establisherssmooth

the smoothfm audience segmentation profile

all about balancing life, work, health and passions…

“I love the style of music because it helps me unwind and relax”

“I love how relaxing the music selection is.”

“Smooth surprises me at times.”“Easy to listen to without the talking”

They love smoothfm because…

Q: What’s the #1 reason WHY you listen to smoothfm?

Style of Music Played82%

It puts me in a good mood76%

The amount of music played72% I love listening to

relax/ It’s relaxing77%

audience

14% of

31% more likely to have a mortgage

Nearly 60% earn a household income of $80k+

Average age 38

72% are the MGB in the household 54% married62% Female

46% in a partnership or defacto relationship

66% are white collar workers

establisherssmooth

The relaxed environment of smooth is important to Smooth Establishers

Source: Nielsen CMV 2016 S01 Metro NOL 4-way – NovaEnt | Sydney/Melbourne Smooth Fused Cume 05:30am-12MN All People 18+ | ‘Smooth Establishers’ SegmentSource: Smooth Connections Study - Segmentation Breakout | Hoop Group ‘Smooth Establishers’ Qualitative N=16 + Quantitative N= 111 Feb 2016

• Success driven, they set themselves goals to pursue and believe that their “work is a career not just a job”.

• Smooth Establishers feel that they are lacking work-life balance and additional study is a way of achieving career change.

• They are most likely to seek professional advice when it comes to investing money and feel that professionally managed funds offer good value.

• Image is important, they like to stand out from the crowd and would describe themselves as affluent (but they’re also careful with their money).

• They find it hard to get away on long breaks, so long weekends or short breaks are a good alternative.

• They watch what they eat, 1 in 5 are vegetarian and nearly 1 in 3 always try to buy organic.

• They look for a car that’s fun to own, rugged, with sporty or aggressive looks, but without breaking the bank.

• They’re houseproud and like to keep up with ideas to improve their home.

• 1 in 5 consider the level of unemployment as the most concerning social issue.

• The economy and the environment are the next biggest concerns for this group.

• They also strive to be charitable when and where possible.

all about balancing life, work, health and passions…

establisherssmooth

Source: Nielsen CMV 2016 S01 Metro NOL 4-way – NovaEnt | Sydney/Melbourne Smooth Fused Cume 05:30am-12MN All People 18+ | ‘Smooth Establishers’ SegmentSource: Smooth Connections Study - Segmentation Breakout | Hoop Group ‘Smooth Establishers’ Qualitative N=16 + Quantitative N= 111 Feb 2016

Listening by device

19%

Streaming

31%

Radio

53%

Car Stereo

19%

Smart Devices

Greater accessibility via streaming and smart devices results in increased consumption during work day and on weekends

Life Love Universe

• Quality brands, products and services that deliver the finer things in life are more important than price, but Smooth Establishers do their homework to ensure they’re getting value for money.

• Two thirds will research products online before they buy (15% higher than average).

• Whilst not conservative, they are cautious and less trusting when it comes to sharing personal information, such as their credit card details online

• They seek out new innovative products and like to be surrounded by different people, cultures and ideas

• 1 in 4 say that they often post opinions and are influenced by others comments online. They believe that they’re opinions are taken seriously. Providing a platform in which they can do this in a credible, meaningful environment is a key opportunity to engender trust and brand connection

Keys to communication success...

commercial opportunities

Automotive: 28% are interested in buying a high performance car iX 131

Education: 37% would like a complete career change iX 128

Beer: 38% like to try beers from overseas + are 23% more likely to agree that beer has some health benefits

Holidays/Getaways: 49% prefer to travel outside of Australia + 41% think getting away on the weekends is important iX 127 + 48% plan on travelling OS N12M iX 126

Hospitality: 17% dine out at least once a week iX 121

Strategic Category Alignments

establisherssmooth

Source: Nielsen CMV 2016 S01 Metro NOL 4-way – NovaEnt | Sydney/Melbourne Smooth Fused Cume 05:30am-12MN All People 18+ | ‘Smooth Establishers’ SegmentSource: Smooth Connections Study - Segmentation Breakout | Hoop Group ‘Smooth Establishers’ Qualitative N=16 + Quantitative N= 111 Feb 2016

iX = Index eg: iX 131 means they are 31% more likely than the general population