Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people. DOUBLE INCOME NO KIDS: DINKS 158,000 people (11% of People who are outdoor observers) . DINKS. ATTITUDES & ACTIVITIES - PowerPoint PPT Presentation
ATTITUDES & ACTIVITIES Cultured & responsible – This group has spent time in the last 12 months visiting Live theatre, the art gallery, museums and church. 73% enjoy a glass of wine with their meal. 44% have done volunteer work, and 56% feel they have a responsibility for the poor. Secure & driven - 41% feel financially secure, and 52% say they go for the finer things in life. This group in attitude are career focused and feel important with 77% saying that they plan for the future and 62% saying that their work is a career not just a job. On weekends they can be found visiting cafes, shopping malls and the supermarket. 64 % DINKS DEMOGRAPHICS • 46% aged 25-39 (average age 34) • 80% Married or defacto • 40% own home with a mortgage • 26% are Managers / Professionals • 80% work Full Time • 48% have HH Income $120K+ • 47% times more to be an University graduate 86 % 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 DOUBLE INCOME NO KIDS: DINKS 158,000 PEOPLE (11% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)
Transcript
ATTITUDES & ACTIVITIESCultured & responsible – This group has spent time in the last 12 months visiting Live theatre, the art gallery, museums and church. 73% enjoy a glass of wine with their meal. 44% have done volunteer work, and 56% feel they have a responsibility for the poor.
Secure & driven - 41% feel financially secure, and 52% say they go for the finer things in life. This group in attitude are career focused and feel important with 77% saying that they plan for the future and 62% saying that their work is a career not just a job. On weekends they can be found visiting cafes, shopping malls and the supermarket.64%
DINKS
DEMOGRAPHICS• 46% aged 25-39 (average age 34)• 80% Married or defacto• 40% own home with a mortgage• 26% are Managers / Professionals • 80% work Full Time• 48% have HH Income $120K+• 47% times more to be an University
graduate
86%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
DOUBLE INCOME NO KIDS: DINKS158,000 PEOPLE (11% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)
72% SAY THEY HAVE A HIGH OPPORTUNITY TO SEE OUTDOOR ADVERTISNG
DINKS
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 29% seen advertising on Billboards at least once a day• 35% can remember seeing roadside Billboards in the last week• 24% more likely to remember advertising within an airport
terminal
The target are more likely than the population to notice Billboards over Bus Shelters and Bus advertising
Commuting to work/study• 82% travel by car (alone or car pool)• 15% take the bus• 7% use the train
On the Road each week• 63% drive in traffic throughout the week
Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
DOUBLE INCOME NO KIDS: DINKS158,000 PEOPLE (11% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)
PURCHASE & INTENTION BEHAVIOURTravel• 65% intend to travel internationally in the next 12 months• 81% intend to travel on holiday within NZ in the past 12 months• 22% have travelled with NZ for business• They are 2 x more likely to travel internationally for business• Of these intending travelers: Australia is the preferred
destination followed by UK / Europe
Finance• 78% own a credit card • 31% more likely to be financially secure• 68% own their own home• 75% have savings or an investment account• 47% are good at managing their money46% INTEND TO
RENOVATE IN THE NEXT 12 MONTHS
DINKS
DOUBLE INCOME NO KIDS: DINKS158,000 PEOPLE (11% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)
Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
