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DEMOGRAPHICS 48% Young Families 21% Couples; 7% Singles 33% Sydney, 29% Melbourne 63% White Collar

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. Women 25-54 1,461,000 people (32% of people 18+ who notice outdoor advertising). WOMEN 25-54. DEMOGRAPHICS

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DEMOGRAPHICS 48% Young Families 21% Couples; 7% Singles 33% Sydney, 29% Melbourne 63% White Collar

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  1. 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 • Women 25-54 • 1,461,000 people (32% of people 18+ who notice outdoor advertising) WOMEN 25-54 • 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 • ATTITUDES & ACTIVITIES • Supermarket 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. 59% are heavy outdoor consumers 59%

  2. 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 • Women 25-54 • 1,461,000 people (32% of people 18+ who notice outdoor advertising) • 51% can’t help notice advertising on busses 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

  3. 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 • Women 25-54 • 1,461,000 people (32% of people 18+ who notice outdoor advertising) • 19% purchase Food/Grocery items online past month WOMEN 25-54 • PURCHASE & INTENTION BEHAVIOUR • Technology • 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 CBA

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