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DEMOGRAPHICS 48% Young Families 21% Couples; 7% Singles 33% Sydney, 29% Melbourne 63% White Collar 19% Home Duties 91% are Main Grocery Buyers Average.

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Presentation on theme: "DEMOGRAPHICS 48% Young Families 21% Couples; 7% Singles 33% Sydney, 29% Melbourne 63% White Collar 19% Home Duties 91% are Main Grocery Buyers Average."— Presentation transcript:

1 DEMOGRAPHICS 48% Young Families 21% Couples; 7% Singles 33% Sydney, 29% Melbourne 63% White Collar 19% Home Duties 91% are Main Grocery Buyers Average HH income $100 p/a 60% have kids in home Source: Nielsen Consumer & Media View Metro Survey (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people ATTITUDES & ACTIVITIES Supermarket Savvy – 74% shop a lot for specials & bargains and will switch food brand to take advantage of deals. 49% however say that they often impulse buy in shopping centers and when they shop with their children, 35% will spend more. Time poor multi-taskers - 59% of women say that they are more stressed and 62% saying that there is not enough time to get things done. 77% say that they need a mobile phone for personal security. 67% of women love to text and 73% will screen their calls. On the weekends they are mostly found visiting parks & gardens, in cafés and shopping. WOMEN ,461,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 59 % 59% are heavy outdoor consumers WOMEN 25-54

2 MEDIA AND OUTDOOR BEHAVIOUR Outdoor attitudes/opinions 57% notice brand advertising on large billboards 56% say billboard advertising is easy to understand whilst driving 56% say large billboards capture my attention when driving 57% cant miss big billboard signs 47% cant help notice advertising around the airport 51% cant help notice advertising on busses 42% notice advertising on big billboards on my way to the shopping centre Commuting to work/study 57% travel by car (alone or car pool) 14% take the bus 18% use the train 3% use the tram/light rail 23% travel an hour or more Source: Nielsen Consumer & Media View Metro Survey (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people WOMEN ,461,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 51% CANT HELP NOTICE ADVERTISING ON BUSSES WOMEN 25-54

3 PURCHASE & INTENTION BEHAVIOUR Technology 71% own/use a smartphone 23% have a tablet PC – 7% intend to purchase one in the next 12 months 35% own a laptop only – 26% intend to purchase one in the next 12 months Travel 40% intend to travel domestic in the next 6 months 38% intend to travel international in the next 12 months 46% intend to have an Australian Holiday in the next 6 months 59% strongly agree/agree to consider a cruise 26% strongly agree/agree to prefer weekend getaways rather than one long holiday Finance 66% own a credit card – 40% of owners spent $1000 or more in the past month on their cards 13% are considering changing their MFI in the next 6 months - 26% are considering CBA Source: Nielsen Consumer & Media View Metro Survey (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people WOMEN ,461,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 19% PURCHASE FOOD/GROCERY ITEMS ONLINE PAST MONTH WOMEN 25-54


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