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DEMOGRAPHICS 30% Young Families 52% are working Full Time 33% have a child in the home 29% living with their parents 28% are Main Grocery Buyers Average.

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Presentation on theme: "DEMOGRAPHICS 30% Young Families 52% are working Full Time 33% have a child in the home 29% living with their parents 28% are Main Grocery Buyers Average."— Presentation transcript:

1 DEMOGRAPHICS 30% Young Families 52% are working Full Time 33% have a child in the home 29% living with their parents 28% are Main Grocery Buyers Average HH income $95k p/a 18% are studying at University ATTITUDES & ACTIVITIES Mobile phone focused to purchase things, coordinate social life, social media access. Like to stand out from crowd, like big nights out. On weekends the majority can be found shopping malls, café’s, 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, and camping. Music concerts at major venues or pub/bar are likely to be on the agenda. PEOPLE ,000 PEOPLE (21% OF PEOPLE WHO ARE OUTDOOR OBSERVERS) PEOPLE % seen Billboard advertising in the past week Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people

2 PEOPLE ,229,000 PEOPLE (27% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 42% MORE LIKELY TO THINK ADS INFLUENCE THEIR PURCHASE DECISION PEOPLE MEDIA AND OUTDOOR BEHAVIOUR Outdoor attitudes/opinions 23% seen advertising on Billboards at least once a day 82% can remember seeing roadside Billboards in the last week 61% say they remember seeing airport advertising in the last week The target are more likely than the population take notice of Billboards more so than Bus Shelters and Bus advertising Commuting to work/study 65% travel by car (alone or car pool) 30% take the bus 9% use the train On the Road each week 42% drive in traffic throughout the week Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people

3 PURCHASE & INTENTION BEHAVIOUR Alcohol consumption 49% are wine drinkers with 37% drinking cider 54% have drunk spirit in the past 3 months 62% are beer drinkers; 10% consumed premix Cars & Technology 32% intend to purchase a car in the next 12 months 77% have a desktop and 13% own a tablet /ipad Travel 43% intend to travel within New Zealand 44% intend to travel internationally overseas in the coming year 40% prefer adventure and discovery holidays PEOPLE ,229,000 PEOPLE (27% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 93% OWN A MOBILE PHONE 56% MORE LIKELY TO USE THEIR INTERNET ON THEIR PHONE PEOPLE Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people


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