CONSUMERS & BRANDS

Target audience: Followers of

life coaches on social media in
Australia

Consumer Insights

August 2023
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers that answered ’’Advice Design: Online Survey, split questionnaire design
& self-help’’ to the multi-pick question ’’In general,
Duration: approx. 15 minutes
which of the following types of contents from
influencers / content creators do you like to watch, Language: official language(s) of each country with
listen to or read about online?’’. American English offered as an alternative

The report offers the reader a comprehensive Region: 56 countries

overview of followers of life coaches on social media in
Number of respondents:
Australia: who they are; what they like; what they • 12,000+ for countries with the extended survey
think; and how to reach them. It provides insights on (including Australia)
their demographics, lifestyle, opinions, and marketing • 2,000+ for the basic survey
touchpoints. Additionally, the report allows the reader
Sample: Internet users, aged 18 – 64, quotas set on
to benchmark followers of life coaches on social media gender and age
in Australia (’’target audience’’) against the average
Australian onliner, labelled as ’’all respondents’’ in Fieldwork:
• Continuous from January to December
the charts. • Countries that receive the extended survey are
The report is updated quarterly and is based on data updated four times a year

from the Statista Consumer insights Global survey.

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of August 2023

 Followers of life coaches on social media in Australia
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

Followers of life coaches on social Learning new things has more 60% of followers of life coaches on Followers of life coaches on social
media tend to be younger, 30% are part importance to followers of life coaches social media state that they prefer media tend to listen to podcasts more
of Generation Z. on social media than to the average digital content as it is easier to manage. often than the average consumer.
consumer. 45% of followers of life coaches on
55% of followers of life coaches on On social media, followers of life
social media are female. Health and fitness are relatively social media are in the early majority of coaches on social media interact with
prevalent interests of followers of life innovation adopter types. companies more often than the average
40% of followers of life coaches on
coaches on social media. A relatively high share of followers of onliner.
social media have a medium annual
household income. Followers of life coaches on social life coaches on social media think that Followers of life coaches on social
media are more likely to have climate change is an issue that needs to media remember seeing ads out-of-
21% of followers of life coaches on
meditation and wellness as a hobby be addressed. home more often than the average
social media live in a city with over 1
than the average consumer. Followers of life coaches on social consumer.
million inhabitants.
Followers of life coaches on social media tend to have more left leaning Followers of life coaches on social
media are more likely to follow political views than the average media remember seeing ads on social
Australian rules football than the consumer. media more often than the average
average consumer. consumer.

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community

• LGBTQ+
 Followers of life coaches on social media tend to be younger, 30% are part of
Generation Z
Demographic profile: life stages

Age of consumers in Australia

Target audience 30% 39% 27% 4%

All respondents 23% 38% 28% 10%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick; Base: n=128 followers of life coaches on
social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 55% of followers of life coaches on social media are female
Demographic profile: gender

Gender of consumers in Australia

Target audience 45% 55%

All respondents 50% 50%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick; Base: n=128 followers of life coaches
on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 45% of followers of life coaches on social media have a college degree
Demographic profile: education

Consumer’s level of education in Australia

29% 29%
27%

22%
20%
17%
15%
13%
10% 10%

3% 3%
1%
0%
No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick;
Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 40% of followers of life coaches on social media have a medium annual
household income
Demographic profile: income

Share of consumers in Australia in the high, middle, and low thirds of monthly household gross income

Target audience 37% 40% 23%

All respondents 33% 33% 34%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; In general, which of the following types of contents from
influencers / content creators do you like to watch, listen to or read about online?; Multi Pick; Base: n=113 followers of life coaches on social media, n=8649 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many followers of life coaches on social media live in a nuclear family
Demographic profile: household classification

Type of households in which consumers in Australia live​

32%
29%

22%
20%
17%
16%
14%
13%

9% 9% 8% 7%

3%
2%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; In general, which of the following types of contents from influencers / content creators do you like
to watch, listen to or read about online?; Multi Pick; Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 21% of followers of life coaches on social media live in a city with over 1 million
inhabitants
Demographic profile: type of community

Communities where consumers live in Australia

29%

25%

21% 21%
20%

17%
16%
15%
13%
11%
9%

4%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick; Base: n=128
followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 9% of followers of life coaches on social media consider themselves part of the
LGBTQ+ community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in Australia

Target audience 9% 87% 4%

All respondents 9% 86% 4%

Yes No Would rather not say

11 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick;
Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sports activities

• Sports followed
 Learning new things has more importance to followers of life coaches on social
media than to the average consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in Australia

56% 56%

48% 50%
43%
38% 36%
34% 34% 32%
30% 29%
25%
22%
15% 13%
13% 11%
10%
7%

A happy An honest Safety and Having a Learning To be Making Advancing Social Traditions
relationship and security good time new things successful my own my career justice
respectable decisions
life
Target audience All respondents

13 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to
watch, listen to or read about online?; Multi Pick; Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Health and fitness are relatively prevalent interests of followers of life coaches
on social media
Consumer lifestyle: main interests

Top 10 interests of followers of life coaches on social media in Australia

64%
61%
57%
53%
49%
47%
44%
41% 41% 40% 39% 38%
37% 34%
33% 32%
30%
27% 25%
21%

Movies, Food & Health & Travel Fashion Finance & Science & Home & Career & Sports
TV shows dining fitness & beauty economy technology garden education
& music

Target audience All respondents

14 Notes: ’’What topics are you personally interested in?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick; Base: n=128
followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Followers of life coaches on social media are more likely to have meditation and
wellness as a hobby than the average consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of followers of life coaches on social media in Australia

54%
48% 47%
45%
42% 42% 42% 42%
38%
36% 36% 34%
33% 31%
30% 30% 29%
25% 24%
18%

Cooking Reading Traveling Socializing DIY and Meditation Outdoor Pets Video Doing
/ baking arts & crafts & wellness activities gaming sports
and fitness

Target audience All respondents

15 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick; Base: n=128
followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 A relatively large share of followers of life coaches on social media do fitness,
aerobics, and cardio
Consumer lifestyle: sports activities

Top 10 sports activities of followers of life coaches on social media in Australia

27%

20%
18%
16%
15%
14%
13% 13% 13%
11%
10% 10%
9% 9% 9%
8% 8% 8%

5% 5%

Fitness, Running Swimming Dancing Australian Hiking Basketball Yoga & Cycling Soccer
aerobics & jogging & diving rules pilates
& cardio football
Target audience All respondents

16 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?;
Multi Pick; Base: n=63 followers of life coaches on social media, n=3832 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Followers of life coaches on social media are more likely to follow Australian
rules football than the average consumer
Consumer lifestyle: sports followed

Top 10 sports followed by followers of life coaches on social media in Australia

23%

18%
17% 17%
16%
15%
14% 13%
13%
12% 11%
11% 10% 11% 10%
9%

6% 7%
6%
5%

Australian Soccer Basketball Cricket Tennis Rugby American Motorsports Mixed Boxing
rules football Martial Arts
football
Target audience All respondents

17 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?;
Multi Pick; Base: n=44 followers of life coaches on social media, n=3149 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Innovation adoption

• Challenges facing the country

• Politics

18
 60% of followers of life coaches on social media state that they prefer digital
content as it is easier to manage
Consumer attitudes

Agreement with statements in Australia

75%
65%
58% 60%
49%
46%
42%
34%

13% 15%

I want to access my Digital services allow I prefer digital content It is too expensive to I don’t trust the
music / movies on all my me to discover new as it is easier to manage afford all the streaming mainstream media in
devices (TV, and exciting content services that I want my country of residence
smartphone, tablet, etc.) (e.g., news channels)

Target audience All respondents

19 Notes: ’’Which of these statements apply to you?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick; Base: n=128
followers of life coaches on social media, n=1636 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 45% of followers of life coaches on social media are in the early majority of
innovation adopter types
Consumer attitudes: innovation

Innovation adopter types based on statements towards innovation by consumers in Australia

45%

38%

32%
30%

21%

16%

10%

6%

1% 1%

Innovators Early adopters Early majority Late majority Laggards

Target audience All respondents

20 Notes: Recode based on ’’Which of these statements apply to you?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick;
Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 A relatively high share of followers of life coaches on social media think that
climate change is an issue that needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Australia according to followers of life coaches on social media

78%

66%
63%

53% 53%
45% 43%
38% 40% 39% 40% 39% 38%
36% 34%
30% 31% 32% 31%
30%

Rising prices Housing Climate Education Economic Health Poverty Environ- Unemploy- Crime
/ inflation / change situation and social ment ment
cost of living security

Target audience All respondents

21 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do
you like to watch, listen to or read about online?; Multi Pick; Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Followers of life coaches on social media tend to have more left leaning political
views than the average consumer
Consumer attitudes: politics

Political attitudes of consumers in Australia

Target audience 26% 35% 23% 16%

All respondents 20% 41% 23% 16%

Left Center Right Prefer not to answer

22 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; In general, which of the following types of
contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick; Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 04

Marketing touchpoints

• Media usage

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

 Followers of life coaches on social media tend to listen to podcasts more often
than the average consumer
Marketing touchpoints: media usage

Type of media consumers in Australia have been using in the past 4 weeks
88%
85%

73% 75%
73% 72%
69%

57%
54%

41%
37%
35%
31% 31%
27% 27%
22% 22%
19% 18%
13% 15%

Digital video Digital music Podcasts TV Radio Online news Movies / Magazines Daily Weekly Online
content content websites cinema newspapers newspapers magazines
Target audience All respondents

24 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about online?; Multi Pick;
Base: n=128 followers of life coaches on social media, n=6082 all respondents
Sources: Statista Global Consumer Survey as of August 2023
 Followers of life coaches on social media remember seeing ads on social media
more often than the average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 places where followers of life coaches on social media in Australia have come across digital advertising in the past 4 weeks

64%

46% 46%
41% 41% 41%
39% 38%
37%
30% 29% 29% 28% 27% 26%
23% 23%
21%
16%
14%

Social Video Online Search Video Websites Video Music Other apps Editorial
media portals stores engines streaming and apps games portals websites
services of brands and apps
Target audience All respondents

25 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about
online?; Multi Pick; Base: n=128 followers of life coaches on social media, n= 9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Followers of life coaches on social media access the internet via a laptop more
often than the average onliner
Marketing touchpoints: internet usage by device

Devices consumers in Australia use regularly to access the internet

95%
91%
87%

69% 70%
62%
54%
50% 48%
47% 45%
41% 39% 38%
38% 37%
30%
23%

Smartphone Laptop Smart TV Tablet Streaming Gaming Desktop PC Smartwatch Smart

device console speakers

Target audience All respondents

26 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about
online?; Multi Pick; Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 On social media, followers of life coaches on social media interact with
companies more often than the average onliner
Marketing touchpoints: social media usage

Social media activities in Australia by type​

81% 80%
71%

59% 62%
56% 59%
49% 48%
44% 45%
40%
34% 31%
29% 31% 30%
23%
16%
14%
8% 6%
3% 2%

Sent private Liked posts Commented Followed Posted Liked Shared Posted texts Followed Shared Passive social No social
messages by other on posts people pictures company posts by / status companies company media usage media usage
users / videos posts other users updates posts

Target audience All respondents

27 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about
online?; Multi Pick; Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Followers of life coaches on social media remember seeing ads out-of-home
more often than the average consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Australia have come across non-digital advertising in the past 4 weeks

55%
49% 49% 49%
44%

36% 35% 35%

31%
27% 27%
22%
19% 18%
16% 15%

On advertising On the On TV Directly in By mailshot / At the movies In printed In printed

spaces radio the store advertising /cinema daily magazines
on the go mail newspapers and journals
Target audience All respondents

28 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; In general, which of the following types of contents from influencers / content creators do you like to watch, listen to or read about
online?; Multi Pick; Base: n=128 followers of life coaches on social media, n=9872 all respondents
Sources: Statista Consumer Insights Global as of August 2023
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 Authors

Jan Gewiese Stefan Rau

Senior Research Manager Senior Research Manager

[email protected] [email protected]

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in
and Business Administration (M.Sc.) from the University of Hamburg. He Interned Munich and Public and Nonprofit Studies (M.Sc.) at the University of Hamburg.
at the Hamburg Center for Health Economics and Mercedes-Benz USA. During his studies, he interned at TNS Infratest.​

For the Statista Consumer Insights team, he is responsible for concepting surveys Stefan's current role in the Consumer Insights team at Statista focuses on process
and reports, automation process design, and is a trusted advisor to clients and design and report automation, specifically QA processes. Stefan’s expertise also
stakeholders for the product. includes Python and developing the teams AI offer.

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