Fit for purpose – Reaching those conscious of health and well-being

News media readers have positive attitudes to keeping healthy, they exercise to stay fit, they consult medical practitioners and they spend more on pharmaceuticals. These readers are an opportunity for advertisers in the health and pharmaceutical industries – News media is fit for purpose.


84% of readers are taking steps to stay healthy

News media readers are more conscious of personal health and issues around health care services. 84% of news media readers say that they are taking steps to stay healthy in the future – that makes them 5 per cent more likely to have that attitude than those who don’t read news media. And the reader base shows a similar difference in attitudes on mental health being a big challenge facing Australia (77%), the need for improved health care services (71%) and concerns about their own weight (55%).


Competitive sports, swimming and yoga/pilates

How are readers keeping fit? Well 71 per cent of them have exercised in the last month. 17 per cent of them have played a team or individual sport while 11 per cent have practiced yoga/pilates and 13 per cent swim. These are the top 3 fitness activities among readers’ wide array of sports and exercise with 1.3m also saying they have used the services of a health and fitness instructor in the last month.

15% more likely to be big spenders on Health and Medical

Compared with non-readers, news media readers are more likely to be in the top 20 per cent of spenders on health and medical. Among all aged 14+, the top 20 per cent of spenders pay $88 a week on Health practitioners; readers are 8 per cent more likely to be in this quintile. And they’re 19 per cent more likely to be big spenders on medicines/pharmaceuticals.


National and regional newspaper readers are the bigger spenders

Looking at the sum of all health and medical expenses, it’s the readers of national newspapers (+28%) and regional newspapers (+22%) who are even more likely to be in the top 20 per cent of spenders – News media readers represent an opportunity for advertisers, especially in the aforementioned papers.


Making it better – vitamins, eye drops and weight loss products

Four million readers buy pain relief/analgesics at least once a month – compared with non-readers they’re 8 per cent more likely to do so. Looking at other pharmaceuticals, it’s vitamins/supplements (+26%), eye drops (+100%) and weight loss products (+45%) that news media readers are significantly more likely to buy monthly; it’s these medicines where brands can best leverage advertising in news media, but the chart below shows a much wider range of products where news media readers will return more value than reaching non-readers.


Chemist Warehouse leads the pack

Chemist Warehouse is clearly the number one choice among readers and Australians in general. 4.8m readers purchase from Chemist Warehouse at least once a year – that’s 91 per cent of all those who shopped at the outlet. The chain is frequented by more than twice the 1.8m who shop at Priceline. And, for Opticians, Specsavers leads the market with 1.2m readers shopping there.FIT FOR PURPOSE SLIDE_CHART 5

Fit for purpose

News media readers are not only health conscious, but they’re acting on it and they’re spending more on health products/services. They are more frequent buyers of a big range of medicines, especially vitamins/supplements, eye drops and weight loss products. So that’s an opportunity for owners of health brands and services whereas retailers in this space also have the opportunity to reach over 90 per cent of their customers, or indeed their competitors’ customers. News media is fit for purpose.

Source: emma™ 12 months to March 2017. Readership based on last four weeks. Survey conducted by Ipsos MediaCT, people 14+ ; Nielsen DRM March 2017, People 14+ only. ABS Household Expenditure Survey


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