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Hitwise Intelligence - Sandra Hanchard - Asia Pacific
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Victorians Still AFL's Biggest Fans Online
September 20, 2006
Amongst all the Melbournian soul-searching that there isn't a local team left in the Australian Football League premiership this year, Hitwise demographics data indicates that Victorian fans are just as engaged as ever with the sport. The below figure shows a regional break-down for online visits to the AFL Football category.
Demographics Regional Profile for Sports - AFL Football Category
Online users from Victoria accounted for 43% of visits to the Sports - AFL Football category, 4 weeks ending September 9, 2006. Compared to Victoria's share of the online population (24%), this represents a substantial swing of 19%. Western Australia had the next highest online swing (8%), no doubt fuelled by the possibility of a Fremantle and West Coast play-off (both WA teams) in the grand final at the MCG.
The excitement leading up to the AFL Grand Final is reflected by Internet searches, with a sharp increase week ending September 9, 2006:
Australian Share of Searches for the term 'afl grand final'
Finally, my colleague, Tom Small suggested that an analysis of AFL using the Hitwise Lifestyle tool could yield some interesting insights. Here's a breakdown by Mosaic groups for Sports - AFL Football:
Hitwise Australia Mosaic Lifestyle Profile of Sports - AFL Football
You'll see that contrary to some perceptions of AFL being a Bogan sport, AFL attracts the highest representation of users from the Mosaic Group - "Cultural and Informed" - educated and aesthetic singles and couples of moderate affluence, with an index of 132.27. And their favourite team? The Blue View, dedicated to the Carlton Football club, gets the highest percentage of users from "Cultural and Informed" with 42.8%.
Posted by Sandra Hanchard at 11:58 AM
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Hi Natalie,
More details of our Lifestyle product can be found here: www.hitwise.com.au/images/AU_Hitwise_Lifestyle.pdf
Posted by Sandra Hanchard | October 31, 2006 11:53 AM
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What are the definitions of these demographic (mosaic) groups? For eg, how do you desribe "domestic appliance" and "shades of grey"? Is there somewhere on the Hitwise website that explains this?
Posted by Natalie | October 30, 2006 05:53 PM