Subscription TV viewing based on audience lifestyle and values, 2006 and 2007

Research into lifestyle, behaviour, attitudes and values (known as psychographics) provides a way of grouping and analysing audiences other than by demographic variables such as age or where they live.

Roy Morgan Research identifies ten audience ‘values segments’ and their television viewing patterns through surveys. For further information, see About the data.

Based on these surveys, people in the Something Better and Visible Achievement segments were the most likely to have watched subscription TV in the last seven days, while those in the Basic Needs and Young Optimism segments were the least likely.

Subscription TV viewing in the last seven days by segment, 2007

Source: Roy Morgan Research.

Source: Roy Morgan Research.

Notes:
A Fairer Deal: People in this segment, which is usually associated with unskilled and semi-skilled workers, are more likely than others to experience unemployment and financial insecurity and subsequent family pressures. This can create a feeling that they are getting ‘a raw deal’ out of life.

Basic Needs: Usually associated with retirees, pensioners or people living on social security payments, this group is focused on the day-to-day business of getting by. Features of this segment include a desire for security and order and a strong sense of community.

Conventional Family Life: Most closely associated with suburban families. People in this group devote their time and effort to family and their home – either building one or striving to improve it – although they also take an interest in their local community.

Look at Me: Younger, socially active, peer-driven people who are highly conscious of image and fashion. Characterised by short-term thinking, their behaviour tends to be hedonistic and rebellious, with a focus on fun and freedom.

Real Conservatism: Usually mature people who hold conservative social, moral and ethical values, they seek a disciplined, ordered society that is safe and predictable. They tend to be asset rich and income poor. Often associated with regional areas.

Socially Aware: Community minded and socially active, people in this group have a strong sense of social responsibility. Always looking for something new and different, they seek out information and knowledge and tend to be early adopters and influencers.

Something Better: Everything is comparative to people in this group, who are competitive, ambitious and concerned about status and image and often extend their budget in order to demonstrate their success to others.

Traditional Family Life: Generally aged 50-plus with grown children, this group is the older counterpart of the Conventional Family Life segment and is motivated by similar values in terms of security, reliability and providing better opportunities for their families.

Visible Achievement: These people enjoy the tangible rewards of their success but, confident and individualistic, they do not feel the need to impress others. Practical and realistic, they seek quality and value for money. They retain traditional values about home, work and society and take a direct interest in public affairs.

Young Optimism: Associated with optimism, ambition and idealism, people in this group want to experience life – travel, career, friends, family, sport and social activity – and believe they can have it all. Usually students and young professionals, they are innovative and interested in technology.