1. A quantitative study into shopping behaviour and attitudes
Retail 2012
A quantitative study into shopping behaviour and attitudes

2. the wanted ads Retail – 9 retail sectors
GROCERIES
HOUSEHOLD GOODS
DIY/GARDENING
MOBILE
PHONES
CLOTHING & FASHION
ENTERTAINMENT & LEISURE
FURNITURE
OPTICIANS
CHEMISTS
Total 2,559
Fieldwork dates 13th – 20th August 2012
Nationally representative sample (quotas on age, gender, class and ITV region)
Online survey with weighting to correct bias

3. the wanted ads Retail : 4 Main themes
1: People are continuing to cut back
Belt-tightening across all retail sectors
2: Cost/£VFM the #1 priority
Focused shopping behaviour especially looking for value
3: Locality more important than ever
Despite growth internet people continue to shop locally
4: Consumers seek promotion & value messaging
Local media #1 paid for media

4. People are attached to the area they live in…
65%
69%
59%
66%
‘I feel part of my community’
(agree)
72%
63%
69%
56%
66%
60%
64%
60%
Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,728

5. ..and they are proud of their area too…
83%
85%
81%
76%
88%
‘I’m proud of the area I live in’
(agree)
80%
83%
79%
80%
84%
87%
83%
Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,552

6. The state of the economy continues to loom large…
10%
11% 7% 2%
‘The country is doing well economically ’
(agree)
14%
13% 6%
18%
14%
21%
13% 6%
Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,120

7. Things are more positive at a local level but still difficult…
17%
22% 9% 7%
28%
17%
‘The local economy is doing well’
(agree)
13%
28%
27%
38%
26%
20%
Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,729

8. 84% agree ‘the recession has made supporting the local community more important’
Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,648

9. People continue to watch their pocket
87%
91%
90%
91%
‘I have tightened my belt on the amount I spend’
(agree)
77%
88%
90%
90%
86%
89%
87%
88%
Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

10. Little difference by age or social grade
“I have tightened my belt on the amount I spend ...”
% agree
Male 84 90
Female 88
Age 16-34 91
Age 35-54
Age 55+ 84
ABC1 Adults 85
C2DE Adults 90
Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

11. 8.7 7.5 7.5 2008 2012 2012 People are shopping less frequently…
Average number of
grocery trips per month…
8.7
2008
7.5
2012
7.5
2012
Source: Newspaper Society/BDR Continental 2008/2012 Base: All grocery shoppers.

12. ‘I like companies that involve themselves in the local community’
People are positive about companies that involve themselves in the local community
92%
91%
90%
87%
‘I like companies that involve themselves in the local community’
(agree)
96%
93%
92%
93%
93%
92%
91%
88%
Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,654

13. Shoppers like local produce…
86%
83%
86%
85%
87%
‘I prefer to buy from local suppliers’
(agree)
87%
89%
79%
82%
83%
84%
85%
Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,645

14. People shop close to home…
FURNITURE
9.4
9.9
9.9
FOOD/ GROCERIES
3.3
3.4
DIY/ GARDENING
5.6
5.7
HOME ENTERTAINMENT
5.3
5.5
CLOTHING FASHION
7.2
7.4
HOUSEHOLD PRODUCTS
5.9
6.1
Source: Newspaper Society/BDR Continental Base: All respondents 2,559

15. Cost & value main consideration for household shoppers, as well as distance & location…
Which of these are important to you in deciding where to buy household goods? (%)
Source: Newspaper Society Retail Survey 2012/BDR Continental
Base: Main H/hold shopper Sample Size: 2,500

16. The role of communications channels
Learn about
new products
Compare products and services
Containing
vouchers/coupons
Show price range
Promoting special offers/promotions
Deciding where to shop

17. Path to purchase
Evaluate
Compare
Action

18. Household Goods Learn about Show price range new products Evaluate 30
Local media
Commercial TV
Magazines
Outdoor
National newspaper/website
Commercial Radio
Cinema 30 % 20 10
Learn about
new products
Show price range
Compare products
Learn about
and services
new products
Source: Newspaper Society Retail Survey 2012/BDR Continental
Base: Shop for household goods. Sample Size: 1,588.

19. Compare products and services
Household goods
Local media
Commercial TV
Magazines
Outdoor
National newspaper/website
Commercial Radio
Cinema 40 % 30 20 10
Compare products and services
Deciding where to shop
Compare products
Deciding where
to shop
Source: Newspaper Society Retail Survey 2012/BDR Continental
Base: Shop for household goods. Sample Size: 1,588.

20. Promoting special offers/promotions
Action
Household goods
Local media
Commercial TV
Magazines
Outdoor
National newspaper/website
Commercial Radio
Cinema % 40 30 20 10
Promoting special offers/promotions
Containing
vouchers/coupons
Source: Newspaper Society Retail Survey 2012/BDR Continental
Base: Shop for household goods. Sample Size: 1,588.

21. the wanted ads Retail : 4 Main themes
1: People are continuing to cut back
Belt-tightening across all retail sectors
2: Cost/£VFM the #1 priority
Focused shopping behaviour especially looking for value
3: Locality more important than ever
Despite growth internet people continue to shop locally
4: Consumers seek promotion & value messaging
Local media #1 paid for media

22. using local media to drive retail business
How advertisers are
using local media to drive retail business