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Nigeria AMPS Trends: Key Indicators

Nigeria AMPS Trends: Key Indicators. – AMPS 2007 – 2009. © 24 th Aug 2009. Contents. Introduction Survey Details Media Consumption Trends (2007 – 2009) Print, TV, Radio, OOH, Cinema, & Internet Product & Brand Usage Attitude Questions Conclusion. Survey Details.

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Nigeria AMPS Trends: Key Indicators

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  1. Nigeria AMPS Trends:Key Indicators – AMPS 2007 – 2009 © 24th Aug 2009

  2. Contents Introduction Survey Details Media Consumption Trends (2007 – 2009) Print, TV, Radio, OOH, Cinema, & Internet Product & Brand Usage Attitude Questions Conclusion

  3. Survey Details Achieved Total Sample Size – 14, 438 Total population for NAMPS® universe updated Growth Rate 2.83% Age 7+ Population (2009 estimates): 94,567,070 Urban/Semi-Urban Areas

  4. Survey Details – NAMPS® Trended Data • 3 years trends data used to measure specific media shifts is based on: • NAMPS® 2007 • Dec ‘06 – March 2007 • NAMPS® 2008 • January - April 2008 • NAMPS® 2009 • Mid February – mid May 2009

  5. Survey Details – Social Economic Class : AMPS 2007 – 2009

  6. LSM : AMPS 2007 – 2009

  7. Media Usage Media

  8. Broad Media Consumption 2007 – 2009  Significant increase  Significant decrease        % Penetration 

  9. Print

  10. Read Any Newspaper  Significant increase  Significant decrease        % Penetration

  11. Read Any Magazine  Significant increase  Significant decrease        % Penetration

  12. Television

  13. Watch TV  Significant increase  Significant decrease       % Penetration

  14. Radio

  15. Listen To Radio: AMPS 2007 – 2009  Significant increase  Significant decrease      % Penetration

  16. Outdoor

  17. See Billboards  Significant increase  Significant decrease        %

  18. Cinema

  19. Visit Cinema  Significant increase  Significant decrease %  

  20. Internet

  21. Accessed Internet  Significant increase  Significant decrease  %     

  22. Product Usage

  23. Top 10 Household Products Used  Significant increase  Significant decrease               % Penetration   

  24. Preferred GSM Network  Significant increase  Significant decrease  Percentage %  

  25. Attitudes

  26. Purchase Related Statements (Strongly Agree/Agree)(Base: All Adults)

  27. Conclusion Increasing consumer fragmentation, especially for radio into mainstream, vernacular, religious, foreign and community segments, is evident. Similar trends observed on Free to Air TV channels with entertainment, sports, soaps, music, talk shows and reality TV being the main segments Increasing & improved number and quality of local productions Increased implementations of regulations of OOH Internet penetration is growing considerably over time Major shift from reading newspapers manually to ONLINE reading Increased number of internet providers, lowering of internet connectivity costs, increased power generation by individuals (aside from PHCN) as well as the fast growth of the mobile telephony sector Google Nigeria Increasing association with “made-in-Nigeria” products & less sensitivity to price Increasing pressure on brand to hang-on to consumers (some drop in Consumer loyalty)

  28. Thank You for your time

  29. Q & A

  30. Appendix

  31. Locations 36 states plus Abuja Community Urban/Semi-Urban Areas Adult / Children Ratio 78 : 22 Adult Sample Respondents were from a universe of males and females aged 15 years and over Children Sample Respondents were from a universe of males and females aged 7-14 years Survey Details – Sample Distribution

  32. LSMS Variables

  33. LSMS Variables

  34. LSMS Variables NOTE:> Where you have more than one item in any durable category (e.g., T.V, Generator, Fridge e.t.c,), the item with the highest score should be recorded for scoring.> After adding up the score of the durables, then add the constant score or figure of 381. In order words the total score of each respondent will now be the total score of all the items + the constant factor/figure (381).> Negative scores by respondent(s) on any item(s), should be deducted from the positive score to obtain the total score of each respondent.> Check the total score of the respondent(s) from the LSM table (Page 1) to determine the Living Standard Measure Level.

  35. Price List • AMPS + 4 diaries (inclusive of 12 monthly diaries x 4 loc) = N 2,000,000.00 • AMPS for ESPRI = N 900,000.00 • Media Star (Annual License) = N 450,000.00 • ESPRI (Annual License) = N 150,000.00

  36. Changes to the 2009 Products & Brands Survey • Products and Brands usage section for AMPS 2009 includes 102 categories consisting of 1,851 brands • Product categories are listed as follows …..

  37. Tooth Paste – regular Tooth Brush Tooth Paste – gel Tooth Paste – Herbal (New) Toilet Soap Medicated Soap Air Freshener Dish Washing Liquid Fabric Softener Cocoa Beverages Coffee Instant Soft Drinks Evaporated Milk Powdered Milk Sweet Condensed Milk Growing – Up Milk Washing Powder/Detergents Bar/Laundry Soaps Disinfectants/Antiseptic Liquid Toilet Cleaners Seasoning e.g Maggi, knorr Margarine – yellow, in foil or paper Margarine – yellow, in - Tubs Diapers Baby Care Range Headache tablets/pills/capsules Headache Powder Anti-Malaria Drugs Multivitamin Pills/capsules/tablets Cough/Cold Remedies Indigestion Remedies Skin Cream/Lotion Acne/Skin Blemish Preparation Sanitary Towels Shampoo Hair Cream/Lotion Fruit Juice Juice Hand-held Ice Creams Ice-Cream Tetra Packs NAMPS 2009 Product Categories – 1

  38. Ice-Cream Tubs Yoghurt – Tetra Pack (New) Yoghurt – Plastic (New) Tea Bags Insecticides (household) Instant Noodles Spaghetti Macaroni Sausage Rolls Beer - Bottles Beer – Cans Biscuits Bread Chocolate Coated Bars Chocolate Slabs Diapers Energy Drinks (Liquid) Energy Drinks (Powdered) Powdered Drinks Flavoured Beverages Flavoured Alcohol Bottled Water Shaving Sticks Shaving Blades Shaving Powder (New) Stout - Bottles Stout – Cans Malt Drinks Sweets Wafers Peppermint Chewing Gum Throat Drops Toilet Cleaners Whisky Gin Brandy Liqueur Schnapps Rum NAMPS 2009 Product Categories – 2

  39. Vodka (New) Tonic Wines (Alcohol) Table Wines (Alcohol) Other Wines (Non Alcohol) Insecticide – Aerosol Insecticide – Liquid Insecticide – Powder Insecticide – Coil Fast Food Outlets Breakfast Cereals Fan Radio Television Tape/Cassette Player Video/VCR Refrigerator/Deep Freezer VCD/DVD Air Conditioners Oven Microwave Oven Gas Cooker Fast Food-Outlets Summary: 1,851 brands in 102 product categories NAMPS 2009 Product Categories – 3

  40. Clientele

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