newspapers or magazines 65% have ever engaged with cultural content online within a typical week Enrichment are not particularly technologically-savvy; their internet usage Just under half of Enrichment read a regional tends to be functional, rather than to seek inspiration or entertainment. paper in a typical week the highest – Although, a slight majority use social media sites (56%), they’re one of the proportion of the segments. They are most segments least likely to do so and likely to read local free papers. they tend to spend less time using social media. When it comes to using the Meanwhile their readership of broadsheet Internet, for cultural consumption, their usage is dominated by sourcing titles is significantly lower than average and practical planning they are not particularly interested in keeping information for a trip; they express little interest in extending a visit online, discussing trips or up with current affairs. downloading or uploading related content. They are unlikely to become online ambassadors for any organisation and tend to prefer to access information from traditional sources. Marketing should focus 83% are likely to spend time reading online or offline on... None Most likely to see an article or advert in... Herald Sun Sunday Herald Sun Regional The Age Free regional or local papers
65% have ever engaged with cultural content online Enrichment are not particularly technologically-savvy; their internet usage tends to be functional, rather than to seek inspiration or entertainment. Although, a slight majority use social media sites (56%), they’re one of the segments least likely to do so and they tend to spend less time using social media. When it comes to using the Internet, for cultural consumption, their usage is dominated by sourcing practical planning information for a trip; they express little interest in extending a visit online, discussing trips or downloading or uploading related content. They are unlikely to become online ambassadors for any organisation and tend to prefer to access information from traditional sources. 83% are likely to spend time reading online or offline newspapers or magazines within a typical week Just under half of Enrichment read a regional paper in a typical week – the highest proportion of the segments. They are most likely to read local free papers. Meanwhile their readership of broadsheet titles is significantly lower than average and they are not particularly interested in keeping up with current affairs. Marketing should focus on... Regional None Most likely to see an article or advert in... Herald Sun Sunday Herald Sun The Age Free regional or local papers
Arts_Vic_v961.docx