1. Local Media Driving Consumer Action

2. Agenda Introduction and methodology Local lifeLocal media Market focus… property, motors, shopping

3. Key findings Readers are more than twice as likely to act on ads in local media than ads on TV and social media. Local media – in print and online – is the most effective combination for driving consumer action. Local media is nearly four times more trusted to provide relevant information about the local area than commercial TV and radio. Base: All respondents who answered property questions. Sample (1,188) 3

4. Methodology Telephone and online interviews (1,100) with readers/users living in selected postcodes based on the newspapers and websites published in those areas. Additional online interviews (1,132) recruited via email and pop ups from newspapers. Total sample size 2,232 (Midlands 180). Base: All respondents who answered property questions. Sample (1,188) 4 950 daily / 1,283 weekly & 1,769 print / 1,221 website users. 53 newspapers represented in 13 regions. Data combined and weighted to the reader/user demographic profile based on analysis of NRS, TGI, UKOM, JICREG.

5. People have a strong sense of local identity and pride… 86% Base: Midlands who gave an opinion, Sample: Integrated (133) Proud (149) 5 I feel I am well integrated into the community 92% I am proud to live in the area I live in

6. People’s perception of the economy has improved. There’s an even more positive view locally… Base: Midlands who gave an opinion, Sample: Local (122) Country (137) 6 The country is doing well economically % Agree The local economy in my area is doing well 28%47% Country Loving Local (2011) National Local Economy 17%29%

7. People still live their lives close to home Spend half or more of their time within … 10 miles 5 96% 83% Base: Midlands respondents (177) 7

8. 92% 80% People still spend their money close to home Spend half or more of their money within … 10 miles 5 Base: Midlands respondents (178) 8

9. Media 9

10. Local media is the most trusted source of information % Which of these media are most trustworthy in providing relevant information about your local area? (% agree) Local MediaLocal BBC Radio Local Commercial Radio Local Commercial TV Social Media National Newspapers Google Other Websites Base: Midlands respondents (180) 10

11. Local media does the best job of standing up for people in your local area % Base: Midlands respondents (180) 11 Which of these media are best for standing up for people in your local area? (% agree) Local MediaLocal BBC Radio Local Commercial TV Local Commercial Radio National Newspapers Other WebsitesSocial MediaGoogle

12. Local media underpins democracy Base: All who gave opinion & used media in the last 4 weeks. Sample: Midlands respondents (132) 12 Local media helps me know what local businesses and organisations are up to (% agree) Local Media Local Newspapers Local Websites

13. 13 Taking Action

14. Consumers who took action after seeing the advertisement in media…. % Local Media National Newspapers Magazines Other Websites Commercial TV Social MediaCommercial Radio Base: Net of any action ranging from deciding where to shop through to discussing with friends or family, across food & grocery shopping, motors, clothes & accessories, furniture categories. Midlands sample (180) 14 Action (%)

15. Seeing something advertised in Local media provides shoppers with reassurance… Base: All who gave opinion & used in the last 4 weeks, Sample Midlands respondents (130) 15 I know that if something is advertised in my local paper/website it will be available locally (% agree) Local MediaLocal Newspapers Local Websites

16. Groceries 16

17. Local media is the 2nd most influencial medium in deciding where to shop for groceries % Decided where to shop/visited somewhere you've seen advertised? (% agree) Commercial TV Local MediaPromotion in Store National Newspapers Direct MailMagazinesOther Websites Commercial Radio Social Media Base: Midlands who answered grocery questions. Sample (74). 17

18. Special offers/promotions are most effective in Local media % Made a note of a special offer/promotion (% agree) Base: Midlands who answered grocery questions. Sample (74). 18 Commercial TV Local MediaDirect MailPromotion in Store National Newspapers MagazinesSocial MediaOther Websites Commercial Radio

19. People rely on Local media for coupons/vouchers % Retrieved or used a coupon/voucher (% agree) Base: Midlands who answered grocery questions. Sample (74) 19 Promotion in Store Direct MailLocal MediaNational Newspapers Social MediaCommercial Radio Commercial Television MagazinesOther Websites

20. Local media gets people talking about offers and promotions % Talked about an ad or promotion you've seen with friends or family (% agree) Local MediaPromotions in Store Commercial TV Direct MailMagazinesCommercial Radio Social MediaOther Websites National Newspapers Base: Midlands who answered grocery questions. Sample (74). 20

21. Property 21

22. Local media is the most popular source for keeping an eye on the property market Which of the following sources do you use to keep a general eye on the local property market? Base: Midlands respondents who answered property questions. Sample (85) 22 Total Estate agent’s advertisements in Local Media 43% Property websites (e.g Right Move, Zoopla) 37% Looking at properties displayed by estate agents (e.g. in their windows) 25% Estate agents’ websites 25% None of these 28% Article in local newspaper or local website 16% General search 20% Magazines 8% National newspapers 7% Solicitors 0%

23. People take action as a result of seeing property advertised in Local media Which of the following have you done as a result of seeing an ad or article in local media? Local Newspaper Local Website Both (Local Media) Looked at a property in more detail online Contacted an estate agent [solicitor in Scotland] to enquire about a property Looked round a property 17%19%20% 4%6% 7%9%10% Base: Midlands respondents who answered property questions. Sample (158) 23

24. It’s important to sellers that their property is advertised in Local media Base: Midlands those who own property. Sample (101) 24 Local Newspaper If you were to sell your house how important would it be to you that your agent advertised in Local Newspapers/websites? Local Websites 0%20%40%60%80%100% Very ImportantFairly ImportantNo Particularly Important

25. People don’t contact many estate agents… When you sold or looked at selling your property, how many estate agents (solicitors in Scotland) did you contact (regardless of whether you actually placed the property with them)? None12 to 34 to 5 6 to 9 10+ Base: Those who sold or looked into selling their home in the past 12 months. Sample (55) 25 0 10 20 30 40 50 13% did not contact any estate agents

26. Summary Readers are more than twice as likely to act on ads in local media than ads on TV and social media. Local media – in print and online – is the most effective combination for driving consumer action. Local media is nearly four times more trusted to provide relevant information about the local area than commercial TV and radio. 26