DEMOGRAPHICS • 39% Young Families • 26% Couples; 10% Older Families • 34% Sydney, 31% Melbourne • 71% White Collar • 11% Retired • 75% are Main Grocery Buyers • Average HH income $120K p/a • 12% are empty nesters 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 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 -43% feel financially secure, and 52% say they go for the finer things in life. 1 in 3 also describe themselves as being affluent. This group in attitude are career focused and feel important with 67% saying that people take their opinions seriously and 59% saying that their work is a career not just a job. On weekends they can be found visiting cafes, shopping malls and the supermarket. AB GROUP 1,639,000 PEOPLE (35% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 64 % 64% are heavy outdoor consumers AB GROUP
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DEMOGRAPHICS• 39% Young Families• 26% Couples; 10% Older Families• 34% Sydney, 31% Melbourne• 71% White Collar• 11% Retired• 75% are Main Grocery Buyers• Average HH income $120K p/a• 12% are empty nesters
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 & 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 -43% feel financially secure, and 52% say they go for the finer things in life. 1 in 3 also describe themselves as being affluent. This group in attitude are career focused and feel important with 67% saying that people take their opinions seriously and 59% saying that their work is a career not just a job. On weekends they can be found visiting cafes, shopping malls and the supermarket.
AB GROUP1,639,000 PEOPLE (35% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
64%64% are heavy outdoor consumers
AB GROUP
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 57% notice brand advertising on large billboards• 55% say billboard advertising is easy to understand whilst
driving• 56% say large billboards capture my attention when driving• 58% can’t miss big billboard signs• 53% can’t help notice advertising around the airport• 49% can’t help notice advertising on busses• 44% notice advertising on big billboards on my way to the
shopping centre
Commuting to work/study• 56% travel by car (alone or car pool)• 19% take the bus• 23% use the train• 5% use the tram/light rail• 29% 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
AB GROUP1,639,000 PEOPLE (35% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
56% SAY LARGE BILLBOARDS CAPTURE MY ATTENTION WHEN DRIVING
AB GROUP
PURCHASE & INTENTION BEHAVIOURTravel• 51% have travelled domestic in the past 6 months• 49% have travelled international in the past 12 months• 16% have travelled for business• 53% are planning an Australian holiday in the next 6 months• Of these intending travellers:• Melbourne, Sydney and the Gold Coast are top of the list
destination wise• 23% intend to use their own car/4WD• 28% intend to fly Qantas and 21% Virgin Blue
Finance• 74% own a credit card – 33% of these owners
spend $2000 or more in the past month• 19% intend to buy a home in the next 12 months,
11% are intending to sell• 10% are intending to apply for a personal loan
in the next 6 months
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
AB GROUP1,639,000 PEOPLE (35% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
1 IN 4 ARE INTENDING TO PURCHASE A CAR IN THE NEXT 12 MONTHS
