Local Media Driving Consumer Action

Agenda Introduction and methodology Local lifeLocal 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 and pop ups from newspapers. Total sample size 2,232 (Yorkshire 200). Base: All respondents who answered property questions. Sample (1,188) 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.

People have a strong sense of local identity and pride… 83% Base: Yorkshire who gave an opinion, Sample: Integrated (149) Proud (179) 5 I feel I am well integrated into the community 90% I am proud to live in the area I live in

People’s perception of the economy has improved. There’s an even more positive view locally… Base: Yorkshire who gave an opinion, Sample: Local (143) Country (160) 6 The country is doing well economically % Agree The local economy in my area is doing well 27%51% Country Loving Local (2011) National Local Economy 17%29%

People still live their lives close to home Spend half or more of their time within … 10 miles 5 92% 84% Base: Yorkshire respondents (199) 7

83% 72% People still spend their money close to home Spend half or more of their money within … 10 miles 5 Base: Yorkshire respondents (199) 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 MediaLocal BBC Radio Local Commercial TV Google Local Commercial Radio National Newspapers Social Media Other Websites Base: Yorkshire respondents (200) 10

Local media does the best job of standing up for people in your local area % Base: Yorkshire respondents (200) 11 Which of these media are best for standing up for people in your local area? (% agree) Local MediaLocal BBC Radio Local Commercial Radio Local Commercial TV GoogleOther WebsitesSocial MediaNational Newspapers

Local media underpins democracy Base: All who gave opinion & used media in the last 4 weeks. Sample: Yorkshire respondents (149) 12 Local media helps me know what local businesses and organisations are up to (% agree) Local Media Local Newspapers Local Websites

13 Taking Action

Consumers who took action after seeing the advertisement in media…. % Local Media Other Websites Commercial TV National Newspapers MagazinesCommercial Radio Social Media 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. Yorkshire sample (200) 14 Action (%)

Seeing something advertised in Local media provides shoppers with reassurance… Base: All who gave opinion & used in the last 4 weeks, Sample Yorkshire respondents (142) 15 I know that if something is advertised in my local paper/website it will be available locally (% agree) Local MediaLocal Newspapers Local Websites

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) Promotion in Store Local MediaDirect MailOther Websites Commercial TV National Newspapers MagazinesCommercial Radio Social Media Base: Yorkshire who answered grocery questions. Sample (89). 17

Special offers/promotions are most effective in Local media % Made a note of a special offer/promotion (% agree) Base: Yorkshire who answered grocery questions. Sample (89). 18 Promotion in Store Local MediaDirect MailNational Newspapers Commercial TV Other Websites MagazinesCommercial Radio Social Media

People rely on Local media for coupons/vouchers % Retrieved or used a coupon/voucher (% agree) Base: Yorkshire who answered grocery questions. Sample (89) 19 Promotion in Store Local MediaDirect MailMagazinesNational Newspapers Commercial Radio Social MediaCommercial TV Other Websites

Local media gets people talking about offers and promotions % Talked about an ad or promotion you've seen with friends or family (% agree) Local MediaPromotions in Store Commercial TV Direct MailNational Newspapers Other Websites Social MediaCommercial Radio Magazines Base: Yorkshire who answered grocery questions. Sample (89). 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? Base: Yorkshire respondents who answered property questions. Sample (122) 22 Total Estate agent’s advertisements in Local Media 57% Property websites (e.g Right Move, Zoopla) 53% Looking at properties displayed by estate agents (e.g. in their windows) 41% Estate agents’ websites 35% None of these 21% Article in local newspaper or local website 13% General search 10% Magazines 9% National newspapers 6% Solicitors 2%

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) Looked at a property in more detail online Contacted an estate agent [solicitor in Scotland] to enquire about a property Looked round a property 23%24%31% 5%6%9% 3%6%7% Base: Yorkshire respondents who answered property questions. Sample (155) 23

It’s important to sellers that their property is advertised in Local media Base: Yorkshire those who own property. Sample (123) 24 Local Newspaper If you were to sell your house how important would it be to you that your agent advertised in Local Newspapers/websites? Local Websites 0%20%40%60%80%100% Very ImportantFairly ImportantNo Particularly Important

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)? None12 to 34 to 5 6 to Base: Those who sold or looked into selling their home in the past 12 months. Sample (55) % did not contact any estate agents

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? Base: Yorkshire respondents who answered motors questions. Sample (41) 27 Total Specialist car websites 51% Other websites (e.g. Gumtree, eBay etc) 35% Specialist car magazines 4% National Newspapers/ websites 8% Local Media 47%

Specialist car magazines 34% Ads in National Newspapers/ websitesSpecialist car websites 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? 34% Base: Yorkshire respondents who answered motors questions. Sample (41) 28 Total Other websites (e.g. Gumtree, eBay etc) 16% 4% Local Media 28%

Specialist car magazinesAds in National Newspapers/ websitesSpecialist car websites 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? 52% Base: Yorkshire respondents who answered motors questions. Sample (41) 29 Total Other websites (e.g. Gumtree, eBay etc) 22% 4% 2% Local Media 46%

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