People 18-29 378,000 people ( 21% of People who are outdoor observers) . Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people. PEOPLE 18-29. DEMOGRAPHICS 30% Young Families 52% are working Full Time - PowerPoint PPT Presentation
DEMOGRAPHICS • 30% Young Families • 52% are working Full Time • 33% have a child in the home • 29% living with their parents • 28% are Main Grocery Buyers • Average HH income $95k p/a • 18% are studying at University 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 18-29 378,000 PEOPLE (21% OF PEOPLE WHO ARE OUTDOOR OBSERVERS) PEOPLE 18-29 79 % 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
Transcript
DEMOGRAPHICS• 30% Young Families• 52% are working Full Time• 33% have a child in the home• 29% living with their parents• 28% are Main Grocery Buyers• Average HH income $95k p/a• 18% are studying at University
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 18-29378,000 PEOPLE (21% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)
PEOPLE 18-29
79%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
PEOPLE 18-291,229,000 PEOPLE (27% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
42% MORE LIKELY TO THINK ADS INFLUENCE THEIR PURCHASE DECISION
PEOPLE 18-29
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 23% seen advertising on Billboards at least once a day• 82% can remember seeing roadside Billboards in the last week• 61% say they remember seeing airport advertising in the last
week
The target are more likely than the population take notice of Billboards more so than Bus Shelters and Bus advertising
Commuting to work/study• 65% travel by car (alone or car pool)• 30% take the bus• 9% use the train
On the Road each week• 42% drive in traffic throughout the week
Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
PURCHASE & INTENTION BEHAVIOURAlcohol consumption• 49% are wine drinkers with 37% drinking cider• 54% have drunk spirit in the past 3 months• 62% are beer drinkers; 10% consumed premix
Cars & Technology• 32% intend to purchase a car in the next 12 months• 77% have a desktop and 13% own a tablet /ipad
Travel • 43% intend to travel within New Zealand• 44% intend to travel internationally overseas in the
coming year• 40% prefer adventure and discovery holidays
PEOPLE 18-291,229,000 PEOPLE (27% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
93% OWN A MOBILE PHONE 56% MORE LIKELY TO USE THEIR INTERNET ON THEIR PHONE
PEOPLE 18-29
Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
