Source: Nielsen Consumer & Media View  Metro  Survey 10 2012 (Jan-Dec12)
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DEMOGRAPHICS 43% Young Families 19% Couples 31% Sydney/33% Melbourne 52% White Collar - PowerPoint PPT Presentation


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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. People 16-39 2,448,000 people (49% of people 14+ who notice outdoor advertising). DEMOGRAPHICS 43% Young Families

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Presentation Transcript

  • People 16-39

    • 2,448,000 people (49% of people 14+ who notice outdoor advertising)

  • DEMOGRAPHICS

    • 43% Young Families

    • 19% Couples

    • 31% Sydney/33% Melbourne

    • 52% White Collar

    • 18% Blue Collar/17% Students

    • 64% are Main Grocery Buyers

    • Average HH income $97.8K p/a

    • 23% living with parents

    • 18% have kids under 5 in the home

  • PEOPLE 16-39

  • Attitudes & Activities

    • Focus is on mobile phone – they use mobile phone to purchase things, coordinate social life; social media access; 54% say they can’t live without their mobile phone.

    • Like to stand out from crowd, like big nights out. On weekends they are likely to be found in shopping malls, café’s, restaurants and pub/bars.

    • They are likely to be engaged with computer games, in the gym, or sports arena.

    • Activities throughout the year focus on night clubs, study/course work, gym, theme parks and camping.

63%

63% are heavy outdoor consumers


  • People 16-39

    • 2,448,000 people (49% of people 14+ who notice outdoor advertising)

  • 62% TRAVEL BY CAR

PEOPLE 16-39

  • MEDIA AND OUTDOOR BEHAVIOUR

    • Outdoor attitudes/opinions

      • 57% notice brand advertising on large billboards

      • 55% say billboard advertising is easy to understand whilst driving

      • 56% say large billboards capture my attention when driving

      • 55% can’t miss big billboard signs

      • 49% can’t help notice advertising around the airport

      • 51% can’t help notice advertising on busses

      • 46% notice advertising on big billboards on my way to the shopping centre

    • Commuting

      • 62% travel to work by car (alone or car pool)

      • 25% take the bus

      • 27% use the train

      • 7% use a tram/light rail

      • 27% travel an hour or more


  • People 16-39

    • 2,448,000 people (49% of people 14+ who notice outdoor advertising)

  • 37% 16-39’s access the internet via mobile phone

PEOPLE 16-39

  • PURCHASE & INTENTION BEHAVIOUR

    • Online Shopping

      • 32% purchased clothing/accessories online in the past month

      • 22% purchased books online in the past month

      • 65% spend less than $100 a week on online shopping

    • Cars & Technology

      • 26% intend to purchase a car in the next 12 months

      • 77% own a smart phone

      • 38% own a laptop and 22% own a tablet PC

    • Travel

      • 34% will travel domestic in the next 6 months for holiday/leisure purposes

      • 40% intend to travel overseas in the coming year.


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