northern ireland tgi trends charts 2012

7/31/2019 Northern Ireland TGI Trends Charts 2012

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AUGUST 2012

NORTHERN IRELAND TGITRENDS 2012


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Thank-youall for yourcontinued

support

1992 to 2012A landmark anniversary

NorthernIreland

2NORTHERN IRELAND TGI 2012


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TGI Northern Ireland 1992

A quick delve

into the archives.



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TGI Northern Ireland 1992 vs. 2012Changing Numbers: Demography

Significant Social Grade inflationobserved across the years.

In 1992, 16% of the NI pop were ABIn 2012, this figure had risen to 21%

Household Incomes have similarlyinflated changed across the years:

Hhld Income (20K+) = 27% (1992)38% (2012)

Continuing changes to the age balanceof the province:

Average Age: 41.6 to 44.5 (2012)

Newborns in Hhld: 8% to 7.4% (2012)



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TGI Northern Ireland 1992 vs. 2012Media Matters

The multiplication of communicationtechnologies and platforms had notyet taken hold in 1992..

The only reference to Digital in the

TGI database was to theQuartz Digital Watch



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Ownership of Portable CellularPhones was measured but

penetration was reported at only0.7%



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Searching for Applehighlighteda Home Computer brand with

sample of only three individuals



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8% of the NI pop wereCable/Satellite TV viewers

36% looked forward to a multi-channel future

In 1992, 27% of the population agreed that TV adswere as enjoyable as the programming

This figure had dropped to23% by 2002 and only 12% by 2012



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The media landscape may have changed..

but local remains an important part of thatlandscape

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73% of NI adults are Very/FairlyInterested in Local News

33% of the NI population are average-issue readers of one or more of

your papers

45% the NI internet population willhave visited a local website this

month

55% of the population value the

local newspaper for its coverageof local news

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TGI Northern Ireland 1992 vs. 2012Changing Attitudes?

Family values remain strong.

(Any Agree) Its important that my family thinks Im doing well

(Any Agree) Children should eat what theyre given

(Any Agree) Family more important to me than career

TGI NI1992

%

TGI NI2012

%

(Any Agree) We always have family meals at weekends

72

46 47

45

56

69

46

45



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TGI Northern Ireland 1992 vs. 2012Changing Attitudes?

Financial prudence a major theme in both years..

(Any Agree) I dont like the idea of being in debt

(Any Agree) Job Security more important than money

(Any Agree) I am no good at saving money

TGI NI1992

%

TGI NI2012

%

(Any Agree) I always use money off coupons

34

48

81 81

32

43

4437



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at 40?

Do you have adomestic robot in

your household?....

and now back to 2012



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NI TGI 2012

MEDIA DEVELOPMENTS &

TRENDS

AUGUST 2012


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NEWSPAPERSSUNDAY READERSHIP PERSPECTIVES


The market in TGI 2011.....

23.8%39% of the population read one or more Sundayalmost always

News of the World the market leader although:

For 31%, NoW was their only Sunday reading inan average week

41% of readers read a second Sunday title

28% of readers read more than two other titles

Base: All Adults 15+ Source: NI TGI 2011


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NEWSPAPERSSUNDAY READERSHIP PERSPECTIVES


The market in TGI 2012.....

Sunday reading strong but less settledalmost always readers

32% vs. 39% in 2011

Positive uplifts formany titles:

Sunday World 224 to 227,000

Sunday Mirror 179 to 210,000

Sunday Life 206 to 215,000

Mail on Sunday 92 to 95,000

Sunday landscapestill strongly multi-title

30% solus readers in 2012



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MEDIA MULTITASKINGQUICK COMPARISON

21%

Whilst watching TV:Browse the internet orupdate social networks

16%

Whilst watching TV:Read a newspaper or

magazine

TV + Online discussed a lot due to possible social

comment dimension of programming

However, TGI shows that TV + Press still an important

audience.



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MEDIA MULTITASKINGQUICK COMPARISON

29% more likely to agree that I

fast forward through the ads

27% more likely to agree that TV

advertisement annoys me

Mean Personal Income:16,400

52% more likely to agree that I

rely on newspapers to keep meinformed

Fledglings [194]Playschool Parents [174]Primary School Parents [145]

Mean Personal Income:

16,700

Unconstrained Couples [158]

Empty Nesters [122]



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NewspaperWebsites

MEDIA USAGEWEBSITE TYPES

Top Reasons to Visit:

TV Channel /Programme

Websites

RadioWebsites

Catch-up on news / current affairs

65%

Base: All Internet Users 15+ Source: NI TGI 2012

Consult news archives

19%

Find practical info (weather,maps)

17%

Listen to live radio

43%

Listen to pre-recordedprogrammes*

21%

To find out title of a song that wasplaying on air*

11%

To watch pre-recorded TV

programmes26%

To watch live programmes*

16%

To find out more information onprogrammes*

13%

* Denotes Low Sample Size


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ONLINE BEHAVIOURSDIGITAL DRIVERS

The most popular ways for consumers to find out about new websites in NI:

All Internet Users


Through friends / talking about it

63%

Using a search engine

60%

Reading about it in a magazine

22%

Reading about it in a newspaper

20%


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BUSINESS DECISION MAKERSIDENTIFYING & REACHING THE TARGET

91%

46%38%

21%

0%

20%

40%

60%

80%

100%

Read local news innewspapers

Read Business/CompanyNews in Newspapers

I believe what's in the localpaper more than national

newspapers

Newspaper supplements arereally worth having


9% of the population consider themselves budget holders : full or partial (135,000)

9% (125,000) of the population work in large corporation (500 or more employees)

6% of the population can be identified as Middle Managers or above

6% (89,000) are self employed


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PARTICIPATION IN SPORTMAJOR SPORTING EVENTS

0

50

100

150

200

250

300

350

400

2007 2008 2009 2010 2011 2012

Num

berofParticipants

inNI(000s)

Football Rugby Union Golf Gaelic Football Swimming Cycling Tennis




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CELEBRITIESMOST LIKED PERSONALITIES IN NI & GB


NORTHERN IRELAND GREAT BRITAIN

Ant & Dec53%

Will Smith46%

George Clooney37%

Katie Price13%

Joanna Lumley44%

Helen Mirren44%

Will Smith43%

Katie Price8%


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CELEBRITIESBRAND ASSOCIATION


Ant & Dec Jamie Oliver

Katie Price Helen Mirren


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ENVIRONMENTGREEN BEHAVIOURS IN URBAN & RURAL AREAS


70% of thekeen*

Greenscapecluster live

in urban

areas

Keen consumers in

urban areas arealmost three times as

likely to be preparedto pay more for

environmentally-friendly products

Rural dwellers are 20%more likely to feature in

the resigned**

Greenscape cluster

* Keen -strongly committed to the environmental cause,

particularly likely to buy green, engaged with

environmental issues, recycle and avoid waste

** Resigned- very little engagement with environmental

issues, not very well informed about them

Consumers in rural areas arealso 23% more likely than

the average adult to believeits only worth doing

environmentally-friendlythings if they save you

money.


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PRODUCT DEMONSTRATIONSEXPERIENTIAL MARKETING



Almost half (47%) of consumers who haveviewed or taken part in productdemonstrations have then ordered /purchased something where it was promoted

Women are 30% more likely to take couponsor vouchers for products offers

Sainsburys shoppers are 24% more likely

than the average adult to try free tasterswhile M&S shoppers are 32% more likely totake free samples


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CRITERIA OF CHOICETOILETRIES & COSMETICS PRODUCTS


Retailer Index

Sainsburys 132

Marks & Spencer 122

Spar 118

Lidl 114

Iceland 111

Shoppers whose most important factor when purchasing

toiletries & cosmetics products is Quality (By index)

Retailer Index

Iceland 158

Supervalu 147

Marks & Spencer 136

Lidl 132

Costcutter 127

Shoppers whose most important factor whenpurchasing toiletries & cosmetics productsis Recommendations from Friends / Family

(By index)

Other Criteria of Choice Variablesinclude:

Price

Brand Sales Promotion

Advertising

Availiability

Origin

Professional Recommendations

Consumer Reviews


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FURTHER SOURCES OF INFORMATION

TGI Subscriber Area (www.kantarmedia-tgiie.com) Release Dates Articles and Charts

TGI Glossary and FAQs

TGI Client Service TGI Hotline: +44 (0)20 8433 4000 [email protected]

@tgi_kantarmedia

Kantar Media UK
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