Download - DEMOGRAPHICS 48% Young Families 21% Couples; 7% Singles 33% Sydney, 29% Melbourne 63% White Collar 19% Home Duties 91% are Main Grocery Buyers Average.

DEMOGRAPHICS• 48% Young Families• 21% Couples; 7% Singles• 33% Sydney, 29% Melbourne• 63% White Collar• 19% Home Duties• 91% are Main Grocery Buyers• Average HH income $100 p/a• 60% have kids in 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 & ACTIVITIESSupermarket Savvy – 74% shop a lot for specials & bargains and will switch food brand to take advantage of deals. 49% however say that they often impulse buy in shopping centers and when they shop with their children, 35% will spend more.

Time poor multi-taskers - 59% of women say that they are more stressed and 62% saying that there is not enough time to get things done. 77% say that they need a mobile phone for personal security. 67% of women love to text and 73% will screen their calls. On the weekends they are mostly found visiting parks & gardens, in café’s and shopping.

WOMEN 25-541,461,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)

59%59% are heavy outdoor consumers

WOMEN 25-54

MEDIA AND OUTDOOR BEHAVIOUR

Outdoor attitudes/opinions• 57% notice brand advertising on large billboards• 56% say billboard advertising is easy to understand whilst

driving• 56% say large billboards capture my attention when driving• 57% can’t miss big billboard signs• 47% can’t help notice advertising around the airport• 51% can’t help notice advertising on busses• 42% notice advertising on big billboards on my way to the

shopping centre

Commuting to work/study• 57% travel by car (alone or car pool)• 14% take the bus• 18% use the train• 3% use the tram/light rail• 23% 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


51% CAN’T HELP NOTICE ADVERTISING ON BUSSES

WOMEN 25-54

PURCHASE & INTENTION BEHAVIOURTechnology• 71% own/use a smartphone• 23% have a tablet PC – 7% intend to purchase

one in the next 12 months• 35% own a laptop only – 26% intend to purchase

one in the next 12 months

Travel• 40% intend to travel domestic in the next 6 months• 38% intend to travel international in the next 12 months• 46% intend to have an Australian Holiday in the

next 6 months• 59% strongly agree/agree to consider a cruise• 26% strongly agree/agree to prefer weekend getaways

rather than one long holiday

Finance• 66% own a credit card – 40% of owners spent $1000

or more in the past month on their cards• 13% are considering changing their MFI in the next

6 months - 26% are considering CBASource: 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


19% PURCHASE FOOD/GROCERY ITEMS ONLINE PAST MONTH

WOMEN 25-54