DEMOGRAPHICS • 30% Young Families • 50% Single • 30% Sydney/32% Melbourne • 49% White Collar • 21% Students • 57% are Main Grocery Buyers • Average HH income $95k p/a • 32% living with parents • 18% looking for full time job Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people 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 18-29 1,229,000 PEOPLE (27% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 67 % 67% are heavy outdoor consumers PEOPLE 18-29
Transcript
DEMOGRAPHICS• 30% Young Families• 50% Single• 30% Sydney/32% Melbourne• 49% White Collar• 21% Students• 57% are Main Grocery Buyers• Average HH income $95k p/a• 32% living with parents• 18% looking for full time job
Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people
ATTITUDES & ACTIVITIESMobile 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 18-291,229,000 PEOPLE (27% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
67%
67% are heavy outdoor consumers
PEOPLE 18-29
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 55% notice brand advertising on large billboards• 55% say billboard advertising is easy to understand whilst driving• 54% say large billboards capture my attention when driving• 53% can’t miss big billboard signs• 50% can’t help notice advertising around the airport• 49% can’t help notice advertising on busses• 46% notice advertising on big billboards on my way to the
shopping centre
Commuting to work/study• 62% travel by car (alone or car pool)• 28% take the bus• 31% use the train• 9% use a tram/light rail• 28% travel an hour or more
Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people
PEOPLE 18-291,229,000 PEOPLE (27% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
62% TRAVEL BY CAR
PEOPLE 18-29
PURCHASE & INTENTION BEHAVIOURAlcohol consumption• 29% drunk a spirit in the past month • 13% consumed a white spirit; 13% a dark spirit• 28% drank beer in the past month; 10% consumed
premix
Cars & Technology• 23% intend to purchase a car in the next 12 months• 39% own a laptop and 21% own a tablet PC
Travel • 41% intend an Australian holiday in the next 6 months
– 37% of them intend to drive, 23% will fly with Qantas
• 31% intend to travel overseas in the coming year.
Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people
PEOPLE 18-291,229,000 PEOPLE (27% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
79% OWN A SMARTPHONE 15% USED IT FOR LOCATION BASED/GPS ACTIVITIES IN THE PAST 30 DAYS
