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

Patience: Drive Safe

Be patient before passing is the AA's message for drivers this Labour weekend.

"People taking crazy risks to get past other vehicles is one of the most dangerous things on the road,” says AA spokesperson Dylan Thomsen.

“The weather is looking good for the long weekend so the roads will be busy. Unfortunately, that also increases the chances of people getting frustrated and trying a risky passing manoeuvre. When they get past, there will probably be more traffic up ahead anyway so it won’t get people there faster.” More>>

 
 

Parliament Today:

Employment Relations Bill: Govt Strains To Get Tea Break Law Through

The Government has been left with egg on its face - failing to get its much-vaunted, but hugely unpopular, meal break law passed in the first week of its new term, Labour spokesperson on Labour Issues Andrew Little says. More>>

ALSO:

Guns: Police Association Call To Arm Police Full Time

"The new minister gave his view, that Police do not need to be armed, while standing on the forecourt of parliament. The dark irony was that the interview followed immediately after breaking news of a gunman running amok in the Canadian parliament in Ottawa..." More>>

ALSO:

Gordon Campbell: On The Tokenism Of New Zealand's Role Against Islamic State

Our contribution against IS will be to send SAS forces to train the Iraqis? That’s like offering trainers to General Custer just as the 7th cavalry reached the Little Big Horn. More>>

ALSO:

Scoop Business: Shell And Todd Caught Drilling Without Approval

Multi-national oil company Shell’s New Zealand arm and local energy giant Todd Energy have breached the new law governing New Zealand’s Exclusive Economic Zone, the Environmental Protection Authority says in an Oct. 10 document released by the Green Party. More>>

ALSO:

Gordon Campbell: On Pharmac, Gough Whitlam And Sleater-Kinney

We’re not at the outset of these negotiations. The outset was six years ago, and negotiators were hoping to have some sort of ‘framework’ deal finished in time for the APEC meeting in a few weeks’ time. These ‘extreme’ positions are what we’ve reached near the intended end of the negotiations… More>>

ALSO:

PM Of Many Hats: Questions, No Answers On Whale Oil

Dr RUSSEL NORMAN (Co-Leader – Green) to the Prime Minister: How many times since November 2008 has he spoken with blogger Cameron Slater on the phone and how many times, if any, has he texted him?
Rt Hon JOHN KEY (Prime Minister): None in my capacity as Prime Minister. More>>

ALSO:

Aussie Investigation Dropped: Call On Minister McCully To Pursue The Case Of Balibo Five

West Papua Action is deeply concerned at the lack of any clear outcome from the Australian Federal Police inquiry into the 1975 deaths of the ‘Balibo Five’ including NZ journalist Gary Cunningham. More>>

ALSO:

'Feed The Kids' Bill: Metiria Turei To Lead Fight On Feeding Hungry Children

Green Party Co-leader Metiria Turei is urging all political parties to support the Feed the Kids Bill which she inherited today from Mana leader Hone Harawira. More>>

ALSO:

Parliament Today: State Opening Of Parliament

The House sat at 10.30am on Tuesday before MPs were summoned to hear the Speech from the Throne in the Legislative Council Chamber. More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
Politics
Search Scoop  
 
 
Powered by Vodafone
NZ independent news