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 (Northern Ireland 75) 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… 76% Base: Northern Ireland who gave an opinion, Sample: Integrated (52) Proud (61) 5 I feel I am well integrated into the community 89% 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: Northern Ireland who gave an opinion, Sample: Local (52) Country (57) 6 The country is doing well economically % Agree The local economy in my area is doing well 38%44% 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 85% 79% Base: Northern Ireland respondents (74) 7

71% 60% People still spend their money close to home Spend half or more of their money within … 10 miles 5 Base: Northern Ireland respondents (74) 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 Local Commercial Radio Other Websites Social Media Google National Newspapers Base: Northern Ireland respondents (75) 10

Local media does the best job of standing up for people in your local area % Base: Northern Ireland respondents (75) 11 Which of these media are best for standing up for people in your local area? (% agree) Local MediaSocial MediaLocal BBC Radio Local Commercial Radio National Newspapers Google Local Commercial News Other Websites

Local media underpins democracy Base: All who gave opinion & used media in the last 4 weeks. Sample: Northern Ireland respondents (44) 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 Social Media Commercial Radio MagazinesCommercial TV National Newspapers 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. Northern Ireland sample (75) 14 Action (%)

Seeing something advertised in Local media provides shoppers with reassurance… Base: All who gave opinion & used in the last 4 weeks, Sample Northern Ireland respondents (48) 15 I know that if something is advertised in my local paper/website it will be available locally (% agree) Local MediaLocal Newspapers Local Websites

Property 16

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: Northern Ireland respondents who answered property questions. Sample (48) 17 Total Estate agent’s advertisements in Local Media 51% Property websites (e.g Right Move, Zoopla) 23% Looking at properties displayed by estate agents (e.g. in their windows) 42% Estate agents’ websites 51% None of these 24% Article in local newspaper or local website 21% General search 11% Magazines 20% National newspapers 5% Solicitors 0%

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%15%17% 2%0% 11%3%6% Base: Northern Ireland respondents who answered property questions. Sample (46) 18

It’s important to sellers that their property is advertised in Local media Base: Northern Ireland those who own property. Sample (48) 19 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

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. 21