Roy morgan sample_profile

1. XYZ Customers Profile
July 2012 - June 2013
'Stores purchased from in the last 4 weeks'
This profile is based on responses to
Please direct any queries to [email protected]
Roy Morgan Research - 401 Collins Street, Melbourne VIC 3000
Telephone: [phone]
Australia
© Roy Morgan Research

2. When viewing onscreen, please enable the bookma rk function in Acrobat for easy navigation
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
W
ork 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 cl ient’s institution. Website: www.roymorganonlinestore.com
2

3. A
TTITUDES
Health and Fitness ............................................................................................................ ................................................................................................... 33
Government and Societal ....................................................................................................... ............................................................................................. 35
Environmental ................................................................................................................. ..................................................................................................... 37
Personal ...................................................................................................................... ........................................................................................................... 39
Shopping and Product .......................................................................................................... ............................................................................................... 41
Food .......................................................................................................................... ............................................................................................................. 43
A
dvertising and Media .......................................................................................................... ............................................................................................... 45
Family and Home ............................................................................................................... .................................................................................................. 47
Finance ....................................................................................................................... ............................................................................................................ 49
Holiday ....................................................................................................................... ............................................................................................................ 51

A
CTIVITIES
A
ctivities in the Last 3 Months - Eating Out/Fast Food ......................................................................... ..................................................................... 53
A
ctivities in the Last 3 Months - Leisure ...................................................................................... .................................................................................... 55
A
ctivities in the Last 3 Months - Entertainment ................................................................................ ............................................................................. 57
Sports Watched on TV .......................................................................................................... .............................................................................................. 59
Sports and Activities Participated In ......................................................................................... ........................................................................................ 63


Index
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
3

4. MEDIA
Media Usage Summary ........................................................................................................... ............................................................................................. 67
Newspaper and Magazine Readership ............................................................................................. ................................................................................. 69
W
eekday Commercial TV Viewing and Radio Listenin
g
.............................................................................................................................. ................. 71
Internet Usage and Cinema Attendance .......................................................................................... ................................................................................. 73
A
ddressed 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
A
dditional Insights ............................................................................................................ ................................................................................................... 85

GLOSSARY ...................................................................................................................... .................................................................. 87

HOW WE COLLECT AND PROCESS SINGLE SOURCE DATA ................................................................................. .............. 92





Index
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
4

5. 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 [email protected]
Roy Morgan Research produces a variety of reports which are available on our Online St ore. These include Customer Profiles, Sat isfaction Reports,
Intention Reports, Currency Reports and Market Indicator and Over view Reports. The reports range from broad overviews consistin g 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 cl ient’s institution. Website: www.roymorganonlinestore.com
5

6. © 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’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, readersh ip, 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-com pletion surveys provide enriched detail of consumption habits and attitudes. Of these around
16,000 are categorised as Main Grocery Buyers. The overriding benefi t 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 wa tch, but so can non-customers.
Hence brand positioning, product differentia tion, merchandising, efficient media pla nning, 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, activiti es and media usage. The information
included in each of these areas is outlined below.
• Demographics include: Gender, Age, Sta tes, Education, Work Status, Income, Occupa tion, Socio-Economic St atus*, 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, Advertisin g 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 Newspape rs, Magazines, Commercial TV, Radio, Interne t, Cinema, Addressed Mail, Unaddressed Mail,
Type of Newspapers Read, Type of Maga zines 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 det ailed explanation of Roy Morgan Values Segments.
*Please refer to glossary for detailed explanations of Segments.
Introduction
6

7. TOTAL Sample Size 18117
Population (000's) 7151
wc593
Under 25v%8%
ix45
wc1099
25-34v%15%
ix92
wc2128
35-49v%30%
ix112
wc1995
50-64v%28%
ix128
wc1335
65 and Overv%19%
ix113
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) lesslikely than
the total population to belong to that particular row group. If index = 108 a person would be 8% morelikely 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
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
7

8. 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 co mparison of the target group with the Au stralian population aged 14+. This is presente d using an Index. All
characteristics on the right of the chart are displayed moreby the target group than the population. Characteri stics on the left of the chart are displayed lessby
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)lesslikely than the total
population to belong to that particular row group. If index = 108 a person would be 8% morelikely 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
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
8

9. The world’s best research at your fingertips. With increasingly fierce competition in tough economic times, he or she who understands how his or her customers are thinking, behaving and how their
expectations are changing wins.
Nothing is likely to boost your marketing ROI like an intimate appreciation of your customers’ needs: how they go about choosin g your brand or a
competitors’ - and how to reach them most cost-effectively.
There may never have been a time when it was more important to base your business decisions on well-conceived, scrupulously con ducted research from a
reliable, trustworthy company with a proven track record.
As Australia’s longest-established and largest independent research organisation, Roy Morgan Research conducts over 1,000 inter views every week and
provides quantitative profiles and reports, many of which ar e based on hundreds of thousands of personal interviews.
Next time you’re about to commission some research, it’s worth checking to see if we’ve already conducted the study with the re sults available now.
Often, for less than the cost of one focus group you could have an in-depth profile of your cust omers or key competitors' custo mers - based on thousands
of interviews – backed by the credibility of Australia’s leading independent research company. And it can be on your desk withi n the hour. If you can’t
find the research you’re looking for, there’s still a good chance it’s available but hasn’t made it into our catalogue, so plea se email us or give us a call on
the one-eight-hundred number.
[email protected]
1800 633 813
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
9

10. Gender
Men43%
Women 57%
Age
Under 2516%
25-3418%
35-4927%
50-6422%
65+17%
States
NSW34%
Vic24%
Qld21%
SA
8%
WA10%
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.
X
YZ Customers Profile
Gender, Age and States
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
10

11. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC5184WC1900
V%43%V%16%
IX86IX89
WC6971WC2239
V%57%V%18%
IX113IX106
WC3300
V%27%
IX108
WC2685
V%22%
IX99
WC2032
V%17%
IX95
35-49
MenUnder 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. X
YZ Customers Profile
Gender and Age
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
11

12. 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. X
YZ Customers Profile
Gender and Age
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
12

13. Total Sample Size 12984
Population (000's) 12156
WC4184
V%34%
IX102
WC2903
V%24%
IX95
WC2553
V%21%
IX104
WC912
V%8%
IX102
WC1239
V%10%
IX96
WC275
V%2%
IX102
WC89
V%1%
IX114
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 resul ts.
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.
X
YZ Customers Profile
States
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
13

14. 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. X
YZ Customers Profile
States
Please note: Some Target Profile Groups are State specific so please take this into consideration when interpreting these resul ts.
Please interpret with caution as Darwin - Alice Springs is below 1% of the total population.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
14

15. Total Sample Size 12984
Population (000's) 12156
WC163
V%1%
IX97
WC1683
V%14%
IX96
WC1214
V%10%
IX105
WC666
V%5%
IX108
WC2418
V%20%
IX103
WC1197
V%10%
IX95
WC4815
V%40%
IX99
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. X
YZ Customers Profile
Education
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
15

16. 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.
X
YZ Customers Profile
Education
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
16

17. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC4336WC381
V%36%V%3%
IX96IX101
WC2647WC491
V%22%V%4%
IX106IX106
WC6983WC2372
V%57%V%20%
IX100IX98
WC738
V%6%
IX83
WC892
V%7%
IX128
WC299
V%2%
IX97
WC5173
V%43%
IX100
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. X
YZ Customers Profile
Work Status
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
17

18. 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. X
YZ Customers Profile
Work Status
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
18

19. `
Total Sample Size 12984
Population (000's) 12156
WC1029
V%8%
IX101
WC1583
V%13%
IX104
WC1632
V%13%
IX104
WC1105
V%9%
IX100
WC723
V%6%
IX96
WC912
V%8%
IX87
WC5173
V%43%
IX100
Average Respondent Income ($)mn41,280
Average Household Income ($)mn89,910
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.
X
YZ Customers Profile
Respondent Income
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
19

20. 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.
X
YZ Customers Profile
Respondent Income
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
20

21. Total Sample Size 12984
Population (000's) 12156
WC1839
V%15%
IX93
WC2701
V%22%
IX108
WC726
V%6%
IX93
WC50
V%0%
IX94
WC1667
V%14%
IX99
WC5173
V%43%
IX100
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. X
YZ Customers Profile
Occupation
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
21

22. 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. X
YZ Customers Profile
Occupation
Please interpret with caution as Farm Owner is below 1% of the total population.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
22

23. Total Sample Size 12984
Population (000's) 12156
WC2284
V%19%
IX94
WC2496
V%21%
IX103
WC2508
V%21%
IX103
WC2439
V%20%
IX100
WC2429
V%20%
IX100
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. X
YZ Customers Profile
Socio-Economic Status*
*Please refer to glossary for detailed explanation of Socio-Economic Status.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
23

24. 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*.
X
YZ Customers Profile
Socio-Economic Status*
*Please refer to glossary for detailed explanation of Socio-Economic Status.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
24

25. Total Sample Size 12984
Population (000's) 12156
WC4412
V%36%
IX109
WC4123
V%34%
IX102
WC3622
V%30%
IX89
XYZ Customers
DISCRETIONARY EXPENDITURE*
Big spenders
Medium spenders
Light spenders
This table shows the Discretionary Expenditure* of the target profile group. X
YZ Customers Profile
Discretionary Expenditure*
*Please refer to glossary for detailed explanation of Discretionary Expenditure Segments.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
25

26. 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*.
X
YZ Customers Profile
Discretionary Expenditure*
*Please refer to glossary for detailed explanation of Discretionary Expenditure Segments.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
26

27. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC2192WC7537WC995
V%18%V%62%V%8%
IX87IX94IX91
WC256WC2168WC827
V%2%V%18%V%7%
IX126IX118IX93
WC674WC2222WC2877
V%6%V%18%V%24%
IX94IX114IX118
WC1017WC1922WC1653
V%8%V%16%V%14%
IX127IX102IX102
WC2132WC4619WC3596
V%18%V%38%V%30%
IX114IX111IX95
WC3820WC2209
V%31%V%18%
IX
98IX96
WC327
V%3%
IX119
WC1737
V%14%
IX94
XYZ Customers
LIFE-CYCLE OF RESPONDENT CHILDREN IN HOUSEHOLD HOUSEHOLD LIFE-CYCLE*
XYZ Customers XYZ Customers
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 ChildrenOlder 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. X
YZ Customers Profile
Life-Cycle Segments and Number of Children
*Please refer to glossary for detailed explanation of Household Life-Cycle Segments.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
27

28. 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.
X
YZ Customers Profile
Life-Cycle Segments and Number of Children
*Please refer to glossary for detailed explanation of Household Life-Cycle Segments.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
28

29. Total Sample Size 12984
Population (000's) 12156
WC1621
V%13%
IX93
WC2728
V%22%
IX99
WC3375
V%28%
IX107
WC3133
V%26%
IX105
WC1299
V%11%
IX85
XYZ Customers
Pre-Boomers
Baby Boomers
Generation Y
Generation Z
GENERATIONS*
Generation X
This table shows the Generations* of the target profile group. X
YZ Customers Profile
Generations*
*Please refer to glossary for detailed explanation of Generations.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
29

30. 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*. X
YZ Customers Profile
Generations*
*Please refer to glossary for detailed explanation of Generations.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
30

31. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC192WC721
V%2%V%6%
IX100IX101
WC376WC557
V%3%V%5%
IX99IX105
WC2426WC971
V%20%V%8%
IX100IX89
WC1664WC2250
V%14%V%19%
IX117IX103
WC1092WC1907
V%9%V%16%
IX89IX95
Traditional Family Life Young Optimism
Visible Achievement
Socially Aware
Conventional Family Life
Look At Me
Fairer Deal Real Conservatism
Basic Needs Something Better
XYZ Customers XYZ Customers
ROY MORGAN VALUES SEGMENTS* ROY MORGAN VALUES SEGMENTS*
This table shows the Roy Morgan Values Segments* of the target profile group. X
YZ Customers Profile
Roy Morgan Values Segments*
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network. Please refer to glossary for deta iled explanation of Roy Morgan Values Segments.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
31

32. 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*.
X
YZ Customers Profile
Roy Morgan Values Segments*
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network. Please refer to glossary for deta iled explanation of Roy Morgan Values Segments.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
32

33. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC8237WC5898
V%68%V%49%
IX104IX102
WC5219WC4403
V%43%V%36%
IX104IX101
WC6452WC9795
V%53%V%81%
IX103IX99
WC9086WC8583
V%75%V%71%
IX103IX99
WC4477WC3193
V%37%V%26%
IX102IX96
WC3035
V%25%
IX102
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
XYZ Customers XYZ Customers
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 attitu des to a range of Health and Fitness Statements. X
YZ Customers Profile
Health and Fitness
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
33

34. 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. X
YZ Customers Profile
Health and Fitness
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
34

35. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC7478WC6066
V%62%V%50%
IX104IX101
WC7002WC7004
V%58%V%58%
IX102IX100
WC8569WC9349
V%70%V%77%
IX102IX100
WC7064WC3894
V%58%V%32%
IX101IX99
WC6654WC3648
V%55%V%30%
IX101IX95
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
XYZ Customers XYZ Customers
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. X
YZ Customers Profile
Government and Societal
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
35

36. 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
This chart shows the index of the target profile group's attitudes compared to the average Australian. X
YZ Customers Profile
Government and Societal
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
36

37. Total Sample Size 12984
Population (000's) 12156
WC8539
V%70%
IX102
WC9401
V%77%
IX101
WC10855
V%89%
IX101
WC6970
V%57%
IX100
WC4016
V%33%
IX99
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. X
YZ Customers Profile
Environmental
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
37

38. 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
This chart shows the index of the target profile group's attitudes compared to the average Australian. X
YZ Customers Profile
Environmental
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
38

39. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC6299WC4964
V%52%V%41%
IX104IX100
WC7777WC10312
V%64%V%85%
IX103IX100
WC5727WC9186
V%47%V%76%
IX103IX100
WC7364WC3062
V%61%V%25%
IX103IX98
WC10259WC8240
V%84%V%68%
IX102IX98
WC7057WC5877
V%58%V%48%
IX101IX97
WC2884
V%24%
IX101
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. X
YZ Customers Profile
Personal
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
39

40. 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
This chart shows the index of the target profile group's attitudes compared to the average Australian. X
YZ Customers Profile
Personal
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
40

41. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC1741WC8693
V%14%V%72%
IX115IX102
WC5319WC6608
V%44%V%54%
IX109IX101
WC5921WC8580
V%49%V%71%
IX108IX100
WC4769WC1862
V%39%V%15%
IX106IX99
WC6075WC2977
V%50%V%24%
IX104IX98
WC6892WC9108
V%57%V%75%
IX104IX98
WC7948WC2541
V%65%V%21%
IX103IX96
WC8358WC5567
V%69%V%46%
IX102IX96
I am always ready to try new and different
products
I will buy a pr
oduct 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
XYZ Customers XYZ Customers
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. X
YZ Customers Profile
Shopping and Product
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
41

42. 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
This chart shows the index of the target profile group's attitudes compared to the average Australian. X
YZ Customers Profile
Shopping and Product
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
42

43. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC2532WC2997WC2553
V%21%V%25%V%21%
IX112IX109IX107
WC2202WC8167WC7523
V%18%V%67%V%62%
IX112IX109IX107
WC5472WC6874WC4300
V%45%V%57%V%35%
IX112IX109IX107
WC5403WC1637WC8604
V%44%V%13%V%71%
IX111IX108IX106
WC7432WC6339WC3174
V%61%V%52%V%26%
IX111IX108IX106
WC2646WC8240WC1272
V%22%V%
68%V%10%
IX110IX108IX103
WC6978WC9191WC2819
V%57%V%76%V%23%
IX110IX108IX100
WC6511
V%54%
IX109
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 cooking I seldom have time for breakfast
XYZ Customers
I buy much more fresh or chilled foods
than I used to
XYZ Customers XYZ Customers
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
FOOD ATTITUDES - AGREE
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
FOOD ATTITUDES - AGREE
This table shows the target profile group's attitudes to a range of Food Statements. X
YZ Customers Profile
Food
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
43

44. 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
This chart shows the index of the target profile group's attitudes compared to the average Australian. X
YZ Customers Profile
Food
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
44

45. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC2128WC1483WC7342
V%18%V%12%V%60%
IX115IX108IX101
WC2301WC2972WC9419
V%19%V%24%V%77%
IX114IX105IX101
WC4785WC5695WC8224
V%39%V%47%V%68%
IX113IX104IX98
WC5733WC6982WC7650
V%47%V%57%V%63%
IX110IX104IX97
WC3074WC2181WC5461
V%25%V%18%V%45%
IX110IX103IX96
WC4041WC7510WC1901
V%33%V%
62%V%16%
IX109IX103IX92
WC3320WC9663WC2476
V%27%V%79%V%20%
IX109IX102IX90
WC2959
V%24%
IX108
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
ADVERTISING AND MEDIA ATTITUDES -
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
ADVERTISING AND MEDIA ATTITUDES -
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 Customers XYZ 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. X
YZ Customers Profile
Advertising and Media
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
45

46. 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)
This chart shows the index of the target profile group's attitudes compared to the average Australian. X
YZ Customers Profile
Advertising and Media
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
46

47. Total Sample Size 12984
Population (000's) 12156
WC5616
V%46%
IX108
WC7183
V%59%
IX105
WC4476
V%37%
IX105
WC7714
V%63%
IX102
WC11281
V%93%
IX102
WC5644
V%46%
IX101
WC2097
V%17%
IX99
WC1952
V%16%
IX89
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. X
YZ Customers Profile
Family and Home
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
47

48. 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
This chart shows the index of the target profile group's attitudes compared to the average Australian. X
YZ Customers Profile
Family and Home
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
48

49. Total Sample Size 12984
Population (000's) 12156
WC3985
V%33%
IX105
WC8325
V%68%
IX102
WC3871
V%32%
IX101
WC8869
V%73%
IX101
WC10154
V%84%
IX101
WC6077
V%50%
IX100
WC7082
V%58%
IX98
WC4160
V%34%
IX97
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. X
YZ Customers Profile
Finance
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
49

50. 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
This chart shows the index of the target profile group's attitudes compared to the average Australian. X
YZ Customers Profile
Finance
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
50

51. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC5849WC6218
V%48%V%51%
IX104IX100
WC3246WC2502
V%27%V%21%
IX103IX100
WC5194WC2233
V%43%V%18%
IX103IX100
WC7950WC8416
V%65%V%69%
IX103IX99
WC9446WC2189
V%78%V%18%
IX103IX98
WC3938WC2709
V%32%V%22%
IX102IX93
WC8944WC1168
V%74%V%10%
IX101IX92
WC9004
V%74%
IX101
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 Customers XYZ Customers
HOLIDAY ATTITUDES - AGREE HOLIDAY ATTITUDES - AGREE
This table shows the target profile group's attitudes to a range of Holiday Statements. X
YZ Customers Profile
Holiday
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
51

52. 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
This chart shows the index of the target profile group's attitudes compared to the average Australian. X
YZ Customers Profile
Holiday
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
52

53. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC6124WC4568
V%50%V%38%
IX107IX102
WC7033WC6296
V%58%V%52%
IX107IX102
WC5268WC1604
V%43%V%13%
IX105IX100
WC6949WC2830
V%57%V%23%
IX104IX98
WC5241WC2443
V%43%V%20%
IX103IX96
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
XYZ Customers XYZ Customers
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. X
YZ Customers Profile
Activities in the Last 3 Months - Eating Out/Fast Food
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
53

54. 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.
X
YZ Customers Profile
Activities in the Last 3 Months - Eating Out/Fast Food
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
54

55. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC960WC5004
V%8%V%41%
IX122IX100
WC2729WC223
V%22%V%2%
IX110IX99
WC3500WC1934
V%29%V%16%
IX107IX96
WC6957WC1255
V%57%V%10%
IX105IX96
WC181WC1169
V%1%V%10%
IX105IX96
WC4010WC2732
V%33%V%22%
IX102IX95
WC1883WC1156
V%15%V%10%
IX101IX93
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. X
YZ Customers Profile
Activities in the Last 3 Months - Leisure
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
55

56. 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
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.
X
YZ Customers Profile
Activities in the Last 3 Months - Leisure
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
56

57. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC3398WC613
V%28%V%5%
IX116IX102
WC1774WC797
V%15%V%7%
IX113IX101
WC3035WC1422
V%25%V%12%
IX110IX99
WC2816WC410
V%23%V%3%
IX108IX99
WC935WC1048
V%8%V%9%
IX105IX94
WC7405WC318
V%61%V%3%
IX103IX92
WC5125WC925
V%42%V%8%
IX103IX92
WC2882WC399
V%24%V%3%
IX102IX85
WC10078
V%
83%
IX102
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. X
YZ Customers Profile
Activities in the Last 3 Months - Entertainment
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
57

58. 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
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.
X
YZ Customers Profile
Activities in the Last 3 Months - Entertainment
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
58

59. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC1992WC591WC1690
V%16%V%5%V%14%
IX109IX99IX97
WC4307WC4912WC3753
V%35%V%40%V%31%
IX104IX99IX98
WC6389WC1196WC3863
V%53%V%10%V%32%
IX104IX98IX98
WC4328WC2450WC4296
V%36%V%20%V%35%
IX102IX97IX99
WC1145WC2075WC2809
V%9%V%17%V%23%
IX102IX95IX102
WC4464WC10116WC2941
V%37%V%
83%V%24%
IX101IX101IX101
WC1406WC3439
V%12%V%28%
IX100IX101
WC4757WC3773
V%39%V%31%
IX100IX102
WC3648WC1008
V%30%V%8%
IX99IX94
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
AFL Horse 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. X
YZ Customers Profile
Sports Watched on TV
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
59

60. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC1427WC1107WC2212
V%12%V%9%V%18%
IX93IX113IX101
WC1832WC483WC723
V%15%V%4%V%6%
IX97IX100IX95
WC2012WC652WC714
V%17%V%5%V%6%
IX98IX100IX99
WC915WC3835WC484
V%8%V%32%V%4%
IX92IX98IX98
WC580WC4225WC1196
V%5%V%35%V%10%
IX94IX100IX98
WC1163WC3566WC4244
V%10%V%
29%V%35%
IX94IX101IX104
WC623WC2498WC1461
V%5%V%21%V%12%
IX97IX100IX98
WC480WC1828WC1177
V%4%V%15%V%10%
IX102IX96IX99
WC550WC468WC903
V%5%V%4%V%7%
IX111IX105IX99
XYZ Customers XYZ Customers XYZ Customers
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 racing Rugby 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

These tables show a summary and a detailed list of Sports Watched on TV by the target profile group. X
YZ Customers Profile
Sports Watched on TV
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
60

61. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC878WC695WC591
V%7%V%6%V%5%
IX97IX105IX99
WC307WC239WC4384
V%3%V%2%V%36%
IX99IX96IX101
WC485WC665WC2141
V%4%V%5%V%18%
IX107IX116IX103
WC290WC649WC258
V%2%V%5%V%2%
IX99IX103IX87
WC1406WC784WC605
V%12%V%6%V%5%
IX100IX104IX94
WC2513WC417WC230
V%21%V%
3%V%2%
IX97IX104IX88
WC870WC454WC1992
V%7%V%4%V%16%
IX111IX102IX109
WC747WC427WC5518
V%6%V%4%V%45%
IX98IX99IX106
WC6389
V%53%
IX104
XYZ Customers XYZ 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 & field Golf
Cycling
Iron Man contests
Marathons/Running
TV SPORTS WATCHED TV SPORTS WATCHED
These tables show a summary and a detailed list of Sports Watched on TV by the target profile group. X
YZ Customers Profile
Sports Watched on TV
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
61

62. 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.
X
YZ Customers Profile
Sports Watched on TV
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
62

63. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC1137WC2372WC1005
V%9%V%20%V%8%
IX110IX98IX118
WC1145WC55WC2054
V%9%V%0%V%17%
IX107IX92IX97
WC395WC542WC2756
V%3%V%4%V%23%
IX104IX91IX97
WC5135WC273WC182
V%42%V%2%V%1%
IX103IX91IX105
WC2232WC352WC2971
V%18%V%3%V%24%
IX103IX87IX97
WC10275WC583WC200
V%85%V%
5%V%2%
IX102IX86IX94
WC4350WC10997WC469
V%36%V%90%V%4%
IX101IX101IX92
WC4704WC431
V%39%V%4%
IX100IX90
WC3013WC203
V%25%V%2%
IX98IX95
Water Sports
Fishing
Triathlons
Outdoor Activities
Hiking/Bushwalking
Total participated in any sport/leisure
activity regularly or occasionally (inc.
walking)
XYZ Customers XYZ Customers XYZ Customers
Aerobics
Combative Sports
Cycling
Athletics/Track & field
SPORTS PARTICIPATED IN SPORTS 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/Running Individual Sports
CONTINUED

Please interpret with caution as Baseball, Flying (Pilot Li cence), 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. X
YZ Customers Profile
Sports and Activities Participated In
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
63

64. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC9600WC89WC726
V%79%V%1%V%6%
IX104IX119IX96
WC339WC61WC960
V%3%V%0%V%8%
IX84IX86IX92
WC601WC304WC1711
V%5%V%2%V%14%
IX97IX103IX115
WC728WC1194WC297
V%6%V%10%V%2%
IX102IX94IX90
WC104WC495WC319
V%1%V%4%V%3%
IX81IX100IX88
WC510WC1219WC540
V%4%V%
10%V%4%
IX110IX100IX87
WC234WC642WC122
V%2%V%5%V%1%
IX89IX102IX109
WC109WC234WC247
V%1%V%2%V%2%
IX75IX99IX98
WC864WC370WC198
V%7%V%3%V%2%
IX91IX110IX92
Walking for exercise
XYZ Customers XYZ Customers XYZ Customers
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/Billiards Netball
Soccer
Squash
Badminton
Power boating
Rowing
Boxing
Martial arts
Body surfing
Jet skiing
CONTINUED

Please interpret with caution as Baseball, Flying (Pilot Li cence), 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. X
YZ Customers Profile
Sports and Activities Participated In
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
64

65. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC37WC122WC246
V%0%V%1%V%2%
IX96IX72IX88
WC210WC1304WC92
V%2%V%11%V%1%
IX83IX103IX93
WC394WC1891WC74
V%3%V%16%V%1%
IX84IX102IX75
WC4573WC3013WC210
V%38%V%25%V%2%
IX104IX98IX109
WC227WC395WC215
V%2%V%3%V%2%
IX89IX104IX102
WC523WC136WC886
V%4%V%
1%V%7%
IX94IX94IX112
WC220WC189WC1145
V%2%V%2%V%9%
IX93IX87IX107
WC188WC144WC55
V%2%V%1%V%0%
IX108IX96IX92
WC331WC184
V%3%V%2%
IX82IX83
XYZ Customers XYZ Customers XYZ 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
SPORTS PARTICIPATED IN
Water skiing
Clay/Target shooting
SPORTS PARTICIPATED IN
Snorkelling/Skin diving
Dirt biking
Motorcycle racing
Motor racing
Hiking/Bushwalking
Horse Riding
Snowboarding Windsurfing/Sailboarding
SPORTS PARTICIPATED IN
Please interpret with caution as Baseball, Flying (Pilot Li cence), 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. X
YZ Customers Profile
Sports and Activities Participated In
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
65

66. 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.
X
YZ Customers Profile
Sports and Activities Participated In
Please interpret with caution as Flying (Pilot Licence) is below 1% of the total population.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
66

67. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC1477WC9506
V%12%V%78%
IX115IX103
WC7470WC11143
V%61%V%92%
IX113IX101
WC8528WC7498
V%70%V%62%
IX111IX101
WC8240WC3260
V%68%V%27%
IX106IX100
WC9987WC4490
V%82%V%37%
IX106IX100
WC8053WC11079
V%66%V%91%
IX104IX100
WC2729
V%22%
IX104
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
XYZ Customers XYZ Customers
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. X
YZ Customers Profile
Media Usage Summary
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
67

68. 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
Watched Pay TV in the last 7 days
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. X
YZ Customers Profile
Media Usage Summary
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
68

69. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC2174WC2610
V%18%V%21%
IX98IX110
WC2299WC2576
V%19%V%21%
IX103IX102
WC3026WC4320
V%25%V%36%
IX101IX99
WC4657WC2650
V%38%V%22%
IX99IX92
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)
XYZ Customers XYZ Customers
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. X
YZ Customers Profile
Newspaper and Magazine Readership
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
69

70. 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.
X
YZ Customers Profile
Newspaper and Magazine Readership
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
70

71. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC4260WC2011
V%35%V%17%
IX106IX100
WC2899WC3617
V%24%V%30%
IX101IX106
WC3984WC2425
V%33%V%20%
IX97IX107
WC1013WC4103
V%8%V%34%
IX87IX92
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)
XYZ Customers XYZ Customers
COMMERCIAL TV VIEWING
(ON A NORMAL WEEKDAY)
COMMERCIAL RADIO LISTENING
(ON A NORMAL WEEKDAY)
These tables show Weekday Commercial TV Viewing and Radio Listening of the target profile group. X
YZ Customers Profile
Weekday Commercial TV Viewing and Radio Listening
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
71

72. 106
101
97
87
100
106
107
92
80 90 100 110 120
COMMERCIAL TV VIEWING
(ON A NORMAL WEEKDAY)
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
(ON A NORMAL WEEKDAY)
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.
X
YZ Customers Profile
Weekday Commercial TV Viewing and Radio Listening
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
72

73. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC4761WC3357
V%39%V%28%
IX98IX100
WC3120WC2578
V%26%V%21%
IX103IX102
WC3033WC2097
V%25%V%17%
IX103IX101
WC1241WC4124
V%10%V%34%
IX94IX99
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)
XYZ Customers XYZ Customers
INTERNET USAGE CINEMA ATTENDANCE
These tables show Internet Usage and Cinema Attendance of the target profile group. X
YZ Customers Profile
Internet Usage and Cinema Attendance
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
73

74. 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.
X
YZ Customers Profile
Internet Usage and Cinema Attendance
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
74

75. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC4045WC2489
V%33%V%20%
IX108IX125
WC2412WC2482
V%20%V%20%
IX108IX117
WC1783WC2499
V%15%V%21%
IX101IX99
WC3916WC4686
V%32%V%39%
IX89IX85
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)
XYZ Customers XYZ Customers
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. X
YZ Customers Profile
Addressed and Unaddressed Mail Readership
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
75

76. 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.
X
YZ Customers Profile
Addressed and Unaddressed Mail Readership
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
76

77. Total Sample Size 12984
Population (000's) 12156
WC1873
V%15%
IX110
WC4024
V%33%
IX103
WC4490
V%37%
IX100
WC4207
V%35%
IX98
WC3383
V%28%
IX97
WC484
V%4%
IX91
WC448
V%4%
IX88
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. X
YZ Customers Profile
Type of Newspaper Read
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
77

78. 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.
X
YZ Customers Profile
Type of Newspaper Read
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
78

79. Total Sample Size 12984 Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156 Population (000's) 12156
WC110WC946WC508
V%1%V%8%V%4%
IX122IX109IX97
WC1246WC319WC893
V%10%V%3%V%7%
IX118IX106IX96
WC270WC8539WC218
V%2%V%70%V%2%
IX118IX104IX96
WC3095WC768WC561
V%25%V%6%V%5%
IX118IX103IX93
WC1081WC3001WC1115
V%9%V%25%V%9%
IX114IX101IX92
WC1886WC219WC141
V%16%V%
2%V%1%
IX113IX100IX91
WC2196WC4329
V%18%V%36%
IX111IX100
XYZ Customers XYZ Customers XYZ Customers
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. X
YZ Customers Profile
Type of Magazine Read
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
79

80. 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.
X
YZ Customers Profile
Type of Magazine Read
Please interpret with caution as Men's magazines are below 1% of the total population.
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
80

81. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC8549WC7435
V%70%V%61%
IX104IX104
WC10414WC2729
V%86%V%22%
IX103IX104
WC8992
V%74%
IX103
WC8713
V%72%
IX103
WC7006
V%58%
IX98
WC4592
V%38%
IX98
CHANNEL OF TV SHOW WATCHED
XYZ Customers
Network 10 (incl. Affiliates) programs
Network 9 (incl. Affiliates) programs
ABC programs
Daytime TV programs
Evening TV programs
XYZ Customers
TIME OF DAY WATCHED
Watched Pay TV in the last 7 days
SBS programs
Network 7 (incl. Affiliates) programs
These tables show a Summary of the Time of Day and Channel of TV Show Watched by the target profile group. X
YZ Customers Profile
Time of Day and Channel of TV Show Watched
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
81

82. 104
103
90 100 110
Daytime TV programs
Evening TV programs
104
104
103
103
98
98
90 100 110
Network 10 (incl. Affiliates) programs
Watched Pay TV in the last 7 days
Network 7 (incl. Affiliates) programs
Network 9 (incl. Affiliates) programs
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.
X
YZ Customers Profile
Time of Day and Channel of TV Show Watched
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
82

83. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC2488WC3288
V%20%V%27%
IX111IX103
WC2945WC7824
V%24%V%64%
IX108IX102
WC3976WC3803
V%33%V%31%
IX106IX102
WC5717WC5312
V%47%V%44%
IX106IX101
WC6276WC4477
V%52%V%37%
IX105IX101
WC5763WC556
V%47%V%5%
IX105IX101
WC3622WC172
V%30%V%1%
IX104IX87
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. X
YZ Customers Profile
Type of TV Show Watched
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
83

84. 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.
X
YZ Customers Profile
Type of TV Show Watched
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
84

85. Total Sample Size 12984 Total Sample Size 12984
Population (000's) 12156 Population (000's) 12156
WC7613WC1490
V%63%V%12%
IX105IX102
WC2684WC11303
V%22%V%93%
IX97IX102
WC5572WC10102
V%46%V%83%
IX101IX104
WC5001WC9223
V%41%V%76%
IX105IX110
WC3327WC9124
V%27%V%75%
IX109IX114
WC2434WC1519
V%20%V%12%
IX104IX113
WC6428WC6389
V%53%V%53%
IX107IX147
WC1792WC692
V%15%V%6%
IX98IX138
Bought a Lottery/Scratch Ticket in last 12
months
Placed a Bet in last 12 months
XYZ Customers XYZ Customers
ADDITIONAL INSIGHTS ADDITIONAL INSIGHTS
Holidayed within Australia in last 12
months
Buy a New Vehicle Within 4 years
Have a Loan (incl. leases) Main Grocery Buyer
Total smokers
Holidayed Overseas in last 12 months
Played Poker Machines/Keno/Casino
Table Games in last 12 months
Shopped at Department Stores in last 4
weeks
Shopped at Discount Stores in last 4
weeks
Shopped at Bargain Stores in last 4
weeks
Shopped at Speciality Stores in last 4
weeks
Own or use a mobile phone
Have a Credit Card Have an Internet connection at home
This table shows Additional Insights for a range of Industries for the target profile group. X
YZ Customers Profile
Additional Insights
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
85

86. 105
97
101
105
109
104
107
98
102
102
104
110
114
113
147
138
50 60 70 80 90 100 110 120 130 140 150
Holidayed within Australia in last 12 months
Holidayed Overseas in last 12 months
Have a Credit Card
Have a Loan (incl. leases)
Played Poker Machines/Keno/Casino Table Games in last 12 months
Placed a Bet in last 12 months
Bought a Lottery/Scratch Ticket in last 12 months
Total smokers
Buy a New Vehicle Within 4 years
Own or use a mobile phone
Have an Internet connection at home
Main Grocery Buyer
Shopped at Speciality Stores in last 4 weeks
Shopped at Department Stores in last 4 weeks
Shopped at Discount Stores in last 4 weeks
Shopped at Bargain Stores in last 4 weeks
This chart shows the index of the target profile group compared to the average Australian in terms of Additional Insights
from a range of Industries.
X
YZ Customers Profile
Additional Insights
Source: Roy Morgan Research July 2012 - June 2013
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
86

87. STATES Please note that the definition of NSW includes ACT. SOCIO-ECONOMIC STATUS Each respondent is given a score of no more than 60 according to their status in each of the
following categories:
1. EDUCATION LEVEL OF RESPONDENT
There are twelve possible levels of education. A score of 5 is given to those who completed
only some primary school, 10 to those who finished primary school, and so on up to 60 for
those who have a degree.
2. INCOME OF RESPONDENT(if respondent is a full time worker)*
There are sixteen possible income levels. A sim ilar scoring procedure is used giving 3 to those
in the lowest income groups, up to 60 to those in the highest income group.
3. OCCUPATION OF RESPONDENT(if respondent is a full time worker)*
There are twelve possible occupation levels. A gain, each level is scored at approximately 5
point intervals. Professional people receive the highest score.
The respondent’s scores for each of these three ca tegories are tallied to give a score out of
180.
We then look at a frequency distribution of the scores and divide the population into five even
groups of 20%, ie. quintiles.
The AB quintile is the highest level - people in this quintile have the highest scores.
Approximate breakdowns are:
Score
144+ - 5th or AB quintile
114 - 143 - 4th or C quintile
94 - 113 - 3rd or D quintile
72 - 93 - 2nd or E quintile
0 - 71 - 1st or FG quintile
* Note - if the respondent is not a full time worker , then the status of the main income earner is
considered.
DISCRETIONARY EXPENDITURE A large number of questions have been selected from the Roy Morgan Single Source
database that deal with a variety of issues such as expenditure, leisure, income and
entertainment. The questions selected primarily measure discretionary type expenditure
including proposed purchases.
For example:
Credit cards
Entertainment including cinema attendance
Household appliances and furniture
Mobile phones and Internet
Travel and accommodation
Leisure activities
Personal services, eg. Child care
Internet purchasing
Proposed spending on items like a new car
Fast food
Wine
Household income is also taken into account. Responses to each question are scored for each
respondent with factors applied to the “discretionary level” of spend as well.
Then for each person a total “spending” score is calculated based on their combined
responses to the series of “discretionary expenditure” questions. Three groups have been
created (each one representing approximately one third of the population 14yrs+) according to
their level of discretionary expenditure.
We have labelled them:
Big spenders
Medium spenders
Light spenders
Glossary
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
87

88. HOUSEHOLD LIFE-CYCLE The categories are designed as follows:
YOUNG SINGLES: Head of household is aged under 45, respondent is single, and household
has no children under 16*.
YOUNG COUPLES:Head of household is aged under 45, respondent is married/de facto, and
household has no children under 16*.
YOUNG PARENTS: Head of household is aged under 45, and household has child(ren) under
16 present (also includes single parents).
MID-LIFE FAMILIES: Head of household is aged between 45 and 64, and household has
child(ren) under 16 present.
MID-LIFE HOUSEHOLDS:Head of household is aged between 45-64, and household has no
children under 16*.
OLDER HOUSEHOLDS:Head of household is aged 65 or older or retired
Note: For the variables above, children are def ined as being under the age of 16 years. If you
are seeking details about households with childr en, regardless of age, use the current living
arrangements variable.
* A very small proportion of people in these se gments may live in a household where there are
children under 16. However such people still qualif y for these segments because they are not
the parents of those children.
GENERATIONS The generations on Roy Morgan Single Source are not those we speak of when we think of a
generation as the 20-25 year time period it takes for children to become parents. Instead we
are describing age cohorts based on birth at partic ular time periods, especially post World War
II. The definitions for these generations vary depending on the source you Google. Baby
Boomers can begin at 1943 and go as far as 1964; Gen X can be 1961-81; there are many
other variations. There is an argument that says those born in the late 70’s have more in
common with the early 80’s than they do with th e early 70’s. Everyone has an opinion, there is
no agreed consensus. Another consideration is that the larger the time they span, the less
cohesive the influences that shape them, especially in a relatively fast changing world. Having
looked at all this and found no definitive ans wer, we weighed the various arguments and
elected to go with the following definitions, essent ially using 15 year breaks as neither too little
nor too much.
Pre 1946: Pre-Boomers
1946-1960: Baby Boomers
1961-1975: Generation X
1976-1990: Generation Y
1991-2005: Generation Z
Glossary
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
88

89. ROY MORGAN VALUES SEGMENTS* Competitive and sophisticated organisations face a key marketing challenge. Both their
internal and external markets are becoming more diverse and fragmented. A simple, single
message may communicate only to the peers of the communicator. As audiences become
narrower in focus they are more demanding of relevantly targeted information. People in any
case only hear what fits their perception of micro-futures and tune out the hundreds of mass
marketing efforts that do not address their goals in life.
In the past it was possible to identify the target audience in terms of birthplace, age, education
and income. Consumer markets could also be targeted on the basis of prior purchase
behaviour. If it was bought last time, “brand loya lty” might be assumed as the basis of future
consumption patterns. With increasing education, income and social mobility comes an
increasing degree of individualisat ion, a reduced acceptance of corporate values, increasing
search for diversity, difference and pers onal development. Market behaviour becomes an
opportunity for personal expression, explorati on and excitement. These forces conspire to
make the task for the marketing and corporate pl anners very difficult with old instruments.
Demographic analysis of research data can provide an answer to WHO is doing WHAT.
Psychographic analysis can provide information on WHY individuals are behaving in this way.
Standard forms of segmentation can further enhance this description of individual behaviour
by adding other things to the equation. T hey can provide information on which people are
more or less likely to say yes or no in their decision to buy your product. However individuals
are complex - they rarely behave consistently or according to the box we may choose to put
them in. Unless your product is being sold to 60% or more of the population, we simply cannot
predict their behaviour in relation to a product or message using demographics,
psychographics or even normal segmentations as a typology. A broader model of group
behaviour needs to be used if we are to understand some of the most important questions in
marketing today:
• What would change a no decision into a yes or vice versa?
• What factors influence and predict the behaviours?
• What would happen if your marketing approach to one of those factors were changed?
Some of the factors influencing yes and no decisions are purely demographic - if you don’t
have any money you cannot usually buy something. Psychographics also play a role,
individuals who are image conscious are more lik ely to say yes to something which makes a
good impression on other people. However, unless you are dealing with a truly mass market,
generic product, these factors alon e will not predict a yes or no decision. We may live next
door to, or work with, someone of the same age, sex, income, socioeconomic group, marital
status, education and job description and even have the same attitudes and opinions, yet still
purchase different products.
To develop a predictive model you must also ta ke into account the different forces which
shape our behaviour and responses, issues such as Life Satisfaction, Progressiveness, Price
& Quality expectations, Innovation, Individualism, etc and their interaction. We must examine
the pattern of responses and interrelationships of these issues and how this influences the
decision to say yes or no to a product or message . This interrelationship of issues becomes
the map. The areas where these issues interact to produce different mindsets and responses
to issues amongst groups of people become the individual VALUES SEGMENTS.
Thus, the ROY MORGAN VALUES SEGMENTS* model can be analysed and used in two
different ways - to examine the responses of in dividual Values (a place on the map) or to
examine the whole map and the way in which the interrelationship of issues has an impact on
people saying yes or no.
Any research company can provide demographic analysis and tell you who is doing what.
Most can even provide psychographic analysis and examine why those individuals behaved in
that way. Some can even provide market segmentation and group individuals into similar
boxes. But only Roy Morgan Research can provide all of these AND answer those critical
questions of: what would change a no decision in to a yes and: what factors influence and
predict the behaviours.
Glossary
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network.
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
89

90. ROY MORGAN VALUES SEGMENTS*
Glossary
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network.
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
90

91. Fairer Deal This segment is usually associated with hard working people with low
income households and an above average belief that they get a raw
deal out of life. Traditional Family Life This segment is usually associated with the over 50s group
who value and try to hold onto traditional family values after becoming
empty nest households, post or close to retirement age. Conventional Family Life This segment represents the core of the Middle Family Life
Australian household with values centered around the significant
events in their personal and family life. ‘Look At Me’ This segment is usually associated with teenage interests, looking for
fun and freedom with fellow students and work mates away from their
family.
Something Better This segment is usually associated with young families wanting a
bigger, better deal out of their life struggling with credit and mortgage
bills. Real Conservatism This segment is usually associated with a cautious approach to new
things and ideas, conservative social attitudes and high levels of brand
loyalty. Young Optimism This segment is usually associated with optimism and seeking to
improve their prospects in life to ga in a respected career and a good
place in society. Visible Achievement This segment is usually associated with visible success stories living in
affluent suburbs and retaining traditional family values and
expectations. Socially Aware This segment is usually associated with above average levels of post-
secondary education community minded and socially active
professionals.
Basic Needs This segment is usually associated with a pattern of thinking of older or
ill people who have less than average income and/or mobility and who
tend to be focused on ‘getting by’ on a day to day basis.
ROY MORGAN VALUES SEGMENTS*
Glossary
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network.
© 2013 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the cl ient’s institution. Website: www.roymorganonlinestore.com
91

92. Discover your edge
How we collect and process
Single Source data in Australia

93. Discover your edge
About Roy Morgan Research
This phase involves the design and production of what we call weekly
Establishment Surveys (ES) which are interviewer administered door
to door. The interview is conducted using computer assisted personal
interviewing software (CAPI) running on tablet computers. Also, at
this stage we produce monthly Self-Completion Materials (SCM).Questionnaire
Design
Single Source Flow Chart
How we obtain and interpret
our information for Australia.
At this stage, weekly collation and dispatch of assignments to
approximately 150 interviewers around Australia takes place.
The CAPI Establishment Survey is synchronised to the interviewer
over the 3G wireless network.Questionnaire
Production
An Australia-wide sample is selected from 550 sampling areas of
approximately equal population size. Door to door interviewing is
conducted each weekend with all 550 areas sampled monthly.
Our Interviewers administer ES and SCM is left with people who
have been interviewed. An audit call and up to 3 reminder calls are
made to participants.Responses
Throughout the week-end, interviewers return the ES assignments by synchronising over the 3G network to securely send the survey data to our servers in Melbourne. This involves 50,000+ surveys
annually. In addition, SCM’s are completed and either picked up or mailed to Melbourne for Data Capture there, approximately 20,000 annually.Data
Capture
Data cleaning, processing and weighting takes place at this stage. Here we build Single Source databases for ASTEROID and create reports. We then distribute reports and ASTEROID databases to local and international clients.Data
Analysis

Roy Morgan Research is the largest and longest established Australian
market research company, with over seventy years experience in the con-
duct of market research.

We are an independent wholly Australian owned company.
Established by Roy Morgan in 1941, the organisation is a household name
linked to professional, high quality, consultancy orientated market research
in media and other industries. Roy Morgan Research has conducted the
National Readership Survey in Australia since 1974. All major publishers
and all major media buying houses subscribe to our readership data.
In 1988 Roy Morgan Research embarked on a program of international
expansion with a view to making Single Source a leading global source of
relevant quality information. Roy Morgan Research’s reputation has been
founded on our ability to provide consistency, quality and
continuity in its service to all clients.
A commitment to quality service is fundamental to the way we do research.
Our Quality Management System is certified to AS/NZS ISO 9001:2008
Quality Management Systems – Requirements & AS ISO 20252 Market,
Opinion and Social Research - Vocabulary and Service Requirements.
This commitment occurs at every stage of the research process.
Roy Morgan adheres to The Code of Professional Behaviour of ESOMAR,
the Market Research Society of Australia, the National Privacy Act (NPPS)
and all other relevant legislation.

94. Discover your edge
The areas we cover when
creating the
Sampling Plan
Sample Size
Coverage
Schedule/Tim-
ing
Household
Sampling
Weighting
Incentives
• n=50,000+ pa • n=4,200+ per month
• All States and Territories • 11 major geographic strata • Sydney
• Melbourne • Brisbane • Adelaide • Perth remaining areas of
• NSW/ACT • Vic • Qld • SA/NT • WA and Tasmania
• 60 specific readership strata
• All community and regional newspaper distribution areas
• All shopping centre catchment areas • All Federal Electorates
• Weekly • 48 weeks per year (4 quarters x 12 weeks)
• Calls made during the day on Saturday and Sunday
• Up to 3 reminder / audit calls
• People 14+ • Private households
• Individual selection – youngest male then youngest female
• Specific procedures for apartment dwellers
• Auditing 10% to 75% of all interviews
• Random starting addresses • Up to 3 calls to establish contact
(different times) • Clusters of 8 interviews • 1 interview per
household • Boosted sampling for selected areas
• Weekly and monthly reports on sample performance • Response
Rate. One in three effective contacts results in an interview*
• Monthly by: - Geography - Age - Sex - Household size
• Source: ABS
• Differential incentives for different subgroups
• Rewards for survey completion
• Magazine Subscriptions • Donations • Movie Tickets
• Computer Games • Prize Draws
* Telephone interviewing: one in five effective contacts results in an interview.
Establishment
Survey
Interviewers
Self-Completion
Material (SCM)
Return Procedure
Data Capture
Data Processing
• All material printed in Melbourne office • Interviews conducted face to face using computer assisted personal interviewing (CAPI) on tablet computers• Variations by state • Survey content
• Survey & Incentive explanation • Demographics • Readership
• Finance • Roy Morgan Values Segments* • Weekly rotations of
answer-lists • Vehicle for placement of SCM
• Experienced CAPI face to face Interviewers • 75% of interviews
conducted by interviewers with more than 12 months experience • Fully
briefed • Confidentiality agreements • 10% to 75% of interviews audited
by telephone • Weekly and monthly reports on Interviewer Performance
from Field Management and Quality Systems
• All material printed in Melbourne Office • Placed by Interviewer at
end of Establishment Survey Interview
• Completed by Respondent • Separate Media diaries for each state
• Up to 3 SMS or CATI reminder calls used to improve response rate
for SCM • Reminder letter for those not contacted by phone • 1800 help
line available to participants • Returns recorded, sorted and graded
• Unique identifying barcode recorded on return
• Interviewers return assignments
electronically as soon as they finish
interviewing • Respondents return SCM by reply paid post
• Melbourne, Australia • Stringent quality checks & balances throughout
scanning process • Polls less than 50% complete not used
•
Utilise ReadSoft’s   Forms data capture software.
• 3 x
Kodak i780 scanners •  Data Capture - Marked fields 96% of all
fields (100% accurate after verification)
- Numeric fields 3% of all fields (99% accurate after verification)
- Alpha fields 1% of all fields (98% accurate after verification)
• On screen operator verification
• All pages stored in image storage system
• Establishment interview matched to returned Self-Completion
questionnaires • Logical edit checks on the data • Data cleaning
according to documented procedures • Questionnaire images
examined to resolve data inconsistencies • Provision for imputation
of missing data • Data projected according to latest ABS estimates
• Results validated against known industry statistics
• ASTEROID database delivery allows easy data retrieval
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network
How Roy Morgan collates and
interprets data
Processing

95. Discover your edge
The most extensive, inter-related Survey Content
Establishment Survey n = 50,000 +

• Accounts
• Business Decisions
• Cinema Attendance
• Credit Cards
• Demographics
• Financial Institutions
• Loans
• Magazine Readership
• Newspaper Readership
• Radio Listening
• Roy Morgan Values Segments*
• TV Viewing
Self-Completion Material n = 20,000
• Activities and Interests
• Alcoholic Beverages
• Attitudes and Lifestyles
• Catalogues
• Food Purchases / Consumption
• Gambling and Gaming
• Holidays and Travel
• Household Items / Appliances
• Household Products Bought
• Internet Behaviour and Preferences
• Job Satisfaction
• Location TV
• Media Most Useful
• Media Preference by Daypart
• Media Usage
• Motor Vehicles
• Non-Alcoholic Beverages
• Pay TV Channel Involvement
• Personal Services
• Radio Diary
• Retail – Non-food Purchasing
• Sectional Reading
• Shares
• Shopping Centres
• Sporting Participation
• Supermarkets
• Take Away Food
• Telecommunications
• Time Spent on Activities
• Time Spent with Media
• TV Attention Level
• TV Diary
• TV Program Involvement
• Utilities
• Website Visitation
• Word of Mouth
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network

96. Discover your edge
Comparative Statistics
External Data Source
(All Ages Unless Otherwise Stated)
Roy Morgan Single Source
(Aged 14+ Unless Otherwise Stated)
1.
Labour Force
(Number of Employed Persons)
11.5 million
(Aged 15+)
Australian Bureau of Statistics
Catalogue No. 6202.0 December 2012
11.1 million
Quarter to December 2012
2.
Average Weekly Income -
Full Time Employed
(Annualised)
$75,587
(Aged 21+)
Australian Bureau of Statistics
Catalogue No. 6302.0 November 2012
$77,452
(Aged 21+)
12 months to December 2012
3.
Percentage of People who earn
$2,000 or more per week
9%
(Aged 20-64)
Australian Bureau of Statistics
August 2011 Census
11%
(Aged 20-64)
12 months to December 2012
4.
Educational Attainment -
Tertiary Degree or Higher
3.8 million
(Aged 15-64)
Australian Bureau of Statistics
Catalogue No. 6227.0 May 2012
4.6 million
(Aged 15-64)
12 months to December 2012
5.Total Deposits - Banks
$584.3 billion
Australian Prudential Regulation Authority (APRA)
December 2012
$498.8 billion
Quarter to December 2012
6.Superannuation Assets Held
$1,507.8 billion
Australian Prudential Regulation Authority (APRA)
December 2012
$1,515.5 billion
12 months to December 2012
7.Population with Private Health Insurance
48%
(Aged 20+)
Private Health Insurance Admin Council
Quarter to December 2012
48%
(Aged 20+)
Quarter to December 2012
Roy Morgan Single Source Results & Comparisons

97. Discover your edge
Comparative Statistics
External Data Source
(All Ages Unless Otherwise Stated)
Roy Morgan Single Source
(Aged 14+ Unless Otherwise Stated)
8.Internet Users
17.9 million
International Telecommunication Union (ITU) 2011
17.7 million
Quarter to December 2012
9.Households with Broadband Connection
6.2 million
Australian Bureau of Statistics
Catalogue No. 8146.0
July 2010 - June 2011
6 million
Quarter to December 2012
10.Households with Access to a Computer
83%
Australian Bureau of Statistics
Catalogue No. 8146.0
July 2010 - June 2011
85%
12 months to December 2012
11.Cinema Attendance - annual visits
85 million visits
Motion Picture Distributors
Association of Australia 2011
85.6 million visits
Quarter to December 2012
12.
Pay TV Penetration
(% of Households)
27% Foxtel & Austar Annual Reports
June 2012
(*Note: Foxtel ‘direct’ + ‘wholesale’ and Austar ‘residential’
customers)
27%
12 months to December 2012
13.
Percentage of Population with an Overweight
Body Mass Index
Males - 42.0% Females - 28.0%
(Aged 18+) Australian Bureau of Statistics Catalogue No.
4364.0
March 2011- March 2012
Males - 41.0% Females - 27.0%
(Aged 18+)
12 months to December 2012
14.
No. of Registered Vehicles (Passenger and
Light Commercial Vehicles)
15.3 million
Australian Bureau of Statistics
Catalogue No. 9309.0 January 2012
14.7 million
12 months to December 2012
15.
Participation in Sport and
Physical Activity
65%
(Aged 15+)
Australian Bureau of Statistics
Catalogue No. 4177.0 2011-2012
66%
Regularly participate
12 months to December 2012
Roy Morgan Single Source Results & Comparisons continued