domain audience insights · audience insights domain reaches a huge and growing audience across...
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Domain Audience Insights
Domain can help you sell more than property.
Domain is the number one real estate destination for affluent home seekers.
Moving home is a trigger for an increase in spending
Audience insights
Audience insights
Domain users are not only more likely to buy property, but are also more likely to take a holiday, buy a new car, new furniture and lots more...
110%
Purchase intention of movers...
83%
74%
51%
35%
36%
more likely to buy a new car
more likely to buy Entertainment
Appliance
more likely to obtain a financial service
more likely to buy whitegoods
more likely to buy a computer or mobile
device
more likely to holiday overseas
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.*Domain digital users who are likely to purchase property in the next 12 months
Audience insights
Domain reaches a huge and growing audience across multiple platforms
unique monthly audience
total digital audience2.5m
desktop audience1.6m
mobile audience
metro print audience
1.2m
1.5m
3.9m
Audience Breakdown
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.
Domain reaches the most valuable audience of home seekers in Australia
Audience insights
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only. Compared to REA, Domains audience has a higher average household income, average value of investments and are more likely AB social grad
average age are AB quintile
average value of investments
43 33%
$347k
Profile of Domain’s digital audience
1 in 3 have household income above $120,000 p.a.
average household income
$109k Compared to REA, Domain’s audience is more affluent, wealthier and more likely to be AB social grade
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.
Audience insights
Domains is most popular in high-wealth regions
Inner East
Inner
Inner South
South West
The Hills
West
Inner City
City & Inner South
Sutherland
Ryde
Inner West
Northern Beaches
Inner
Eastern Suburbs
North Syd & Hornsby $154,000
$141,000
$131,000
$127,000
$125,000
$121,000
$120,000
$120,000
$119,000
$113,000
$113,000SydneyPerthBrisbaneMelbourne
$108,000
$106,000
$104,000
$154,000
Top 15 regions: Highest average household income
Share of REA Share of Domain}Share of audience in high-wealth regions...
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.
21.6% 29.3%
Audience insights
Domain exclusively reaches some of the most affluent home seekers in Australia
Domain exclusive mobile audience
$132,000 45%who used Domain, but did not use REA (digital products)
average household income(#1 property destination*)
are in the AB quintile(#1 property destination*)
728,000
Audience insights
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.
¡ Young singles and couples. ¡ Forgo size for lifestyle locations. ¡ High HH Income¡ Large Disposable income
380kunique users on Domain/mth
157kunique users on Domain/mth
23%more likely to be on Domain*
58%more likely to be on Domain*
$117kaverage household income
$115kaverage house-hold income
More likely to spend on/obtain.. More likely to spend on/obtain..
¡ Families, with younger kids ¡ Major changes, marriage or children ¡ At lifetime peak earning capacity¡ High spending (finance fuelled)
28% 93%22% 83%12% 48%Financial Service
New carComputer, smartphone or tablet
Home ApplianceAppliance Whitegoods
Cashed-up Renters1
*compared to all people 14+ Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.
1. Top 40% Social Economic Status, renter and not planning on buying in the next 12 months 2. Currently a tenant, looking to buy a home in the next 12 months
Types of audiences on Domain
Young Families2
¡ Families with older kids¡ Looking for more space, nicer house
and/or better location ¡ High income and willing to use equity
¡ Broad age range (75% are age between 30 and 59)¡ Tend to have other investments¡ Usually very high incomes¡ High income and willing to use equity¡ High discretionary spending
238k 178kunique users on Domain/mth
unique users on Domain/mth
44% 51%more likely to be on Domain*
more likely to be on Domain*
$126k $124kaverage house-hold income
average house-hold income
Upgraders3 Investors4
Audience insights
Types of audiences on Domain
*compared to all people 14+ Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.
3. Home owner or mortgagee, looking to buy in the next 12 month 4. Intend to buy an investment property in the next 12 months
More likely to spend on/obtain.. More likely to spend on/obtain..
130% 185%110% 94%80% 74%New Car New car Home
entertainment appliances
Oven or stove top
Home entertainment appliances
A BBQ
Create highly targeted campaigns with Domain
Targeting with Domain
Geo-targeting Bedroom count Property type
Researching Shortlisting Enquiries Active buyers
First Home Buyers Upgraders Investors Cashed-up Renters
Intent Action Time of Day Day of week
Search criteria Engagement
Segments Behavioural
Bespoke targeting solutions
Utilise Domain and Fairfax Media’s wealth of customer data to create highly qualified segments
Data Sources Audience Segmentation
Deliver Solutions:
1st Party
2nd Party
Identify and quantify segments
Improve campaign effectiveness
Tailor creative and offers
Extend audience with segment analysis. Identify users with similar traits to high-value segements.
1. 2. 3.3rd
Party
Targeting with Domain
Mobile users tend to be more affluent than the typical home seeker
Mobile insights
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.Mobile users versus desktop users, according to average household income and social grade
Profile of Domains mobile audience
Tablet users Smartphone users
Avg age Avg ageare AB social grade are AB social grade
Average household income Average household income
2.25 times more likely to obtain finance on an investment property
2.25 times more likely to obtain finance on an investment property
39 3369% 64%
$133k $121k
2.25x 2.3x
Mobile insights
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.
ContactsSydney Melbourne
Elias Psarologos Andrew KnowlesAgency Senior Account Manager Agency Sales Director
Tel: 02 9282 2434 Tel: 03 9249 5228Mob: 0402 464 763 Mob: 0404 872 [email protected] [email protected]