DEMOGRAPHICS • 38% Young Families • 21% Couples • 30% Sydney/34% Melbourne • 49% White Collar • 28% Blue Collar/17% Students • 57% are Main Grocery Buyers • Average HH income $97.8K p/a • 50% have kids in home 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 Image aware – they like to possess and do things that show that they have money, believe that designer labels improve image, like to own an aggressive looking vehicle. They like to stand out from crowd and big nights out. 54% like new technology and are quick to try it. Mobile phone focused to run business from mobile phone, to purchase things. On the weekend they can be found in shopping malls, restaurants, café’s, 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, gym, study/course work, theme parks and camping. MEN 16-39 1,230,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING) 68 % 68% are heavy outdoor consumers MEN 16-39
Transcript
DEMOGRAPHICS• 38% Young Families• 21% Couples• 30% Sydney/34% Melbourne• 49% White Collar• 28% Blue Collar/17% Students• 57% are Main Grocery Buyers• Average HH income $97.8K p/a• 50% have kids in home
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 & ACTIVITIESImage aware – they like to possess and do things that show that they have money, believe that designer labels improve image, like to own an aggressive looking vehicle. They like to stand out from crowd and big nights out. 54% like new technology and are quick to try it. Mobile phone focused to run business from mobile phone, to purchase things.
On the weekend they can be found in shopping malls, restaurants, café’s, 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, gym, study/course work, theme parks and camping.
MEN 16-391,230,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING)
68%
68% are heavy outdoor consumers
MEN 16-39
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 59% notice brand advertising on large billboards• 55% say billboard advertising is easy to understand whilst
driving• 57% say large billboards capture my attention when driving• 56% can’t miss big billboard signs• 50% can’t help notice advertising around the airport• 50% can’t help notice advertising on busses• 48% notice advertising on big billboards on my way to the
shopping centre
Commuting to work/study• 67% travel to work by car (alone or car pool)• 26% take the bus• 30% use the train• 8% use a tram/light rail• 30% 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
MEN 16-391,230,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING)
67% TRAVEL BY CAR
MEN 16-39
PURCHASE & INTENTION BEHAVIOURShopping • 29% will visit a hardware store at least monthly.• 67% have visited Bunnings in the past 6 months
followed by Big W (hardware department).
Car & Finance• 30% intend to purchase a car in the next 12 months• 51% own a credit card • 20% are likely or quite likely to change their MFI in
the next 6 months
Technology• 74% own a smart phone• 37% own a laptop and 22% own a tablet PC
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
MEN 16-391,230,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING)
