DEMOGRAPHICS • 44% Young Families • 14% Older Families • 3% Sydney/30% Melbourne/20% Brisbane • 58% White Collar • 24% Blue Collar • 79% are Main Grocery Buyers • Average HH income $101K p/a • 13% live with older kids in the 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 Top attitudes are dominated by the influence of children when shopping. 41% would like a complete career change. Interest in cars with 1 in 5 working on cars themselves. Also like a beer with 41% trying beers from overseas. Weekends are spent shopping at supermarkets, malls and going to restaurants. Helping with kids schoolwork, attending agricultural shows and working on their own home are popular activities throughout the year. PEOPLE 35-54 1,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 60 % 60% are heavy outdoor consumers PEOPLE 35-54
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DEMOGRAPHICS• 44% Young Families• 14% Older Families• 3% Sydney/30% Melbourne/20%
Brisbane• 58% White Collar• 24% Blue Collar• 79% are Main Grocery Buyers• Average HH income $101K p/a• 13% live with older kids in the
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 & ACTIVITIESTop attitudes are dominated by the influence of children when shopping.
41% would like a complete career change.
Interest in cars with 1 in 5 working on cars themselves. Also like a beer with 41% trying beers from overseas.
Weekends are spent shopping at supermarkets, malls and going to restaurants.
Helping with kids schoolwork, attending agricultural shows and working on their own home are popular activities throughout the year.
PEOPLE 35-541,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
60%60% are heavy outdoor consumers
PEOPLE 35-54
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 58% notice brand advertising on large billboards• 58% say billboard advertising is easy to understand
whilst driving• 58% say large billboards capture my attention when driving• 57% can’t miss big billboard signs• 46% can’t help notice advertising around the airport• 47% can’t help notice advertising on busses• 42% notice advertising on big billboards on my way to the
shopping centre
Commuting to work/study• 64% travel by car (alone or car pool)• 14% take the bus• 16% use the train• 3% use the tram/light rail• 27% 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
PEOPLE 35-541,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
42% NOTICE ADVERTISING ON BIG BILLBOARDS ON MY WAY TO THE SHOPPING CENTRE
PEOPLE 35-54
PURCHASE & INTENTION BEHAVIOURTechnology• 30% own a laptop only, 23% own a tablet PC,
79% own a smartphone• 1 in 5 run their business from their mobiles,
48% is always contactable for work• Of smartphone owner/users: 28% use Bluetooth,
24% play downloaded games, 20% use it for location based services/GPS, 16% are instant messaging.
• 27% intend to purchase a laptop in the next 12 months• 8% intend to purchase a Tablet PC in the next 12 months
Quick Service Restaurants• 54% have takeaway at least fortnightly.
15% have home delivery at least every two weeks• 50% have been to a fast food restaurant in the past week• 27% have visited an independent café in the past week
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
PEOPLE 35-541,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
69% OWN A CREDIT CARD – 46% OF THEM SPEND $1000 OR MORE A MONTH ON THEIR CARD
