ATTITUDES & ACTIVITIES Cultured & responsible – This group has spent time in the last 12 months visiting Live theatre, the art gallery, museums and church.

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Presentation transcript:

ATTITUDES & ACTIVITIES Cultured & responsible – This group has spent time in the last 12 months visiting Live theatre, the art gallery, museums and church. 73% enjoy a glass of wine with their meal. 44% have done volunteer work, and 56% feel they have a responsibility for the poor. Secure & driven - 41% feel financially secure, and 52% say they go for the finer things in life. This group in attitude are career focused and feel important with 77% saying that they plan for the future and 62% saying that their work is a career not just a job. On weekends they can be found visiting cafes, shopping malls and the supermarket. 64 % DINKS DEMOGRAPHICS 46% aged (average age 34) 80% Married or defacto 40% own home with a mortgage 26% are Managers / Professionals 80% work Full Time 48% have HH Income $120K+ 47% times more to be an University graduate 86 % seen Billboard advertising in the past week Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people DOUBLE INCOME NO KIDS: DINKS 158,000 PEOPLE (11% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)

72% SAY THEY HAVE A HIGH OPPORTUNITY TO SEE OUTDOOR ADVERTISNG DINKS MEDIA AND OUTDOOR BEHAVIOUR Outdoor attitudes/opinions 29% seen advertising on Billboards at least once a day 35% can remember seeing roadside Billboards in the last week 24% more likely to remember advertising within an airport terminal The target are more likely than the population to notice Billboards over Bus Shelters and Bus advertising Commuting to work/study 82% travel by car (alone or car pool) 15% take the bus 7% use the train On the Road each week 63% drive in traffic throughout the week Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people DOUBLE INCOME NO KIDS: DINKS 158,000 PEOPLE (11% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)

PURCHASE & INTENTION BEHAVIOUR Travel 65% intend to travel internationally in the next 12 months 81% intend to travel on holiday within NZ in the past 12 months 22% have travelled with NZ for business They are 2 x more likely to travel internationally for business Of these intending travelers: Australia is the preferred destination followed by UK / Europe Finance 78% own a credit card 31% more likely to be financially secure 68% own their own home 75% have savings or an investment account 47% are good at managing their money 46% INTEND TO RENOVATE IN THE NEXT 12 MONTHS DINKS DOUBLE INCOME NO KIDS: DINKS 158,000 PEOPLE (11% OF PEOPLE WHO ARE OUTDOOR OBSERVERS) Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12) Base: People who are Outdoor Observers 1,413,000 people