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DEMOGRAPHICS 38% Young Families 24% Couples 61% work Full Time 26% more likely to be Manager / Professional 79% are Main Grocery Buyers 40% have HHI over.

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Presentation on theme: "DEMOGRAPHICS 38% Young Families 24% Couples 61% work Full Time 26% more likely to be Manager / Professional 79% are Main Grocery Buyers 40% have HHI over."— Presentation transcript:

1 DEMOGRAPHICS 38% Young Families 24% Couples 61% work Full Time 26% more likely to be Manager / Professional 79% are Main Grocery Buyers 40% have HHI over $100K+ 55% have kids under 14 in the home Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people ATTITUDES & ACTIVITIES The target plan for their future and. 57% believe their work is more than just a job. They do find it difficult however to balance their work and leisure. Close to 30% say they no time to shop around daily. Social on the weekends by going to pubs/bars, café and restaurants. They are likely to go the gym and throughout the year they help their kids with schoolwork, go camping, bring work home and go to music concerts. PEOPLE ,000 PEOPLE (51% OF PEOPLE WHO ARE OUTDOOR OBSERVERS) 84 % seen Outdoor advertising in the past week PEOPLE 25-54

2 MEDIA AND OUTDOOR BEHAVIOUR Outdoor attitudes/opinions 25% seen advertising on Billboards at least once a day 33% can remember seeing roadside Billboards in the last week 56% remember seeing airport advertising in the last week The target are more likely than the population to notice Billboards over Bus Shelters and Bus advertising Commuting to work/study 72% travel by car (alone or car pool) 17% take the bus 7% use the train On the Road each week 59% drive in traffic throughout the week PEOPLE ,000 PEOPLE (51% OF PEOPLE WHO ARE OUTDOOR OBSERVERS) 72% TRAVEL BY CAR PEOPLE Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people

3 PURCHASE & INTENTION BEHAVIOUR 18% more likely to buy a car in the next 12 months 26% have soft drinks at least once a week 31% are the sole decision maker when buying alcohol 42% are looking to renovate in the next 12 months 23% are on a low fat diet Travel 51% intend to travel internationally in the next 12 months 44% intend to travel within New Zealand in the next 6 months 68% are considering a cruise 42% more likely than the population to travel for Business IT 58% use their mobiles more than their home phones 35% own an ipod 45% are comfortable shopping online 72% OWN/USE A SMARTPHONE PEOPLE ,000 PEOPLE (51% OF PEOPLE WHO ARE OUTDOOR OBSERVERS) Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people


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