GB TGI 2014 Q3QUESTIONNAIRE CHANGESNEW DATA IN ACTION

Print Media

Added: How Often Do you Buy Magazines for Children

2

30% of Fathers have bought their children

magazines.

Parents aged 35-44 are the most likely to

buy their children magazines at least

once a week.

Base: Parents with children

2.5 Million Women each year buy

children’s magazines for other people’s

children.

Source: GB TGI 2014 Q3

Shopping and Retail

Added: Online options

3

27% of Tesco.com customers live in the

South East

People in the South East are 53% more

likely than the average to shop at

Waitrose.com

People in East Anglia are 28% more likely to

shop on Asda.com

20% of Sainsburys.co.uk

customers are based in Greater London

Who is Shopping Online and

Where?

Base: Main Shopper 15+ Source: GB TGI 2014 Q3

What is the most important deciding

factor when choosing a store?

Shopping and RetailConscious Choices

4

Novelty [252]

Advertising [163]

Environmentally Friendly [155]

The Ingredients/Composition [131]

Advertising [619]

Origin (Ethically produced, country of manufacturer) [423]

Environmentally Friendly [337]

Consumer / User Reviews [325]

Consumer / User Reviews [382]

Novelty [354]

Advertising [310]

Professional Recommendations / Review [267]

Novelty [366]

Consumer/User Reviews [349]

Advertising [290]

Professional Recommendations / Reviews [280]

Base: Main Shopper 15+ Source: GB TGI 2014 Q3

Household ProductsAdded: Types of Lavatory Cleaner used

5

20% of consumers who use Perfumed lavatory products

live in Greater London

8.9 Million Women use Bleach

Divorced women are 84% more likely than the average to use

Anti-Limescale

Men are 33% less likely to use an Anti-Bacterial

Source: GB TGI 2014 Q3

Word of Mouth

I am interested in the arts [132]

I use ‘on demand’ TV services to create my own TV Schedule [126]

I would consider leaving a gift to Charity in my will [125]

I only buy products from a company with whose ethics I agree [123]

Added: Have you talked to others about books in the last 12 months

6

9.9 Million Own an eBook, of which 93% have talked to others about eBooks.

What are these people interested in?

Source: GB TGI 2014 Q3

Appliances and Other Household Durables

Added: Coffee Machines

7

21% of Cafetieres were bought by adults

65+.

Pod Coffee owners are 82% more likely to

agree with the statement ‘A real man can down several pints

of beer at a sitting’

Secondary school parents are 195% more likely to use

bean-to-cup machine

5.7 Million people own a Filter Coffee

MakerNest builders are 144%

more likely to own a Nespresso Machine

67% of Nespresso machines have been bought by men in the

last 12 months

Source: GB TGI 2014 Q3

Appliances and Other Household Durables

Added: Coffee Machines

8

Cafetiere:

I read the financial pages of my newspaper [155]

I am prepared to pay more for good quality wine [154]

Pod Coffee Machines:

A real man can down several pints of beer at a sitting [182]

I can’t resist expensive perfumes/aftershave [181]

Bean-to-cup Machine

I would be willing to pay to access content on magazine websites

[354]

I’m interested in financial services advertising [350]

Filter Coffee Makers:

I would be willing to pay to access content on magazine

websites [150]

My friends are more important to me than my family [137]

Nespresso Machine:

I prefer watching films in 3D [388]

I would be willing to pay to access content on newspaper

websites [375]

Source: GB TGI 2014 Q3

Household CompositionAdded: Ages of Children listed individually, Under 1 to 15 years old

9

Mothers with Children 3 and Under:

Celebrities influence my purchase decisions [256]

I want to get to the very top in my career [238]

Mothers with Children aged 10-15:

I always use the brands my children prefer [160]

I tend to be influenced by comments/reviews posted online by

other internet users [155]

Mothers with Children 4-9: The point of drinking is to get

drunk [189]I would like to set up my own

business one day [179]

Base: Mothers Source: GB TGI 2014 Q3

Brand Affinity

1-7 hate-love

Added: Option to rank 1-7

10

1 2 3 4 5 6 7

LOVEHATE

Source: GB TGI 2014 Q3

Brandy AffinityAdded: Option to rank 1-7

11

29% of people who strongly love Master Card

are 65+ (rate 7)

15-24 year olds are 27% more likely to strongly hate

Aldi (rate 1)

Single women are 98% more likely to strongly love

Cadbury’s (rate 7)

18% of Gap year/career break travellers strongly

hate Apple (rate 1)

Source: GB TGI 2014 Q3

For more information, please contact us:

Tel: 020 8433 4000Email: tgihotline@kantarmedia.comWeb: www.kantarmedia.co.uk