Lifestyle Survey
Jan – June 2012
Lifestyle Survey
Once a year TAM Ireland carry out a lifestyle survey
on the panel.
This allows for deep dives into the buying habits and
behaviours of the TV audience so that they can be
targeted more effectively.
The are some top-line results which give a
fascinating insight into the Irish TV viewers:
All figures are based on Total TV viewing National
Adults 15+ Consolidated Jan – Jun 2012
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012
TV viewers shopping habits
Grocery Shopping
25.0
20.0
15.0
%
10.0
5.0
0.0
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012
TV viewers shopping habits
Main Shopping Day
35.0
30.0
25.0
20.0
%
15.0
10.0
5.0
0.0
The main shopping day is Thursday with
Friday a close second
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012
TV Viewers and technology
Less than 1% do their grocery
shopping online.
Just 13% or 66,000 people who
have a games console have it
connected to the internet
The majority of people pay as they
go for their mobiles – 63.7% 309,500
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012
Number of TV Households
Pet Ownership
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Dogs
Cats
We’re a nation of dog lovers!
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012
TV Viewers online activities
Use the internet to do the following at least once a month
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Music/movies
View TV Prog
Buy
goods/services
Listen to radio
Facebook
Twitter
Those who access the internet claim to do these activities once a
month or more
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012
TV Viewers – websites visited in last week
Type of Sites Visited in last 7 days
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Search Engines dominate usage.
News sites out- perform Social media sites .
TV Channels sites rate very highly at almost 16%.
Is it a reflection of our terrible weather that travel sites are so popular?
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012
TV Viewers social conscience
Have an interest in the following - Definitely or Tend
to Agree
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Enironment
Technology
Community
Shop for bargains
Try to buy Irish
We are a very loyal and price conscious bunch – Over 70%
say they shop around for bargains and try to buy Irish.
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012
TV Viewers opinions of TV
Definitely/Tend
to agree
I like having many TV channels to choose from
72.20%
TV is a good way to keep me informed
81.90%
I don't always view the programmes I have recorded
I prefer to watch TV programmes when they are on rather
than record them
I find the ads on TV interesting and often talk about them
afterwards
43.90%
62.40%
20.50%
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012
TV viewers – other activities
At Least Once a
month
I use a social media site while viewing TV
14.90%
I read a newspaper/magazine while watching TV
24.60%
View sporting TV event outside the home
23.80%
Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012