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DEMOGRAPHICS 43% Young Families 19% Couples 31% Sydney/33% Melbourne 52% White Collar 18% Blue Collar/17% Students 64% are Main Grocery Buyers Average.

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Presentation on theme: "DEMOGRAPHICS 43% Young Families 19% Couples 31% Sydney/33% Melbourne 52% White Collar 18% Blue Collar/17% Students 64% are Main Grocery Buyers Average."— Presentation transcript:

1 DEMOGRAPHICS 43% Young Families 19% Couples 31% Sydney/33% Melbourne 52% White Collar 18% Blue Collar/17% Students 64% are Main Grocery Buyers Average HH income $97.8K p/a 23% living with parents 18% have kids under 5 in the home PEOPLE Source: Nielsen Consumer & Media View Metro Survey (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people ATTITUDES & ACTIVITIES Focus is on mobile phone – they use mobile phone to purchase things, coordinate social life; social media access; 54% say they cant live without their mobile phone. Like to stand out from crowd, like big nights out. On weekends they are likely to be found in shopping malls, cafés, restaurants and pub/bars. They are likely to be engaged with computer games, in the gym, or sports arena. Activities throughout the year focus on night clubs, study/course work, gym, theme parks and camping. PEOPLE ,448,000 PEOPLE (49% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING) 63 % 63% are heavy outdoor consumers

2 MEDIA AND OUTDOOR BEHAVIOUR Outdoor attitudes/opinions 57% notice brand advertising on large billboards 55% say billboard advertising is easy to understand whilst driving 56% say large billboards capture my attention when driving 55% cant miss big billboard signs 49% cant help notice advertising around the airport 51% cant help notice advertising on busses 46% notice advertising on big billboards on my way to the shopping centre Commuting 62% travel to work by car (alone or car pool) 25% take the bus 27% use the train 7% use a tram/light rail 27% travel an hour or more Source: Nielsen Consumer & Media View Metro Survey (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people PEOPLE ,448,000 PEOPLE (49% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING) 62% TRAVEL BY CAR PEOPLE 16-39

3 PURCHASE & INTENTION BEHAVIOUR Online Shopping 32% purchased clothing/accessories online in the past month 22% purchased books online in the past month 65% spend less than $100 a week on online shopping Cars & Technology 26% intend to purchase a car in the next 12 months 77% own a smart phone 38% own a laptop and 22% own a tablet PC Travel 34% will travel domestic in the next 6 months for holiday/leisure purposes 40% intend to travel overseas in the coming year. Source: Nielsen Consumer & Media View Metro Survey (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people PEOPLE ,448,000 PEOPLE (49% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING) 37% 16-39S ACCESS THE INTERNET VIA MOBILE PHONE PEOPLE 16-39


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