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Television audiences
Subscription TV viewing

Subscription TV viewing based on audience lifestyle and values, 2006–2014

Next update July 2016


Research into lifestyle, behaviour, attitudes and values (known as psychographics) provides a way of grouping and analysing audiences other than by demographic variables such as age or where they live.

Roy Morgan Research identifies 10 audience ‘values segments’ and their television viewing patterns through surveys. For further information, see About the data.

Based on these surveys, people in the Real Conservatism and Visible Achievement segments were the most likely to have watched subscription TV in the last seven days, while those in the Basic Needs and Young Optimism segments were the least likely.

The Young Optimism segment watched the least commercial free-to-air TV and had the second lowest proportion of subscription TV viewers at 18.4 per cent.

Subscription TV viewing in the last seven days by segment

TO PAUSE ANIMATION: MOUSE OVER IMAGE.

2006
Graph: Subscription TV viewing in the last seven days by segment, 2006. Table following provides the data.
2007
Graph: Subscription TV viewing in the last seven days by segment, 2007. Table following provides the data.
2008
Graph: Subscription TV viewing in the last seven days by segment, 2008. Table following provides the data.
2009
Graph: Subscription TV viewing in the last seven days by segment, 2009. Table following provides the data.
2010
Graph: Subscription TV viewing in the last seven days by segment, 2010. Table following provides the data.
2011
Graph: Subscription TV viewing in the last seven days by segment, 2011. Table following provides the data.
2012
Graph: Subscription TV viewing in the last seven days by segment, 2012. Table following provides the data.
2013
Graph: Subscription TV viewing in the last seven days by segment, 2013. Table following provides the data.
2014
Graph: Subscription TV viewing in the last seven days by segment, 2013. Table following provides the data.

Source: Roy Morgan Research.

Watched subscription TV in the last seven days

  Watched subscription TV in the last seven days
2011 2012 2013 2014
A Fairer Deal 16.1% 15.9% 18.1% 20.9%
Basic Needs 10.8% 13.5% 16.0% 16.2%
Conventional Family Life 17.5% 19.1% 21.1% 20.8%
Look at Me 17.5% 20.2% 25.1% 24.0%
Real Conservatism 20.0% 20.6% 27.1% 31.1%
Socially Aware 17.3% 18.8% 22.1% 20.8%
Something Better 17.0% 19.6% 23.4% 24.1%
Traditional Family Life 16.3% 17.5% 21.6% 24.1%
Visible Achievement 21.2% 24.0% 28.5% 28.2%
Young Optimism 14.1% 15.9% 17.8% 18.4%
  Watched subscription TV in the last seven days
2006 2007 2008 2009 2010
A Fairer Deal 18.7% 18.6% 19.0% 19.9% 18.7%
Basic Needs 9.9% 11.8% 12.0% 13.6% 14.6%
Conventional Family Life 22.5% 22.8% 23.0% 21.9% 20.1%
Look at Me 21.7% 20.3% 20.8% 18.2% 17.5%
Real Conservatism 20.8% 22.9% 22.2% 20.7% 18.5%
Socially Aware 19.4% 20.8% 20.6% 21.0% 19.7%
Something Better 24.1% 25.8% 25.9% 23.5% 20.3%
Traditional Family Life 17.1% 17.7% 18.0% 17.5% 17.9%
Visible Achievement 24.6% 25.1% 24.7% 23.7% 23.1%
Young Optimism 15.5% 15.8% 16.4% 15.6%  

Source: Roy Morgan Research.

Notes:
A Fairer Deal: People in this segment, which is usually associated with unskilled and semi-skilled workers, are more likely than others to experience unemployment and financial insecurity and subsequent family pressures. This can create a feeling that they are getting ‘a raw deal’ out of life.

Basic Needs: Usually associated with retirees, pensioners or people living on social security payments, this group is focused on the day-to-day business of getting by. Features of this segment include a desire for security and order and a strong sense of community.

Conventional Family Life: Most closely associated with suburban families. People in this group devote their time and effort to family and their home – either building one or striving to improve it – although they also take an interest in their local community.

Look at Me: Younger, socially active, peer-driven people who are highly conscious of image and fashion. Characterised by short-term thinking, their behaviour tends to be hedonistic and rebellious, with a focus on fun and freedom.

Real Conservatism: Usually mature people who hold conservative social, moral and ethical values, they seek a disciplined, ordered society that is safe and predictable. They tend to be asset rich and income poor. Often associated with regional areas.

Socially Aware: Community minded and socially active, people in this group have a strong sense of social responsibility. Always looking for something new and different, they seek out information and knowledge and tend to be early adopters and influencers.

Something Better: Everything is comparative to people in this group, who are competitive, ambitious and concerned about status and image and often extend their budget in order to demonstrate their success to others.

Traditional Family Life: Generally aged 50-plus with grown children, this group is the older counterpart of the Conventional Family Life segment and is motivated by similar values in terms of security, reliability and providing better opportunities for their families.

Visible Achievement: These people enjoy the tangible rewards of their success but, confident and individualistic, they do not feel the need to impress others. Practical and realistic, they seek quality and value for money. They retain traditional values about home, work and society and take a direct interest in public affairs.

Young Optimism: Associated with optimism, ambition and idealism, people in this group want to experience life – travel, career, friends, family, sport and social activity – and believe they can have it all. Usually students and young professionals, they are innovative and interested in technology.

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Segment as a percentage of population

  Segment as percentage of population
2006 2007 2008 2009 2010 2011 2012 2013 2014
A Fairer Deal 4.2% 3.3% 3.2% 3.2% 3.5% 3.6% 3.8%  5.0% 5.7%
Basic Needs 2.7% 2.5% 2.5% 2.5% 2.1% 2.2% 2.1% 3.1% 3.4%
Conventional Family Life 10.8% 12.4% 12.2% 12.1% 11.9% 11.9% 11.8% 11.1% 10.0%
Look at Me 11.6% 11.6% 11.5% 11.5% 11.2% 10.8% 11.1% 10.4% 9.0%
Real Conservatism 4.8% 4.8% 4.8% 4.6% 4.5% 4.3% 4.1% 3.2% 2.1%
Socially Aware 13.9% 14.1% 14.4% 14.8% 15.5% 15.6% 15.8% 16.0% 18.8%
Something Better 6.4% 6.2% 6.5% 6.3% 6.4% 6.1% 6.2% 6.2% 5.5%
Traditional Family Life 20.1% 20.4% 19.9% 19.7% 19.6% 19.5% 19.2% 19.3% 17.1%
Visible Achievement 17.9% 17.3% 17.4% 17.3% 17.4% 17.4% 17.5% 16.9% 17.8%
Young Optimism 7.5% 7.4% 7.7% 8.2% 8.2% 8.6% 8.4% 8.7% 10.6%

Source: Roy Morgan Research.

Notes:
A Fairer Deal: People in this segment, which is usually associated with unskilled and semi-skilled workers, are more likely than others to experience unemployment and financial insecurity and subsequent family pressures. This can create a feeling that they are getting ‘a raw deal’ out of life.

Basic Needs: Usually associated with retirees, pensioners or people living on social security payments, this group is focused on the day-to-day business of getting by. Features of this segment include a desire for security and order and a strong sense of community.

Conventional Family Life: Most closely associated with suburban families. People in this group devote their time and effort to family and their home – either building one or striving to improve it – although they also take an interest in their local community.

Look at Me: Younger, socially active, peer-driven people who are highly conscious of image and fashion. Characterised by short-term thinking, their behaviour tends to be hedonistic and rebellious, with a focus on fun and freedom.

Real Conservatism: Usually mature people who hold conservative social, moral and ethical values, they seek a disciplined, ordered society that is safe and predictable. They tend to be asset rich and income poor. Often associated with regional areas.

Socially Aware: Community minded and socially active, people in this group have a strong sense of social responsibility. Always looking for something new and different, they seek out information and knowledge and tend to be early adopters and influencers.

Something Better: Everything is comparative to people in this group, who are competitive, ambitious and concerned about status and image and often extend their budget in order to demonstrate their success to others.

Traditional Family Life: Generally aged 50-plus with grown children, this group is the older counterpart of the Conventional Family Life segment and is motivated by similar values in terms of security, reliability and providing better opportunities for their families.

Visible Achievement: These people enjoy the tangible rewards of their success but, confident and individualistic, they do not feel the need to impress others. Practical and realistic, they seek quality and value for money. They retain traditional values about home, work and society and take a direct interest in public affairs.

Young Optimism: Associated with optimism, ambition and idealism, people in this group want to experience life – travel, career, friends, family, sport and social activity – and believe they can have it all. Usually students and young professionals, they are innovative and interested in technology.

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