DEMOGRAPHICS • 44% aged 25-39 (average age 34) • 68% Young Families • 16% Older Families • 56% White Collar • 26% Home Duties • 94% are Main Grocery Buyers • Average HH income $101K p/a • 42% have kids <5 , 41% kids 5-12 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 Super mom – With her focus on her little ones, 78% say that as a family they spend a lot of time together and 37% say that the weekend breakfast is a great family gathering. Car decisions are made with the child in mind with 59% saying that the car has to be suitable to carry kids and 60% saying that the car needs to be easy to enter and exit for the rear occupant. Unaware & Influenced – While shopping at the supermarket 44% say that their children have an influence their purchases in store. 29% say that in store advertising had an influence on their grocery decision, and 33% having the advertising capture their attention. On the weekends they are found visiting parks & gardens, shopping centers. 46% will be driving in traffic. MOTHERS 1,125,000 PEOPLE (24% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 63 % 63% are heavy outdoor consumers MOTHERS
Transcript
DEMOGRAPHICS• 44% aged 25-39 (average age 34)• 68% Young Families• 16% Older Families• 56% White Collar• 26% Home Duties• 94% are Main Grocery Buyers• Average HH income $101K p/a• 42% have kids <5 , 41% kids 5-12
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 & ACTIVITIESSuper mom – With her focus on her little ones, 78% say that as a family they spend a lot of time together and 37% say that the weekend breakfast is a great family gathering. Car decisions are made with the child in mind with 59% saying that the car has to be suitable to carry kids and 60% saying that the car needs to be easy to enter and exit for the rear occupant.
Unaware & Influenced – While shopping at the supermarket 44% say that their children have an influence their purchases in store. 29% say that in store advertising had an influence on their grocery decision, and 33% having the advertising capture their attention. On the weekends they are found visiting parks & gardens, shopping centers. 46% will be driving in traffic.
MOTHERS1,125,000 PEOPLE (24% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
63%63% are heavy outdoor consumers
MOTHERS
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 57% notice brand advertising on large billboards• 54% 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• 48% can’t help notice advertising around the airport• 50% can’t help notice advertising on busses• 44% notice advertising on big billboards on my way to the
shopping centre
Commuting to work/study• 55% travel by car (alone or car pool)• 15% take the bus• 18% use the train• 4% use the tram/light rail• 22% 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
MOTHERS1,125,000 PEOPLE (24% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
44% NOTICE ADVERTISING ON BIG BILLBOARDS ON MY WAY TO THE SHOPPING CENTRE
MOTHERS
PURCHASE & INTENTION BEHAVIOURShopping • 35% have no set day when they do their grocery shopping• Main Shop: 28% go twice a week or more, 56% go weekly• Top up Shop: 47% do two or more a week • 37% visit a shopping centre several times a week
Technology• 69% own/use a smartphone• 55% have searched for recipes in the past month• 58% use their PC for social networking in the past month
Travel• 45% are planning an Australian holiday in the
next 6 months• Of these intending travellers: 61% intend to fly,
34% will drive• 59% say they strongly agree/agree to consider taking a cruise
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
MOTHERS1,125,000 PEOPLE (24% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
1 IN 5 ARE INTENDING TO PURCHASE A CAR IN THE NEXT 12 MONTHS
