1. DEMOGRAPHICS 44% Young Families 14% Older Families 3% Sydney/30% Melbourne/20% Brisbane 58% White Collar 24% Blue Collar 79% are Main Grocery Buyers Average HH income $101K p/a 13% live with older kids in the home Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people ATTITUDES & ACTIVITIES Top attitudes are dominated by the influence of children when shopping. 41% would like a complete career change. Interest in cars with 1 in 5 working on cars themselves. Also like a beer with 41% trying beers from overseas. Weekends are spent shopping at supermarkets, malls and going to restaurants. Helping with kids schoolwork, attending agricultural shows and working on their own home are popular activities throughout the year. PEOPLE 35-54 1,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 60 % 60% are heavy outdoor consumers PEOPLE 35-54

2. MEDIA AND OUTDOOR BEHAVIOUR Outdoor attitudes/opinions 58% notice brand advertising on large billboards 58% say billboard advertising is easy to understand whilst driving 58% say large billboards capture my attention when driving 57% cant miss big billboard signs 46% cant help notice advertising around the airport 47% cant help notice advertising on busses 42% notice advertising on big billboards on my way to the shopping centre Commuting to work/study 64% travel by car (alone or car pool) 14% take the bus 16% use the train 3% use the tram/light rail 27% travel an hour or more Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people PEOPLE 35-54 1,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 42% NOTICE ADVERTISING ON BIG BILLBOARDS ON MY WAY TO THE SHOPPING CENTRE PEOPLE 35-54

3. PURCHASE & INTENTION BEHAVIOUR Technology 30% own a laptop only, 23% own a tablet PC, 79% own a smartphone 1 in 5 run their business from their mobiles, 48% is always contactable for work Of smartphone owner/users: 28% use Bluetooth, 24% play downloaded games, 20% use it for location based services/GPS, 16% are instant messaging. 27% intend to purchase a laptop in the next 12 months 8% intend to purchase a Tablet PC in the next 12 months Quick Service Restaurants 54% have takeaway at least fortnightly. 15% have home delivery at least every two weeks 50% have been to a fast food restaurant in the past week 27% have visited an independent café in the past week Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people PEOPLE 35-54 1,816,000 PEOPLE (39% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING) 69% OWN A CREDIT CARD – 46% OF THEM SPEND $1000 OR MORE A MONTH ON THEIR CARD PEOPLE 35-54