1. Created July 2016.

2. FLAVA AUDIENCE SECTORS

3. FLAVA’S AUDIENCE Flava reaches 203,500* people aged 10+ across a week
111,600* are aged 15-29
More than twice as likely to be living with parents/siblings/extended family (50%)
Three quarters of Flava listeners live in households of 4+ people
More likely to eat takeaway foods or eat on the run, they’re 40% more likely to have ordered a takeaway home delivery
Flava listeners are more likely to be students, with a quarter planning on studying at degree level or higher in the next 12 months
Of the listeners who are not students, 60% are in paid employment. They want to get to the top of their career, and accept that they need to do more formal study to get there
Friends are important to them – they have busy social lives, and are a third more likely to spend most of their spare time with friends. They enjoy group activities such as sports, nightclubbing, concerts and fitness classes
Average household income is $104,460
(5% more than the New Zealand average of $99,864)
Gaming is a big part of their lives – nearly half are gaming while waiting/doing other things, and a fifth watch people play online or love to watch the best players game
Source: Nielsen CMI Q1 – Q Jan TV/Online fused
SOURCE: GfK RAM, Commercial Radio Stations, Total NZ 4/2017, AP 10+ Sun-Sat 12mn-12mn, Cumulative Audience

4. FASHION

5. The top 10 shopping centres for Flava listeners are:
AN IMAGE-CONSCIOUS GROUP
Fashion and image are a big part of their lives. They spend a lot of money on clothes, and are twice as likely to keep up with the latest fashions. They enjoy going clothes shopping, it’s a favourite pastime and they like their clothes to be noticed by others.
Three quarters say they prefer to dress casually, and they buy well-known brand names as quality is important.
They’re mostly happy wearing overseas imported clothes – more than half of listeners aren’t worried about buying clothes/shoes made outside New Zealand
The top 10 shopping centres for Flava listeners are:
Sylvia Park (36,000)
Queen Street (25,000)
Westfield Manukau (22,000)
Britomart (19,000)
Botany Town Centre (19,000)
Westfield Albany 17,000
Westfield St Lukes (17,000)
Albany Mega Centre (17,000)
LynnMall (15,000)
Manukau Super Centre (15,000)
46% (85,000) OF FLAVA LISTENERS HAVE VISITED AT LEAST ONE OF THESE CENTRES IN THE LAST MONTH
This image-conscious group are 32% more likely to use an Apple IPhone, with 6 out of 10 using it for texting rather than talking. They’re 31% more likely to own a fitness tracker or smartwatch, and have to have the latest gadgets
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

6. A QUARTER OF LISTENERS SHOP AT COTTON ON
Flava listeners are:
Twice as likely to shop at Cotton On
43% more likely to shop at Hallenstein’s
28% more likely to shop at Glassons
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

7. FAST FOOD AND SOFT DRINKS

8. ONE IN FIVE LISTENERS DINE OUT WEEKLY
Flava listeners often eat on the run – they’ll buy takeaway food to eat at home and like hot/spicy food
They’re more likely than all New Zealanders to think that it’s more important to be happy than healthy, and one in five Flava listeners try to dine out at least once a week (when at home they love trying new recipes)
Flava households spend…
$304,000 each week on soft drinks (incl. energy drinks)
$2,663,000 on ready-to-eat food
SOFT DRINKS
Unsurprisingly for a younger audience that aren’t concerned about diet, they are heavy soft drink consumers, especially energy drinks. Their favourite brand is V, followed by Red Bull and Lift Plus
The top 5 soft drinks (in order) are: Coke, L&P, Sprite, Fanta and Bundaberg
ALCOHOL
For those aged 18+, RTDs are extremely popular – however Flava listeners worry about what they’re drinking, and how much they spend, with many cutting down or trying to only drink at weekends
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

9. MCDONALD’S IS NO.1
Whereas Fish and Chips are the favourite takeaway for New Zealanders, they’re knocked into 2nd place for Flava listeners
53% have bought/eaten McDonald’s in the past month and they’re 37% more likely than the 15+ population to eat there
Flava listeners are 77% more likely to be high frequency McDonald’s visitors (visiting 3+ times in the past month)
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

10. GAMING

11. Half a million have three or more games machines
ONLINE GAMING - FLAVA LISTENERS SPEND OVER 4 HOURS WEEKLY
1,249,000 New Zealanders have a games machine in their household, with Playstation being the favoured brand
Half a million have three or more games machines
19% of Flava listeners either watch people play video games online or love to see the best players game
Flava’s young, digitally-focussed audience are spending a long time online gaming - an average of 4 hours 22 minutes each week
As well as using games machines, playing games on mobiles is a favoured pastime of Flava listeners
89,000 listeners have played games on their mobile phone in the past month. Flava listeners are 32% more likely than all New Zealanders to use an iPhone – 70,000 listeners own one
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

12. Gamers are 41% more likely to be Flava listeners
RADIO IS THE FAVOURED TRADITIONAL MEDIA FOR GAMERS*
Social media, messaging and watching short online videos are the favoured media for gamers, however the top traditional media is broadcast radio, reaching nearly three quarters of Gamers *across a week
Gamers are 41% more likely to be Flava listeners
Source: Nielsen CMI Q1 – Q Jan TV/Online fused
*”Gamers” – 751,000 New Zealanders who lose themselves for hours/days while gaming

13. BEAUTY

14. BEAUTY PRODUCTS
Flava’s female listeners are more likely to get their beauty ideas from celebrities. They talk about products with their friends, and more than a quarter will buy after sampling a beauty product sample
Their favourite cosmetics brands are Maybelline, Revlon, MAC, L’Oreal, Thin Lizzy, Australis, The Body Shop and Clinique (43% of female Flava listeners have bought/used these brands in the past three months)
Flava households spend $725,000 each week on personal care items
(i.e. cosmetics, beauty products, perfumes, deodorants)
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

15. BEAUTY PRODUCTS
Flava’s female listeners are more likely to buy their skincare, haircare, cosmetics or perfume from department stores, online shops or beauty salons than the average Kiwi female.
Their favoured stores for buying beauty products are Farmers, followed by K-Mart, The Warehouse and Smith and Caughey’s
Source: Nielsen CMI Q1 – Q Jan TV/Online fused. Base: females

16. SPORT

17. SPORTS STORES VISITED LAST MONTH
SPORTS ADDICTS
72,000 Flava listeners have shopped at a sports store in the last month
Their favourite was Rebel Sports – 39,000 (21% of listeners) go each month
Flava listeners are more likely to go to the gym at least twice a week, and they enjoy playing a lot of sport
35,000 listeners (19%) own a fitness tracker or smart watch
One in four listeners drink protein shakes (they’re two times more likely than the average Kiwi to drink them at least once a month).
Half of Flava listeners drink sports drinks, particularly during/after exercise – their favourite is Powerade (34% of listeners) followed by Gatorade (13%)
Flava reaches 8% of Powerade/ Gatorade/ Mizone drinkers
SPORTS STORES VISITED LAST MONTH
FLAVA LISTENERS
Rebel Sports
39,000
Kathmandu
21,000
Nike
19,000
Adidas Store
15,000
Stirling Sports
11,000
Foot Locker
10,000
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

18. GYM, SWIMMING AND RUNNING
Flava listeners are more likely than all New Zealanders to indulge in sporting activities, particularly going to the gym, swimming and running
Nearly a quarter plan on joining a gym or working out in the next 12 months – 43,000 listeners (27,000 in Auckland)
*Where Index against all people 10+ is > 120 for Flava listeners
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

19. ONLINE VIDEO AND MUSIC

20. WATCHING TV/VIDEO ONLINE
Flava listeners are keen viewers of online video content. Between 6pm and midnight, 63% listeners say they are watching TV/Video online
Multi-screening is popular with Flava listeners, with 66% saying that whilst watching TV they are either online or texting friends
45% of Flava listeners have a subscription to Netflix (compared to 33% of the rest of New Zealanders)
Across the day, Flava listeners are more likely than all people to be watching TV/video online, with nearly half watching between 8-10pm on weekdays
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

21. MUSIC/VIDEO FANS
30% of listeners have attended a live music concert in the past year, and a quarter are planning to attend concerts in the next 6 months
Flava listeners are 45% more likely to be regularly using music/audio apps on their mobile
These heavy mobile users are spending 50% more time on their mobiles each week than all New Zealanders
Flava households are spending $328,000 each week on concert/theatre/cinema tickets
Source: Nielsen CMI Q1 – Q Jan TV/Online fused

22. SUPERMARKET SHOPPING

23. 70,400* MAIN GROCERY BUYERS Flava listeners in the past month:
68% (125,000) have shopped at Countdown
54% (99,000) have shopped at Pak ‘N Save
48% (87,000) have shopped at New World
Whereas Thursday is usually seen as the traditional shopping day, for Flava listeners the favourite day for doing the main grocery shop is Saturday, followed by Tuesday - Flava listeners are more likely to do their shopping in the evenings
Flava’s weekend grocery shoppers are more likely to be in paid employment and have a higher household income
Source: Nielsen CMI Q1 – Q Jan TV/Online fused
Source: GfK RAM, Commercial Radio Stations, Total NZ 1/2018, AP 10+ Sun-Sat 12mn-12mn, Cumulative Audience

24. IMPORTANT FACTORS WHEN CHOOSING A SUPERMARKET
TOP-UP SHOPPERS – ESPECIALLY AT THE DAIRY
When it comes to choosing their supermarket, Flava listeners rank a good range of international foods and organic foods as being more important to them when compared to all people. They’re also 40% more likely to rate regular sampling/tasting opportunities
IMPORTANT FACTORS WHEN CHOOSING A SUPERMARKET
FLAVA LISTENERS
I can always find what I am looking for
136,000
Their fresh produce, meat and fish is of highest quality
130,000
They have the lowest prices/specials
129,000
My supermarket is always clean and tidy
125,000
Being close to my home
124,000
Prompt service at the checkouts
123,000
Flava listeners are more likely to buy products with appealing packages. They couldn’t do without the dairy and often use it to do top-up shops inbetween main shops, or for snacks
Source: Nielsen CMI Q1 – Q Jan TV/Online fused