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 25-54 2,925,000 people (63% of people 18+ who notice outdoor advertising) . PEOPLE 25-54. DEMOGRAPHICS - PowerPoint PPT Presentation
DEMOGRAPHICS • 46% Young Families • 21% Couples • 32% Sydney/31% Melbourne • 59% White Collar • 23% Blue Collar • 79% are Main Grocery Buyers • Average HH income $101K p/a • 27% have kids under 5 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 Influence of children when shopping for clothes, food and when they come along they tend to spend more. Close to 30% say they no time to shop around daily. 28% believe they are affluent and nearly 1 in 2 go for the finer things in life. 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 2,925,000 PEOPLE (63% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 63 % 63% are heavy outdoor consumers PEOPLE 25-54
Transcript
DEMOGRAPHICS• 46% Young Families• 21% Couples• 32% Sydney/31% Melbourne• 59% White Collar• 23% Blue Collar• 79% are Main Grocery Buyers• Average HH income $101K p/a• 27% have kids under 5 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 & ACTIVITIESInfluence of children when shopping for clothes, food and when they come along they tend to spend more.
Close to 30% say they no time to shop around daily.
28% believe they are affluent and nearly 1 in 2 go for the finer things in life.
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 25-542,925,000 PEOPLE (63% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
63%63% are heavy outdoor consumers
PEOPLE 25-54
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions• 58% notice brand advertising on large billboards• 54% say billboard advertising is easy to understand
whilst driving• 57% say large billboards capture my attention when driving• 57% can’t miss big billboard signs• 48% can’t help notice advertising around the airport• 49% can’t help notice advertising on busses• 44% notice advertising on big billboards on way to
the shopping centre
Commuting to work/study• 62% travel by car (alone or car pool)• 16% take the bus• 20% use the train• 5% 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 25-542,925,000 PEOPLE (63% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
62% TRAVEL BY CAR
PEOPLE 25-54
PURCHASE & INTENTION BEHAVIOURAlcohol • 30% consumed a spirit in the past month• Of past month spirit drinkers – 34% consumed Scotch/
Whisky, 29% drank Bourbon, 27% Vodka and 12% Liqueur. • 36% drank beer in the past month• 27% consider themselves a beer drinker and 38%
enjoy having a beer during a social occasion
Travel • 41% will travel domestic• 1 in 4 will travel for holiday/leisure• 59% strongly/agree they are considering a cruise• 41% intend to travel overseas in the coming year –
18% of these intending travellers intend to go to the USA, 16% New Zealand, 13% Singapore and 12% UK
IT• 22% own a tablet PC, 34% only have a laptop
at home, 72% own/use a smartphone.
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 25-542,925,000 PEOPLE (63% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
