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DEMOGRAPHICS 46% aged 25-39 (average age 34) 80% Married or defacto 40%% own home with a mortgage 30,000 are Self Emplo

Household shoppers with kids 378,000 people ( 27% of People who are outdoor observers) . Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people. HHS w/ KIDS. DEMOGRAPHICS 46% aged 25-39 (average age 34) 80% Married or defacto

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DEMOGRAPHICS 46% aged 25-39 (average age 34) 80% Married or defacto 40%% own home with a mortgage 30,000 are Self Emplo

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  1. Household shoppers • with kids • 378,000 people (27% of People who are outdoor observers) • Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people HHS w/ KIDS • DEMOGRAPHICS • 46% aged 25-39 (average age 34) • 80% Married or defacto • 40%% own home with a mortgage • 30,000 are Self Employed • 50% work Full Time • 31% have HH Income $100K+ • 50% have kids <5 , 41% kids 5-12 • ATTITUDES & ACTIVITIES • Super mom – With her focus on her little ones, 72% say that as a family they spend a lot of time together and 73% say family is more important than a career. The group enjoys to take holidays with 72% preferring short breaks within NZ and prefer holidays where everything is organised for them • Unaware & Influenced – 35% of the target try to buy New Zealand made products with 62% prefer to do their shopping close to home. They are a busy group with the target being 12% more likely to be too busy to shop around. On the weekends they are found visiting parks & gardens, shopping centers. 54% will be driving in traffic. 79% seen Billboard advertising in the past week

  2. 44% notice advertising on big billboards on my way to the shopping centre • Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people • Household shoppers • with kids • 378,000 people (27% of People who are outdoor observers) HHS w/ KIDS • MEDIA AND OUTDOOR BEHAVIOUR • Outdoor attitudes/opinions • 20% seen advertising on Billboards at least once a day • 31% can remember seeing roadside Billboards in the last week • 45% remember airport advertising seen in the last week The target are 17% more likely than the population to think advertising influences their purchase decisions • Commuting to work/study • 69% travel by car (alone or car pool) • 14% take the bus • 8% use the train On the Road each week • 54% drive in traffic throughout the week

  3. 1 in 5 are intending to purchase a car in the next 12 months • Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people • Household shoppers • with kids • 378,000 people (27% of People who are outdoor observers) HHS w/ KIDS • PURCHASE & INTENTION BEHAVIOUR • Shopping • 41% are the sole decision maker for groceries • Saturday and Thursday are the core shopping days • 47% are the first to try to new food items • Technology • 54% use their mobiles more than their home phones • 38% own an ipod or ipad • 45% are comfortable shopping online • Travel • 44% intend to travel internationally in the next 12 months • 38% intend to travel within New Zealand in the next 6 months • 70% are considering a cruise • 80% looking to travel with New Zealand in the next 12 moths

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