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Panpa Bulletin : August 2006
august 2006 PANPA bULLETIN |53 One potential, one real giant We have commented in previous editions of this organ that whilst the internet had become widespread (certainly amongst the younger and affluent segments of the population) it's growth had slowed. We also commented that Pay TV viewing had failed to capture the hearts and minds (and wallets) of a large proportion of the population. The wheel has turned in both cases and there are now distinct signs of fresh stirring in the valley of the giants. Mar 01 Mar 02 Mar 03 Mar 04 Mar 05 Mar 06 40 45 50 55 60 65 Source: Derived by BDA from Roy Morgan Single Source More people regularly using the net % population - 12MMA % of people who use the Internet at least once a week Mar 01 Mar 02 Mar 03 Mar 04 Mar 05 Mar 06 -5 0 5 10 15 20 25 30 Source: Derived by BDA from Roy Morgan Single Source Internet & Pay TV growth re-ignites % change - 12MMA H'hold subscribes to Pay TV Used Internet Mar 01 Mar 02 Mar 03 Mar 04 Mar 05 Mar 06 20 25 30 Source: Derived by BDA from Roy Morgan Single Source More also watching Pay TV % population - 12MMA % of people who watched Pay TV in the last 7 days Mar 01 Mar 02 Mar 03 Mar 04 Mar 05 Mar 06 0 20 40 60 80 100 Source: Derived by BDA from Roy Morgan Single Source Weekly net users x lifestage % total - 12MMA Affluent Young Lower Mar 01 Mar 02 Mar 03 Mar 04 Mar 05 Mar 06 16 18 20 22 24 Source: Derived by BDA from Roy Morgan Single Source Weekly Pay TV viewers x lifestage % total - 12MMA Young Lower Families Foxtel Digital released For the Internet, growth has been re-ignited by a combination of broadband penetration, price deals and ongoing innovation of content. Faster, cheaper access to better sites has to be a winning combination in anyone's language. And the growth has been spread amongst a cross section of the key lifestage segments although middle class families have shown the greatest tendency to click on with 10% growth in the last eighteen months With Pay TV we have observed the first consistent growth in the past 5 years - both in terms of subscribers and viewers. It remains rather ironic that regular viewing lags subscription and perhaps is a reflection that Pay TV viewing is still not a consistent activity. The growth in Pay TV can be attributed to the launch of Foxtel Digital. The next chart shows growth amongst some of the major lifestage segments Affluent families, middle income families and the lower income families have all shown roughly the same growth since the introduction of Foxtel Digital. The initial slow response in early 2004 we believe can be attributed to installation backlogs. Affluent Families % of people whose household subscribes to Pay TV TRACKER