Gordon Campbell | Parliament TV | Parliament Today | News Video | Crime | Employers | Housing | Immigration | Legal | Local Govt. | Maori | Welfare | Unions | Youth | Search

 


Epsom: profiling NZ’s most controversial electorate

Epsom: profiling NZ’s most controversial electorate

Welcome to the wealthy inner Auckland electorate of Epsom: home of coat-tailing, the Tea Tapes, a convicted outgoing MP... and heavy newspaper and magazine readership.

Electorate research conducted by Roy Morgan between the 2011 election and April this year shows that electors in Epsom—the one held by the ACT Party with National’s endorsement—are more likely than the average Kiwi to read metropolitan newspapers or magazines, use the internet, listen to the radio or go to the cinema—but less likely to watch television, or read community newspapers, unaddressed mail or catalogues.

The majority of general voters in Epsom read at least four newspaper editions a week: over a third (34%) are ‘Heavy’ newspaper consumers, reading at least seven editions (excluding community newspapers) per week, with a further 24% reading between four and six editions.

Nearly half the Epsom electorate (45%) reads the latest issues of least five magazines, compared with just 28% of all New Zealand’s general electors. Most electors in Epsom (55%) watch less than two hours of television per day on average, including the 8% who watch none at all.

% of General Electors with Heavy, Medium, Light or None media consumption habits


Source: Roy Morgan Single Source (New Zealand), December 2011 – April 2014, n = 24,397 New Zealanders enrolled to vote in a General Electorate; Epsom n = 234.

Although the majority of electors in Epsom (53%) read a community newspaper in the last seven days, this is well short of the 66% nationally.

An important point for parties and candidates wishing to target these voters via direct leaflets is that 45% of Epsom’s electors say they do not read any unaddressed mail in an average week. A similar proportion use the internet over 15 hours a week (44%) or go to the cinema at least twice in an average three month period (45%).

Pip Elliot, General Manager New Zealand – Roy Morgan Research, says:

“Roy Morgan’s Electorate Profiles can provide parties and candidates with a greater understanding of voters’ media habits down to an electorate level. Although many media decisions are made at the national level, it is imperative that local branches fine-tune their campaigns to make sure their messages reach voters, and that those targeted messages communicate about what is most important in that area.

“Just recently launched in New Zealand, Roy Morgan’s Helix Personas segmentation tool gives real insight into the minds of voters across the country. Helix users can examine the make-up of a specific area, or determine which types of Kiwis are more or less inclined to vote for which parties—and why.

“Well over a third of Epsom’s electors, for example, are in either the Bluechip or Smart Money persona, both within the Leading Lifestyles community. Highly educated and highly paid, these mid-life home-owning professionals are charitable and care about social issues such as education and the environment, but believe a strong economy is a fundamental necessity. For them, success is always attainable—and so they believe it is for everybody willing to put in the hard yards.”

Read this release in full on our website.


© Scoop Media

 
 
 
 
 
Parliament Headlines | Politics Headlines | Regional Headlines

Gordon Campbell: On The Mt Albert Aftermath

Personality politics – Jacinda is great! Jacinda is not so great! – have dominated the coverage of the Labour Party’s fortunes this week...

Still, this is a relatively new and welcome problem for the centre-left. Labour has seemed so bereft of crossover talent for so long that it seems almost embarrassed by this latest development. More>>

 

Election Entertainments: ACT Has Prison Plan, Greens Have Water Bill

Green Party launches Member’s Bill to protect our freshwater The Green Party has today launched a member’s bill that will keep water from underground sources, called aquifers, safe from pollution and contamination. More>>

ALSO:

2040 Target And Lower Standards: “Swimmable” Rivers Five Times More Likely To Make You Sick

Forest & Bird has condemned the government’s new water quality standards, warning New Zealanders that they lock in current levels of water pollution and allow for a 5-fold increase in the chance of getting sick from swimming in a river. More>>

ALSO:

Immigration: Clampdown On Rogue Employers Good First Step

The Human Trafficking Research Coalition is pleased at the new clampdown on rouge employers who exploit migrants announced by Minister Woodhouse this morning, and believes this is a step in the right direction. More>>

ALSO:

Mayor: 750 New Social And Affordable Homes For Wellington (Over A Decade)

The next stage of Wellington’s Housing Upgrade Programme will see at least 750 new units of social and affordable housing built over the next decade, Mayor Justin Lester has announced. More>>

ALSO:

22/2: Christchurch Quake Memorial Unveiled

A city, a region, a nation and an international community impacted by the Canterbury Earthquakes will come together to mark the sixth anniversary of the deadly quake and dedicate Oi Manawa Canterbury Earthquake National Memorial. More>>

ALSO:


November Quakes:

Gordon Campbell: On The Mana-Maori Party Deal

If the self-interest involved wasn’t so blatant, the electorate deal between the Maori Party and Hone Harawira would be kind of poignant. It’s a bit like seeing the remaining members of Guns’n’Roses or the Eagles back on the road touring the nostalgia circuit… playing all the old hits of Maori unity and kaupapa Maori politics. More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
Politics
Search Scoop  
 
 
Powered by Vodafone
NZ independent news