Target audience: Outdoor & lifestyle sport athletes in Australia

Selected insights on target audience: Outdoor & lifestyle sport athletes in Australia

• Many outdoor & lifestyle sport athletes have a high annual household income
• Learning new things is a relatively important aspect of life to outdoor & lifestyle sport athletes
• 18% of outdoor & lifestyle sport athletes are innovators or early adopters of new products
• A relatively high share of outdoor & lifestyle sport athletes think that the environment is an issue that needs to be addressed
• Outdoor & lifestyle sport athletes remember seeing ads on social media more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Australia
• Gender of consumers in Australia
• Level of education in Australia
• Share of consumers in Australia in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Australia live
• Communities where consumers live in Australia
• Accommodation type and home ownership in Australia
• LGBTQ+ status of consumers in Australia

• Most important aspects of life for consumers in Australia
• Top 10 interests of outdoor & lifestyle sport athletes in Australia
• Top 10 hobbies and leisure activities of outdoor & lifestyle sport athletes in Australia
• Top 10 sports activities of outdoor & lifestyle sport athletes in Australia
• Top 10 sports followed by outdoor & lifestyle sport athletes in Australia
• Pets living with outdoor & lifestyle sport athletes in Australia

• Agreement with statements in Australia
• The 10 most important issues facing Australia according to outdoor & lifestyle sport athletes
• Political attitudes of consumers in Australia
• Innovation adopter types based on statements towards innovation by consumers in Australia
• Economic situation in Australia as percieved by outdoor & lifestyle sport athletes
• Perceived personal economic situation of outdoor & lifestyle sport athletes
• Agreement with statements regarding economic concerns of outdoor & lifestyle sport athletes

• Type of media consumers in Australia have been using in the past 4 weeks
• Top 10 social networks used by outdoor & lifestyle sport athletes
• Top 10 channels where outdoor & lifestyle sport athletes in Australia remember coming across digital advertising
• Places where consumers in Australia have come across non-digital advertising in the past 4 weeks