m Disproportionately important in certain markets Source TGI GB 2012 Q3 April 2011 March 2012 2 22 of activities holidays Source TGI GB 2012 Q3 April 2011 March 2012 of adults who took an activity holiday in the last 12 months Backpacking SkiingWinter sport ID: 641812
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Slide1
1
15
24
16%
population
7.9m
Disproportionately important in certain markets
Source: TGI
GB 2012 Q3 (April 2011 - March 2012) Slide2
2
22%
of
activities holidays
Source: TGI GB 2012 Q3 (April 2011 - March 2012)
/ % of adults who took an “activity holiday” in the last 12 months: Backpacking/ Skiing/Winter sports/ Boat holiday Slide3
3
29%
of vodka
Source: TGI
GB 2012 Q3 (April 2011 - March 2012) / Drunk vodka in last 12 monthsSlide4
4
17%
of fast food
Source: TGI
GB 2012 Q3 (April 2011 - March 2012) / /Have eaten fast food takeaway/ eat in in the last 12 months Slide5
5
27%
of
games & consoles
Source: TGI GB 2012 Q3 (April 2011 - March 2012) / have bought console / games in the last 12 months Slide6
6
28%
of new accounts
Source: TGI
GB 2012 Q3 (April 2011 - March 2012) / opened a new bank account in the last 12 months Slide7
7
27%
of albums/singles downloads
Source: TGI
GB 2012 Q3 (April 2011 - March 2012) / download music in the 12 months Slide8
8
22%
of PC purchasing
Source: TGI
GB 2012 Q3 (April 2011 - March 2012) / Bought a laptop/ desktop in the last 12 months Slide9
9
26%
of recent phone upgrades
Source: TGI
GB 2012 Q3 (April 2011 - March 2012) / change or upgrade mobile phone every 12 -18 monthsSlide10
10
26%
of MP3s
Source: TGI
GB 2012 Q3 (April 2011 - March 2012) /MPSs/Digital music players ownedSlide11
11
21%
of colas & fizzy drinks
Source: TGI
GB 2012 Q3 (April 2011 - March 2012) / Drunk fizzy drink in last 12 monthsSlide12
12
More first time brand choices than before or after
first credit card… first car… first holiday without parents… first washing machine… first utility bill in their name… first newspaper they buy… first mortgage… first vacuum cleaner… first cheque account… first mobile phone contract under own name… first purchase of a lottery ticket… first own choice of washing powder… first electric drill
… first general election vote… first bed… first ISP contract… first by myself trip
to IKEA… first disposable nappies… first purchase of toothpaste… first silk vinyl emulsion… first insurance… buy first drink in a bar… first choice of airline… first browse of the analgesics shelf… first choice of supermarket for main shop… first purchase of oven chips… first fill-up of petrol tank… first choice of coffee granules… first choice of career… first purchase from off-licence… first bet at the bookies… first car... first holiday abroad that I pay for... first carpet
1st credit card
1
st
drink in bar
1
st
‘by myself I’m paying’ trip to IKEA
1
st
choice of coffee granulesSlide13
13
Read a newsbrand (print or online) in a week
Source: NRS PADD Apr 2011-Mar 2012 _ UKOM Apr 2012
66% 15-24sSlide14
14
Reading newspapers increases with age and employment
Age 15-19
Age 20-24
Work 8+ hours per week
57%
61%
Still studying
50%
53%
Source:
NRS April 11- March 12
/ read any national newspaper in the last week/figures exclude the unemployed (55% weekly readership)
National newspapers 7 day reachSlide15
15
Social fuel – the enduring need for newspapers
73% - Gives me interesting things to talk about
59% - Keeps me up to date with celebrity gossip
Source: BMRB Quantitative Youth Research, July 2004 (sample 978)Slide16
16
Keeping informed– the enduring need for newspapers
73% - g
ood source of info on music &
films87% - helps me understand the important issues
Source: BMRB Quantitative Youth Research, July 2004 (sample 978)Slide17
17
Social fuel
86% women / 73% men enjoy sharing fun stories they have read with others
52% women / 32% men enjoy reading the
problem pages out loud with my friends
Source: BMRB Quantitative Youth Research, July 2004 (sample 978)Slide18
18
Sport is not a casual read for young men
Gives me facts I can use with mates or colleagues
76%
‘I use the sports section of the newspaper...
73%
To feel informed about what’s going on in sport
Passes
the time
0
%
Main reason for reading the sports section...
Source: BMRB Men and Sport / base: men 16-24 who read the sports pages in national newspapers Slide19
19
TV shows have huge social currency, especially with women
I often read newspapers to catch up on gossip from
TV shows I've missed
I know I can get the background stories for reality TV showsI enjoy the build up to my favourite TV shows by reading stories in the newspaper
69%
56%
67%
45%
72%
40%
Source: BMRB Quantitative Youth Research, July 2004 (sample 978)Slide20
20
Celebrity news is a huge part of mid-market and popular newspapers
Pg.
1Slide21
21
Kate and Wills
Pgs.
8-9
Pgs.
14-15
Lady GaGaSlide22
22
Pgs.
30-31
Brad & Ange
Ryan Giggs
Pgs.58-59Slide23
23
Pgs. 4-5
Cheryl Cole
Dannii Minogue
Pg. 9Slide24
24
Pg.27
Victoria Beckham
Celebrity diets
Pg.36-37Slide25
25
Reality shows are high interest for 15-24s
The TV show is the event, but....Newspaper coverage nurtures interest and provides a regular fix for devoteesSlide26
26Slide27
27
Newspapers reach more 16-24yr olds
Source: BARB / The highest viewing break on main channel, X Factor Final 2010; NRS Apr10– Mar 11 AIR national dailies Mon-Sat / nb The daily newspaper figure for mid-market and popular newspapers only is 1.7m
2.4m
TV Final
2.8m
EVERY DAYSlide28
28Slide29
29Slide30
30
For 15-24s, celebrities and reality shows are the high-octane social fuel that drives conversation.
For advertisers, newspapers deliver a concentration of highly-interested 15-24s in a relevant contextSlide31
31
15-24s are important because...
They constitute a large share in many markets
For many products they are 1
st
time buyers with no existing brand loyalties
Newsbrands are strong for 15-24s...
Weekly reach of print and online is 68%
v 71% for all adults
Newspapers reach 74% of 15-24s in employment
(8+ hrs per wk)
across the week
Newspapers spark conversation...
Celebrity news and gossip is especially popular, and that extends to reality TV
For many young men it is sport that is the social fuel of conversation
Conclusions