PropertyObserver

Private Media launched propertyobserver.com.au in June 2011, a website dedicated to investors in residential and commercial property. The site also appeals to those who are passionate – or just curious – about property, whether or not they are currently in the market.

Property Observer aims to be the number-one source of independent news and information for property investors and astute buyers so that they can make informed property investment decisions.

It is now the largest investment website in Australia measured by Nielsen Market Intelligence.

The website offers wisdom on winning ways with property and includes commentary from key economic and industry practitioners.

Property Observer is led by editor Jonathan Chancellor, publisher James Thomson.

Property Observer readers comprise first-time investors, experienced investors, commercial investors, astute upgraders, property developers and industry professionals.

Property Observer audience research findings*

• 84% of Property Observer readers own their own homes

• 65% of readers own at least one investment property

• 9% own five or more investment properties

• 45% intend to purchase an investment property in the next 12 months.

More generally, the Property Observer audience is:

• 60% aged over 40 years old

• 65% are male, 35% female

• Most common occupations: executive/manager (23%), professional (15%) and sales representative (14%)

• The plurality of audience members (32%) are employed by small organisations with $500,000 to $5 million annual turnover.

• 21% have an investment portfolio (outside their own home) valued above $1 million.**

*Source: HSBC and Property Observer October 2011 investor survey (n=1,400).
**Source: July-August 2011 Effective Measure / First July-2011 reader research.