Transcript APN Hot Sheet Nielsen CMV Women 25_54 Metro

WOMEN 25-54
WOMEN 25-54
1,461,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
DEMOGRAPHICS
•
•
•
•
•
•
•
•
48% Young Families
21% Couples; 7% Singles
33% Sydney, 29% Melbourne
63% White Collar
19% Home Duties
91% are Main Grocery Buyers
Average HH income $100 p/a
60% have kids in home
59% are
heavy outdoor
consumers
59%
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
ATTITUDES
& ACTIVITIES
Supermarket Savvy – 74% shop a
lot for specials & bargains and will
switch food brand to take
advantage of deals. 49% however
say that they often impulse buy in
shopping centers and when they
shop with their children, 35% will
spend more.
Time poor multi-taskers - 59% of
women say that they are more
stressed and 62% saying that there
is not enough time to get things
done. 77% say that they need a
mobile phone for personal security.
67% of women love to text and
73% will screen their calls. On the
weekends they are mostly found
visiting parks & gardens, in café’s
and shopping.
WOMEN 25-54
WOMEN 25-54
1,461,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions
• 57% notice brand advertising on large billboards
• 56% say billboard advertising is easy to understand whilst
driving
• 56% say large billboards capture my attention when driving
• 57% can’t miss big billboard signs
• 47% can’t help notice advertising around the airport
• 51% can’t help notice advertising on busses
• 42% notice advertising on big billboards on my way to the
shopping centre
51% CAN’T HELP
NOTICE ADVERTISING
ON BUSSES
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
Commuting to work/study
• 57% travel by car (alone or car pool)
• 14% take the bus
• 18% use the train
• 3% use the tram/light rail
• 23% travel an hour or more
WOMEN 25-54
WOMEN 25-54
1,461,000 PEOPLE (32% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
PURCHASE & INTENTION
BEHAVIOUR
19% PURCHASE
FOOD/GROCERY ITEMS
ONLINE PAST MONTH
Technology
• 71% own/use a smartphone
• 23% have a tablet PC – 7% intend to purchase
one in the next 12 months
• 35% own a laptop only – 26% intend to purchase
one in the next 12 months
Travel
• 40% intend to travel domestic in the next 6 months
• 38% intend to travel international in the next 12 months
• 46% intend to have an Australian Holiday in the
next 6 months
• 59% strongly agree/agree to consider a cruise
• 26% strongly agree/agree to prefer weekend getaways
rather than one long holiday
Finance
• 66% own a credit card – 40% of owners spent $1000
or more in the past month on their cards
• 13% are considering changing their MFI in the next
6 months - 26% are considering CBA
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