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

2. the wanted ads Retail – 9 retail sectors 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 GROCERIES HOUSEHOLD GOODS DIY/GARDENING MOBILE PHONES CLOTHING & FASHION ENTERTAINMENT & LEISURE FURNITUREOPTICIANSCHEMISTS

3. the wanted ads Retail : 4 Main themes 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 1: People are continuing to cut back Belt-tightening across all retail sectors

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

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

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

7. 9%9% 17 % 7%7% 38 % 28 % 17 % 28 % 26 % 13 % 27 % 20 % 22% ‘The local economy is doing well’ (agree) Things are more positive at a local level but still difficult… 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. 90 % 91 % 89 % 77 % 88 % 90 % 87 % 90 % 86 % 88 % 87% ‘I have tightened my belt on the amount I spend’ (agree) People continue to watch their pocket Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

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

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

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

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

14. 9.99.4 3.3 9.9 3.4 People shop close to home… FOOD/ GROCERIES 5.7 5.6 5.5 5.3 7.4 7.2 6.1 5.9 DIY/ GARDENING HOME ENTERTAINMENT CLOTHING FASHION HOUSEHOLD PRODUCTS FURNITURE Source: Newspaper Society/BDR Continental Base: All respondents 2,559 2012 2008

15. Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Every entertainment shopper Sample Size: 2,459 Which of these are important to you in deciding where to buy ents & leisure? (%) Cost & value main consideration for entertainment shoppers, as well as distance & location…

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

17. Path to purchase EvaluateCompareAction

18. Entertainment & leisure Evaluate Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for ents & leisure. Sample Size: 1,874. 30 20 10 0 % Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema new products Learn about Compare products and services Learn about new products Show price range

19. 30 40 % 0 20 10 Entertainment & leisure Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for ents & leisure. Sample Size: 1,874. Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema Compare products Deciding where to shop Compare products and services Deciding where to shop Compare

20. 30 40 20 10 0 % Entertainment & leisure Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for ents & leisure. Sample Size: 1,874. Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema Promoting special offers/promotions Containing vouchers/coupons Action

21. the wanted ads Retail : 4 Main themes 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 1: People are continuing to cut back Belt-tightening across all retail sectors

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