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

Scoop Editor "Ask me anything" : Scoop's 'Invisible Paywall'

Operation Chrysalis: The Final Countdown - Thanks & There's Still Time To Pledge

Phew! We are now counting down the hours to the end of this crowd-funding campaign at 11pm on Sunday. Thankyou to all those Scoop readers and supporters who have pledged already. You have been awesome. But this is not over yet. More>>

 
 

PARLIAMENT TODAY:

IPCA Reports: Significant Problems In Police Custody

In releasing two reports today, the Independent Police Conduct Authority has highlighted a number of significant problems with the way in which Police deal with people who are detained in Police cells. More>>

ALSO:

Inspector-General of Intelligence and Security: Inquiry Into GCSB Pacific Allegations

The complaints follow recent public allegations about GCSB activities. The complaints, and these public allegations, raise wider questions regarding the collection, retention and sharing of communications data. More>>

ALSO:

TPPA Investment Leak: "NZ Surrender To US" On Corporates Suing Governments

Professor Jane Kelsey: ‘As anticipated, the deal gives foreign investors from the TPPA countries special rights, and the power to sue the government in private offshore tribunals for massive damages if new laws, or even court decisions, significantly affected their bottom line’. More>>

ALSO:

Werewolf: The Myth Of Steven Joyce

Gordon Campbell: The myth of competence that’s been woven around Steven Joyce – the Key government’s “Minister of Everything” and “Mr Fixit” – has been disseminated from high-rises to hamlets, across the country... More>>

ALSO:

RMTU: No Public Submissions On International Government Procurement Deal

“The government is preparing to assent to the Government Procurement Agreement, a World Trade Organisation Treaty which opens up New Zealand Government contracts to foreign companies and closes the door on local businesses and their workers. However the Foreign Affairs, Defence and Trade Select Committee is refusing to take public submissions on the decision.” More>>

ALSO:

Gordon Campbell:
On Pacific Spying

So New Zealand spied on its friends and allies in the Pacific – and has not only been passing on the results to the NSA, but has apparently passed on the details of the Pacific’s relations with Taiwan to our other best friends, the Chinese. On the side, the Key government has also been using the security services to gauge the chances of Trade Minister Tim Groser landing the top job at the WTO... More>>

ALSO:

State Housing Transfer: Salvation Army Opts Out

The Salvation Army has decided against negotiating with Government for the transfer of Housing New Zealand stock.
More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
Politics
Search Scoop  
 
 
Powered by Vodafone
NZ independent news