1. FMCG Shoppers Archetypes

2. 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 June 2016) - with Mobile - Pop

3. 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 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

4. 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 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 June 2016) - with Mobile - Pop

5. What OOH formats do they see?

6. 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 June 2016) - with Mobile - Pop

7. 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 June 2016) - with Mobile - Pop

8. How do they respond to OOH?

9. 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/ ed 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 June 2016) - with Mobile - Pop

10. 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/ ed for more information using a mobile phone
112
128
GB TGI Clickstream 2016 Q4 (July June 2016) - with Mobile - Pop

11. 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/ ed 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 June 2016) - with Mobile - Pop

12. Thank you