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Local Media Driving Consumer Action

Local Media Driving Consumer Action . Agenda. Introduction and methodology. Local life. Local media. Market focus… property, motors, shopping. Key findings. Readers are more than twice as likely to act on ads in local media than ads on TV and social media. .

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Local Media Driving Consumer Action

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  1. Local Media Driving Consumer Action

  2. Agenda Introduction and methodology Local life Local media Market focus… property, motors, shopping

  3. Key findings Readers are more than twice as likely to act on ads in local media than ads on TV and social media. Local media – in print and online – is the most effective combination for driving consumer action. Local media is nearly four times more trusted to provide relevant information about the local area than commercial TV and radio. Base: All respondents who answered property questions. Sample (1,188)

  4. Methodology Telephone and online interviews (1,100) with readers/users living in selected postcodes based on the newspapers and websites published in those areas. Additional online interviews (1,132) recruited via email and pop ups from newspapers. Total sample size 2,232 (Midlands 180). 950 daily / 1,283 weekly & 1,769 print / 1,221 website users. 53 newspapers represented in 13 regions. Data combined and weighted to the reader/user demographic profile based on analysis of NRS, TGI, UKOM, JICREG. Base: All respondents who answered property questions. Sample (1,188)

  5. People have a strong sense of local identity and pride… I feel I am well integrated into the community 86% I am proud to live in the area I live in 92% Base: Midlands who gave an opinion, Sample: Integrated (133) Proud (149)

  6. People’s perception of the economy has improved. There’s an even more positive view locally… % Agree 28% 47% The local economy in my area is doing well The country is doing well economically Loving Local (2011) National 17% 29% Local Economy Country Base: Midlands who gave an opinion, Sample: Local (122) Country (137)

  7. People still live their lives close to home Spend half or more of their time within … 10 96% miles 5 miles 83% Base: Midlands respondents (177)

  8. People still spend their money close to home Spend half or more of their money within … 10 miles 92% 5 miles 80% Base: Midlands respondents (178)

  9. Media

  10. Local media is the most trusted source of information Which of these media are most trustworthy in providing relevant information about your local area? (% agree) % Local Media Local BBC Radio Local Commercial Radio Google Local Commercial TV Other Websites National Newspapers Social Media Base: Midlands respondents (180)

  11. Local media does the best job of standing up for people in your local area Which of these media are best for standing up for people in your local area? (% agree) % Local Media Local BBC Radio Local Commercial Radio Local Commercial TV Other Websites Social Media National Newspapers Google Base: Midlands respondents (180)

  12. Local media underpins democracy Local media helps me know what local businesses and organisations are up to (% agree) Local Websites Local Newspapers Local Media Base: All who gave opinion & used media in the last 4 weeks. Sample: Midlands respondents (132)

  13. Taking Action

  14. Consumers who took action after seeing the advertisement in media…. Action (%) % National Newspapers Magazines Local Media Other Websites Commercial TV Social Media Commercial Radio Base: Net of any action ranging from deciding where to shop through to discussing with friends or family, across food & grocery shopping, motors, clothes & accessories, furniture categories. Midlands sample (180)

  15. Seeing something advertised in Local media provides shoppers with reassurance… I know that if something is advertised in my local paper/website it will be available locally (% agree) Local Media Local Newspapers Local Websites Base: All who gave opinion & used in the last 4 weeks, Sample Midlands respondents (130)

  16. Groceries

  17. Local media is the 2nd most influencial medium in deciding where to shop for groceries Decided where to shop/visited somewhere you've seen advertised? (% agree) % Local Media Commercial TV Promotion in Store National Newspapers Direct Mail Magazines Commercial Radio Other Websites Social Media Base: Midlands who answered grocery questions. Sample (74).

  18. Special offers/promotions are most effective in Local media Made a note of a special offer/promotion (% agree) % Local Media Commercial TV Direct Mail Promotion in Store National Newspapers Magazines Other Websites Social Media Commercial Radio Base: Midlands who answered grocery questions. Sample (74).

  19. People rely on Local media for coupons/vouchers Retrieved or used a coupon/voucher (% agree) % Promotion in Store Direct Mail Local Media National Newspapers Social Media Magazines Other Websites Commercial Radio Commercial Television Base: Midlands who answered grocery questions. Sample (74)

  20. Local media gets people talking about offers and promotions Talked about an ad or promotion you've seen with friends or family (% agree) % Local Media Promotions in Store Direct Mail Commercial TV Magazines National Newspapers Other Websites Social Media Commercial Radio Base: Midlands who answered grocery questions. Sample (74).

  21. Property

  22. Local media is the most popular source for keeping an eye on the property market Which of the following sources do you use to keep a general eye on the local property market? Article in local newspaper or local website Magazines None of these Solicitors General search Looking at properties displayed by estate agents (e.g. in their windows) Property websites (e.g Right Move, Zoopla) Estate agent’s advertisements in Local Media National newspapers Estate agents’ websites Total 43% 37% 25% 25% 28% 16% 20% 8% 7% 0% Base: Midlands respondents who answered property questions. Sample (85)

  23. People take action as a result of seeing property advertised in Local media Which of the following have you done as a result ofseeing an ad or article in local media? Local Website Contacted an estate agent [solicitor in Scotland]to enquire about a property Both (Local Media) Local Newspaper Looked round a property Looked at a property in more detail online 17% 19% 20% 4% 6% 6% 7% 9% 10% Base: Midlands respondents who answered property questions. Sample (158)

  24. It’s important to sellers that their property is advertised in Local media If you were to sell your house how important would it be to you that your agent advertised in Local Newspapers/websites? Local Newspaper Local Websites 0% 20% 40% 60% 80% 100% Very Important Fairly Important No Particularly Important Base: Midlands those who own property. Sample (101)

  25. People don’t contact many estate agents… When you sold or looked at selling your property, how many estate agents (solicitors in Scotland) did you contact (regardless of whether you actually placed the property with them)? 50 13% did not contact any estate agents 40 30 20 10 0 None 1 2 to 3 4 to 5 10+ 6 to 9 Base: Those who sold or looked into selling their home in the past 12 months. Sample (55)

  26. Summary Readers are more than twice as likely to act on ads in local media than ads on TV and social media. Local media – in print and online – is the most effective combination for driving consumer action. Local media is nearly four times more trusted to provide relevant information about the local area than commercial TV and radio.

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