Transcript APN Hot Sheet Nielsen CMV Women 16_39 Metro

WOMEN 16-39
WOMEN 16-39
1,218,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING)
DEMOGRAPHICS
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48% Young Families
18% Couples; 4% Singles
33% Sydney/31% Melbourne
56% White Collar
17% Students
71% are Main Grocery Buyers
Average HH income $98.9K p/a
62% have kids in home
57% are
heavy outdoor
consumers
57%
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
ATTITUDES
& ACTIVITIES
The online/offline balancing act: 70% will
use social media as one of the multiple ways
that they stay in touch with 75% saying that
they love to txt when communicating on their
mobile phone. 34% often feel quite lonely.
Image is important to them with 41%
keeping up with latest fashions, and 45%
wear clothes noticed by others. 32% say that
they want to stand out from the crowd.
These women consider education important
with 57% intending to study to help advance
their career and 49% undertaking study/
course work in the past 12 months. On
weekends these women visit shopping
malls, restaurants, café’s, parks & gardens.
Activities throughout the year focus on night
clubs, gym, theme parks and camping.
Music concerts at major venues are likely to
be on the agenda.
WOMEN 16-39
WOMEN 16-39
1,218,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING)
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions
• 56% 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
• 54% can’t miss big billboard signs
• 48% can’t help notice advertising around the airport
• 51% can’t help notice advertising on busses
• 43% notice advertising on big billboards on my way to the
shopping centre
58% TRAVEL BY CAR
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
Commuting to work/study
• 58% travel to work by car (alone or car pool)
• 23% take the bus
• 24% use the train
• 6% use a tram/light rail
• 25% travel an hour or more
WOMEN 16-39
WOMEN 16-39
1,218,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING)
PURCHASE & INTENTION
BEHAVIOUR
42% ACCESS THE
INTERNET VIA MOBILE
PHONE
Online Shopping
• 41% purchased clothing/accessories online in the
past month
• 25% purchased books online in the past month
• 69% spend less than $100 a week on online
shopping
Travel
• 36% will travel domestic in the next 6 months for
holiday/leisure purposes
• 38% intend to travel overseas in the coming year.
Finance/Technology
• 52% own a credit card; 36% spend more than $1000
per month on a credit card
• 79% own a smart phone
• 39% own a laptop and 22% own a tablet PC
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