How well do you know the YourLifeChoices subscriber? As the premier destination for retirees and pre-retirees in Australia, you probably have a picture in your mind of the typical website member, but that picture may not give you the full story.
Hitwise Experian Marketing Services have revealed that the majority of YourLifeChoices’ audience access the site from New South Wales (30%), closely followed by Queensland (25%) and Victoria (23%), but with audiences across all states, YourLifeChoices is a truly national offering.
With the strong majority aged 50-70, there is also a strong female skew of 65%.
There are a diverse number of geo-demographic segments that make up the audience, highlighting the broad appeal of YourLifeChoices’ content. These segments include:
Regional Endeavours: Ageing Australian citizens living in low density areas of provincial towns (15%)
Traditionally Grey: Elderly singles and couples living in small units and retirement homes (14%)
Distanced Existence: Families from farming and mining communities in regional and remote locations (11%)
Middle Australia: Mixed family forms living on the outskirts of metropolitan areas (10%)
Knowledgeable Success: Well educated family and couple households in suburban areas of major cities (10%)
Whilst at first glance there may not seem to be much in common between a farming family from a remote location and a well educated couple from a major city suburb, Google Analytics reveals that cross-segment, YourLifeChoices’ audience are likely to be Movie and TV lovers, Home Décor Enthusiasts, Travel Buffs and Avid Readers. The ideal targets for entertainment, real estate and travel campaigns.
42% of readers are now accessing YourLifeChoices content through a tablet or mobile device, dispelling the ‘technophobe’ myth surrounding this age group.
Advertisers can reach this diverse, affluent and educated audience through multiple advertising opportunities on YourLifeChoices. Target the Travel Buffs through a display takeover of the Travel Section, get closer to the Avid Reader through sponsored content in our eNewsletter, or get in touch to discuss the creation of a custom solution to meet your goals.
Sources: Hitwise Quarterly Update November 2015 and Google Analytics February 2016
