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.
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 (203).
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.
4
People have a strong sense of local
identity and pride…
I feel I am well
integrated into
the community
93%
I am proud to
live in the area I
live in
96%
Base: North East who gave an opinion, Sample: Integrated (155) Proud (170)
5
People’s perception of the economy has improved.
There’s an even more positive view locally…
% Agree
28%
31%
The country is
doing well
economically
The local
economy in my
area is doing
well
Loving Local (2011) National
17%
29%
Local Economy
Country
Base: North East who gave an opinion, Sample: Local (144) Country (195)
6
People still live their lives close to home
Spend half or more of their time within …
95%
88%
Base: North West respondents (202)
7
People still spend their money
close to home
Spend half or more of their money within …
89%
76%
Base: North East respondents (200)
8
Media
9
Local media is the most trusted
source of information
Which of these media are most trustworthy in providing relevant
information about your local area? (% agree)
%
Local Media
Local
Commercial
TV
Local BBC
Radio
Local
Commercial
Radio
National
Newspapers
Google
Other
Websites
Social Media
Base: South East respondents (116)
10
Local media does the best job of
standing up for people in your local area
Which of these media are best for standing up for people in your local area?
(% agree)
%
Local Media
Local BBC
Radio
Local
Commercial TV
Local
Commercial
Radio
National
Newspapers
Social Media
Google
Other Websites
Base: North East respondents (203)
11
Local media underpins democracy
Local media helps me know what local businesses
and organisations are up to (% agree)
Local Media
Local
Newspapers
Local
Websites
Base: All who gave opinion & used media in the last 4 weeks.
Sample: North East respondents (156)
12
Taking
Action
13
Consumers who took action after
seeing the advertisement in media….
Action (%)
%
Local Media
Other
Websites
National
Newspapers
Commercial
TV
Magazines
Social Media
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. North East sample (203)
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)
Local Media
Local
Newspapers
Local
Websites
Base: All who gave opinion & used in the last 4 weeks,
Sample North East respondents (150)
15
Groceries
16
Local media is the 2nd most influencial
medium in deciding where to shop for
groceries
Decided where to shop/visited somewhere you've seen advertised? (% agree)
%
Local Media
Commercial
TV
Promotion
in Store
Direct Mail
National
Newspapers
Other
Websites
Magazines
Commercial Social Media
Radio
Base: North East who answered grocery questions. Sample (85).
17
Special offers/promotions are most
effective in Local media
Made a note of a special offer/promotion (% agree)
%
Local Media
Direct Mail
Promotion
in Store
Commercial
TV
National
Newspapers
Other
Websites
Magazines
Commercial Social Media
Radio
Base: North East who answered grocery questions. Sample (85).
18
People rely on Local media for
coupons/vouchers
Retrieved or used a coupon/voucher (% agree)
%
Promotion
in Store
Local Media
Direct Mail
National
Newspapers
Commercial
TV
Magazines
Other
Websites
Commercial Social Media
Radio
Base: North East who answered grocery questions. Sample (85)
19
Local media gets people talking about
offers and promotions
Talked about an ad or promotion you've seen with friends or family (% agree)
%
Local Media
Direct Mail
Promotions
in Store
Other
Websites
National
Commercial
Newspapers
TV
Magazines
Social Media Commercial
Radio
Base: North East who answered grocery questions. Sample (85).
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
45%
Property websites (e.g Right Move, Zoopla)
45%
Looking at properties displayed by estate agents (e.g. in their windows)
41%
Estate agents’ websites
34%
None of these
19%
Article in local newspaper or local website
20%
General search
13%
Magazines
20%
National newspapers
6%
Solicitors
1%
Base: North East respondents who answered property questions. Sample (109)
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)
19%
19%
23%
Contacted an estate agent [solicitor in Scotland]
to enquire about a property
9%
9%
8%
Looked round a property
9%
4%
6%
Looked at a property in more detail online
Base: North East respondents who answered property questions. Sample (170)
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: North East those who own property. Sample (115)
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
Specialist car websites
30%
Other websites (e.g. Gumtree, eBay etc)
10%
Local Media
36%
Specialist car magazines
11%
National Newspapers/ websites
17%
Base: North East respondents who answered motors questions. Sample (40)
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
28%
Other websites (e.g. Gumtree, eBay etc)
15%
Local Media
30%
Specialist car magazines
5%
Ads in National Newspapers/ websites
8%
Base: North East respondents who answered motors questions. Sample (40)
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
18%
Other websites (e.g. Gumtree, eBay etc)
4%
Local Media
19%
Specialist car magazines
8%
Ads in National Newspapers/ websites
5%
Base: North East respondents who answered motors questions. Sample (40)
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