FMCG Shoppers Archetypes

Driven by superior quality and happy to pay a premium for it TGI FMCG Shopper archetypes: Population size in UK (000s) Driven by superior quality and happy to pay a premium for it Driven by routine, have narrow brand repertoire, more likely to be solus shoppers, tend to want to stick to tried and tested products/brands Driven by lowest price to meet strict budget, attracted by sales and promotions, special offers and loyalty schemes Driven by convenience in general, locality, opening hours, parking, ease of use etc. Driven by value, bargain hunters, have large brand repertoires, don’t like the idea of sticking to only a few brands Savvy and passionate shoppers who get food knowledge from magazines, professionals, word of mouth, read ingredients and labels Driven by ethical considerations such as Fair Trade, animal welfare, protection of the environment etc. GB TGI Clickstream 2016 Q4 (July 2015 - June 2016) - with Mobile - Pop

OOH is most efficient for reaching Quality Crusaders, Promiscuous Purchasers and Conscious Connoisseurs Quintile 1 (highest) Population size in UK Quality Crusaders: 7 M Promiscuous Purchasers: 2.5M Conscious Crusaders: 1.8M 115 119 99 Index Quality Crusaders Promiscuous Purchasers Conscious Connoisseurs GB TGI Clickstream 2016 Q4 (July 2015 - June 2016) - with Mobile - Pop Base: Main Shoppers. Media neutral quintiles: quintile 1 (highest) Highest quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

43% more likely to be female, 38% more likely to be aged between their mid-30s and mid-50s and particularly likely to be parents of school age children. Quality Crusaders, Promiscuous Purchasers and Conscious Connoisseurs can be efficiently reached with OOH Attitude Demographic Quality Crusaders Driven by superior quality and happy to pay a premium for it 26% more likely to be between their mid-forties and mid-fifties. They are also relatively upmarket, 27% more likely to be in the (top) AB social grades 7 million in UK 7 in 10 see Classic (index 106) 4 in 10 see DOOH every week (index 107) Promiscuous Purchasers Driven by value, bargain hunters, have large brand repertoires, don’t like the idea of sticking to only a few brands 43% more likely to be female, 38% more likely to be aged between their mid-30s and mid-50s and particularly likely to be parents of school age children. 2.5 million in UK 8 in 10 see Classic (index 123) Half see DOOH every week (index 132) Conscious Connoisseurs Savvy and passionate shoppers who get food knowledge from magazines, professionals, word of mouth, read ingredients and labels 46% more likely to be aged 25-34 and a quarter more likely to be female. They are also 53% more likely to be in the (top) AB social grades 1.8 million in UK 8 in 10 see Classic (index 115) 4 in 10 see DOOH every week (index 117) GB TGI Clickstream 2016 Q4 (July 2015 - June 2016) - with Mobile - Pop

What OOH formats do they see?

Promiscuous Purchasers Conscious Connoisseurs Likelihood to see each format versus the average main shopper in the household (index) Seen in past week - DOOH Quality Crusaders Promiscuous Purchasers Conscious Connoisseurs Advertising inside a taxi 103 153 202 Advertising at underground stations/platforms 108 164 182 Any Advertising on the Underground Network 162 179 Advertising at railway stations/platforms 101 159 Large hanging advertising objects in shopping centres/malls 105 186 138 Advertising on escalators in shopping centres/malls 131 176 Advertising in clubs or pubs 79 196 Other advertising at petrol stations 133 165 Advertising on the roof of a taxi 85 214 Any Advertising on the outside of a taxi Advertising inside a bus 106 110 156 Advertising outside supermarkets 129 130 Other advertising inside supermarkets Advertising on a bus stop/shelter 100 143 123 Advertising in convenience shops/stores 89 88 Advertising at motorway service stations 148 98 Advertising at an airport 111 140 Large advertising sites at the side of the road/buildings 114 115 125 Other advertising in shopping centres/malls 113 135 Small advertising sites on the street (excluding bus stops) 132 Advertising in supermarkets 104 118 119 Advertising in cinema foyers 107 Advertising in washrooms/toilets 83 75 Advertising outside convenience shops/stores 81 67 149 GB TGI Clickstream 2016 Q4 (July 2015 - June 2016) - with Mobile - Pop

Promiscuous Purchasers Conscious Connoisseurs Likelihood to see each format versus the average main shopper in the household (index) Seen in past week - Classic OOH Quality Crusaders Promiscuous Purchasers Conscious Connoisseurs Advertising inside a taxi 100 164 138 Advertising at underground stations/platforms 115 133 144 Any Advertising on the Underground Network 112 140 Advertising at railway stations/platforms 108 142 136 Large hanging advertising objects in shopping centres/malls 145 131 Advertising on escalators in shopping centres/malls 105 149 128 Advertising in clubs or pubs Other advertising at petrol stations 98 137 146 Advertising on the roof of a taxi 111 150 116 Any Advertising on the outside of a taxi 103 124 Advertising inside a bus 125 148 Advertising outside supermarkets 107 Other advertising inside supermarkets 135 Advertising on a bus stop/shelter 152 114 Advertising in convenience shops/stores 132 Advertising at motorway service stations Advertising at an airport 110 141 119 Large advertising sites at the side of the road/buildings 134 Other advertising in shopping centres/malls 106 Small advertising sites on the street (excluding bus stops) Advertising in supermarkets 113 Advertising in cinema foyers 96 158 Advertising in washrooms/toilets 92 Advertising outside convenience shops/stores 130 GB TGI Clickstream 2016 Q4 (July 2015 - June 2016) - with Mobile - Pop

How do they respond to OOH?

Promiscuous Purchasers Conscious Connoisseurs Likelihood to respond versus the average main shopper in the household (index) Response – at the time Quality Crusaders Promiscuous Purchasers Conscious Connoisseurs Used a mobile phone to make a purchase 105 134 202 Texted/Called/Emailed for more information using a mobile phone 100 112 220 Researched a product/service online (NOT via mobile) 126 104 Redeemed a voucher with a mobile phone 114 151 166 Taken a photo of an advert using a mobile phone 87 148 193 Went to store to buy a product 108 201 Researched a product/service on a mobile phone 95 190 Purchased a product/service online (NOT via mobile) 118 88 196 Used mobile phone to scan a QR code or tap an NFC tag on an advert 146 147 Talked with friends about a product/service/brand 164 Downloaded an app 96 117 150 Posted/shared content about a product/service/brand on social media sites 92 78 171 Interacted directly with a brand page on social media sites 89 128 GB TGI Clickstream 2016 Q4 (July 2015 - June 2016) - with Mobile - Pop

Promiscuous Purchasers Conscious Connoisseurs Likelihood to respond versus the average main shopper in the household (index) Response – later on Quality Crusaders Promiscuous Purchasers Conscious Connoisseurs Talked with friends about a product/service/brand 98 187 146 Researched a product/service online (NOT via mobile) 97 168 165 Interacted directly with a brand page on social media sites 79 213 137 Purchased a product/service online (NOT via mobile) 106 164 Downloaded an app 94 Went to store to buy a product 104 155 132 Used a mobile phone to make a purchase 99 127 Researched a product/service on a mobile phone 93 143 135 Posted/shared content about a product/service/brand on social media sites 88 169 108 Redeemed a voucher with a mobile phone 90 129 113 Texted/Called/Emailed for more information using a mobile phone 112 128 GB TGI Clickstream 2016 Q4 (July 2015 - June 2016) - with Mobile - Pop

Promiscuous Purchasers Conscious Connoisseurs Likelihood to respond versus the average main shopper in the household (index) Response - any Quality Crusaders Promiscuous Purchasers Conscious Connoisseurs Taken a photo of an advert using a mobile phone 87 148 193 Researched a product/service online (NOT via mobile) 106 151 165 Purchased a product/service online (NOT via mobile) 111 128 172 Talked with friends about a product/service/brand 95 155 153 Used mobile phone to scan a QR code or tap an NFC tag on an advert 104 146 147 Went to store to buy a product 107 132 Used a mobile phone to make a purchase 103 142 145 Downloaded an app 138 Interacted directly with a brand page on social media sites 90 159 125 Researched a product/service on a mobile phone 91 137 143 Texted/Called/Emailed for more information using a mobile phone 93 109 164 Redeemed a voucher with a mobile phone 98 136 126 Posted/shared content about a product/service/brand on social media sites 123 140 GB TGI Clickstream 2016 Q4 (July 2015 - June 2016) - with Mobile - Pop

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