What makes people working in the advertising/media/marketing business stand out from the crowd?

Adland v TV Viewers

150 people from the advertising/media/marketing industry told us about their lives – we call them “Adlanders” ……. Here’s what we found out……..

• Adlanders are unique in many different ways• Everyday life• Attitudes• Technology• TV Viewing

According to the IAPI Industry Census 2013 the average age of someone working in advertising is 35 so where appropriate we compared the answers within age groups and Dublin.

Almost ½ of Adlanders live in a 2 person home.

Everyday Life

Contrary to the rest of the population most Adlanders leave for work between 8 and 8.30 each morning.

Everyday Life

Again proving their uniqueness Adlander’s travel time is between 30 and 45 mins daily.

Everyday Life

Adlanders are far more likely to travel to work via public transport than the rest of the population – even their fellow Dubliners.

They are also more likely to walk or cycle.

Everyday Life

Superquinn does exceptionally well with Adlanders

Everyday Life

Adlanders are more impulsive than TV viewers – even younger TV viewers.

Attitudes

Adlanders are optimistic & career focused.

Attitudes

When it comes to activities Adlanders are far more likely to go to museums and galleries and also more likely to go to the gym.

Activities

Adlanders have less interest in DIY and gardening and a much more active nightlife

Activities

Very different online habits than the general population.

Technology

Even when it comes to younger people adlanders behave very differently online.

Technology

Daily activity with social media shows an even bigger divide

Technology

Again the difference is still apparent even when you look at the younger age groups

Technology

1 in 4 homes have a tablet but, 3 in 4 adlanders own a tablet

Technology

Adlanders more likely to have Sky as main reception type than their Dublin counterparts.

TV Viewing

66% of Adlanders claim to spend in excess of 30 mins daily tsv. If we average out their claimed tsv it amounts to 49 mins daily

(indicative only). We know from TAM Ireland/Nielsen data that Adults 15+ spend

an average of 18 mins TSV daily.

TV Viewing

Minutes