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

Pre-Caucus Audio:
David Cunliffe And
The Future Of The
Labour Party

David Cunliffe met with the press today after Saturday’s disappointing election result for The Labour Party.

“We are all deeply concerned by the result of our party vote. I want to be clear that I, as leader, am responsible for that result” Cunliffe said. Although he called the results “deeply disappointing” Cunliffe said “the voters are always right”.

He felt that Labour needed to make improvements and take action: “We don’t need months to get feedback from members of the public, we've had a lot over the past 48 hours”. More>>

Update: After a seven hour caucus meeting David Cunliffe has announced Chris Hipkins and Carmel Sepuloni as new party whips and said the Labour council will hold an independent review into the election result. He did not comment on any leadership vote.

 

Gordon Campbell: On Labour’s Very Bad Year

While Labour leader David Cunliffe still appears to be in denial about the extent of Saturday night’s debacle, there was hardly a single redeeming feature about the election results for the centre-left... More>>

ALSO:

General Election NZ: National Win

Election Night: With almost all votes counted National and John Key have won a third term and are close to being able to govern alone if they so choose. Key has indicated he will still reach out to form a Government with ACT, United Future and Maori Party. More>>

ALSO:

Perfectly-Timed Anniversaries: Suffrage Day Is Last Chance To Enrol

“The last chance to enrol is Friday 19 September. You can’t enrol on election day.” More>>

ALSO:

Gordon Campbell: On First Time Voting (Greens)

For the last two days, I’ve turned my column over to a couple of guest columnists who are first time voters… Today’s guest columnist is Ana Avia-O’Connor, who will be casting her first time vote on Saturday for the Greens. More>>

ALSO:

Meddling: Aussie Liberals Embroiled In Key Campaign

John Key needs to explain why Australia’s Liberal Party is interfering in New Zealand domestic politics and is encouraging Kiwi voters across the ditch to vote for National just days out from the election, Labour’s campaign spokesperson Annette King says. More>>

ALSO:

SURVEILLANCE:

Election Ad Soundtrack: Rapper Eminem Sues National Party Over Copyright Breach

US rapper Eminem is suing the New Zealand National Party for alleged copyright infringement over unauthorised use of the rapper’s ‘Lose Yourself’ song in an election campaign advertisement. More>>

ALSO:

Big March: Call For An End To Domestic Violence

Hundreds of protesters marched down Lambton Quay to Parliament Monday calling for an end to domestic violence. Wearing white facemasks, waving banners and calling for “safety” for the women and children of New Zealand.. More>>

ALSO:

Pre-Election Chartering: Four New Partnership Schools To Open

Education Minister Hekia Parata today announced the Government has signed contracts to open four new Partnership Schools in 2015. More>>

ALSO:

Werewolf 50 Out Now - The Election Issue: Loss Leaders

Gordon Campbell: A third term requires a mature decision, with eyes wide open. It calls for a conscious vote of confidence… Without trying hard here are about 19 reasons, in no particular order, for not ticking ‘party vote’ National. More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
Politics
Search Scoop  
 
 
Powered by Vodafone
NZ independent news