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DEMOGRAPHICS 46% Young Families 21% Couples 32% Sydney/31% Melbourne 59% White Collar 23% Blue Collar 79% are Main Groce

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 25-54 2,925,000 people (63% of people 18+ who notice outdoor advertising) . PEOPLE 25-54. DEMOGRAPHICS

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DEMOGRAPHICS 46% Young Families 21% Couples 32% Sydney/31% Melbourne 59% White Collar 23% Blue Collar 79% are Main Groce

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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 25-54 • 2,925,000 people (63% of people 18+ who notice outdoor advertising) PEOPLE 25-54 • DEMOGRAPHICS • 46% Young Families • 21% Couples • 32% Sydney/31% Melbourne • 59% White Collar • 23% Blue Collar • 79% are Main Grocery Buyers • Average HH income $101K p/a • 27% have kids under 5 in the home • ATTITUDES & ACTIVITIES • Influence of children when shopping for clothes, food and when they come along they tend to spend more. • Close to 30% say they no time to shop around daily. • 28% believe they are affluent and nearly 1 in 2 go for the finer things in life. • Social on the weekends by going to pubs/bars, café and restaurants. • They are likely to go the gym and throughout the year they help their kids with schoolwork, go camping, bring work home and go to music concerts. 63% are heavy outdoor consumers 63%

  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 25-54 • 2,925,000 people (63% of people 18+ who notice outdoor advertising) • 62% TRAVEL BY CAR PEOPLE 25-54 • MEDIA AND OUTDOOR BEHAVIOUR • Outdoor attitudes/opinions • 58% notice brand advertising on large billboards • 54% say billboard advertising is easy to understand whilst driving • 57% say large billboards capture my attention when driving • 57% can’t miss big billboard signs • 48% can’t help notice advertising around the airport • 49% can’t help notice advertising on busses • 44% notice advertising on big billboards on way to the shopping centre • Commuting to work/study • 62% travel by car (alone or car pool) • 16% take the bus • 20% use the train • 5% use the tram/light rail • 27% 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 25-54 • 2,925,000 people (63% of people 18+ who notice outdoor advertising) • 72% OWN/USE A SMARTPHONE PEOPLE 25-54 • PURCHASE & INTENTION BEHAVIOUR • Alcohol • 30% consumed a spirit in the past month • Of past month spirit drinkers – 34% consumed Scotch/Whisky, 29% drank Bourbon, 27% Vodka and 12% Liqueur. • 36% drank beer in the past month • 27% consider themselves a beer drinker and 38% enjoy having a beer during a social occasion • Travel • 41% will travel domestic • 1 in 4 will travel for holiday/leisure • 59% strongly/agree they are considering a cruise • 41% intend to travel overseas in the coming year – 18% of these intending travellers intend to go to the USA, 16% New Zealand, 13% Singapore and 12% UK • IT • 22% own a tablet PC, 34% only have a laptop at home, 72% own/use a smartphone.

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