ACTIVE PURCHASEA SNAPSHOT OF PEOPLE OUT OF HOME CONDUCTED DURING MARCH 2014

JON ARMSTRONGHEAD OF BRAND AND COMMUNICATIONS RESEARCH

Research fieldwork conducted:• Sample size: 355• Sample distribution: 80+ interviews per location. • Locations: Newcastle, Leeds, Birmingham, Guildford.• Quotas: Ages 16-55. Spread of age and gender.• Fieldwork: 2 weekdays and one Saturday per location.

Objectives:• Quantify economic activity in the Active Space

• Have respondents purchased anything?• Are they planning to? • What have they/what do they plan to purchase?

• Can purchase intent be influenced in the Active Space?

Fieldwork and Objectives

70% have purchased or intend to

Have / intend to purchase Have not / do not intend to purchase

Don't know

70%

28%

2%

We'd like to know whether you are/were planning to buy something whilst you are out and about?Base: All respondents (355)

People are actively purchasing

Strongly Agree Agree Don't know Disagree Strongly Disagree

57%

23%

14%

5%1%

80% always carry money on them

When I go out I always carry some money (cash or cards) with me.Base: All respondents (355)

Planning and purchases: 6 out of ten still open to new purchase ideas

Agree Unsure Disagree Agree Unsure Disagree

47%

24%29%

41%

23%

36%

“I normally buy something when I’m out even if I don’t intend to”

“I normally buy only the things I go out to buy and not much else”