PEOPLE 35-54
PEOPLE 35-54
1,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
DEMOGRAPHICS
• 44% Young Families
• 14% Older Families
• 3% Sydney/30% Melbourne/20%
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•
•
•
•
Brisbane
58% White Collar
24% Blue Collar
79% are Main Grocery Buyers
Average HH income $101K p/a
13% live with older kids in the home
60% are
heavy outdoor
consumers
ATTITUDES
& ACTIVITIES
Top attitudes are dominated by the
influence of children when
shopping.
41% would like a complete career
change.
Interest in cars with 1 in 5 working
on cars themselves. Also like a
beer with 41% trying beers from
overseas.
Weekends are spent shopping at
supermarkets, malls and going to
restaurants.
60%
Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12)
Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people
Helping with kids schoolwork,
attending agricultural shows and
working on their own home are
popular activities throughout the
year.
PEOPLE 35-54
PEOPLE 35-54
1,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
MEDIA AND OUTDOOR BEHAVIOUR
Outdoor attitudes/opinions
• 58% notice brand advertising on large billboards
• 58% say billboard advertising is easy to understand
whilst driving
• 58% say large billboards capture my attention when driving
• 57% can’t miss big billboard signs
• 46% can’t help notice advertising around the airport
• 47% can’t help notice advertising on busses
• 42% notice advertising on big billboards on my way to the
shopping centre
42% NOTICE
ADVERTISING ON BIG
BILLBOARDS ON MY
WAY TO THE
SHOPPING CENTRE
Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12)
Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people
Commuting to work/study
• 64% travel by car (alone or car pool)
• 14% take the bus
• 16% use the train
• 3% use the tram/light rail
• 27% travel an hour or more
PEOPLE 35-54
PEOPLE 35-54
1,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)
PURCHASE & INTENTION
BEHAVIOUR
Technology
• 30% own a laptop only, 23% own a tablet PC,
79% own a smartphone
• 1 in 5 run their business from their mobiles,
48% is always contactable for work
• Of smartphone owner/users: 28% use Bluetooth,
24% play downloaded games, 20% use it for location
based services/GPS, 16% are instant messaging.
• 27% intend to purchase a laptop in the next 12 months
• 8% intend to purchase a Tablet PC in the next 12 months
69% OWN A CREDIT CARD – 46%
OF THEM SPEND $1000 OR MORE
A MONTH ON THEIR CARD
Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12)
Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people
Quick Service Restaurants
• 54% have takeaway at least fortnightly.
15% have home delivery at least every two weeks
• 50% have been to a fast food restaurant in the past week
• 27% have visited an independent café in the past week