Local Media Driving Consumer Action

Agenda

Introduction and methodology

Local life Local mediaMarket focus… property, motors, shopping

Key findings

Readers are more than twice as likely to act on ads in local media than ads on TV and social media.

Local media – in print and online – is the most effective combination for driving consumer action.

Local media is nearly four times more trusted to provide relevant information about the local area than commercial TV and radio.

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Methodology

Telephone and online interviews (1,100) with readers/users living in selected postcodes based on the newspapers and websites published in those areas.

Additional online interviews (1,132) recruited via email and pop ups from newspapers.

Total sample size 2,232 (London 221).

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950 daily / 1,283 weekly & 1,769 print / 1,221 website users.

53 newspapers represented in 13 regions.

Data combined and weighted to the reader/user demographic profile based on analysis of NRS, TGI, UKOM, JICREG.

People have a strong sense of local identity and pride…

87%

Base: London who gave an opinion, Sample: Integrated (172) Proud (186)

5

I feel I am well integrated into the community

82%I am proud to

live in the area I live in

People’s perception of the economy has improved. There’s an even more positive view locally…

Base: London who gave an opinion, Sample: Local (142) Country (148)

6

The country is doing well

economically

% Agree

The local economy in my area is doing

well

34% 47%

Country

Loving Local (2011) National

Local Economy

17% 29%

People still live their lives close to home

Spend half or more of their time within …

10miles

5miles

95%

89%

Base: London respondents (221)

7

90%

83%

People still spend their money close to home

Spend half or more of their money within …

10miles

5miles

Base: London respondents (221)

8

Media

9

Local media is the most trusted source of information

%

Which of these media are most trustworthy in providing relevant information about your local area? (% agree)

Local Media Local Commercial

TV

Local BBC Radio

Local Commercial

Radio

Other Websites

Social Media GoogleNational Newspapers

Base: London respondents (221)

10

Local media does the best job of standing up for people in your local area

%

Base: London respondents (221)

11

Which of these media are best for standing up for people in your local area? (% agree)

Local Media Local Commercial

Radio

National Newspapers

Local Commercial

TV

GoogleSocial Media Other WebsitesLocal BBC Radio

Local media underpins democracy

Base: All who gave opinion & used media in the last 4 weeks.

Sample: London respondents (170)

12

Local media helps me know what local businesses and organisations are up to (% agree)

Local Media Local Newspapers

Local Websites

13

Taking

Action

Consumers who took action after seeing the advertisement in media….

%

Local Media Other Websites

Commercial Radio

National Newspapers

Social Media Commercial TV

Magazines

Base: Net of any action ranging from deciding where to shop through to discussing with friends or family, across food & grocery shopping, motors, clothes & accessories, furniture categories. London sample (221)

14

Action (%)

Seeing something advertised in Local media provides shoppers with reassurance…

Base: All who gave opinion & used in the last 4 weeks,

Sample London respondents (152)

15

I know that if something is advertised in my local paper/website it will be available locally (% agree)

Local Media Local Newspapers

Local Websites

Groceries

16

Local media is the most influencial medium in deciding where to shop for groceries

%

Decided where to shop/visited somewhere you've seen advertised? (% agree)

Local Media Local Commercial

Radio

Other Websites

Direct Mail Promotion in Store

Commercial TV

Social MediaMagazines National Newspapers

Base: London who answered grocery questions. Sample (107).

17

Special offers/promotions are most effective in Local media

%

Made a note of a special offer/promotion (% agree)

Local Media MagazinesOther Websites

Promotion in Store

Direct Mail Social MediaCommercial TV

Local Commercial

Radio

National Newspaper

Base: London who answered grocery questions. Sample (107).

18

People rely on Local media for coupons/vouchers

41

26

15 1411 10

5 5

%

Retrieved or used a coupon/voucher (% agree)

Local Media Direct MailPromotion in Store

MagazinesOther Websites Social MediaNational Newspapers

CommercialRadio

CommercialTV

Base: London who answered grocery questions. Sample (107)

19

31

Local media gets people talking about offers and promotions

%

Talked about an ad or promotion you've seen with friends or family (% agree)

Local Media Other Websites

Direct Mail National Newspapers

Magazines Social Media Commercial Radio

Promotion in Store

Commercial TV

Base: London who answered grocery questions. Sample (107).

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Property

21

Local media is the most popular source for keeping an eye on the property market

Which of the following sources do you use to keep a general eye on the local property market?

Base: London respondents who answered property questions. Sample (106)

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Total

Estate agent’s advertisements in Local Media 54%

Property websites (e.g Right Move, Zoopla) 33%

Looking at properties displayed by estate agents (e.g. in their windows) 28%

Estate agents’ websites 17%

None of these 18%

Article in local newspaper or local website 18%

General search 10%

Magazines 8%

National newspapers 7%

Solicitors 1%

People take action as a result of seeing property advertised in Local media

Which of the following have you done as a result ofseeing an ad or article in local media?

LocalNewspaper

LocalWebsite

Both(Local Media)

Looked at a property in more detail online

Contacted an estate agent [solicitor in Scotland]to enquire about a property

Looked round a property

18% 16% 20%

7% 6% 5%

8% 7% 8%

Base: London respondents who answered property questions. Sample (159)

23

It’s important to sellers that their property is advertised in Local media

Base: London those who own property. Sample (119)

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Local Newspaper

If you were to sell your house how important would it be to you that your agent advertised in Local Newspapers/websites?

Local Websites

0% 20% 40% 60% 80% 100%

Very Important Fairly Important No Particularly Important

People don’t contact many estate agents…

When you sold or looked at selling your property, how many estate agents (solicitors in Scotland) did you contact (regardless

of whether you actually placed the property with them)?

None 1 2 to 3 4 to 5 6 to 9 10+

Base: Those who sold or looked into selling their home in the past 12 months. Sample (55)

25

0

10

20

30

40

50

13% did not contact any estate agents

Motors

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Local media is most useful for finding cars in the right price range

Which of the following advertising sources did you find most useful when looking for a new car to see what types of cars are available in your price range?

Base: London respondents who answered motors questions. Sample (42)

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Total

Specialist car websites 46%

Other websites (e.g. Gumtree, eBay etc) 33%

Specialist car magazines 30%

National Newspapers/ websites 16%

Local Media 47%

Specialist car magazines

Ads in National Newspapers/ websites

Specialist car websites

Local media is one of the top two sources for finding a dealer

Which of the following advertising sources did you find most useful when looking for a new car to find a dealer who sells those?

40%

Base: London respondents who answered motors questions. Sample (42)

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Total

Other websites (e.g. Gumtree, eBay etc) 26%

17%

10%

Local Media 29%

Specialist car magazines 7%

Ads in National Newspapers/ websites

Specialist car websites

Local media has an important role at the final stage in car buying

Which of the following advertising sources did you find most useful when looking for a new car to Making the final choice/evaluating the options available to you?

27%

Base: London respondents who answered motors questions. Sample (42)

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Total

Other websites (e.g. Gumtree, eBay etc) 18%

11%

Local Media 26%

Summary

Readers are more than twice as likely to act on ads in local media than ads on TV and social media.

Local media – in print and online – is the most effective combination for driving consumer action.

Local media is nearly four times more trusted to provide relevant information about the local area than commercial TV and radio.

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