Entertainment Online Audience Insights November 2013
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1 Entertainment Online Audience Insights November 2013
2 Fairfax Media s Entertainment Audience Study Our aim was to explore the interactions our audience have with the Entertainment website, in particular understanding how they are using the website to shape their social life. Survey conducted via; Entertainment Website (SMH/AGE/BT/WT) Survey ran from 4 th to 24 th October respondents Incentivised by the chance to win 1 of 2 ipad Mini s Entertainment E-newsletter
3 Insight 1 Fairfax Media s entertainment audience love our online entertainment section, 68% claiming it as their favourite entertainment website
4 Frequent visitation to the Entertainment website with majority arriving through links in the e-newsletter 31% Daily 45% Every few days 12% Every few weeks 78% of Fairfax Media s audience visit the Entertainment website at least weekly 67% Links on the e-newsletter 33% Links on the homepage 15% Follow links in the Paper Q. How often do you visit the Entertainment website? And Q. How do you normally arrive at the Entertainment website?
5 A variety of topic areas draw people to the site, with movie reviews / news a key favourite Movie Reviews/ News (81%) Celebrity Gossip (44%) TV Guide Reviews (41%) Music News / Reviews (37%) TV Recaps (35%) Book Reviews (29%) Stage Coverage (27%) Visual Arts Coverage (24%) Movie reviews / news is the one area that equally appeals to all, regardless of age or gender. Our females and s mainly visit the website for celebrity gossip. Our 55+ audience are drawn to the website for TV guide reviews, book reviews, stage and visual arts coverage. Q. What are the reasons that you visit our Entertainment website?
6 Insight 2 91% have attended or participated in an entertainment activity (been to the cinema, art gallery or theatre etc) in the last 3 months Q. Thinking of the last 3 months, which of the following activities have you done / saw?
7 Entertainment is an integral part of their lives, with going to the movies, art gallery or theatre some of their favourites Purchased a DVD 47% Attended an art gallery / exhibition 41% Watched a movie / TV series on Pay TV (i.e. Foxtel) 37% In the last 3 months Fairfax Media s Entertainment audience have Went to the theatre (i.e. ballet, musical, opera) 33% Seen a movie at the cinema 75% Saw a comedy show / play 26% Attended a major music show (i.e. Pink, Andre Riue) 19% Attended a classical music concert 15% Attended a music event (i.e. Big Day Out) 13% Q. Thinking of the last 3 months, which of the following activities have you done / saw?
8 Insight 3 2in5 agree advertising influenced or inspired them to attended an entertainment activity Q. You ve indicated that you have gone to the cinema, art exhibition or stage event s in the last 3 months, could you please inform us what influences you to see a particular movie/attend an art gallery/ stage event? (Advertising refers to print or online, entertainment event refers to move, art or theatre))
9 Advertising plays a significant role in influencing & informing our audience about upcoming entertainment 59% 56% 2in5 of our stage event attendee's heard about a stage event through advertising; 41% by print advertising, 1in3 by online of our art gallery attendee's heard about an art gallery through advertising; 42% by print advertising, 1in4 by online of our cinema goers agree their movie choice is influenced by advertising; 27% by online advertising, 1in5 by print Source; Fairfax Media Entertainment Survey, October 2013 (Base: See a movie in the last 3 months (n=373), been to art gallery (n=210), been to stage event/comedy show (n=219) ) Q. You ve indicated that you have gone to the cinema, art exhibition or stage event s in the last 3 months, could you please inform us what influences you to see a particular movie/attend an art gallery/ stage event?
10 Insight 4 92% of our audience have undertaken some form of action as a result of reading content on Fairfax Media s Entertainment website Q. Could you please inform us what actions you ve undertaken as a result of reading content on our entertainment website?
11 Our Entertainment content is highly influential, inspiring & driving our audience to take action Visited a website they saw advertised / read about 58% Planned something to do during the weekday / weekend 55% Purchased a book / e-book 36% Booked a ticket to a show (i.e. gallery, theatre) 30% Visited the cinema 65% Visited an art gallery / exhibition 27% Been to a stage performance (i.e. theatre, comedy) 26% Attended a classical music concert 13% Attended a classical music concert 13% Q. Could you please inform us what actions you ve undertaken as a result of reading content on our entertainment website?
12 Insight 5 2in5 are high income earners with a household income $100k+ Q. What bracket do your household income fall into.
13 Reach a premium audience with a high household income 40% 60% 36% 52% 16% 24% 25% 19% Family Structure Young Single - 17% Young Couple - 14% Young Family(children all under 16) - 21% Older Family (children at home, some over 16) - 15% Older Couple (no children at home) - 33% 11% Household Income 1% Under 18yrs 3% 18-24yrs 25-34yrs 35-44yrs 45-54yrs 55-64yrs 65yrs+ $20k - $60k - 15% $60k-$100k - 21% $100k-$150k - 20% $150k+ - 17% Q. Are you male or female? And Q. What age bracket do you fall into? And Q. What state do you live in (NSW includes ACT)? And. What is your family stricture. And Q. What bracket do your household income fall into.
14 For more information or to see the full findings from the survey, please contact your Fairfax Media sales representative
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