here - Parkside Media

Transcription

MEDIA KIT
Panorama Survey (October 2009 - September 2010)
Base: All people 10+ (3,721,000)
Sample Size: 12,000 people nationwide
Nielsen Media Research
Confidential & Proprietary • Copyright © 2008 The Nielsen Company
CONTENT:
• Readership
•
•
•
•
•
•
Readership Over Time
Reach
Key Targets Reach
Source of Copy
Motoring Category
Exclusivity & Duplication
• Demographic Profile
•
•
•
•
•
•
Gender
Age
Ethnicity
Area
Household Income
Occupation
• Sports
• Sports Interested In
• Sports Attended Last Year
• Shopping & Product Consumption
•
•
•
•
Fast Food
Snack Foods
Cold Drinks
Alcohol Consumption
• Personal Care
• Products Use At Least Weekly
• Products/Services Personally Bought Last 3 Months
• Hair Care and Skin Care Products
2/03/2011
Page 2
Confidential & Proprietary
Copyright © 2008 The Nielsen Company
CONTENT continued:
• Media Consumption
• Technology
• Computer Gaming
• Automotive and Home Improvement
• Automotive – Vehicle Ownership
• Automotive – Stores Visited In Last Month
• Home & Home Improvement
•
•
•
•
•
•
•
Television
Magazines
Radio
Internet
Cinema & Outdoor advertising
Unaddressed and Direct Mail
Newspapers
• Financial Information and Air Travel
• Banking
• Insurance
• Travel - International
2/03/2011
Page 3
Before we start…
Notes:
“Likely” or “more likely” refers to comparisons
between NZ Performance Car readers and the
general population of NZ.
2/03/2011
Page 4
READERSHIP
2/03/2011
NZ Performance Car Readership Over Time
NZPC
readership has
seen increases
over the last
two releases
350
305
300
279
275
284
Q1-Q4 09
Q209-Q110
Q309-Q210
250
200
150
100
50
0
Panorama Survey (October 09 – September 10)
2/03/2011
Q409-Q310
Page 6
NZ Performance Car Reach
45
41% of NZPC
readers read
every issue
Frequency of Reading NZ Performance Car
41%
40
35
30
25
21%
22%
20
15
12%
10
5
4%
0
Less than One
One
Two
Three
Four
*Number of issues read out of four typical issues
2/03/2011
Page 7
Key Targets Reach – NZ Performance Car readers (305,000)
• 132,000 males aged 15-29
• 43% of NZ Performance Car readers
• 110,000 unmarried males living in HH
with no kids under 15
• 122,000 males who have visited a
menswear or men’s fashion store in the
last month
2/03/2011
Page 8
Where do they source their copy?
Secondary
15%
Primary
28%
Tertiary
57%
28% are primary
readers and almost
all of these people
bought their copy
at a shop or
newsstand for their
own use.
Someone Else
Paid Sub In
Bought It For
Another Name
Someone Else Their Use
In Household
12%
Bought It For
2%
My Use
1%
Bought At
Shop For My
Use
26%
Paid
Subscription In
My Name
2%
The pass
around
readership
accounts for
57% of all NZPC
readers
For Sale At
Shop & I Read
It There
6%
Delivered Free
To My Home
1%
It Belonged To
My Place Of
Work
16%
It Belonged To
Library /School
7%
It Belonged To
Friend/
Neighbour
21%
Free By
Someone
Else
Belongd To
In
Houehold
Business (Not
1%
My Work)
6%
Primary
Paid copy for own use
Secondary
Paid copy for another household member’s use
Tertiary
Obtained free. i.e. read copy at hairdressers
2/03/2011
Page 9
MOTORING
CATEGORY
2/03/2011
NZPC has
remained at
number one
over the past
four years
Motoring Category
Trade Stand Titles
October 06 –
September 07
Ranking
Title
October 07 –
September 08
AIR
Title
October 08 –
September 09
AIR
Title
October 09 –
September 10
AIR
Title
AIR
1
NZ Performance Car
321 NZ Performance Car
306 NZ Performance Car
284
NZ Performance Car
305
2
Auto Trader
221 Auto Trader
201 TopGear NZ
198
TopGear NZ
230
3
NZ Autocar
171 NZ Autocar
168 NZ Autocar
160
NZ Autocar
175
4
The Car Dealer
161 TopGear NZ
160 NZ Classic Car
131
NZ Classic Car
149
5
NZ Classic Car
150 NZ Classic Car
159 NZV8
103
NZV8
133
6
TopGear NZ
149 NZ Trucking
99
NZ Motorcycle Trader &
News
92
NZ Trucking
89
7
NZ Trucking
87
NZV8
96
Deals On Wheels
64
8
NZV8
84
News
95
NZ Motorhomes,
Caravans & Destinations
61
9
News
83
Deals On Wheels
75
10
Deals On Wheels
82
NZ Motorhomes,
56
11
NNZ Motorhomes,
52
2/03/2011
NZ Motorhomes,
Motorcycle Trader &
News
Deals On Wheels
Page 11
78
78
75
Exclusivity and Duplicity
NZ Performance Car Has 177,000 Exclusive Readers When
Compared With NZ Classic Car and NZV8
NZ Performance Car
305,000 total readers
NZ Performance Car
Only
177,000
43%
NZPC &
NZV8 Only
NZ Classic Car
NZPC &
NZCC Only
NZ Classic Car
Only
31,000 (8%)
37,000 (9%)
74,000
18%
Read All 3
60,000 (14%)
NZCC &
NZV8 Only
7,000 (2%)
NZV8
Only
29,000
7%
NZV8
22% of NZV8 readers
only read NZV8.
50% of NZCC readers
only read NZCC.
58% of NZPC readers
only read NZPC.
37,000 NZers
10+ read all
three Parkside
motoring titles
2/03/2011
Exclusivity and Duplicity
NZ Performance Car Has 177,000 Exclusive Readers When
Compared With FHM and Rip It Up
NZ Performance Car
NZ Performance Car
Only
237,000
56%
78% of NZPC readers
only read NZPC.
51% of FHM readers
only read FHM.
59% of Rip It Up
readers only read
Rip It Up.
FHM
NZPC &
FHM Only
FHM
Only
49,000
(11%)
67,000
16%
Read All 3
NZPC &
Rip It Up Only
7,000 (2%)
Rip It Up
& FHM Only
10,000 (2%)
13,000 (3%)
Rip It Up
Rip It Up
Only
44,000
10%
2/03/2011
7,000 NZers
10+ read all
three titles
DEMOGRAPHICS
2/03/2011
Gender
NZ Performance Car Readers (305,000)
Almost eight
in ten
readers are
male
100%
77%
80%
60%
49%
51%
40%
23%
Compared to
all people 10+,
NZPC readers
are 59% more
likely to be
males
20%
0%
National 10+
Males
NZ Performance Car Readers
Females
2/03/2011
Page 15
Age – NZ Performance Car Readers (305,000)
Almost
half of all
readers
are aged
15-24
Skews
toward
younger
age groups
More
likely to be
aged 1034
Just 16%
are aged
over 40
30%
25%
23%
23%
20%
15%
10%
11%
9%
8%
12%
8%
7%
9% 8%
7%
6%
10%
9%
8%
8%
6%
3%
5%
6%
6%
4%
1%
5%
2%
0%
1%
0%
10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70+
Years Years Years Years Years Years Years Years Years Years Years Years Years
National 10+
2/03/2011
Page 16
Ethnicity
(305,000)
NZPC readers
come from
varied ethnic
backgrounds
65% of its
readers are of
European
decent
More likely to
belong to
Maori or Pacific
Islander ethnic
group
90%
80%
70%
73%
65%
60%
50%
40%
24%
30%
20%
13%
10%
7% 8%
13% 11%
0%
European
Maori
National 10+
Pacific Islander
Other
2/03/2011
Page 17
Area
47% of NZPC
readers live in
metropolitan
areas
90%
90%
80%
80%
70%
70%
60%
60%
54%53%
50%
50%
40%
40%
30%
22%21%
24%26%
30%
20%
20%
10%
10%
0%
0%
31%28%
National 10+
2/03/2011
21%21%
9% 7% 9% 9%
15%18% 12%13%
3% 3%
Page 18
Household Income
NZPC readers 10+
are 26% more likely
than all NZers 10+
to have a
household income
between $60,001
and $80,000
1%
2%
$250,001+
7%
$120,001 - $250,000
10%
9%
8%
$100,001 - $120,000
The average
household income
of a NZPC reader is
$77,805 while the
average household
income of all NZers
10+ is $81,928
9%
10%
$80,001 - $100,000
15%
$60,001 - $80,000
12%
$40,001 - $60,000
11%
13%
$20,001 - $40,000
13%
44% of NZPC
readers 10+
consider
themselves to be
the main income
earner
16%
7%
8%
Up To $20,000
0%
5%
10%
NZ Performance Car Reader
15%
20%
National 10+
2/03/2011
Page 19
Occupation – NZ Performance Car Readers (305,000)
Student
26%
16%
Technical/Skilled Worker
Social Welfare Beneficiary/Unemployed
7%
8%
6%
8%
5%
6%
8%
6%
8%
5%
7%
Domestic Worker
Semi-Skilled Worker
Clerica /Sales Employee
Business Proprietor/Self Employed
Home Duties
Business Manager Or Executive
2%
Teacher/Nurse/Other Trained Worker
2%
Retired/Superannuitant
1%
Professional/Senior Government Official
1%
21%
12%
13%
NZPC readers are
more likely to be
Students, Technical/
Skilled workers,
Beneficiaries/
Unemployed,
Domestic workers, or
Semi-Skilled workers
5%
A quarter of
all readers are
students
8%
14%
3%
1%
2%
Farmer Owner/Manager
0%
NZ Performance Car Reader
10%
20%
30%
National 10+
2/03/2011
Page 20
SPORTS
2/03/2011
Sports
Top 15 Sports Interests*
Car Racing
Fishing
Rugby League
Going To Gym/Working Out
Snooker/Pool
Martial Arts/Boxing
Touch Rugby
Indoor/Outdoor Soccer
Go-Karting (motorised)
Basketball
Motor Rallying
Motorbike Racing
Run/Jogging
Golf
Athletics/Track & Field
%
Index
44
41
38
27
26
25
25
25
24
23
22
21
21
21
20
201
143
144
130
171
187
185
128
242
139
243
221
129
123
134
*Ranked on %, where index >120
2/03/2011
Top 15 Sports Attended*
%
Rugby Union
Car Racing
Rugby League
Indoor/Outdoor Soccer
Touch Rugby
Horse Racing
Martial Arts/Boxing
Basketball
Tennis
Hockey
Adventure Racing/Multisport
Fishing
Snooker/Pool
Motorbike Racing
Athletics/Track & Field
26
19
18
11
8
8
7
7
7
6
6
6
6
5
5
Index
123
231
174
127
182
129
212
136
135
148
194
129
218
248
152
Page 22
SHOPPING & PRODUCT
CONSUMPTION
2/03/2011
Fast Food
Fast Food Bought Last Month
Fish & Chips
43%
McDonalds
36%
KFC
Burger King
20%
53%
47%
McCafe
32%
Kebabs/Middle Eastern
27%
22%
Subway
Thai
25%
21%
Chinese
Dominos Pizza
12%
Other Pizza
20%
Other Gourmet Burgers
13%
13%
Indian
Valentines
12%
9%
Pizza Hut
Jesters Pies
10%
7%
Hell Pizza
Oporto
9%
6%
Wendys
Cobb & Co
8%
6%
Burger Fuel
0%
7%
6%
6%
5%
6%
6%
6%
7%
4%
3%
3%
3%
3%
1%
3%
2%
2%
1%
1%
1%
4%
4%
Other Asian
34%
24%
Other
20%
40%
More likely to
have bought
almost all
types of fast
food in the last
month
82% of NZPC
readers have
bought fast
food in the
last month
60%
2/03/2011
0%
20%
40%
60%
National 10+
Page 24
Snack Foods
NZPC readers
favour Cadbury –
the top 6
chocolate bars
eaten in the last
month are Cadbury
products
Top 5 Snack Foods*
Consumed In Last 7 Days
%
Index
Top 10 Chocolate Bars*
Consumed In Last Month
%
Index
Cadbury Dairy Milk
11
137
Cadbury Moro
10
178
Cadbury Caramello
8
160
Cadbury Black Forest
8
167
Cadbury Bubbly
7
137
Potato Chips
49
124
Cadbury Crunchie
7
117
Chocolate Biscuits
34
127
Whittakers Peanut Slab
6
76
Muesli Bars
31
125
Cadbury Flake
5
167
Chocolate Bars
29
132
Mars Bar
5
184
Corn Chips
26
145
Snickers
5
136
2/03/2011
*Ranked on %
Page 25
Cold Drinks
Drink At Least Weekly
77%
77%
Water-Tap/Filter/Cooler
Fizzy/Soft Drinks
34%
49%
Tea
Milk
37%
60%
47%
47%
50%
Instant Coffee
Hot Chocolate Drinks
Other Fruit Juice
Bottled Water
Energy Drinks
Fresh Squeezed Juice
Ground/Fresh Coffee
Other Hot Milk Based Drinks
Sports Drinks
Flavoured Milk/Milkshakes
Yoghurt or Fruit Smoothies
Special Tea Eg Herbal/Lemon
Specialty Coffee Mixes
Iced Chocolate/Iced Coffee/Iced…
Soy Milk
50%
38%
29%
33%
30%
26%
21%
25%
12%
20%
15%
17%
24%
16%
12%
14%
6%
12%
8%
12%
7%
11%
17%
8%
10%
6%
4%
4%
4%
0%
30%
60%
National 10+
2/03/2011
Types of drinks NZPC
readers are more likely to
drink are: soft drinks, milk,
hot chocolate, bottled
water, energy drinks, fresh
squeezed juice, other hot
milk based drinks, sports
drinks, milkshakes,
smoothies, and iced
coffee/chocolate/tea.
NZPC readers are
more likely to drink
all of the energy
drinks brands, with
the highest
penetration being for
V Green/Regular, Red
Bull and Lift Plus.
90%
Page 26
Alcohol – Top Brands
NZ Performance Car Readers 18+ (229,000)
63% of NZPC
readers 18+
ever drink
beer
40% of NZPC
readers 18+
ever drink
wine
59% of NZPC
readers 18+
ever drink
spirits
Top 5 Beer Brands
Brand Drink Most
%
Top 5 Spirit Brands
Drunk In Last 7 Days
Index
%
Index
Tui
10
167
Woodstock
5
268
Heineken
7
139
Smirnoff
5
238
Speights Gold Medal Ale
5
154
Jim Beam
5
155
Export Gold
5
136
Jack Daniel's
4
264
Steinlager Pure
4
170
Other Scotch/Whisky Brand
4
128
2/03/2011
Page 27
PERSONAL CARE
2/03/2011
Personal Care Products/Services
National 10+
Personal Care Products or Services
Personally Bought In Last 3 Months
Personal Care Products Use At Least Weekly
78%
Shampoo
81%
53%
Conditioner
31%
Facial Skin Care
39%
61%
43%
Perfume Or Aftershave
46%
36%
Moisturiser
Shaving Cream
23%
Cleanser
23%
Hair Spray Or Gel
22%
29%
Body Skin Care
32%
51%
Hairdressing
Services
35%
26%
40%
30%
13%
Make-Up
21%
22%
22%
Body Lotion
33%
20%
Hand Cream
22%
14%
Lipgloss/Lipstick
Mascara
12%
Foundation (Powder Or Liquid)
12%
Toner
10%
6%
Alternative
Health Services
6%
Massage
5%
11%
38%
18%
Other Face Product
Beauty Services
6%
30%
20%
23%
7%
29%
None
22%
14%
9%
Eye Colours
16%
7%
Hair Removal Products
15%
Not Specified
13%
7%
0%
50%
100%
2/03/2011
0%
Page 29
20%
40%
60%
Hair/Skin Care Products
Top 5 Hair Care Brands
Top 5 Skin Care Brands
Shampoo Used L3M
Facial Skin Care Used L3M
%
Sunsilk
Head & Shoulders
Pantene
TRESemme
Palmolive
Index
14
12
10
8
7
118
168
88
130
124
%
Neutrogena
ivea
St. Ives
Clearasil
Clean & Clear
Index
8
7
6
5
5
146
78
145
176
135
Top 5 Hair Care Brands
Top 5 Skin Care Brands
Conditioner Used L3M
Body Skin Care Used L3M
%
Sunsilk
Pantene
Head & Shoulders
TRESemme
Dove
Index
10
9
6
6
6
111
89
152
120
123
2/03/2011
%
St. Ives
Vaseline
Dove
Nivea
Johnson's
Index
6
6
5
5
3
Page 30
114
93
82
75
89
TECHNOLOGY
2/03/2011
Computer Gaming
Top 5 Brands
Games Machine Brand In Household
%
Index
Playstation 2
33
141
Xbox 360
13
207
PS3 (Playstation 3)
10
171
Xbox
9
151
PSP Portable
8
142
54% of NZPC readers
have a games
machine in their
household
2/03/2011
4% of NZPC readers
intend to buy a
games machine in the
next 12 months
Of the NZPC readers
who have a games
machine in their
household, 64%
personally play
Page 32
AUTOMOTIVE & HOME
IMPROVEMENT
2/03/2011
Automotive
30% of NZPC
readers 15+ say
they are at least
somewhat likely
to purchase a
vehicle in the
next 12 months
69% of NZPC
readers 15+ own
a vehicle either
solely or jointly
NZPC readers 15+
spend an average
of $38 per week
on petrol or
diesel
Automotive Stores
Stores Visited in Last Month
%
Index
Repco
23
179
Supercheap Auto Spares
22
179
Other Automotive Stores
16
142
Beaurepairs For Tyres
4
115
Firestone Direct
4
118
2/03/2011
Page 34
Home & Home Improvement
40% of NZPC readers 15+ intend to do home
improvements in the next 12 months
Intend To Do Home Improvements In
Next 12 Months
%
Index
Painting Outside
16
107
Painting Inside
12
92
Decking, Paving, Landscaping
11
82
Bathroom Renovations
10
117
Carpeting/Re-Carpeting
8
124
Kitchen Renovations
7
109
Solid Fuel Heater
6
247
Wallpapering
5
119
Extensions/Additional Rooms
4
148
Re-roofing
3
107
2/03/2011
31% of NZPC readers
own their home with
a mortgage. 13% own
without a mortgage.
50% rent their home.
Of NZPC readers 15+
who carried out
home improvements
in the last 12 months,
the average amount
spent was $6,331
Page 35
FINANCIAL INFORMATION &
AIR TRAVEL
2/03/2011
Banking
Main Bank Used
82% of NZPC
readers 15+
have a cash
card
46% of NZPC
readers 15+
have a credit
card
20%
Westpac/WestpacTrust
19%
Top 5 Cash Cards
16%
ASB Bank
16%
16%
KiwiBank
Westpac /WestpacTrust
ASB
ANZ
KiwiBank/NZ Post
BNZ
10%
15%
ANZ
15%
12%
National Bank
16%
10%
BNZ
%
Index
17
17
16
15
13
84
93
96
131
91
13%
Top 5 Credit Cards
3%
Credit Union
1%
2%
PSIS
1%
1%
TSB Bank/Taranaki Savings
2%
0%
5%
10%
15%
20%
25%
NZ Performance Car Readers 15+
National 15+
2/03/2011
Visa
Mastercard
Retail Store Card
Visa Gold
American Express Gold
Page 37
%
Index
28
15
4
3
2
77
89
47
44
79
Investments
34% of NZPC
readers 15+
have savings or
investments
Investments
14%
Investment/Term Deposit In Bank
9%
Personal Super/Retirement
21%
The average
amount
invested by
NZPC readers
15+ is $58,217
12%
7%
Work Based Super/Retirement Saving
8%
5%
Property (Other Than Own Home)
Managed Investment Funds
5%
Public Company Stocks/Shares
4%
10%
Total Invested
8%
7%
%
Index
No Investments
66
131
3%
Finance Company
2%
Kiwi Bonds
2%
Other Insurance Company Investment
2%
2%
1%
Unit /Property Trusts
2%
Less Than $5000
6
99
Investment/Term Deposit With B.S
1%
$5000 To $24999
8
85
1%
$25000 To $49999
2
57
$50000 To $99999
1
29
$100,000 Or More
8
54
2%
2%
Government Stocks
1%
Foreign Currency/Deposits
1%
2%
6%
Other Investments
7%
0%
10%
20%
30%
National 15+
2/03/2011
Page 38
Insurance
Insurance Held
53%
Car
40%
Household Contents
Main Insurer Used (House, Car & Contents)
24%
AMI
21%
38%
Life
33%
38%
20%
Any Bank
8%
10%
AA
Disability/Income Protection
7%
9%
Travel
5%
9%
9%
NZI
5%
Tower
5%
19%
Medical
11%
6%
57%
29%
2%
4%
Commercial Building
7%
60%
20%
28%
Superannuation
17%
State
House
70%
0%
20%
40%
60%
80%
3%
Vero
4%
Farmers Mutual
3%
3%
NZ Performance Car
Readers 15+
AMP
3%
National 15+
3%
1%
SIS
2%
8%
Other
9%
0%
5%
10%
15%
20%
25%
30%
39% of NZPC
readers 15+ say
they intend to
take out or
upgrade insurance
policies in the
next 12 months
National 15+
They are more
likely to intend to
take out car
insurance and life
insurance
Base: Have Car/House/Content Insurance and 15+
2/03/2011
Page 39
Travel - International
NZ Performance Car Readers Who Have Travelled Overseas in the Last 12 Months
(81,000)
Airline Used Last 12 Months
Overseas Travel
%
Air New Zealand
Pacific Blue/Virgin Airlines
Qantas Airways
Jet Star (Chch)
Emirates
Index
67
23
19
14
13
95
110
103
113
103
27% of NZPC
readers have
travelled overseas
in the last 12
months (compared
with 30% of all New
Zealanders 10+)
Destination Travelled To In Last 12
Months
%
Australia
Pacific Islands
Asia
Uk/ Europe
North America
Index
57
12
11
9
6
108
97
85
74
132
Base: Travelled Overseas Last 12 Months
and 10+ (1,100,000)
2/03/2011
94% of NZPC readers
who travelled overseas
in the last 12 months,
did so for personal
reasons, while just 4%
travelled overseas in
the last 12 months for
business reasons
Page 40
MEDIA CONSUMPTION
2/03/2011
Television
100%
90%
46% of NZPC
readers have a Sky
TV subscription
31%
25%
80%
TV Nil-Light
(Up to 14 hrs)
70%
29%
60%
50%
Top 5 Genres Always Try To Watch
34%
TV Moderate
(14-23 hrs)
40%
30%
%
News
Movies
Sport
Rugby
Adult Animation
Index
50
40
32
29
24
84
121
119
102
230
20%
46%
35%
TV Heavy (23+
hrs)
10%
0%
2/03/2011
National
Population 10+
NZ Performance
Car Readers
Page 42
Magazines
Top 10 Magazines Read by
NZPC Readers*
100%
9%
90%
80%
32%
26%
70%
Magazines NilLight (0-2)
60%
50%
28%
Magazines
Moderate (3-5)
40%
65%
30%
20%
Magazines
Heavy (6+)
40%
10%
0%
National
Population 10+
%
Index
NZV8
32
886
Woman's Day
32
147
The TV Guide
31
174
TopGear NZ
30
478
Hunting & Fishing NZ
29
251
NZ Woman's Weekly
28
124
NZ Autocar
26
550
NZ Classic Car
22
559
FHM
18
512
NZ Fishing News
18
223
NZ Performance
Car Readers
*Sorted by %
2/03/2011
Page 43
Radio
62% of NZPC
readers have
listened to
commercial
radio in the last
7 days
NZ Performance Car Magazine (305,000)
100%
90%
41%
80%
70%
52%
Radio Nil-Light
(Up to 7 hrs)
60%
50%
26%
Radio
Moderate (7-20
hrs)
40%
25%
30%
Radio Heavy
(20+ hrs)
20%
10%
33%
23%
0%
National
Population 10+
NZ Performance
Car Readers
2/03/2011
National Station Listened To Last 7
Days
%
The Rock
The Edge
ZM
Classic Hits
More FM
Hauraki
Solid Gold
The Breeze
George FM
Newstalk ZB
Index
38
30
24
18
17
17
10
9
6
6
Page 44
239
177
179
114
129
198
129
94
250
44
Internet
94% have
access to
the
Internet
50% have a
broadband
connection at
home, while
10% are still
on dial-up
57% use the
internet daily, but
compared to all
NZers, they are
more likely to use
it several times a
week or less often
100%
90%
80%
70%
46%
42%
Internet Nil-Light
(0-119 minutes
p/w)
25%
26%
Internet Moderate
(60-150 minutes
p/w)
29%
32%
Top Ten Online Activities In The
Last 4 Weeks
%
Sent/Received Email
General Surfing
Internet Banking
Accessed Info On Product/Service
Paid A Bill
Listened To Music
Play Individual/Multi Player Games
Instant Messenging
Visited NZ On-line Shopping Site
Accessed Info On Entertainment
Index
62
60
46
34
31
28
27
27
26
23
94
110
101
93
91
135
134
109
106
105
60%
50%
40%
30%
20%
10%
0%
Internet Heavy
(420+ minutes
p/w)
In the last 12 months, NZPC readers are more
likely to have purchased online:
vehicle accessories or parts, sports equipment,
electronic games and consoles, consumer
electronics, cars/motorbikes/caravans/motor
homes, and jewellery/watches/sunglasses
National
NZ Performance
Population 10+
Car Readers
2/03/2011
Page 45
Cinema & Outdoor Advertising
Cinema
Opportunity to See Outdoor
Advertising
100%
100%
90%
90%
80%
80%
Cinema Nil-Light
(0-1 last 6 months)
70%
70%
59%
57%
60%
60%
50%
Cinema Moderate
50%
(2-4 last 6 months)
40%
40%
30%
29%
32%
20%
10%
12%
Cinema Heavy (5+
last 6 months)
40%
36%
20%
24%
30%
20%
40%
40%
Outdoor Opp To
See Low
Outdoor Opp To
See Medium
Outdoor Opp To
See High
10%
11%
0%
0%
National
NZ Performance
Population 10+ Car Readers
2/03/2011
National
NZ Performance
Page 46
Unaddressed and Direct Mail
Unaddressed Mail
Direct Mail
100%
100%
90%
90%
80%
40%
32%
80%
UM Light
70%
60%
60%
36%
40%
UM Medium
31%
50%
40%
38%
DM Medium
40%
30%
30%
UM Heavy
20%
10%
32%
DM Light
70%
50%
31%
29%
32%
DM Heavy
20%
10%
0%
29%
30%
0%
National
NZ Performance
2/03/2011
National
NZ Performance
Page 47
Newspapers
100%
90%
80%
70%
57%
60%
Newspaper Light
(0-2 p/w)
NZ Performance
Car readers are
less likely to be
heavy newspaper
readers.
60%
Newspaper
Moderate (3-5 p/w)
50%
40%
13%
18%
30%
20%
31%
Newspaper Heavy
(6+ p/w)
22%
10%
0%
National
Population 10+
NZ Performance
Car Readers
2/03/2011
Page 48
Survey Details
• Source Data
Nielsen Media Research Panorama Survey.
• Survey Area
This survey covers the whole of New Zealand including rural areas.
• Survey Dates
The fieldwork for this survey covers the period from October 2009 – September 2010.
The number of interviews was approximately the same in each month of fieldwork.
• Survey Population
This covers the population of New Zealand aged 10 years and over. The Panorama Survey is using
updated population estimates from Statistics New Zealand. This update means that the population used in
this latest report is 3,721,000
• Sample Size
The results presented in this report are based upon information collected from personally conducted
interviews with a representative sample of 12,000 people aged ten years and over located throughout the
whole of New Zealand.
• NZ Performance Car readers sample size for the October 2009 – September 2010 period was 756
• When interpreting these results it is very important that the sample size is taken into consideration.
2/03/2011
Page 49
Thank you!
Base: All People 10+
2/03/2011
Page 50
Copyright
© 2008
The
NielsenCompany
Company
Confidential & Proprietary • Copyright
© 2007
The
Nielsen

here - Parkside Media

Transcription

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