People 25-54 2,925,000 people (63% of people 18+ who notice outdoor advertising)

DEMOGRAPHICS44% Young Families14% Older Families3% Sydney/30% Melbourne/20% Brisbane58% White Collar24% Blue Collar79% are Main Grocery BuyersAverage HH income $101K p/a13% 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 peopleATTITUDES & ACTIVITIESTop 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 35-541,816,000 people (39% of people 18+ who notice outdoor advertising)60%60% are heavy outdoor consumers

PEOPLE 35-54

MEDIA AND OUTDOOR BEHAVIOUR

Outdoor attitudes/opinions58% notice brand advertising on large billboards58% say billboard advertising is easy to understand whilst driving58% say large billboards capture my attention when driving57% cant miss big billboard signs46% cant help notice advertising around the airport47% cant help notice advertising on busses42% notice advertising on big billboards on my way to the shopping centre

Commuting to work/study64% travel by car (alone or car pool)14% take the bus16% use the train3% use the tram/light rail27% 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 peoplePeople 35-541,816,000 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

PURCHASE & INTENTION BEHAVIOURTechnology30% own a laptop only, 23% own a tablet PC, 79% own a smartphone1 in 5 run their business from their mobiles, 48% is always contactable for workOf 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 months8% intend to purchase a Tablet PC in the next 12 months

Quick Service Restaurants54% have takeaway at least fortnightly. 15% have home delivery at least every two weeks50% have been to a fast food restaurant in the past week27% have visited an independent caf 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 peoplePeople 35-541,816,000 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