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DEMOGRAPHICS 43% Young Families 19% Couples 31% Sydney/33% Melbourne 52% White Collar

Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people. People 16-39 2,448,000 people (49% of people 14+ who notice outdoor advertising). DEMOGRAPHICS 43% Young Families

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DEMOGRAPHICS 43% Young Families 19% Couples 31% Sydney/33% Melbourne 52% White Collar

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  1. Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people • People 16-39 • 2,448,000 people (49% of people 14+ who notice outdoor advertising) • DEMOGRAPHICS • 43% Young Families • 19% Couples • 31% Sydney/33% Melbourne • 52% White Collar • 18% Blue Collar/17% Students • 64% are Main Grocery Buyers • Average HH income $97.8K p/a • 23% living with parents • 18% have kids under 5 in the home • PEOPLE 16-39 • Attitudes & Activities • Focus is on mobile phone – they use mobile phone to purchase things, coordinate social life; social media access; 54% say they can’t live without their mobile phone. • Like to stand out from crowd, like big nights out. On weekends they are likely to be found in 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, gym, theme parks and camping. 63% 63% are heavy outdoor consumers

  2. Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people • People 16-39 • 2,448,000 people (49% of people 14+ who notice outdoor advertising) • 62% TRAVEL BY CAR PEOPLE 16-39 • MEDIA AND OUTDOOR BEHAVIOUR • Outdoor attitudes/opinions • 57% notice brand advertising on large billboards • 55% say billboard advertising is easy to understand whilst driving • 56% say large billboards capture my attention when driving • 55% can’t miss big billboard signs • 49% can’t help notice advertising around the airport • 51% can’t help notice advertising on busses • 46% notice advertising on big billboards on my way to the shopping centre • Commuting • 62% travel to work by car (alone or car pool) • 25% take the bus • 27% use the train • 7% use a tram/light rail • 27% travel an hour or more

  3. Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people • People 16-39 • 2,448,000 people (49% of people 14+ who notice outdoor advertising) • 37% 16-39’s access the internet via mobile phone PEOPLE 16-39 • PURCHASE & INTENTION BEHAVIOUR • Online Shopping • 32% purchased clothing/accessories online in the past month • 22% purchased books online in the past month • 65% spend less than $100 a week on online shopping • Cars & Technology • 26% intend to purchase a car in the next 12 months • 77% own a smart phone • 38% own a laptop and 22% own a tablet PC • Travel • 34% will travel domestic in the next 6 months for holiday/leisure purposes • 40% intend to travel overseas in the coming year.

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