 8604
V% 44% V% 13% V% 71%
IX 111 IX 108 IX 106
WC 7432 WC 6339 WC 3174
V% 61% V% 52% V% 26%
IX 111 IX 108 IX 106
WC 2646 WC 8240 WC 1272
V% 22% V% 68% V% 10%
IX 110 IX 108 IX 103
WC 6978 WC 9191 WC 2819
V% 57% V% 76% V% 23%
IX 110 IX 108 IX 100
WC 6511
V% 54%
IX 109
I buy the same food every week
I like to eat healthily but don't want to
compromise on taste
FOOD ATTITUDES - AGREE
I avoid dairy foods whenever possible
Taste is more important than ingredients
I enjoy food from all over the world
I like to drink wine with my meals
The food I eat is all, or almost all,
vegetarian
I restrict how much I eat of fattening
foods
I try to buy organic food whenever I can
I don't have time to spend cookingI seldom have time for breakfast
XYZ Customers
I buy much more fresh or chilled foods
than I used to
I prefer to eat healthy snacks
I won't buy genetically modified food if I
can help it
I often buy frozen or chilled ready
prepared meals
I'm constantly watching my weight
I like to have traditional meals at home
My pet is a fussy eater
I often buy take away food to eat at home
If I see a new type of food I will try it
People often compliment me on my
cooking
I tend to snack throughout the day
This table shows the target profile group's attitudes to a range of Food Statements.
Food

112
112
112
111
111
110
110
109
109
109
109
108
108
108
108
107
107
107
106
106
103
100
80 90 100 110 120
My pet is a fussy eater
I often buy frozen or chilled ready prepared meals
I'm constantly watching my weight
I tend to snack throughout the day
I buy much more fresh or chilled foods than I used to
I often buy take away food to eat at home
If I see a new type of food I will try it
People often compliment me on my cooking
I seldom have time for breakfast
I prefer to eat healthy snacks
I won't buy genetically modified food if I can help it
I avoid dairy foods whenever possible
Taste is more important than ingredients
I like to have traditional meals at home
I like to eat healthily but don't want to compromise on taste
I don't have time to spend cooking
I restrict how much I eat of fattening foods
I buy the same food every week
I enjoy food from all over the world
I try to buy organic food whenever I can
The food I eat is all, or almost all, vegetarian
I like to drink wine with my meals
Food

WC 2128 WC 1483 WC 7342
V% 18% V% 12% V% 60%
IX 115 IX 108 IX 101
WC 2301 WC 2972 WC 9419
V% 19% V% 24% V% 77%
IX 114 IX 105 IX 101
WC 4785 WC 5695 WC 8224
V% 39% V% 47% V% 68%
IX 113 IX 104 IX 98
WC 5733 WC 6982 WC 7650
V% 47% V% 57% V% 63%
IX 110 IX 104 IX 97
WC 3074 WC 2181 WC 5461
V% 25% V% 18% V% 45%
IX 110 IX 103 IX 96
WC 4041 WC 7510 WC 1901
V% 33% V% 62% V% 16%
IX 109 IX 103 IX 92
WC 3320 WC 9663 WC 2476
V% 27% V% 79% V% 20%
IX 109 IX 102 IX 90
WC 2959
V% 24%
IX 108
ADVERTISING AND MEDIA ATTITUDES -
AGREE
I often redeem coupons to get discounts
or special offers
I often enter competitions which are on
packets or labels on products
I can't help noticing advertising on buses
I listen to the radio in the car
I always watch the news on TV to keep
me up-to-date
Nearly all TV advertising annoys me
AGREE
I usually notice the advertisements on
shopping trolleys when I go grocery
shopping
Some TV advertising is devious
I can't miss seeing those big billboard
signs
I don't read the ads in newspapers and
magazines
AGREE
I enjoy buying magazines
TV advertising often gives me something
to talk about
I find TV advertising interesting
My letterbox says 'no junk mail' (or
similar)
I always read the business section of the
newspaper
Quite often I find TV advertising more
entertaining than the programs
I often enter competitions run by
newspapers, magazines or radio stations
I use coupons I find in magazines or on
packets
Advertising posters in shopping centres
and malls don't interest me
XYZ Customers XYZ CustomersXYZ Customers
I often take advantage of the special
offers on the back of my supermarket
shopping docket
I often notice the advertisements on the
tops and backs of taxis
I record TV programs if I can't watch them
This table shows the target profile group's attitudes to a range of Advertising and Media Statements.
Advertising and Media

115
114
113
110
110
109
109
108
108
105
104
104
103
103
102
101
101
98
97
96
92
90
80 90 100 110 120
I often enter competitions which are on packets or labels on products
I often enter competitions run by newspapers, magazines or radio stations
I use coupons I find in magazines or on packets
I often redeem coupons to get discounts or special offers
I often take advantage of the special offers on the back of my supermarket shopping…
I enjoy buying magazines
TV advertising often gives me something to talk about
I find TV advertising interesting
I usually notice the advertisements on shopping trolleys when I go grocery shopping
I often notice the advertisements on the tops and backs of taxis
I record TV programs if I can't watch them
I can't miss seeing those big billboard signs
Quite often I find TV advertising more entertaining than the programs
I can't help noticing advertising on buses
I listen to the radio in the car
I always watch the news on TV to keep me up-to-date
Some TV advertising is devious
Advertising posters in shopping centres and malls don't interest me
Nearly all TV advertising annoys me
I don't read the ads in newspapers and magazines
I always read the business section of the newspaper
My letterbox says 'no junk mail' (or similar)
Advertising and Media

WC 5616
V% 46%
IX 108
WC 7183
V% 59%
IX 105
WC 4476
V% 37%
IX 105
WC 7714
V% 63%
IX 102
WC 11281
V% 93%
IX 102
WC 5644
V% 46%
IX 101
WC 2097
V% 17%
IX 99
WC 1952
V% 16%
IX 89
I like to entertain spontaneously
I am very proud of my family
I love to cook
I'm more interested in my job than my
house
If I could afford to eat out every night I
would
XYZ Customers
FAMILY AND HOME ATTITUDES - AGREE
I can't relax until I know the house is
clean & tidy
I try to give my kids as few sweets as
possible
I keep up-to-date with new ideas to
improve my home
This table shows the target profile group's attitudes to a range of Family and Home Statements.
Family and Home

108
105
105
102
102
101
99
89
80 90 100 110 120
I can't relax until I know the house is clean & tidy
I try to give my kids as few sweets as possible
I keep up-to-date with new ideas to improve my home
I love to cook
I am very proud of my family
I like to entertain spontaneously
If I could afford to eat out every night I would
I'm more interested in my job than my house
Family and Home

WC 3985
V% 33%
IX 105
WC 8325
V% 68%
IX 102
WC 3871
V% 32%
IX 101
WC 8869
V% 73%
IX 101
WC 10154
V% 84%
IX 101
WC 6077
V% 50%
IX 100
WC 7082
V% 58%
IX 98
WC 4160
V% 34%
IX 97
The Australian economy appears to be
improving
I feel financially stable at the moment
FINANCE ATTITUDES - AGREE
I prefer to invest in something with a safe
return
XYZ Customers
Credit enables me to buy the things that I
want
I like to be well insured
I'm worried about interest rates at the
moment
It would be ideal if I could conduct all my
banking without ever having to go to a
branch
Recently I've cut down my spending
This table shows the target profile group's attitudes to a range of Finance Statements.
Finance

105
102
101
101
101
100
98
97
90 100 110
I'm worried about interest rates at the moment
Recently I've cut down my spending
Credit enables me to buy the things that I want
I like to be well insured
I prefer to invest in something with a safe return
It would be ideal if I could conduct all my banking without ever having to go to a
branch
I feel financially stable at the moment
The Australian economy appears to be improving
Finance

WC 5849 WC 6218
V% 48% V% 51%
IX 104 IX 100
WC 3246 WC 2502
V% 27% V% 21%
IX 103 IX 100
WC 5194 WC 2233
V% 43% V% 18%
IX 103 IX 100
WC 7950 WC 8416
V% 65% V% 69%
IX 103 IX 99
WC 9446 WC 2189
V% 78% V% 18%
IX 103 IX 98
WC 3938 WC 2709
V% 32% V% 22%
IX 102 IX 93
WC 8944 WC 1168
V% 74% V% 10%
IX 101 IX 92
WC 9004
V% 74%
IX 101
I prefer to holiday where I can see nature
or be in a natural setting
It only feels like a holiday if I leave
Australia
I'd like to holiday where I can experience
the local culture
On holidays I like to do as little as
possible
I avoid staying at accommodation that
does not have genuine environmental
policies
I usually book and arrange all my holiday
travel details myself
I like to take my holidays away from
crowds
I enjoy holidays where everything is
organised for you
I usually leave holiday arrangements to
someone else
I like to take holidays within Australia
I prefer the bright lights and big cities
when I travel
I sometimes organise holidays on behalf
of my family and friends
For my next holiday, I'd really like a total
ecotourism experience
I like to go away on weekends I'm always very active on holidays
XYZ CustomersXYZ Customers
HOLIDAY ATTITUDES - AGREE HOLIDAY ATTITUDES - AGREE
This table shows the target profile group's attitudes to a range of Holiday Statements.
Holiday

104
103
103
103
103
102
101
101
100
100
100
99
98
93
92
80 90 100 110 120
I like to go away on weekends
I sometimes organise holidays on behalf of my family and friends
On holidays I like to do as little as possible
I usually book and arrange all my holiday travel details myself
I like to take holidays within Australia
I enjoy holidays where everything is organised for you
I prefer to holiday where I can see nature or be in a natural setting
I'd like to holiday where I can experience the local culture
I'm always very active on holidays
For my next holiday, I'd really like a total ecotourism experience
I avoid staying at accommodation that does not have genuine environmental
policies
I like to take my holidays away from crowds
I prefer the bright lights and big cities when I travel
I usually leave holiday arrangements to someone else
It only feels like a holiday if I leave Australia
Holiday

WC 6124 WC 4568
V% 50% V% 38%
IX 107 IX 102
WC 7033 WC 6296
V% 58% V% 52%
IX 107 IX 102
WC 5268 WC 1604
V% 43% V% 13%
IX 105 IX 100
WC 6949 WC 2830
V% 57% V% 23%
IX 104 IX 98
WC 5241 WC 2443
V% 43% V% 20%
IX 103 IX 96
Went to a pub or hotel for a meal Ordered other home delivered food
Went to a cafe for a snack or meal Went to a pub or hotel only for a drink
Went to a cafe for coffee or tea Went to a BYO restaurant
Went to a fast food place for takeaway Went to a licensed restaurant
EATING OUT / FAST FOOD IN THE LAST 3
MONTHS
EATING OUT / FAST FOOD IN THE LAST 3
MONTHS
Ate a meal at a fast food place Ordered a pizza over the phone
This table shows Eating Out/Fast Food activities of the target profile group in the last 3 months.
Activities in the Last 3 Months - Eating Out/Fast Food

107
107
105
104
103
102
102
100
98
96
90 100 110
Ate a meal at a fast food place
Went to a fast food place for takeaway
Went to a pub or hotel for a meal
Went to a cafe for coffee or tea
Went to a cafe for a snack or meal
Ordered a pizza over the phone
Went to a licensed restaurant
Ordered other home delivered food
Went to a BYO restaurant
Went to a pub or hotel only for a drink
This chart shows the index of the target profile group compared to the average Australian in terms of these activities in the
last 3 months.
Activities in the Last 3 Months - Eating Out/Fast Food

WC 960 WC 5004
V% 8% V% 41%
IX 122 IX 100
WC 2729 WC 223
V% 22% V% 2%
IX 110 IX 99
WC 3500 WC 1934
V% 29% V% 16%
IX 107 IX 96
WC 6957 WC 1255
V% 57% V% 10%
IX 105 IX 96
WC 181 WC 1169
V% 1% V% 10%
IX 105 IX 96
WC 4010 WC 2732
V% 33% V% 22%
IX 102 IX 95
WC 1883 WC 1156
V% 15% V% 10%
IX 101 IX 93
Worked on a car
Played a musical instrument or sung in a
band or choir
Played board games (eg. Monopoly) Played video games at a video arcade
Played computer games at home Played a sport
Hobbies Played video games at home
Worked in the garden Went to professional sports events
Stamp collecting Played a game of pool/snooker/billiards
XYZ Customers
LEISURE ACTIVITIES IN THE LAST 3
MONTHS
LEISURE ACTIVITIES IN THE LAST 3
MONTHS
Dressmaking
Did some formal exercise (eg. gym,
aerobics, running, cycling, etc.)
XYZ Customers
This table shows Leisure activities of the target profile group in the last 3 months.
Activities in the Last 3 Months - Leisure

122
110
107
105
105
102
101
100
99
96
96
96
95
93
70 80 90 100 110 120 130
Dressmaking
Played board games (eg. Monopoly)
Hobbies
Worked in the garden
Stamp collecting
Played computer games at home
Worked on a car
Did some formal exercise (eg. gym, aerobics, running, cycling, etc.)
Played video games at a video arcade
Played video games at home
Went to professional sports events
Played a game of pool/snooker/billiards
Played a sport
Played a musical instrument or sung in a band or choir
last 3 months.
Activities in the Last 3 Months - Leisure

WC 3398 WC 613
V% 28% V% 5%
IX 116 IX 102
WC 1774 WC 797
V% 15% V% 7%
IX 113 IX 101
WC 3035 WC 1422
V% 25% V% 12%
IX 110 IX 99
WC 2816 WC 410
V% 23% V% 3%
IX 108 IX 99
WC 935 WC 1048
V% 8% V% 9%
IX 105 IX 94
WC 7405 WC 318
V% 61% V% 3%
IX 103 IX 92
WC 5125 WC 925
V% 42% V% 8%
IX 103 IX 92
WC 2882 WC 399
V% 24% V% 3%
IX 102 IX 85
WC 10078
V% 83%
IX 102
Visited friends/relatives
Went to the cinema Went to a night club
Held a dinner party
Went to a jazz, classical or blues
performance
Entertained friends/relatives Went to the ballet or opera
Went to an RSL, Leagues or other club Went to the live theatre
Went to a theatre restaurant, pub or
cabaret for live entertainment
Went to a rock, pop music concert
Rented a DVD Went to a racetrack
Bought a CD (pre-recorded) Went to a casino
Bought a DVD (pre-recorded) Rented a video
XYZ Customers
ENTERTAINMENT ACTIVITIES IN THE
LAST 3 MONTHS
ENTERTAINMENT ACTIVITIES IN THE
LAST 3 MONTHS
XYZ Customers
This table shows Entertainment activities of the target profile group in the last 3 months.
Activities in the Last 3 Months - Entertainment

116
113
110
108
105
103
103
102
102
102
101
99
99
94
92
92
85
80 90 100 110 120
Bought a DVD (pre-recorded)
Bought a CD (pre-recorded)
Went to an RSL, Leagues or other club
Rented a DVD
Went to a theatre restaurant, pub or cabaret for live entertainment
Entertained friends/relatives
Went to the cinema
Held a dinner party
Visited friends/relatives
Rented a video
Went to a casino
Went to the live theatre
Went to a racetrack
Went to a rock, pop music concert
Went to the ballet or opera
Went to a night club
Went to a jazz, classical or blues performance
last 3 months.
Activities in the Last 3 Months - Entertainment

WC 1992 WC 591 WC 1690
V% 16% V% 5% V% 14%
IX 109 IX 99 IX 97
WC 4307 WC 4912 WC 3753
V% 35% V% 40% V% 31%
IX 104 IX 99 IX 98
WC 6389 WC 1196 WC 3863
V% 53% V% 10% V% 32%
IX 104 IX 98 IX 98
WC 4328 WC 2450 WC 4296
V% 36% V% 20% V% 35%
IX 102 IX 97 IX 99
WC 1145 WC 2075 WC 2809
V% 9% V% 17% V% 23%
IX 102 IX 95 IX 102
WC 4464 WC 10116 WC 2941
V% 37% V% 83% V% 24%
IX 101 IX 101 IX 101
WC 1406 WC 3439
V% 12% V% 28%
IX 100 IX 101
WC 4757 WC 3773
V% 39% V% 31%
IX 100 IX 102
WC 3648 WC 1008
V% 30% V% 8%
IX 99 IX 94
AFL - Pre-season
XYZ Customers XYZ Customers XYZ Customers
TV SPORTS WATCHED
Lawn Bowls
Rugby Union Super Rugby (Super 15)
NRL - Finals
Golf
Cricket
NRL - Grand Final
Rugby League NRL State of Origin
Total watched sport on TV
Soccer
Rugby Union
NRL
Olympic Games
Basketball
Car racing
Tennis
AFL - Regular season
AFL - Finals
AFL - Grand Final
NRL - Regular season
TV SPORTS WATCHED - SUMMARY
Swimming/Diving
TV SPORTS WATCHED - SUMMARY
AFLHorse Racing/Harness racing
Motorcycle Racing
CONTINUED 
These tables show a summary and a detailed list of Sports Watched on TV by the target profile group.
Sports Watched on TV

WC 1427 WC 1107 WC 2212
V% 12% V% 9% V% 18%
IX 93 IX 113 IX 101
WC 1832 WC 483 WC 723
V% 15% V% 4% V% 6%
IX 97 IX 100 IX 95
WC 2012 WC 652 WC 714
V% 17% V% 5% V% 6%
IX 98 IX 100 IX 99
WC 915 WC 3835 WC 484
V% 8% V% 32% V% 4%
IX 92 IX 98 IX 98
WC 580 WC 4225 WC 1196
V% 5% V% 35% V% 10%
IX 94 IX 100 IX 98
WC 1163 WC 3566 WC 4244
V% 10% V% 29% V% 35%
IX 94 IX 101 IX 104
WC 623 WC 2498 WC 1461
V% 5% V% 21% V% 12%
IX 97 IX 100 IX 98
WC 480 WC 1828 WC 1177
V% 4% V% 15% V% 10%
IX 102 IX 96 IX 99
WC 550 WC 468 WC 903
V% 5% V% 4% V% 7%
IX 111 IX 105 IX 99
Drag racing
One Day Cricket Match
V8 supercars
TV SPORTS WATCHED
Horse racing - Cox Plate
Horse racing - Golden Slipper
Netball
Bathurst 1000
Women's basketball
Formula 1 car racing
IndyCar events
Other Soccer
English Premier League Soccer
Australian NBL basketball
American NBA basketball
Twenty20 Cricket Match
Rally car racingRugby World Cup
Other car racing
Motorcycle racing
Horse racing - Melbourne Cup
FIFA World Cup Soccer
Horse racing - Caulfield Cup
TV SPORTS WATCHED
A-League Soccer Cricket - Test match
American football
American baseball
TV SPORTS WATCHED
Rugby Union International
CONTINUED 

WC 878 WC 695 WC 591
V% 7% V% 6% V% 5%
IX 97 IX 105 IX 99
WC 307 WC 239 WC 4384
V% 3% V% 2% V% 36%
IX 99 IX 96 IX 101
WC 485 WC 665 WC 2141
V% 4% V% 5% V% 18%
IX 107 IX 116 IX 103
WC 290 WC 649 WC 258
V% 2% V% 5% V% 2%
IX 99 IX 103 IX 87
WC 1406 WC 784 WC 605
V% 12% V% 6% V% 5%
IX 100 IX 104 IX 94
WC 2513 WC 417 WC 230
V% 21% V% 3% V% 2%
IX 97 IX 104 IX 88
WC 870 WC 454 WC 1992
V% 7% V% 4% V% 16%
IX 111 IX 102 IX 109
WC 747 WC 427 WC 5518
V% 6% V% 4% V% 45%
IX 98 IX 99 IX 106
WC 6389
V% 53%
IX 104
XYZ CustomersXYZ Customers XYZ Customers
Olympic Games
Commonwealth Games
Triathlon
Snooker/Billiards/Pool
Swimming
Tennis - Australian Open
TV SPORTS WATCHED
Surfing
Sailing
Lawn bowls
Other Tennis
Snow skiing/Snowboarding
Professional Wrestling (WWE)
Horse riding/Equestrian
Greyhound racing
Horse racing - Other
Trotting (Harness racing) Ice hockey
Boxing
Gymnastics
Figure skating
Athletics/Track & fieldGolf
Cycling
Iron Man contests
Marathons/Running
TV SPORTS WATCHED TV SPORTS WATCHED

109
104
104
102
102
101
100
100
99
99
99
98
97
95
101
80 90 100 110 120
Swimming/Diving
Horse Racing/Harness racing
Olympic Games
NRL
Basketball
Tennis
Golf
Cricket
Car racing
Lawn Bowls
AFL
Motorcycle Racing
Soccer
Rugby Union
Total watched sport on TV
This chart shows the index of the target profile group compared to the average Australian in terms of the Sports they
Watched on TV.

WC 1137 WC 2372 WC 1005
V% 9% V% 20% V% 8%
IX 110 IX 98 IX 118
WC 1145 WC 55 WC 2054
V% 9% V% 0% V% 17%
IX 107 IX 92 IX 97
WC 395 WC 542 WC 2756
V% 3% V% 4% V% 23%
IX 104 IX 91 IX 97
WC 5135 WC 273 WC 182
V% 42% V% 2% V% 1%
IX 103 IX 91 IX 105
WC 2232 WC 352 WC 2971
V% 18% V% 3% V% 24%
IX 103 IX 87 IX 97
WC 10275 WC 583 WC 200
V% 85% V% 5% V% 2%
IX 102 IX 86 IX 94
WC 4350 WC 10997 WC 469
V% 36% V% 90% V% 4%
IX 101 IX 101 IX 92
WC 4704 WC 431
V% 39% V% 4%
IX 100 IX 90
WC 3013 WC 203
V% 25% V% 2%
IX 98 IX 95
Water Sports
Fishing
Triathlons
Outdoor Activities
Hiking/Bushwalking
Total participated in any sport/leisure
activity regularly or occasionally (inc.
walking)
Aerobics
Combative Sports
Cycling
Athletics/Track & field
SPORTS PARTICIPATED INSPORTS PARTICIPATED IN - SUMMARY
Dancing
Athletic Activities (inc. Walking for
exercise)
Team Sports
Flying (Pilot Licence)Yoga
Horse Riding
SPORTS PARTICIPATED IN - SUMMARY
Gym/Weight training
Gymnastics
Jogging
Roller blading/Skating
Shooting
Motor Sports
Winter Sports
Marathons/RunningIndividual Sports
CONTINUED 
Please interpret with caution as Baseball, Flying (Pilot Licence), Jet Skiing, Motorcycle Racing, Motor Racing, Softball and Windsurfing/Sailboarding are below 1% of the total population.
These tables show a summary and a detailed list of Sports and Activities Participated In by the target profile group.
Sports and Activities Participated In

WC 9600 WC 89 WC 726
V% 79% V% 1% V% 6%
IX 104 IX 119 IX 96
WC 339 WC 61 WC 960
V% 3% V% 0% V% 8%
IX 84 IX 86 IX 92
WC 601 WC 304 WC 1711
V% 5% V% 2% V% 14%
IX 97 IX 103 IX 115
WC 728 WC 1194 WC 297
V% 6% V% 10% V% 2%
IX 102 IX 94 IX 90
WC 104 WC 495 WC 319
V% 1% V% 4% V% 3%
IX 81 IX 100 IX 88
WC 510 WC 1219 WC 540
V% 4% V% 10% V% 4%
IX 110 IX 100 IX 87
WC 234 WC 642 WC 122
V% 2% V% 5% V% 1%
IX 89 IX 102 IX 109
WC 109 WC 234 WC 247
V% 1% V% 2% V% 2%
IX 75 IX 99 IX 98
WC 864 WC 370 WC 198
V% 7% V% 3% V% 2%
IX 91 IX 110 IX 92
Walking for exercise
Ten Pin bowling
Softball
Lawn bowls
Basketball
Field hockey
Cricket
Volleyball
Golf
Table tennis
Tennis
SPORTS PARTICIPATED IN SPORTS PARTICIPATED IN
Rugby Union
Australian Rules football
SPORTS PARTICIPATED IN
Rugby League Darts
Baseball
Pool/Snooker/BilliardsNetball
Soccer
Squash
Badminton
Power boating
Rowing
Boxing
Martial arts
Body surfing
Jet skiing
CONTINUED 

WC 37 WC 122 WC 246
V% 0% V% 1% V% 2%
IX 96 IX 72 IX 88
WC 210 WC 1304 WC 92
V% 2% V% 11% V% 1%
IX 83 IX 103 IX 93
WC 394 WC 1891 WC 74
V% 3% V% 16% V% 1%
IX 84 IX 102 IX 75
WC 4573 WC 3013 WC 210
V% 38% V% 25% V% 2%
IX 104 IX 98 IX 109
WC 227 WC 395 WC 215
V% 2% V% 3% V% 2%
IX 89 IX 104 IX 102
WC 523 WC 136 WC 886
V% 4% V% 1% V% 7%
IX 94 IX 94 IX 112
WC 220 WC 189 WC 1145
V% 2% V% 2% V% 9%
IX 93 IX 87 IX 107
WC 188 WC 144 WC 55
V% 2% V% 1% V% 0%
IX 108 IX 96 IX 92
WC 331 WC 184
V% 3% V% 2%
IX 82 IX 83
XYZ CustomersXYZ CustomersXYZ Customers
Scuba diving
Yoga
Flying (Pilot Licence)
Ballet/Jazz/Tap/Modern dancing
Ballroom dancing
Other dancing
Hunting or Game Shooting
Archery
Rock climbing/Abseiling
Sailing
Surfing
Fishing - fresh water
Swimming
Ice/Figure skating
Snow skiing
Fishing - salt water
Water skiing
Clay/Target shooting
Snorkelling/Skin diving
Dirt biking
Motorcycle racing
Motor racing
Hiking/Bushwalking
Horse Riding
SnowboardingWindsurfing/Sailboarding

110
107
104
103
103
102
101
100
98
98
92
91
91
87
86
101
80 90 100 110 120
Dancing
Yoga
Horse Riding
Water Sports
Fishing
Athletic Activities (inc. Walking for exercise)
Individual Sports
Outdoor Activities
Hiking/Bushwalking
Team Sports
Flying (Pilot Licence)
Combative Sports
Shooting
Motor Sports
Winter Sports
Total participated in any sport/leisure activity regularly or occasionally (inc. walking)
This chart shows the index of the target profile group compared to the average Australian in terms of the Sports and
Activities they Participated In.
Please interpret with caution as Flying (Pilot Licence) is below 1% of the total population.

WC 1477 WC 9506
V% 12% V% 78%
IX 115 IX 103
WC 7470 WC 11143
V% 61% V% 92%
IX 113 IX 101
WC 8528 WC 7498
V% 70% V% 62%
IX 111 IX 101
WC 8240 WC 3260
V% 68% V% 27%
IX 106 IX 100
WC 9987 WC 4490
V% 82% V% 37%
IX 106 IX 100
WC 8053 WC 11079
V% 66% V% 91%
IX 104 IX 100
WC 2729
V% 22%
IX 104
Watched Pay TV in the last 7 days
Read a Catalogue in the last 4 Weeks
Read a Newspaper in the last 7 days
(excl. Community Newspapers)
Read any Mail in the last 7 days
Read a Local/Community Newspaper in
the last 7 days
Listened to Commercial Radio on a
normal weekday
Used Internet in the last 7 days
Read Addressed Mail in the last 7 days Been to Cinema in the last 4 Weeks
Read Unaddressed Mail in the last 7 days
Watched Commercial TV on a normal
weekday
MEDIA USAGE SUMMARY MEDIA USAGE SUMMARY
Used the Yellow Directory at least
monthly
Read a Magazine (last issue)
This table shows a Summary of Media Usage for the target profile group.
Media Usage Summary

115
113
111
106
106
104
104
103
101
101
100
100
100
80 90 100 110 120
Used the Yellow Directory at least monthly
Read Unaddressed Mail in the last 7 days
Read a Catalogue in the last 4 Weeks
Read Addressed Mail in the last 7 days
Read any Mail in the last 7 days
Listened to Commercial Radio on a normal weekday
Read a Magazine (last issue)
Watched Commercial TV on a normal weekday
Read a Newspaper in the last 7 days (excl. Community Newspapers)
Been to Cinema in the last 4 Weeks
Read a Local/Community Newspaper in the last 7 days
Used Internet in the last 7 days
This chart shows the index of the target profile group compared to the average Australian in terms of types of Media used.
Media Usage Summary

WC 2174 WC 2610
V% 18% V% 21%
IX 98 IX 110
WC 2299 WC 2576
V% 19% V% 21%
IX 103 IX 102
WC 3026 WC 4320
V% 25% V% 36%
IX 101 IX 99
WC 4657 WC 2650
V% 38% V% 22%
IX 99 IX 92
Light Newspapers excl NIMs (1-2 in last
week)
Light Magazines incl NIMs (1-2 issue read)
No Newspaper Read excl NIMs (in last
week)
No Magazine Read incl NIMs
Medium Newspapers excl NIMs (3-6 in last
week)
Medium Magazines incl NIMs (3-4 issues
read)
NEWSPAPER READERSHIP MAGAZINE READERSHIP
Heavy Newspapers excl NIMs (7+ in last
week)
Heavy Magazines incl NIMs (5+ issues
read)
These tables show Newspaper and Magazine Readership of the target profile group.
Newspaper and Magazine Readership

98
103
101
99
110
102
99
92
80 90 100 110 120
NEWSPAPER READERSHIP
Heavy Newspapers excl NIMs (7+ in last week)
Medium Newspapers excl NIMs (3-6 in last week)
Light Newspapers excl NIMs (1-2 in last week)
No Newspaper Read excl NIMs (in last week)
MAGAZINE READERSHIP
Heavy Magazines incl NIMs (5+ issues read)
Medium Magazines incl NIMs (3-4 issues read)
Light Magazines incl NIMs (1-2 issue read)
No Magazine Read incl NIMs
This chart shows the index of the target profile group compared to the average Australian in terms of their Newspaper and
Magazine Readership.
Newspaper and Magazine Readership

WC 4260 WC 2011
V% 35% V% 17%
IX 106 IX 100
WC 2899 WC 3617
V% 24% V% 30%
IX 101 IX 106
WC 3984 WC 2425
V% 33% V% 20%
IX 97 IX 107
WC 1013 WC 4103
V% 8% V% 34%
IX 87 IX 92
Light Commercial TV (<2 hrs per day) Light Commercial Radio (<1 hrs per day)
No Commercial TV Viewing No Commercial Radio Listening
Medium Commercial TV (2-<3 hrs per day)
Medium Commercial Radio (1-<3 hrs per
day)
Heavy Commercial TV (3+ hrs per day) Heavy Commercial Radio (3+ hrs per day)
COMMERCIAL TV VIEWING
(ON A NORMAL WEEKDAY)
COMMERCIAL RADIO LISTENING
These tables show Weekday Commercial TV Viewing and Radio Listening of the target profile group.
Weekday Commercial TV Viewing and Radio Listening

106
101
97
87
100
106
107
92
80 90 100 110 120
COMMERCIAL TV VIEWING
Heavy Commercial TV (3+ hrs per day)
Medium Commercial TV (2-<3 hrs per day)
Light Commercial TV (<2 hrs per day)
No Commercial TV Viewing
COMMERCIAL RADIO LISTENING
Heavy Commercial Radio (3+ hrs per day)
Medium Commercial Radio (1-<3 hrs per day)
Light Commercial Radio (<1 hrs per day)
No Commercial Radio Listening
This chart shows the index of the target profile group compared to the average Australian in terms of their Weekday
Commercial TV Viewing and Radio Listening.
Weekday Commercial TV Viewing and Radio Listening

WC 4761 WC 3357
V% 39% V% 28%
IX 98 IX 100
WC 3120 WC 2578
V% 26% V% 21%
IX 103 IX 102
WC 3033 WC 2097
V% 25% V% 17%
IX 103 IX 101
WC 1241 WC 4124
V% 10% V% 34%
IX 94 IX 99
Light Internet (Up to 7 hours a week)
Light Cinema (last 12 mths but not last 3
mths)
No Internet in an average week No Cinema (last 12 mths)
Medium Internet (>7-15 hours a week) Medium Cinema (1 visit in last 3 mths)
Heavy Internet (>15 hours a week) Heavy Cinema (2+ visits in last 3 mths)
INTERNET USAGE CINEMA ATTENDANCE
These tables show Internet Usage and Cinema Attendance of the target profile group.
Internet Usage and Cinema Attendance

98
103
103
94
100
102
101
99
90 100 110
INTERNET USAGE
Heavy Internet (>15 hours a week)
Medium Internet (>7-15 hours a week)
Light Internet (Up to 7 hours a week)
No Internet in an average week
CINEMA ATTENDANCE
Heavy Cinema (2+ visits in last 3 mths)
Medium Cinema (1 visit in last 3 mths)
Light Cinema (last 12 mths but not last 3 mths)
No Cinema (last 12 mths)
This chart shows the index of the target profile group compared to the average Australian in terms of their Internet Usage
and Cinema Attendance.
Internet Usage and Cinema Attendance

WC 4045 WC 2489
V% 33% V% 20%
IX 108 IX 125
WC 2412 WC 2482
V% 20% V% 20%
IX 108 IX 117
WC 1783 WC 2499
V% 15% V% 21%
IX 101 IX 99
WC 3916 WC 4686
V% 32% V% 39%
IX 89 IX 85
Light Addressed Mail Readership (1 item
per week)
Light Unaddressed Mail Readership (1-3
items per week)
No Addressed Mail Read in last week No Unaddressed Mail Read in last week
Medium Addressed Mail Readership (2-3
items per week)
Medium Unaddressed Mail Readership (4-
8 items per week)
ADDRESSED MAIL READERSHIP UNADDRESSED MAIL READERSHIP
Heavy Addressed Mail Readership (4+
items per week)
Heavy Unaddressed Mail Readership (9+
items per week)
These tables show Addressed and Unaddressed Mail Readership of the target profile group.
Addressed and Unaddressed Mail Readership

108
108
101
89
125
117
99
85
70 80 90 100 110 120 130
ADDRESSED MAIL READERSHIP
Heavy Addressed Mail Readership (4+ items per week)
Medium Addressed Mail Readership (2-3 items per week)
Light Addressed Mail Readership (1 item per week)
No Addressed Mail Read in last week
UNADDRESSED MAIL READERSHIP
Heavy Unaddressed Mail Readership (9+ items per week)
Medium Unaddressed Mail Readership (4-8 items per week)
Light Unaddressed Mail Readership (1-3 items per week)
No Unaddressed Mail Read in last week
This chart shows the index of the target profile group compared to the average Australian in terms of their Addressed and
Unaddressed Mail Readership.
Addressed and Unaddressed Mail Readership

WC 1873
V% 15%
IX 110
WC 4024
V% 33%
IX 103
WC 4490
V% 37%
IX 100
WC 4207
V% 35%
IX 98
WC 3383
V% 28%
IX 97
WC 484
V% 4%
IX 91
WC 448
V% 4%
IX 88
National Papers (M-F)
Metro. Papers (Sat)
National Papers (Sat)
Read a Local/Community Newspaper in
the last 7 days
Metro. Dailies (M-F)
Regional Papers (M-Sun)
Metro. Papers (Sun)
XYZ Customers
TYPE OF NEWSPAPER READ
This table shows a Summary of the Type of Newspaper read by the target profile group.
Type of Newspaper Read

110
103
100
98
97
91
88
80 90 100 110 120
Regional Papers (M-Sun)
Metro. Papers (Sun)
Read a Local/Community Newspaper in the last 7 days
Metro. Dailies (M-F)
Metro. Papers (Sat)
National Papers (Sat)
National Papers (M-F)
This chart shows the index of the target profile group compared to the average Australian in terms of Type of Newspaper
read.
Type of Newspaper Read

WC 110 WC 946 WC 508
V% 1% V% 8% V% 4%
IX 122 IX 109 IX 97
WC 1246 WC 319 WC 893
V% 10% V% 3% V% 7%
IX 118 IX 106 IX 96
WC 270 WC 8539 WC 218
V% 2% V% 70% V% 2%
IX 118 IX 104 IX 96
WC 3095 WC 768 WC 561
V% 25% V% 6% V% 5%
IX 118 IX 103 IX 93
WC 1081 WC 3001 WC 1115
V% 9% V% 25% V% 9%
IX 114 IX 101 IX 92
WC 1886 WC 219 WC 141
V% 16% V% 2% V% 1%
IX 113 IX 100 IX 91
WC 2196 WC 4329
V% 18% V% 36%
IX 111 IX 100
Food & Entertainment
Motoring
Sports
Men's Lifestyle
Music & Movies
Any Magazine (excl Newspaper inserts)
Women's Fashion
TYPE OF MAGAZINE READ TYPE OF MAGAZINE READ
Computing, Gaming & Info Tech
Home & Garden
TYPE OF MAGAZINE READ
Men's
Health & Family
Women's Youth
Mass Women's
Women's Lifestyle
Newspaper Inserts
Motorcycle
General Interest Business, Financial & Airline
Fishing
TV
Please interpret with caution as Men's magazines are below 1% of the total population.
This table shows a Summary of the Type of Magazine read by the target profile group.
Type of Magazine Read

122
118
118
118
114
113
111
109
106
104
103
101
100
100
97
96
96
93
92
91
70 80 90 100 110 120 130
Men's
Health & Family
Women's Youth
Mass Women's
Women's Lifestyle
Food & Entertainment
Home & Garden
TV
Music & Movies
Any Magazine (excl Newspaper inserts)
Women's Fashion
General Interest
Fishing
Newspaper Inserts
Computing, Gaming & Info Tech
Motoring
Sports
Men's Lifestyle
Business, Financial & Airline
Motorcycle
This chart shows the index of the target profile group compared to the average Australian in terms of Type of Magazine
read.
Type of Magazine Read
Please interpret with caution as Men's magazines are below 1% of the total population.

WC 8549 WC 7435
V% 70% V% 61%
IX 104 IX 104
WC 10414 WC 2729
V% 86% V% 22%
IX 103 IX 104
WC 8992
V% 74%
IX 103
WC 8713
V% 72%
IX 103
WC 7006
V% 58%
IX 98
WC 4592
V% 38%
IX 98
CHANNEL OF TV SHOW WATCHED
XYZ Customers
Network 10 (incl. Affiliates) programs
ABC programs
Daytime TV programs
Evening TV programs
XYZ Customers
TIME OF DAY WATCHED
SBS programs
These tables show a Summary of the Time of Day and Channel of TV Show Watched by the target profile group.
Time of Day and Channel of TV Show Watched

104
103
90 100 110
Daytime TV programs
Evening TV programs
104
104
103
103
98
98
90 100 110
ABC programs
SBS programs
These charts show the index of the target profile group compared to the average Australian in terms of Time of Day and
Channel of TV Show Watched.
Time of Day and Channel of TV Show Watched

WC 2488 WC 3288
V% 20% V% 27%
IX 111 IX 103
WC 2945 WC 7824
V% 24% V% 64%
IX 108 IX 102
WC 3976 WC 3803
V% 33% V% 31%
IX 106 IX 102
WC 5717 WC 5312
V% 47% V% 44%
IX 106 IX 101
WC 6276 WC 4477
V% 52% V% 37%
IX 105 IX 101
WC 5763 WC 556
V% 47% V% 5%
IX 105 IX 101
WC 3622 WC 172
V% 30% V% 1%
IX 104 IX 87
News
Sci-fi
Business
XYZ Customers
Entertainment (incl. Reality TV)
Chat
Home/ Lifestyle/ Travel
Dramas
Current Affairs
Documentaries
Quiz/ Game Show
Comedies
TYPE OF TV SHOW WATCHED
Soaps
XYZ Customers
Reality TV
TYPE OF TV SHOW WATCHED
Sport
This table shows a Summary of the Type of TV Show Watched by the target profile group.
Type of TV Show Watched

111
108
106
106
105
105
104
103
102
102
101
101
101
87
80 90 100 110 120
Soaps
Chat
Home/ Lifestyle/ Travel
Reality TV
Dramas
Comedies
Entertainment (incl. Reality TV)
Quiz/ Game Show
News
Sport
Current Affairs
Documentaries
Sci-fi
Business
This chart shows the index of the target profile group compared to the average Australian in terms of Type of TV Show
Watched.
Type of TV Show Watched

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