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ATTITUDES & ACTIVITIES

Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people. DOUBLE INCOME NO KIDS: DINKS 158,000 people (11% of People who are outdoor observers) . DINKS. ATTITUDES & ACTIVITIES

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ATTITUDES & ACTIVITIES

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  1. Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people • DOUBLE INCOME NO KIDS: DINKS • 158,000 people (11% of People who are outdoor observers) DINKS • ATTITUDES & ACTIVITIES • Cultured & responsible – This group has spent time in the last 12 months visiting Live theatre, the art gallery, museums and church. 73% enjoy a glass of wine with their meal. 44% have done volunteer work, and 56% feel they have a responsibility for the poor. • Secure & driven - 41% feel financially secure, and 52% say they go for the finer things in life. This group in attitude are career focused and feel important with 77% saying that they plan for the future and 62% saying that their work is a career not just a job. On weekends they can be found visiting cafes, shopping malls and the supermarket. • DEMOGRAPHICS • 46% aged 25-39 (average age 34) • 80% Married or defacto • 40% own home with a mortgage • 26% are Managers / Professionals • 80% work Full Time • 48% have HH Income $120K+ • 47% times more to be an University graduate 64% 86% seen Billboard advertising in the past week

  2. 72% say they have a high opportunity to see outdoor ADVERTISNG • Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people • DOUBLE INCOME NO KIDS: DINKS • 158,000 people (11% of People who are outdoor observers) DINKS • MEDIA AND OUTDOOR BEHAVIOUR • Outdoor attitudes/opinions • 29% seen advertising on Billboards at least once a day • 35% can remember seeing roadside Billboards in the last week • 24% more likely to remember advertising within an airport terminal The target are more likely than the population to notice Billboards over Bus Shelters and Bus advertising • Commuting to work/study • 82% travel by car (alone or car pool) • 15% take the bus • 7% use the train On the Road each week • 63% drive in traffic throughout the week

  3. 46% intend to renovate in the next 12 months • DOUBLE INCOME NO KIDS: DINKS • 158,000 people (11% of People who are outdoor observers) • Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people DINKS • PURCHASE & INTENTION BEHAVIOUR • Travel • 65% intend to travel internationally in the next 12 months • 81% intend to travel on holiday within NZ in the past 12 months • 22% have travelled with NZ for business • They are 2 x more likely to travel internationally for business • Of these intending travelers: Australia is the preferred destination followed byUK / Europe • Finance • 78% own a credit card • 31% more likely to be financially secure • 68% own their own home • 75% have savings or an investment account • 47% are good at managing their money

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