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.
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)
3
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.
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)
4
People have a strong sense of local
identity and pride…
I feel I am well
integrated into
the community
I am proud to
live in the area I
live in
87%
90%
Base: All who gave an opinion, Sample: Integrated (1,788) Proud (1,912)
5
People’s perception of the economy has improved.
There’s an even more positive view locally…
% Agree
32%
50%
The country is
doing well
economically
The local
economy in my
area is doing
well
Loving Local (2011)
17%
29%
Local Economy
Country
Base: All who gave an opinion, Sample: Local (1,548) Country (1,683)
6
People still live their lives close to home
Spend half or more of their time within …
97%
85%
Base: All respondents (2,232)
7
People still spend their money
close to home
Spend half or more of their money within …
89%
70%
Base: All respondents (2,232)
8
Media
9
Local media is the most trusted
source of information
52
19
%
14
Local Media
Local BBC
Radio
Local
Commercial
TV
11
Local
Commercial
Radio
6
5
4
4
Google
Social Media
Other
Websites
National
Newspapers
Base: All respondents (2,194)
10
Local media does the best job of
standing up for people in your local area
53
%
11
Local Media
Local BBC
Radio
10
Local
Commercial
TV
7
Local
Commercial
Radio
6
Google
4
3
Social Media
Other
Websites
3
National
Newspapers
Base: All respondents (2,194)
11
Local media underpins democracy
95
Local
Media
94
Local
Newspapers
95
Local
Websites
Base: All who gave opinion & used media in the last 4 weeks. Sample Local newspaper (1,659) Website (544)
12
Taking
Action
13
Consumers who took action after
seeing the advertisement in media….
Action (%)
51
29
23
%
22
19
14
Local Media
Other
Websites
Commercial
TV
National
Newspapers
Magazines
Social Media
14
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. Sample size (2,232)
14
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)
88
87
60
Local
Media
Local
Newspapers
Local
Websites
Base: All who gave opinion & used in the last 4 weeks, Sample Local newspaper (1,769) Website (1,221)
15
Groceries
16
Local media is the most influencial medium
in deciding where to shop for groceries
Decided where to shop/visited somewhere you've seen advertised ? (% agree)
41
25
21
%
19
15
Local Media
Promotion
in store
Direct Mail
Commercial
National
TV
Newspapers
13
Other
Websites
11
Magazines
9
7
Commercial Social Media
Radio
Base: All who answered grocery questions. Sample (874).
17
Special offers/promotions are most
effective in Local media
Made a note of a special offer/promotion (% agree)
42
23
22
%
18
Local Media
Promotion
in store
Direct Mail
15
Commercial
National
TV
Newspapers
10
9
Other
Websites
Magazines
8
8
Commercial Social Media
Radio
Base: All who answered grocery questions. Sample (874).
18
People rely on Local media for
coupons/vouchers
Retrieved or used a coupon/voucher (% agree)
34
25
20
%
10
7
Promotion
in store
Local
Media
Direct Mail
National
Newspapers
Magazines
6
Other
Websites
4
Social
Media
3
3
Commercial Commercial
TV
Radio
Base: All who answered grocery questions. Sample (874)
19
Local media gets people talking about
offers and promotions
Talked about an ad or promotion you've seen with friends or family (% agree)
27
%
10
Local Media
Promotion
in store
10
Direct Mail
9
7
Commercial
National
TV
Newspapers
6
6
Other
Websites
Magazines
6
6
Commercial Social Media
Radio
Base: All who answered grocery questions. Sample (874).
20
Property
21
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?
Total
Estate agent’s advertisements in Local Media
49%
Property websites (e.g Right Move, Zoopla)
37%
Looking at properties displayed by estate agents (e.g. in their windows)
31%
Estate agents’ websites
29%
None of these
25%
Article in local newspaper or local website
16%
General search
13%
Magazines
11%
National newspapers
7%
Solicitors
3%
Base: All respondents who answered property questions. Sample (1,188)
22
People take action as a result of seeing
property advertised in Local media
Which of the following have you done as a result of
seeing an ad or article in local media?
Local
Newspaper
Local
Website
Both
(Local Media)
Looked at a property in more detail online
24%
26%
29%
Contacted an estate agent [solicitor in Scotland]
to enquire about a property
10%
13%
15%
Looked round a property
9%
11%
13%
None of the above
30%
35%
38%
Base: All respondents who answered property questions. Sample (1,188)
23
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%
Very Important
40%
Fairly Important
60%
80%
100%
No Particularly Important
Base: Those who own property. Sample (1293)
24
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
40
13% did not
contact any
estate agents
30
20
10
0
None
1
2 to 3
4 to 5
6 to 9
10+
Base: Those who sold or looked into selling their home in the past 12 months. Sample (55)
25
Motors
26
Local media is most useful for finding
cars in the right price range
Which of the following advertising sources did you find most useful when looking
for a new car to see what types of cars are available in your price range?
Total
Local Media
41%
Specialist car websites
39%
Other websites (e.g. Gumtree, eBay etc)
27%
Specialist car magazines
18%
National Newspapers/ websites
16%
Base: All respondents who answered motors questions. Sample (468)
27
Local media is one of the top two
sources for finding a dealer
Which of the following advertising sources did you find most useful
when looking for a new car to find a dealer who sells those?
Total
Specialist car websites
32%
Local Media
31%
Other websites (e.g. Gumtree, eBay etc)
20%
Ads in National Newspapers/ websites
10%
Specialist car magazines
9%
Base: All respondents who answered motors questions. Sample (468)
28
Local media has an important role at
the final stage in car buying
Which of the following advertising sources did you find most useful when looking for a
new car to making the final choice/evaluating the options available to you?
Total
Specialist car websites
34%
Local Media
22%
Other websites (e.g. Gumtree, eBay etc)
16%
Specialist car magazines
12%
Ads in National Newspapers/ websites
9%
Base: All respondents who answered motors questions. Sample (468)
29
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.
30