8/11/2019 NI 2014 Updates

1/31

NI TGI 2014NEW AREAS AND TRENDS

8/11/2019 NI 2014 Updates

2/31

EXTENSION OF THE WHYNew to NI 2014: Social DNA

ROI TGI 2013

Better engage consumers byunderstanding the

subconscious and conscious

drivers behind their behaviour.

Soc ial DNA is a key part of TGIs WHY Code, represented by theamount and mix of consumers economic clout and general knowledge

acquired through education and cultural practices - referred torespectively as economic and cultural capital. Social DNA reveals thefundamental subconscious drivers of behaviour.

8/11/2019 NI 2014 Updates

3/31

CultureDominant

EconomicDominant

CulturalCapital

EconomicCapital

Low Capital

High Capital

8/11/2019 NI 2014 Updates

4/31

CultureDominant

EconomicDominant

Low Capital

High Capital

Teacher

8/11/2019 NI 2014 Updates

5/31

CultureDominant

EconomicDominant

Low Capital

High Capital

PropertyDeveloper

8/11/2019 NI 2014 Updates

6/31

CultureDominant

EconomicDominant

Low Capital

High CapitalSOCIAL DNA

8/11/2019 NI 2014 Updates

7/31

Brand Case

Study

NI TGI SPONSORS PRESENTATION 2014

8/11/2019 NI 2014 Updates

8/31

Social DNATargeting new customers for Kettle Chips

Low capital

7

32

26

28

100

94

160

147

291

High capital

Culturalcapital

dominant

Economiccapitaldominant

20

60

100

140

180

15-34 35-54 55+

20

60

100

140

180

AB C1 C2 DE

Source: NI TGI 2014Base: All adults 15+

8/11/2019 NI 2014 Updates

9/31

Social DNAKettle Chip Consumers

High capital

Low capital

Culturalcapital

dominant

Economiccapitaldominant

NEW TARGET GROUP

HIGH CAPITAL,ECONOMICDOMINANT

7

32

26

28

100

94

160

147

291

Source: NI TGI 2014Base: All adults 15+

8/11/2019 NI 2014 Updates

10/31

Kettle ChipsMedia neutral quintiles (Top 20%)

0

2040

60

80

100

120

140

160

180Television

Radio

Newspapers

MagazinesOutdoor Media

Internet

Cinema

Average

Kettle Chip Consumers

CINEMA PLAYSAN IMPORTANT

PART OF APAN-MEDIASTRATEGY

Source: NI TGI 2014Base: All adults 15+

8/11/2019 NI 2014 Updates

11/31

Kettle ChipsMedia neutral quintiles (Top 20%)

0

2040

60

80

100

120

140

160

180Television

Radio

Newspapers

MagazinesOutdoor Media

Internet

Cinema

Average

Kettle Chip Consumers

Cinema

44% of Kettle Chipsconsumers are *medium cinema

goers

Source: NI TGI 2014

CINEMAPLAYS AN

IMPORTANTPART OF APAN-MEDIASTRATEGY

Base: All adults 15+

*Medium cinema goers: go tothe cinema once every 2 or 3months or 2-3 times a year

8/11/2019 NI 2014 Updates

12/31

55

79

83

73

116

122

116

136

118

Social DNAMedium cinema goers

High capital

Low capital

Culturalcapital

dominant

Economiccapitaldominant

Base: All adults 15+ Source: NI TGI 2014

8/11/2019 NI 2014 Updates

13/31

Social DNASynergy with medium cinema goers

The Times featuring Royal Bank of ScotlandHigh capital

Low capital

Cultural capitaldominant

Economic capitaldominant

Medium cinema goersKettle Chips consumersSegments shared

KEY

55

79

83

73

116

122

116

136

118

7

32

26

28

100

94

160

147

291

Base: All adults 15+ Source: NI TGI 2014

8/11/2019 NI 2014 Updates

14/31

Kettle ChipsFavourite cinema genres (vert %)

Medium cinema goers

Kettle Chips consumers

KEY

Source: NI TGI 2014Base: All adults 15+

8/11/2019 NI 2014 Updates

15/31

CONSCIOUS CHOICESNew Additions

Overarching across categories

FMCG

Food

HouseholdProducts

ConsumerElectronics

Non Alcoholic

Drinks

Motoring

Clothing and Accessories

Toiletries/

Cosmetics

Appliances &HouseholdDurables

Mobile handset/Mobile NetworkHotels

FinancialServices Banking

8/11/2019 NI 2014 Updates

16/31

FMCG

Food

HouseholdProducts

ConsumerElectronics

Non Alcoholic

Drinks

Motoring

Clothing and Accessories

Toiletries/

Cosmetics

Appliances &HouseholdDurables

Mobile handset/Mobile NetworkHotels

FinancialServices Banking

CONSCIOUS CHOICESConsumers Most Important Criteria

Look at decision shortcuts, rational and post-rationalised criteria

8/11/2019 NI 2014 Updates

17/31

CONSCIOUS CHOICES:TV Service ProviderUNDERSTANDING PURCHASE DECISIONS

Most important deciding factors whenchoosing TV Service Providers

Base: All TV viewers 15+ Source: NI TGI 2014

ROI TGI 2013

Criteria Features have: HDready (high definition)

Advertising 119

PersonalRecommendation 119

Part of a package 118

Criteria Features have: 3D TV

Choice of channels 155

Brand Image 139

Personal

Recommendation127

8/11/2019 NI 2014 Updates

18/31

MOTORINGPurchase Influenced By Main Car

1 st or 2 nd Most important Factor Intention to buy a car in the next 2years

Speed / Performance 135

Brand Image 132

Style / Design 127

Base: All car owners Source: NI TGI 2014

8/11/2019 NI 2014 Updates

19/31

SOCIAL NETWORKINGWhats New?

Frequency of VisitingSocial Networking Sites

34% of Fledglings access socialnetworking sites 5 times a day or more

25% of Playschool Parents accesssocial networking sites 2-4 times a day

Secondary School Parents are 35%more likely to access social networking

sites once a day

Hotel Parents are 65% more likely toaccess social networking sites less than

once a week

Base: All internet users 15+ Source: NI TGI 2014

5 times a day or more2-4 times a dayOnce a day3-5 times a weekOnce a weekLess than once a week

8/11/2019 NI 2014 Updates

20/31

SOCIAL NETWORKINGWhats New?

Social Networking SitesUsed For

61% keep in touch withfriends & family

35% share their photos &videos

29% share their updates

25% share onlinecontent with their friends

Base: All internet users 15+ Source: NI TGI 2014

8/11/2019 NI 2014 Updates

21/31

47% visit a social networkingsite once a week+

On average, this group have21 contacts with social sitesper week

17% of adults will use social

networking sites to keep-up-to-date with breaking news/events

SOCIAL NETWORKINGWhats New?

8/11/2019 NI 2014 Updates

22/31

SOCIAL NETWORKINGWhats New?

People who expect to start their

first job in the next year are nearlytwice as likely to agree with thestatement

Social Network ing s i tes are aperfec t way to keep in touc h

wi th friends

Base: All adults 15+ Source: NI TGI 2014

8/11/2019 NI 2014 Updates

23/31

1.9%(2010)

6.7%(2011)

18.6%(2013)

8.3%(2012)

34.1%(2014)

Have in

Household:2010 - 2014

All Figures: NI TGI Adults 15+

TABLETWhats New?

8/11/2019 NI 2014 Updates

24/31

Gender Split

Age Split

47%(97)

53%(103)

15-24 25-34 35-44 45-54 55-64 65+

Adults 15+

Tab Users

AB C1C2 D

E

Social Grade

TABLETWhats New?

Source: NI TGI 2014

8/11/2019 NI 2014 Updates

25/31

44% of users have downloaded amedia-brand app in the last year

28% of users have downloaded anews-specific app to their tablet

Much more likely to be transmittersacross a range of content-categories

TABLETWhats New?

Source: NI TGI 2014

8/11/2019 NI 2014 Updates

26/31

SURVEY ADDITIONSNew Lifestyle Statements Added

Advertising within video orcomputer gameplay enhances

the realism of the game I prefer to rely on apps toprovide me with updates

on current affairs

Pop up ads help me findinteresting things on the

Internet

Video On Demand is great forcatching up on programmes I

missed on television

8/11/2019 NI 2014 Updates

27/31

SURVEY ADDITIONSHow do you travel to work?

8/11/2019 NI 2014 Updates

28/31

SURVEY ADDITIONSCharity

Activities in relation tocharity

26% have taken part in an event

12% have done other voluntarywork

7% have organised an event

Base: All adults 15+ who have donated in last 12 months Source: NI TGI 2014

8/11/2019 NI 2014 Updates

29/31

SURVEY ADDITIONSLife Event Added

Move back into the parental home

Experienced in the last 12 months

Expect to experience in the next 12 months

8/11/2019 NI 2014 Updates

30/31

8/11/2019 NI 2014 Updates

31/31

FURTHER SOURCES OF INFORMATION

TGI Subscriber Area: kantarmedia-tgiie.com or log into tgiclients.co.uk (passwordkantarmedia)

Release DatesTGI Glossary and FAQs

TGI Client Service TGI Hotline: +44 (0)20 8433 4000tgihotline@kantarmedia.com

@KantarMediaTGI

@KantarMediaIE

https://twitter.com/KantarMediaIE