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DEMOGRAPHICS 43% Young Families 19% Couples 31% Sydney/33% Melbourne 52% White Collar

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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
slide1
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
      • 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

slide2
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)
  • 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
slide3
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)
  • 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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