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DEMOGRAPHICS 20% are Uni Graduates 18% are Professional / Manager 14% are self employed 79% are Main Grocery Buyers 45

Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people. People 40-54 366,000 people (26% of People who are outdoor observers) . PEOPLE 40-54. DEMOGRAPHICS 20% are Uni Graduates 18% are Professional / Manager
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Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
  • People 40-54
  • 366,000 people (26% of People who are outdoor observers)
  • PEOPLE 40-54
  • DEMOGRAPHICS
  • 20% are Uni Graduates
  • 18% are Professional / Manager
  • 14% are self employed
  • 79% are Main Grocery Buyers
  • 45% HHI over $100K+
  • 43% live with older kids in the home
  • ATTITUDES & ACTIVITIES
  • Top attitudes are dominated by the influence of children when shopping.
  • 56% see work as more than just a job with over 70% feeling its essential that they plan for the future. They 32% more likely to find it difficult to balance work and leisure.
  • Weekends are spent shopping at supermarkets, malls and going to restaurants.
  • They are also more likely to look at renovating their home in the next 12 months
  • 83%83%seen Billboard advertising in the past week65% have a high opportunity to see outdoor advertising
  • Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
  • People 40-54
  • 366,000 people (26% of People who are outdoor observers)
  • PEOPLE 40-54
  • 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 advertising within airports 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
  • 74% travel by car (alone or car pool)
  • 15% take the bus
  • 5% use the train
  • On the Road each week
  • 65% drive in traffic throughout the week
  • 72% own a credit card
  • Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people
  • People 40-54
  • 366,000 people (26% of People who are outdoor observers)
  • PEOPLE 40-54
  • PURCHASE & INTENTION BEHAVIOUR
  • Technology
  • 85% have a computer in their household
  • 93% have a mobile phone with 26% using smart phone capabilities in the last 30 days
  • 32,000 intend to purchase a ipad / tablet in the next 12 months
  • 8% intend to purchase a Tablet PC in the next 12 months
  • 40% have a gaming machine in the household
  • Finance
  • 33% feel financially comfortable
  • 41% have savings over $5,000+
  • 65% have own their home or have an investment property
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