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DEMOGRAPHICS 48% Young Families 18% Couples; 4% Singles 33% Sydney/31% Melbourne 56% White Collar 17% Students 71% are M

Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people. Women 16-39 1,218,000 people (25% of people 14+ who notice outdoor advertising). WOMEN 16-39. DEMOGRAPHICS

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DEMOGRAPHICS 48% Young Families 18% Couples; 4% Singles 33% Sydney/31% Melbourne 56% White Collar 17% Students 71% are M

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  1. Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people Women 16-39 1,218,000 people (25% of people 14+ who notice outdoor advertising) WOMEN 16-39 DEMOGRAPHICS 48% Young Families 18% Couples; 4% Singles 33% Sydney/31% Melbourne 56% White Collar 17% Students 71% are Main Grocery Buyers Average HH income $98.9K p/a 62% have kids in home ATTITUDES & ACTIVITIES The online/offline balancing act: 70% will use social media as one of the multiple ways that they stay in touch with 75% saying that they love to txt when communicating on their mobile phone. 34% often feel quite lonely. Image is important to them with 41% keeping up with latest fashions, and 45% wear clothes noticed by others. 32% say that they want to stand out from the crowd. These women consider education important with 57% intending to study to help advance their career and 49% undertaking study/ course work in the past 12 months. On weekends these women visit shopping malls, restaurants, café’s, parks & gardens. Activities throughout the year focus on night clubs, gym, theme parks and camping. Music concerts at major venues are likely to be on the agenda. 57% are heavy outdoor consumers 57%
  2. Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people Women 16-39 1,218,000 people (25% of people 14+ who notice outdoor advertising) 58% TRAVEL BY CAR WOMEN 16-39 MEDIA AND OUTDOOR BEHAVIOUR Outdoor attitudes/opinions 56% notice brand advertising on large billboards 56% say billboard advertising is easy to understand whilst driving 56% say large billboards capture my attention when driving 54% can’t miss big billboard signs 48% can’t help notice advertising around the airport 51% can’t help notice advertising on busses 43% notice advertising on big billboards on my way to the shopping centre Commuting to work/study 58% travel to work by car (alone or car pool) 23% take the bus 24% use the train 6% use a tram/light rail 25% travel an hour or more
  3. Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 14+ and (outdoor advertising really stands out or usually notice) 4,961,000 people Women 16-39 1,218,000 people (25% of people 14+ who notice outdoor advertising) 42% access the internet via mobile phone WOMEN 16-39 PURCHASE & INTENTION BEHAVIOUR Online Shopping 41% purchased clothing/accessories online in the past month 25% purchased books online in the past month 69% spend less than $100 a week on online shopping Travel 36% will travel domestic in the next 6 months for holiday/leisure purposes 38% intend to travel overseas in the coming year. Finance/Technology 52% own a credit card; 36% spend more than $1000 per month on a credit card 79% own a smart phone 39% own a laptop and 22% own a tablet PC
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