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DEMOGRAPHICS 38% Young Families 24% Couples 61% work Full Time 26% more likely to be Manager / Professional 79% are Main

Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people. People 25-54 728,000 people (51% of People who are outdoor observers) . PEOPLE 25-54. DEMOGRAPHICS 38% Young Families 24% Couples 61% work Full Time

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DEMOGRAPHICS 38% Young Families 24% Couples 61% work Full Time 26% more likely to be Manager / Professional 79% are Main

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  1. Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people • People 25-54 • 728,000 people (51% of People who are outdoor observers) PEOPLE 25-54 • DEMOGRAPHICS • 38% Young Families • 24% Couples • 61% work Full Time • 26% more likely to be Manager / Professional • 79% are Main Grocery Buyers • 40% have HHI over $100K+ • 55% have kids under 14 in the home • ATTITUDES & ACTIVITIES • The target plan for their future and . 57% believe their work is more than just a job. They do find it difficult however to balance their work and leisure. • Close to 30% say they no time to shop around daily. • 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. 84% seen Outdoor advertising in the past week

  2. People 25-54 • 728,000 people (51% of People who are outdoor observers) • 72% TRAVEL BY CAR • Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people PEOPLE 25-54 • MEDIA AND OUTDOOR BEHAVIOUR • Outdoor attitudes/opinions • 25% seen advertising on Billboards at least once a day • 33% can remember seeing roadside Billboards in the last week • 56% remember seeing airport advertising in the last week The target are more likely than the population to notice Billboards over Bus Shelters and Bus advertising • Commuting to work/study • 72% travel by car (alone or car pool) • 17% take the bus • 7% use the train On the Road each week • 59% drive in traffic throughout the week

  3. 72% OWN/USE A SMARTPHONE • People 25-54 • 728,000 people (51% of People who are outdoor observers) • Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people PEOPLE 25-54 • PURCHASE & INTENTION BEHAVIOUR • 18% more likely to buy a car in the next 12 months • 26% have soft drinks at least once a week • 31% are the sole decision maker when buying alcohol • 42% are looking to renovate in the next 12 months • 23% are on a low fat diet • Travel • 51% intend to travel internationally in the next 12 months • 44% intend to travel within New Zealand in the next 6 months • 68% are considering a cruise • 42% more likely than the population to travel for Business • IT • 58% use their mobiles more than their home phones • 35% own an ipod • 45% are comfortable shopping online

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