DEMOGRAPHICS • 43% Young Families • 27% Couples; 13% Singles • 30% Sydney, 34% Melbourne • 55% White Collar • 35% Blue Collar • 67% are Main Grocery Buyers • Average HH income $101k p/a • 50% have kids in home Source: Nielsen Consumer & Media View Survey 10 2012 (Jan-Dec12) ; Base: people 14+ ; index vs. people 14+ ATTITUDES & ACTIVITIES Car enthusiasts - Would like to own an aggressive vehicle, but also enjoy working on the car themselves. Considering themselves beer drinkers who enjoy drinking beer in social situations, they believe there is a health benefit to drinking beer & enjoy trying beer from overseas. 46% say that they help with their kids with schoolwork and 37% keep an eye on their children's eating habits. 74% % have partaken in gambling within the past 12 months. On the weekend they can be out and about in restaurants, fast food restaurants, sports arenas & bars. MEN 25-54 1,464,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 67 % 67% are heavy outdoor consumers MEN 25-54
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DEMOGRAPHICS• 43% Young Families• 27% Couples; 13% Singles• 30% Sydney, 34% Melbourne• 55% White Collar• 35% Blue Collar• 67% are Main Grocery Buyers• Average HH income $101k p/a• 50% have kids in home
Source: Nielsen Consumer & Media View Survey 10 2012 (Jan-Dec12) ; Base: people 14+ ; index vs. people 14+
ATTITUDES & ACTIVITIESCar enthusiasts - Would like to own an aggressive vehicle, but also enjoy working on the car themselves.
Considering themselves beer drinkers who enjoy drinking beer in social situations, they believe there is a health benefit to drinking beer & enjoy trying beer from overseas.
46% say that they help with their kids with schoolwork and 37% keep an eye on their children's eating habits.
74% % have partaken in gambling within the past 12 months. On the weekend they can be out and about in restaurants, fast food restaurants, sports arenas & bars.
MEN 25-541,464,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
67%
67% are heavy outdoor consumers
MEN 25-54
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 59% notice brand advertising on large billboards• 53% say billboard advertising is easy to understand whilst
driving• 58% say large billboards capture my attention when driving• 56% can’t miss big billboard signs• 50% can’t help notice advertising around the airport• 47% can’t help notice advertising on busses• 47% notice advertising on big billboards on my way to the
shopping centre
Commuting to work/study• 70% travel by car (alone or car pool)• 17% take the bus• 23% use the train• 6% use the tram/light rail• 30% travel an hour or more
Source: Nielsen Consumer & Media View Survey 10 2012 (Jan-Dec12) ; Base: people 14+ ; index vs. people 14+
MEN 25-541,464,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
70% TRAVEL BY CAR
MEN 25-54
PURCHASE & INTENTION BEHAVIOURCars• 28% intend to purchase a car in the next 12 months• 47% intend to purchase a new car when buying
their next car• 37% intend to purchase a Toyota, 25% a Holden
and 21% a Ford
Technology• 72% own a smart phone• 21% own a tablet PC• 33% have accessed mobile internet in the past month
Beer• 52% have drunk beer in the past month –
of these drinkers 18% drank Corona, 17% VB and 17% Carlton Draught
Source: Nielsen Consumer & Media View Survey 10 2012 (Jan-Dec12) ; Base: people 14+ ; index vs. people 14+
MEN 25-541,464,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
67% OWN A CREDIT CARD – 45% SPEND $1000 IN THE PAST MONTH ON THEIR CARDS.
