bbc.com: reach and audience

Australia

Reach1

Source: IPSOS Affluent Survey Asia Pacific Q3-Q4 2013, Australia (162,908 / 129), BBC.com monthly users
  • The total income of bbc.com users in Australia is $979 million per month

Audience

  • Average age: 441
  • Male/female: 51% / 49%1 
  • Influential: Reaches 14% of Australia’s business decision-makers which is equivalent to 33% of bbc.com's users2
  • Information hungry: 89% value exploration and discovery3
  • Frequent travellers: 22% took more than three international flights last year4
  • Luxury spenders: 53% of bbc.com's users own luxury/designer goods valued US$ 1,000 or more (per item)5
  • Motor enthusiasts: 94% own cars6
  • Early adopters: 54% are technologically minded. 68% own a tablet. 91% own a smartphone7
  • Love sports: 44% are interested in sport or have travelled overseas for winter/active sports8

Source

1  IPSOS Affluent Survey Asia Pacific Q3-Q4 2013, Australia (162,908 / 129), BBC.com monthly users
2  IPSOS Affluent Survey Asia Pacific Q3-Q4 2013, Australia (380,000 / 527), BBC.com monthly users
IPSOS Affluent Survey Asia Pacific Q3-Q4 2013, Australia. (1,261,858 / 972) Agreed to either of “Gaining knowledge and becoming better informed is a priority to me” or “I enjoy going to new travel destinations”
4  IPSOS Affluent Survey Asia Pacific Q3-Q4 2013, Australia (182,859 / 194), BBC.com monthly users
5  IPSOS Affluent Survey Asia Pacific Q3-Q4 2013, Australia, One of: designer clothes and leather goods over US$1000, designer accessories and footwear over US$1000, jewellery over US$1000 or luxury watch over US$1000
6  IPSOS Affluent Survey Asia Pacific Q3-Q4 2013, Australia (1,348,163 / 1,012), BBC.com monthly users
7  IPSOS Affluent Survey Asia Pacific Q3-Q4 2013, Australia. Agreed to either of “I am always one of the first to use technologically innovative products” or “People come to me for advice before buying new things” or ʺI will get depressed if I am out of touch with my mobile devicesʺ
8  IPSOS Affluent Survey Asia Pacific Q3-Q4 2013, Australia. interest in Sports, took a leisure overseas trip for winter/active sports

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