recommendations from others. 39% have ever engaged with cultural content online Entertainment are the segment least likely to They are relatively low internet-users, and usage tends to be passive; they spend time reading newspapers or are unlikely to actively use the web as a resource to fill their leisure time, magazines. Just under half are likely to have preferring experiences offline to satisfy their social needs. read an online or print version of a tabloid paper within a typical week. In line with the Consequently, Entertainment are the least likely to have engaged with cultural content online. Obtaining planning information such as looking for maps or event details is the main reason average, they are most likely to read The Herald Sun and the Sunday Herald Sun. They they would go online for cultural content (32%), but this is significantly lower than the average (60%). Direct contact online will be a more effective way of reaching Entertainment as they are also read a limited range of newspapers and magazines. They were most likely to see an unlikely to find content on their own. article or advert in the Herald Sun, Sunday 68% are likely to time reading online or offline Herald Sun and local free papers. newspapers or magazines within a typical week Most members of this segment are unlikely to proactively keep themselves up to date with what’s on. Marketing should on... For those who do, TV and radio are generally relied on, alongside local newspapers and None Most likely to see an article or advert in... Herald Sun Sunday Herald Sun Regional The Saturday Age Free regional or local paper
39% have ever engaged with cultural content online They are relatively low internet-users, and usage tends to be passive; they are unlikely to actively use the web as a resource to fill their leisure time, preferring experiences offline to satisfy their social needs. Consequently, Entertainment are the least likely to have engaged with cultural content online. Obtaining planning information such as looking for maps or event details is the main reason they would go online for cultural content (32%), but this is significantly lower than the average (60%). Direct contact online will be a more effective way of reaching Entertainment as they are unlikely to find content on their own. 68% are likely to time reading online or offline newspapers or magazines within a typical week Most members of this segment are unlikely to proactively keep themselves up to date with what’s on. For those who do, TV and radio are generally relied on, alongside local newspapers and recommendations from others. Entertainment are the segment least likely to spend time reading newspapers or magazines. Just under half are likely to have read an online or print version of a tabloid paper within a typical week. In line with the average, they are most likely to read The Herald Sun and the Sunday Herald Sun. They also read a limited range of newspapers and magazines. They were most likely to see an article or advert in the Herald Sun, Sunday Herald Sun and local free papers. Marketing should on... Regional None Most likely to see an article or advert in... Herald Sun Sunday Herald Sun The Saturday Age Free regional or local paper