DEMOGRAPHICS • 38% Young Families • 24% Couples • 61% work Full Time • 26% more likely to be Manager / Professional • 79% are Main Grocery Buyers • 40% have HHI over $100K+ • 55% have kids under 14 in the home Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people ATTITUDES & ACTIVITIES The target plan for their future and . 57% believe their work is more than just a job. They do find it difficult however to balance their work and leisure. Close to 30% say they no time to shop around daily. Social on the weekends by going to pubs/bars, café and restaurants. They are likely to go the gym and throughout the year they help their kids with schoolwork, go camping, bring work home and go to music concerts. PEOPLE 25-54 728,000 PEOPLE (51% OF PEOPLE WHO ARE OUTDOOR OBSERVERS) 84 % seen Outdoor advertising in the past week PEOPLE 25-54
Transcript
DEMOGRAPHICS• 38% Young Families• 24% Couples• 61% work Full Time• 26% more likely to be Manager /
Professional• 79% are Main Grocery Buyers• 40% have HHI over $100K+• 55% have kids under 14 in the
home
Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
ATTITUDES & ACTIVITIESThe target plan for their future and . 57% believe their work is more than just a job. They do find it difficult however to balance their work and leisure.
Close to 30% say they no time to shop around daily.
Social on the weekends by going to pubs/bars, café and restaurants.
They are likely to go the gym and throughout the year they help their kids with schoolwork, go camping, bring work home and go to music concerts.
PEOPLE 25-54728,000 PEOPLE (51% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)
84%seen Outdoor advertising in the past week
PEOPLE 25-54
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 25% seen advertising on Billboards at least once a day• 33% can remember seeing roadside Billboards in the last week• 56% remember seeing airport advertising in the last week
The target are more likely than the population to notice Billboards over Bus Shelters and Bus advertising
Commuting to work/study• 72% travel by car (alone or car pool)• 17% take the bus• 7% use the train
On the Road each week• 59% drive in traffic throughout the week
PEOPLE 25-54728,000 PEOPLE (51% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)
72% TRAVEL BY CAR
PEOPLE 25-54
Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
PURCHASE & INTENTION BEHAVIOUR• 18% more likely to buy a car in the next 12 months • 26% have soft drinks at least once a week• 31% are the sole decision maker when buying alcohol• 42% are looking to renovate in the next 12 months• 23% are on a low fat diet
Travel • 51% intend to travel internationally in the next 12 months• 44% intend to travel within New Zealand in the next 6 months• 68% are considering a cruise• 42% more likely than the population to travel for Business
IT• 58% use their mobiles more than their home phones• 35% own an ipod• 45% are comfortable shopping online72% OWN/USE A
SMARTPHONE
PEOPLE 25-54
PEOPLE 25-54728,000 PEOPLE (51% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)
Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
