A peek into the lives of our ‘Style Seekers’ &

‘Young & Free’ - Today’s hit network segments

It’s all about feeling great and being

up for anything at any time. They

seek out fun and are always on

which directly fuels their social

currency.

They are 16-24 year old females who

are tech savvy and feel that films,

music and clothing contribute to

their personal definition.

The independence that comes with

being slightly older means individual

well-being is more important than

what others think of them.

They are 25-34 year old females

who are more certain of themselves.

Experiences are the number one

thing that defines them along with

relationships, family and friends.

Today's hit network targets under 40s and strongly delivers a female

audience 18-39 years of age with our bullseye being a 27 year old

female. We describe our fans and listeners in two distinct

segments; Young & Free and Style Seekers.

Young & Frees have a very positive

outlook on life & their life mottos reflect

this. Happiness and living for the day are

important. Young & Frees are looking

forward to finishing their degree, getting

a job, travelling, buying a house &

establishing a relationship.

Achieving these things though causes

them the most worry.

Style Seekers also have a very positive

outlook on life & have positive life

mottos. Style Seekers hope the next

three years brings marriage, a family,

buying a house, travelling & working on

their career.

They are worried about money though &

how that will affect their family.

“ “ “ “

Jessica, 22 Melody, 30

Both the Young & Free and

Style Seekers are loving life.

But because of life stages

they’re wanting to achieve

different things.

For the Young & Free, it’s all

about taking chances & seeing

the world. #YOLO

Whilst for the Style Seekers,

their they’re more focused on

settling down (career,

marriage, family).

Source: SCA Research Who is She? Study. Sept 2014. “Thinking about the next three years, what do you really hope to achieve in this time?” “What worries you most, and why?” N= 1391 Young and Free. N= 721 Style Seekers

These women have a

LOT of friends –

although it seems

the majority of them

are more just people

they’re friendly

with, rather than

being actual friends.

When it comes to

their close social

circle, the vast

majority will have

more than three

friends that they

class as close.

When they’re catching up with their friends, for

the Young & Free it’s a social occasion. They’re

going out – to eat, to the movies, shopping,

coffee & drinks.

87% have 3 or more friends in their close social

circle – with 1 in 3 having more than 6.

Style Seekers are 21% more likely than the

average woman in this age group to have 6+

friends in their close social circle.

They’re more socially active than the average

woman & go out when they catch up with

friends. They’re going shopping, to dinner or

coffee, & going to the movies. Some however

are just hanging out & catching up.

Source: SCA Research Who is She? Study. Sept 2014. “And how many friends do you have in your close circle that you regularly spend time with?” “how many Facebook friends do you have?” N= 1391 Young and Free. N= 721 Style Seekers

Although the majority are

single, those who are in

relationships are relatively

happy. In fact, they’re much

happier with the amount of

intimacy between

themselves & their partner

than the average 18-24 year

old woman.

Style Seekers are more

satisfied with their

relationship than the

average 25-34 year old

woman. They are 18%

more likely to be totally

satisfied with the division

of chores between

themselves & their partner

& 30% more likely to be

totally satisfied with the

quality of time they spend

together as a couple.

Source: SCA Research Who is She? Study. Sept 2014. “Considering the statements below, could you please indicate how 'Satisfied' or 'Dissatisfied' you are with

each, in relation to your current relationship.?” “Have you ever cheated on your current husband or partner?” N= 1391 Young and Free. N= 721 Style Seekers

When seeking relationship advice,

Young & Frees are seeking

reassurance & support – was this the

right guy for them, was it a positive

relationship, should they stay or

should they go? They were also

looking to vent. They definitely don’t

want judgement. This is why they’re

turning to their best friend & mum for

their honest opinion.

When seeking relationship advice,

Style Seekers are looking for advice

on marriage & how to deal with

their (usually lazy or disinterested)

husbands. They’re also seeking

reassurance & support – usually for

whether they should stay in the

relationship or not. They turn to

their friends (not necessarily their

best friend) mum or even aunts.

1 in 5 single Young & Frees are happy to

be solo – so it means just under half are

on the lookout for love.

Whilst the majority of single Style

Seekers are happy to stay single, 1 in 10

are really seeking a partnership.

Source: SCA Research Who is She? Study. Sept 2014. “Thinking about the last time you sought after relationship advice....What was the kind of advice you were searching

for?” “You mentioned earlier you were single...Which of the following statements best describes how you currently feel?” N= 1391 Young and Free. N= 721 Style Seekers

Their phones are a

high priority for

both groups of

women. When it

comes to social

media, Facebook &

Instagram are the

top players.

Young & Frees have a love affair with their

phones & use them to connect with media

throughout the day. They’re likely to check

email, Facebook & Instagram when they wake

up, throughout the day & last thing at night.

Young & Frees are also prone to use their phone

for regular selfies but they’re not always keen to

actually post their pics online.

Style Seekers still love their phone but are also

consuming media on other platforms too – a

laptop/computer, TV, iPad & the radio.

Although Style Seekers are not as keen on

selfies as Young & Frees, they are more likely

to take a shot than the average woman this age

but like to do so in moderation – & don’t

always post them for the world to see.

Source: SCA Research Who is She? Study. Sept 2014. “Love it or hate it, for many of us social media is a part of our

daily lives. So how often are you using the below social media?” N= 1391 Young and Free. N= 721 Style Seekers

Whilst these two

segments still use apps

for practical purposes,

the primary reason they

love engaging with apps

is because it allows them

to keep up with the

latest trends & escape

the pressures of the day-

they are their secret

guilty pleasures!

However, they also

use them to track

themselves in health,

fitness & pregnancy.

Whilst Style Seekers prefer Facebook, Young &

Free are loving Instagram- it’s their way of keeping

ahead of trends along with expressing their

creativity.

Not surprisingly, social media apps are favourites

for Style Seekers- it keeps them to up to date

with friends, fashion, news & celebrity gossip.

Source: SCA Research Who is She? Study. Sept 2014. “What is your CURRENT FAVOURITE phone or tablet app at the moment and why?” N= 1391 Young and Free. N= 721 Style Seekers

Young & Frees are pretty typical of women 18-24.

The big difference is with the Style Seekers.

These women seem to be holding on to their

youth – they share more commonalities with the

Young & Frees than they do the average 25-34

year old woman. They want to keep up with

modern styles but balance

that with classic looks.

They’re happy to dress sporty

but it must be girly at the

same time. This is likely why

Lorna Jane is such a popular

brand for Young & Free

women.

They are getting their fashion

inspiration from others they

see, friends & Instagram – so

it’s very much being led by

fashion trends & keeping up

(and probably fitting in) with

their social circle.

Whilst the majority of women in

this age group prefer to dress

casually & comfortably, Style

Seekers are also focused on

exuding a style that is feminine,

girly & modern. It seems like

they’re trying to keep up with

their younger counterparts.

They haven’t let their lifestage

change their fashion style.

They get their fashion

inspiration from others that

they see & their friends. But

they’re also likely to be

influenced by magazines &

celebrities.

Source: SCA Research Who is She? Study. Sept 2014. “Which of the following describe your everyday style?” N= 1391 Young and Free. N= 721 Style Seekers

Splurging seems to be a matter of opinion. For some it’s a

frequent activity & can include less expensive items up to

$20. For others it’s a much bigger deal – half yearly

shopping trips where there’s no limit on purchases &

bigger ticket items are bought.

For some women a splurge is about spoiling other people,

while for many it’s completely a selfish act – & something

they deserve as they’ve worked hard to get it.

“I splurge at least once a

month. Sometimes it can

be longer than that.

Today I splurged and

bought a new pair of

joggers. Two months ago

it was a new dress! I

splurge for myself.”

She’s splurging on herself - but

she’s also splurging on buying

things for friends & family.

She feels she deserves it & it’s

been earned. Most Young &

Frees seem to be splurging on a

monthly basis but for some it’s

a more frequent treat.

“A splurge is a treat for

working hard and saving

my money. A splurge

generally includes a new

dress most likely from

review so that my

husband and I can splurge

on a nice dinner date

together.”

If she has children, her splurge

is seen as a treat for herself.

She’ll buy clothes, accessories

or beauty treatments.

For Style Seekers, a splurge is

about treating themselves over

other people. It’s perceived as

a ‘treat’ than a regular thing.

Source: SCA Research Who is She? Study. Sept 2014. “what does a splurge mean for you?” N= 1391 Young and Free. N= 721 Style Seekers

spend under $150 spend over $150 spend under $150 spend over $150

Young & Frees seem

to do more frequent

splurging but spend

less in a transaction

whereas Style

Seekers save it up

for one big hit &

something super

special (especially

those with

children).

Source: SCA Research Who is She? Study. Sept 2014. “what is the next thing you're planning to 'splurge' on?” “when you do

splurge, how much are you typically spending on a single purchase?” N= 1391 Young and Free. N= 721 Style Seekers

Women certainly have a pretty clear idea of what their next splurge item is going to be - they

have something earmarked. Although the Style Seekers seem to spend more on their splurge,

both women have clothes on the list for their next splurge.

Source: SCA Research Who is She? Study. Sept 2014. “what is the next thing you're planning to 'splurge' on?” N= 1391 Young and Free. N= 721 Style Seekers

Both these groups do seem to

have at least one thing they don’t

like about their bodies but being

overweight is a pretty serious

worry for women – the Young &

Frees are more concerned about

it than the Style Seekers.

Young & Frees are more

concerned about their

appearance than Style Seekers.

Being overweight, having love

handles and fearing their boobs

will head south are the top

concerns. The top thing they

want to change about their

bodies is to lose weight.

Style Seekers are less concerned

with their appearance in general

than the Young & Frees. Their

weight issues are lessened slightly

as they’ve gotten older & things

like wrinkles & greying hair have

got them concerned. Their weight

is the top thing they’d like to

change about their bodies.

Source: SCA Research Who is She? Study. Sept 2014. “Which three words would you use to describe your body?” “And if you

could change one thing about your body, what would it be and why?” N= 1391 Young and Free. N= 721 Style Seekers

Engaging with different life stages can be about understanding

how to talk to them about the music that means something to

them. While both groups love a lot of the same songs, the

reasons they love them can differ.

1. Happy Pharell William

2. Wonderwall Oasis

3. Wake Me Up Avicii

4. Teenage Dirtbag Wheatus

5. Tik Tok Ke$ha

6. Mr Bightside The Killers

7. 1000 Miles Vanessa Carlton

8. Graduation Vitamin C

9. Time of Your Life Green Day

10. With You Chris Brown

1. Time of Your Life Green Day

2. All of Me John Legend

3. Happy Pharell Williams

4. Horses Darrel Braithwaite

5. All My Life K-Ci & JoJo

6. Graduation Vitamin C

7. A Thousand Years Christina Perri

8. Amazing Grace

9. Everlong Foo Fighters

10. Over the Rainbow Israel Kamakawiwo’ole

Songs that mean something to the Young & Free,

they are all about the immediate & fun… family

now, friends now, ideas of love & romance.

But for the Style Seekers the songs that pull their

heart strings are songs that have nostalgia with

significant life events & not so recent events.

Source: SCA Research Who is She? Study. Sept 2014. “Can you name ONE SONG that holds GREAT MEMORIES

for you?” “What memories does this song bring back for you?” N= 1391 Young and Free. N= 721 Style Seekers

Young & Frees want to travel the world &

experience different countries & cultures

while they’re young & have fewer

responsibilities.

Style Seekers are a little more restrained when

it comes to overseas travel dreams. Those with

children want to take a family trip somewhere

– Disneyland and skiing are popular.

For the Young & Free,

they want to travel

overseas &

experiencing the most

of different countries &

cultures while they’re

young.

Whilst for the Style

Seekers, their travel

plans are focused on

their family & getting

some quality family

bonding time in a fun &

different environment,

like the snow.

Source: SCA Research Who is She? Study. Sept 2014. “Do you have a current passport?” “What does your next dream trip look like?” N= 1391 Young and Free. N= 721 Style Seekers

There is no denying it- our listeners love a bit of #gossip. Whether it is at the water

cooler or during a quick coffee break, the loves and lives of celebrities fascinate

them.

A whopping 70% of Young & Free ladies get their fix at least once week. But while

Style Seekers might not have their finger on the pulse as often as their counterparts

on a daily basis, they too still like to keep up to date.

Source: SCA Research Scoopla Study JUNE 2013- “And HOW OFTEN do you consume celebrity entertainment news with ANY media?” N= 1941 Young and Free. N= 1765 Style Seekers