Business Decision Makers & Magazine Engagement

Business

Decision

Makers &

Magazine

Engagement

Presented by

John Baker

Tangible Media

With support from Nielsen Media

Services

Business Decision Makers

Demographic Profiling

There are currently

756,000

Business Decision Makers in New Zealand.

This equates to 21.1% of the population 15+

Source: Nielsen CMI Q2 2013 – Q1 2014. Base: All People 10+

Who Are They?

Although 54% live in

Metropolitan* areas, they are more likely to live in

Rural areas

(although this accounts for only 18% of the group )

Educated – 51% more likely to be

University

Graduates , and

68% more likely to have undertaken

Post-Grad study

(Masters, PhD)

Business Decision

Makers are more likely to be male (60%), with an average age of

46 years

Ethnic profile skews towards European &

New Zealander –

85% fall in these groups

*Metropolitan – Akl, Hm, Wg, Ch, Dn


Who Are They?

$71 689

Average Personal Income is

$71,689 almost twice as high as the national average.


$122 854

Average Household Income is $122,854 – 41% higher than the national average.



Work Is Always At The Front Of Their Mind

I often respond to work emails at home and at weekends

75% more likely

I find it difficult to switch off from work

56% more likely

Difficult to balance work and leisure

45% more likely

Flexible working arrangements have made my life easier

42% more likely

Work is more than just a job

39% more likely

Target: Business Decision Makers - 756,000


Media Engagement

How They Interact With Magazines

Of the

756,000

Business Decision Makers* in New Zealand,

88%, or 663,000 have read a magazine in the last month

*Answered ‘yes’ to the question: “During the last 12 months, have you personally participated in any decision on behalf of your employer or company to purchase goods or services”?


Business Decision Makers More Likely To Agree:

“Indicate how strongly you agree or disagree with the following statements for magazines”:

Magazines have a great visual appeal 81%

I enjoy magazines with in-depth articles 78%

I get new ideas from magazines 75%

I get value for my time with magazines 73%

My magazines are relevant 72%

Source: Nielsen CMI Q2 2013 – Q1 2014

Base: AP 15+; Target: Business Decision Makers - 756,000

81% of Business Decision Makers agree that

magazines have great visual appeal.

They enjoy their time with magazines and find them relevant and full of ideas.



Business Decision Makers More Likely To Agree:

“Indicate how strongly you agree or disagree with the following statements for magazines”:

My magazines are relevant

My magazine covers the issues I am most interested in

I find magazine advertising less intrusive than TV or radio

Magazines are thought provoking

I am often inspired by stories and columns in magazines

72%

70%

69%

66%

66%



Business Decision Makers find their magazines

relevant (72%), inspirational (66%)

and

thought-provoking (66%).



Magazines Rank First

On These Engagement Dimensions

These are the seven areas where magazines rank highest for Business Decision Makers compared to other media.

The following slides compare these statements for magazines against other media.

What Do Business Decision Makers

Think Of Magazines?

I get a lot of pleasure from this media

70%

I look

forward to reading this media

69%

Ads in this media are more relevant to me

32%

I don't mind the

ads so much in this media

44%

I like to read this media by myself

61%

I think this media is pretty cool

64%

This media often

inspires me

47%

Source: Nielsen CMI Q2 2013 – Q1 2014.

Base: Business Decision Makers – 756,000

Media Engagement

I get a lot of pleasure from this media

70%

63%

60%

46%

44%

40%

Magazine Internet TV Cinema Newspaper Radio

11%

9%

4%

Direct Mail Unaddressed

Mail

Outdoor




Think Of Magazines?

I get a lot of pleasure from this media

70%

I look


69%


32%

I don't mind the


44%


61%


64%

This media often

inspires me

47%



Media Engagement

I look forward to this medium

69%

67%

51% 50%

44%

35%

Magazine Internet Newspaper TV Cinema Radio

9% 8%

4%


Mail

Outdoor




Think Of Magazines?


70%

I look


69%


32%

I don't mind the


44%


61%


64%

This media often

inspires me

47%



Media Engagement


64% 63%

47%

44%

34% 33%

Magazine Internet Cinema TV

13%

6% 6%

Radio Newspaper Outdoor Direct Mail Unaddressed

Mail




Think Of Magazines?


70%

I look


69%

Ads in this media are more

relevant to me

32%

I don't mind the


44%


61%


64%

This media often

inspires me

47%



Media Engagement

Ads in this media are more relevant to me

32%

28%

16%

16%

Magazine Newspaper Internet TV

12%

11% 11%

10%

4%

Cinema Radio Direct Mail Unaddressed

Mail

Outdoor




Think Of Magazines?


70%

I look


69%


32%

I don't mind the


44%


64%


61%

This media often

inspires me

47%



Media Engagement

I don’t mind the ads so much in this media

44% 44%

28%

24%

23%

20%

19%

18%

12%

Magazine Newspaper Cinema Internet Radio TV Outdoor Unaddressed

Mail

Direct Mail




Think Of Magazines?


70%

I look


69%

Ads in this media are more

relevant to me

32%

I don't mind the


44%


61%


64%

This media often

inspires me

47%



Media Engagement


61%

58%

57%

29%

25%

19%

Magazine Internet Newspaper Radio Direct Mail TV

13%

8%

3%

Cinema Unaddressed

Mail

Outdoor



What Do Business Decision Makers Think Of

Magazines?


70%

I look


69%


64%


32%

I don't mind the


44%


61%

This media often

inspires me

47%



Media Engagement

This media often inspires me

47%

45%

35%

33%

22%

21%

Magazine Internet Cinema TV

5% 5% 4%

Newspaper Radio Unaddressed

Mail

Direct Mail Outdoor



Magazines Rank Second On

These Engagement Dimensions

Amongst Business Decision Makers, magazines are second only to cinema for being a personal treat.

They are ranked only second after TV for entertainment.


Base: All People 15+; Target: Business Decision Makers - 756,000


Think Of Magazines?

It is my personal treat

52%

Information I get from this media is trustworthy

55%

Information

I get from this media is credible

55%

I get caught up with this media

46%



It puts me in a good mood

51%

It is good entertainment value

61%

Media Engagement


55%

52%

28%

Cinema Magazine Internet

23%

TV

21%

10%

Newspaper Radio

4%

3%

1%


Mail

Outdoor




Think Of Magazines?


52%


55%

Information


55%


46%




51%


61%

Media Engagement

59%


55%

39%

37%

34%

Newspaper Magazine Internet Radio

16%

14%

10%

7%

TV Direct Mail Cinema Unaddressed

Mail

Outdoor




Think Of Magazines?


52%


55%

Information


55%


46%




51%


61%

Media Engagement

56%

51%

47%


39%

36%

24%

Cinema Magazine TV Internet Radio

6%

3% 3%

Newspaper Direct Mail Unaddressed

Mail

Outdoor




Think Of Magazines?


52%


55%

Information


55%


46%




51%


61%

Media Engagement

62%

55%

Information I Get From This Media Is Credible

45%

41% 40%

Newspaper Magazine Internet TV

16% 16%

11%

8%

Radio Direct Mail Cinema Unaddressed

Mail

Outdoor




Think Of Magazines?


52%


55%

Information


55%


46%




51%


61%

Media Engagement

I get caught up with this media

54%

46%

42%

39%

28%

23%

Internet Magazine TV Cinema Newspaper Radio

4%

3… 2%

Unaddressed

Mail

Direct Mail Outdoor




Think Of Magazines?


52%


55%

Information


55%


46%




51%


61%

Media Engagement

It is good entertainment value

70%

61%

60%

59%

50%

43%

TV Magazine Cinema Internet Radio

8% 7%

3%

Newspaper Unaddressed

Mail

Outdoor Direct Mail



Key Findings

• Business Decision Makers are an affluent high-spending group.

They are a very work-focussed group – this can be seen from their highest indexing attitudinal statements and their activities.

• They engage with magazines more than the general population.

They find their magazines enjoyable, relevant and thoughtprovoking.

• Magazines rank highest for them when compared to other media for seven core dimensions. Elsewhere, magazines are still an important media for putting them in a good mood, as a treat

media, and for entertainment.

Appendices

About CMI

The core of CMI is the National Readership Survey, a comprehensive, nationally representative, independently audited survey of 12,000 face to face interviews conducted from late January to December each year.

The interview together with a self-completion diary give us a comprehensive view of more than just media habits. We also ask a range of attitudinal, behavioural and product usage questions. This gives us a broad picture of the respondents

CMI provides:

•

•

Access to more than 50,000 insight opportunities

Trending opportunities – data covering more than 20 years

CMI can be used to:

• track categories, brands, usage, occasions, channel, behaviours, penetration into target markets

•

•

•

profile consumers, buyers, high value consumers, opportunity groups

explore opportunities and gaps in the market

identify key media usage behaviour for communications strategy

About Media Engagement

New Model Media Engagement was launched in early 2013.

A separate specialised engagement survey was conducted online with

3,000 respondents. Their responses are fused into CMI using like with like respondents based on their media usage

Engagement metrics are designed to show how readers think and feel when they are using media

All the questions included in this document are from New Model Media

Engagement and are not comparable to previous results (prior to

Quarter 1 2013)

More information on Media Engagement is available on request, please contact your Account Manager at Nielsen for further information

Business Decision Makers & Magazine Engagement

Business

Decision

Makers &

Magazine

Engagement

Demographic Profiling

Business Decision Makers in New Zealand.

Who Are They?

Who Are They?

Work Is Always At The Front Of Their Mind

How They Interact With Magazines

Business Decision Makers* in New Zealand,

81% of Business Decision Makers agree that

relevant (72%), inspirational (66%)

thought-provoking (66%).

Related documents

Products

Support

Business Decision Makers & Magazine Engagement

Business

Decision

Makers &

Magazine

Engagement

Demographic Profiling

Business Decision Makers in New Zealand.

Who Are They?

Who Are They?

Work Is Always At The Front Of Their Mind

How They Interact With Magazines

Business Decision Makers* in New Zealand,

81% of Business Decision Makers agree that

relevant (72%), inspirational (66%)

thought-provoking (66%).

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