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Panpa Bulletin : June 2006
38 | PANPA BULLETIN June 2006 TRACKER 43 169 26 -31 -8 5 2 -42 68 Internet Newspapers Magazines Comm. TV Pay TV Comm. Radio Cinema ABC TV ABC Radio Source: Derived by BDA from Roy Morgan Single Source Self Development % variance from 14-24 year old avg Not enough young friends In the April Tracker we showed that newspapers had been hardest hit of all media in terms of usage by young persons (14 -24 yr olds). Leisure time had been slipping and the effect was to crunch down on time available for most media as well as other leisure activities. Internet was a key exception to this downward trend. We have referred in earlier Trackers to the 'BDA Media Typology' concept. The Typology helps us understand media use by grouping the entire population based solely on the way they use media. This seems to be the most logical start point for analysis - firstly identify what people actually do and then interpret this behaviour in terms of demographics and attitudes. The various Media Types are defined in terms of usage of main media and, importantly, those definitions stay the same over time. That enables us to identify real behaviour changes by real people. Please note that age, lifestage and other demographics do not form part of the definitions. They are used solely to help interpret and explain. If we look at how the Young person Media Types compare with the population as a whole we see that the internet using Types are above average. Unfortunately the two largest Types, Mainstream Net and Net Instead are both much higher than the population as a whole and combined, they account for nearly half of all young people. It's unfortunate because newspapers are the least preferred medium for both these Types. On the bright side Self Development, although less than the population as a whole, are still the third largest Type amongst the young. Remember that Self Dev't are our friends - they are defined as intensive users of both newspapers and the internet. So despite all the hype there is still a significant group of young persons who read a newspaper everyday and use the internet. The other key reader Types - the traditional Heavy Reader and Filling Time each represent about 9% of the population as awholebutamere3%ofthe young. The usage profile by Type reveals some large differences. Self Development, the committed newspaper reader is in fact a heavier user of the Internet than Mainstream Net. They are also heavier readers of magazines and listeners to ABC Radio. Whilst Self Development watch less Commercial TV they, rather surprisingly, watch much less ABC TV. Our fundamental concern in this key age group remains that, whilst Mainstream Net and Net Instead are still growing steadily, Self Development has dipped from its high way back in 2003. Do we fully understand why our core reader Type is failing us and are we doing anything constructive about it ? 19 12 17 11 7 28 15 14 8 7 Mainstream Net Net Instead Self Dev't Low Inv't Light Self Dev't Young Persons Total Source: Derived by BDA from Roy Morgan Single Source Young Persons (%) year to Sep 05 29 -42 6 17 -11 -7 5 -2 -13 Internet Newspapers Magazines Comm. TV Pay TV Comm. Radio Cinema ABC TV ABC Radio Source: Derived by BDA from Roy Morgan Single Source Mainstream Net % variance from 14-24 year old avg