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DEMOGRAPHICS 43% Young Families 27% Couples; 13% Singles 30% Sydney, 34% Melbourne 55% White Collar 35% Blue Collar 67%

Source: Nielsen Consumer & Media View Survey 10 2012 (Jan-Dec12) ; Base: people 14+ ; index vs. people 14+. Men 25-54 1,464,000 people (32% of people 18+ who notice outdoor advertising). MEN 25-54. DEMOGRAPHICS 43% Young Families 27% Couples; 13% Singles 30% Sydney, 34% Melbourne

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DEMOGRAPHICS 43% Young Families 27% Couples; 13% Singles 30% Sydney, 34% Melbourne 55% White Collar 35% Blue Collar 67%

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  1. Source: Nielsen Consumer & Media View Survey 10 2012 (Jan-Dec12) ; Base: people 14+ ; index vs. people 14+ Men 25-54 1,464,000 people (32% of people 18+ who notice outdoor advertising) MEN 25-54 DEMOGRAPHICS 43% Young Families 27% Couples; 13% Singles 30% Sydney, 34% Melbourne 55% White Collar 35% Blue Collar 67% are Main Grocery Buyers Average HH income $101k p/a 50% have kids in home ATTITUDES & ACTIVITIES Car enthusiasts - Would like to own an aggressive vehicle, but also enjoy working on the car themselves. Considering themselves beer drinkers who enjoy drinking beer in social situations, they believe there is a health benefit to drinking beer & enjoy trying beer from overseas. 46% say that they help with their kids with schoolwork and 37% keep an eye on their children's eating habits. 74% % have partaken in gambling within the past 12 months. On the weekend they can be out and about in restaurants, fast food restaurants, sports arenas & bars. 67% are heavy outdoor consumers 67%
  2. Source: Nielsen Consumer & Media View Survey 10 2012 (Jan-Dec12) ; Base: people 14+ ; index vs. people 14+ Men 25-54 1,464,000 people (32% of people 18+ who notice outdoor advertising) 70% TRAVEL BY CAR MEN 25-54 MEDIA AND OUTDOOR BEHAVIOUR Outdoor attitudes/opinions 59% notice brand advertising on large billboards 53% say billboard advertising is easy to understand whilst driving 58% say large billboards capture my attention when driving 56% can’t miss big billboard signs 50% can’t help notice advertising around the airport 47% can’t help notice advertising on busses 47% notice advertising on big billboards on my way to the shopping centre Commuting to work/study 70% travel by car (alone or car pool) 17% take the bus 23% use the train 6% use the tram/light rail 30% travel an hour or more
  3. Source: Nielsen Consumer & Media View Survey 10 2012 (Jan-Dec12) ; Base: people 14+ ; index vs. people 14+ Men 25-54 1,464,000 people (32% of people 18+ who notice outdoor advertising) 67% own a credit card – 45% spend $1000 in the past month on their cards. MEN 25-54 PURCHASE & INTENTION BEHAVIOUR Cars 28% intend to purchase a car in the next 12 months 47% intend to purchase a new car when buying their next car 37% intend to purchase a Toyota, 25% a Holden and 21% a Ford Technology 72% own a smart phone 21% own a tablet PC 33% have accessed mobile internet in the past month Beer 52% have drunk beer in the past month – of these drinkers 18% drank Corona, 17% VB and 17% Carlton Draught
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