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DEMOGRAPHICS 30% Young Families 50% Single 30% Sydney/32% Melbourne 49% White Collar 21% Students 57% are Main Grocery B

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 18-29 1,229,000 people (27% of people 18+ who notice outdoor advertising). PEOPLE 18-29. DEMOGRAPHICS

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DEMOGRAPHICS 30% Young Families 50% Single 30% Sydney/32% Melbourne 49% White Collar 21% Students 57% are Main Grocery B

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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 • People 18-29 • 1,229,000 people (27% of people 18+ who notice outdoor advertising) PEOPLE 18-29 • DEMOGRAPHICS • 30% Young Families • 50% Single • 30% Sydney/32% Melbourne • 49% White Collar • 21% Students • 57% are Main Grocery Buyers • Average HH income $95k p/a • 32% living with parents • 18% looking for full time job • Attitudes & Activities • Mobile phone focused to purchase things, coordinate social life, social media access. • Like to stand out from crowd, like big nights out. On weekends the majority can be found shopping malls, café’s, restaurants and pub/bars. • They are likely to be engaged with computer games, in the gym, or sports arena. • Activities throughout the year focus on night clubs, study/course work, and camping. Music concerts at major venues or pub/bar are likely to be on the agenda. 67% are heavy outdoor consumers 67%

  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 • People 18-29 • 1,229,000 people (27% of people 18+ who notice outdoor advertising) • 62% TRAVEL BY CAR PEOPLE 18-29 • MEDIA AND OUTDOOR BEHAVIOUR • Outdoor attitudes/opinions • 55% notice brand advertising on large billboards • 55% say billboard advertising is easy to understand whilst driving • 54% say large billboards capture my attention when driving • 53% can’t miss big billboard signs • 50% can’t help notice advertising around the airport • 49% can’t help notice advertising on busses • 46% notice advertising on big billboards on my way to the shopping centre • Commuting to work/study • 62% travel by car (alone or car pool) • 28% take the bus • 31% use the train • 9% use a tram/light rail • 28% 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 • People 18-29 • 1,229,000 people (27% of people 18+ who notice outdoor advertising) • 79% own a smartphone • 15% used it for location based/GPS activities in the past 30 days PEOPLE 18-29 • PURCHASE & INTENTION BEHAVIOUR • Alcohol consumption • 29% drunk a spirit in the past month • 13% consumed a white spirit; 13% a dark spirit • 28% drank beer in the past month; 10% consumed premix • Cars & Technology • 23% intend to purchase a car in the next 12 months • 39% own a laptop and 21% own a tablet PC • Travel • 41% intend an Australian holiday in the next 6 months – 37% of them intend to drive, 23% will fly with Qantas • 31% intend to travel overseas in the coming year.

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