A quantitative study into shopping behaviour and attitudes Retail 2012 A quantitative study into shopping behaviour and attitudes

the wanted ads Retail – 9 retail sectors GROCERIES HOUSEHOLD GOODS DIY/GARDENING MOBILE PHONES CLOTHING & FASHION ENTERTAINMENT & LEISURE FURNITURE OPTICIANS CHEMISTS Total 2,559 Fieldwork dates 13th – 20th August 2012 Nationally representative sample (quotas on age, gender, class and ITV region) Online survey with weighting to correct bias

the wanted ads Retail : 4 Main themes 1: People are continuing to cut back Belt-tightening across all retail sectors 2: Cost/£VFM the #1 priority Focused shopping behaviour especially looking for value 3: Locality more important than ever Despite growth internet people continue to shop locally 4: Consumers seek promotion & value messaging Local media #1 paid for media

People are attached to the area they live in… 65% 69% 59% 66% ‘I feel part of my community’ (agree) 72% 63% 69% 56% 66% 60% 64% 60% Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,728

..and they are proud of their area too… 83% 85% 81% 76% 88% ‘I’m proud of the area I live in’ (agree) 80% 83% 79% 80% 84% 87% 83% Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,552

The state of the economy continues to loom large… 10% 11% 7% 2% ‘The country is doing well economically ’ (agree) 14% 13% 6% 18% 14% 21% 13% 6% Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,120

Things are more positive at a local level but still difficult… 17% 22% 9% 7% 28% 17% ‘The local economy is doing well’ (agree) 13% 28% 27% 38% 26% 20% Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,729

84% agree ‘the recession has made supporting the local community more important’ Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,648

People continue to watch their pocket 87% 91% 90% 91% ‘I have tightened my belt on the amount I spend’ (agree) 77% 88% 90% 90% 86% 89% 87% 88% Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

Little difference by age or social grade “I have tightened my belt on the amount I spend ...” % agree Male 84 90 Female 88 Age 16-34 91 Age 35-54 Age 55+ 84 ABC1 Adults 85 C2DE Adults 90 Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

8.7 7.5 7.5 2008 2012 2012 People are shopping less frequently… Average number of grocery trips per month… 8.7 2008 7.5 2012 7.5 2012 Source: Newspaper Society/BDR Continental 2008/2012 Base: All grocery shoppers.

‘I like companies that involve themselves in the local community’ People are positive about companies that involve themselves in the local community 92% 91% 90% 87% ‘I like companies that involve themselves in the local community’ (agree) 96% 93% 92% 93% 93% 92% 91% 88% Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,654

Shoppers like local produce… 86% 83% 86% 85% 87% ‘I prefer to buy from local suppliers’ (agree) 87% 89% 79% 82% 83% 84% 85% Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,645

People shop close to home… 2012 2008 FURNITURE 9.4 9.9 9.9 FOOD/ GROCERIES 3.3 3.4 DIY/ GARDENING 5.6 5.7 HOME ENTERTAINMENT 5.3 5.5 CLOTHING FASHION 7.2 7.4 HOUSEHOLD PRODUCTS 5.9 6.1 Source: Newspaper Society/BDR Continental Base: All respondents 2,559

Cost & value main consideration for household shoppers, as well as distance & location… Which of these are important to you in deciding where to buy household goods? (%) Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Main H/hold shopper Sample Size: 2,500

The role of communications channels Learn about new products Compare products and services Containing vouchers/coupons Show price range Promoting special offers/promotions Deciding where to shop

Path to purchase Evaluate Compare Action

Household Goods Learn about Show price range new products Evaluate 30 Local media Commercial TV Magazines Outdoor National newspaper/website Commercial Radio Cinema 30 % 20 10 Learn about new products Show price range Compare products Learn about and services new products Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for household goods. Sample Size: 1,588.

Compare products and services Household goods Local media Commercial TV Magazines Outdoor National newspaper/website Commercial Radio Cinema 40 % 30 20 10 Compare products and services Deciding where to shop Compare products Deciding where to shop Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for household goods. Sample Size: 1,588.

Promoting special offers/promotions Action Household goods Local media Commercial TV Magazines Outdoor National newspaper/website Commercial Radio Cinema % 40 30 20 10 Promoting special offers/promotions Containing vouchers/coupons Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for household goods. Sample Size: 1,588.

the wanted ads Retail : 4 Main themes 1: People are continuing to cut back Belt-tightening across all retail sectors 2: Cost/£VFM the #1 priority Focused shopping behaviour especially looking for value 3: Locality more important than ever Despite growth internet people continue to shop locally 4: Consumers seek promotion & value messaging Local media #1 paid for media

using local media to drive retail business How advertisers are using local media to drive retail business