C: Segment Media Habits

Transcription

1 C: Segment Media Habits

2 Reaching the Potatoes Segments Classic Providers Skews to heavy users of Television and Radio News, Sport, Crime, Drama and family TV shows Sponsorship and event opportuni1es as this segment is into aiending spor1ng events such as rugby and cricket Experimental Indulgers Skews to heavy medium users of Newspapers, Magazines, Internet, Cinema and Outdoor media Food and Style Magazines Entertainment, travel and news web sites Healthy Bargain Hunters Skews to heavy users of TV, Radio, Newspaper, Magazines and Addressed Mail Fishing and Gardening Magazines News and Crime TV Programmes Community SupporHng Greens Skews to heavy users of Newspapers & Magazines and heavy medium users of Cinema & Outdoor media Food and Informa1ve magazines Likely to use net to research: prices, news, travel, entertainment and weather Page 2

3 Media Usage Classic Providers *See appendix for Media Usage definitions The Classic Providers media profile closely resembles the average New Zealander for most media. For broadcast media such as TV and Radio, Classic Providers are over represented in heavy users. TV Radio Outdoor Newspaper Internet Direct Mail Magazines Cinema Unaddressed Mail Base: 18+ total household shoppers (18+ THHS) Page 3

4 How to interpret media usage 1tle results The following slides provide a drill down of specific media, showing the top 1tles/programmes. The top 1tles/ programmes are ranked in two ways Ranked on % read/watched where Index > 105 This shows (tles/programmes that are most consumed by the segment Ranked on Index with % read/watched >5% This shows (tles/programmes over represented in the segment An index of: 100 = the segment is the same as the total popula1on <100 = the segment reads/watches the 1tle/programme less than the total popula1on the segment is under represented >100 = the segment reads/watches the 1tle/programme more than the total popula1on the segment is over represented Top 10 Magazines ranked on % where Index > % Woman s Day (110) 26% NZ Woman s Weekly (107) 21% Aust. Womens Weekly (107) 19% TV Guide (115) 17% New Idea (109) 10% The Foodtown Magazine (110) 9% That s Life (107 8% Kia Ora (106) 7% NZ Fishing News (111) 7% Fish & Game NZ (116) Top 10 Magazines ranked on Index with % >5 5% Lucky Break (123) 5% Weekend Gardener (117) 7% Fish & Game NZ (116) 19% TV Guide (115) 7% NZ Fishing News (111) 26% Woman s Day (110) 10% The Foodtown Magazine (110) 17% New Idea (109) 6% Time (109) 6% NZ Geographic (108)

5 Classic Providers Television and Places Page 5 Top 10 TV Progs always watch (ranked on % where Index > 105) 32% 3 News (107) 26% Police 10/7 (116) 24% Shortland Street (118) 22% Two and a half men (108) 19% Home & Away (122) 17% CSI Miami (109) 6% Americas Funniest Videos (110) 16% Special Vic1ms Unit (112) 10% Wipeout (120) 9% The Simpsons (109) Top 10 TV Progs always watch (ranked on Index with % >5) 19% Home & Away (122) 10% Wipeout (120) 9% Supernatural (118) 24% Shortland Street (118) 26% Police 10/7 (116) 16% Special Vic1ms Unit (112) 5% Neighbours (111) 6% Cops (111) 16% Americas Funniest Videos (110) CSI Miami (109) Top 10 TV Genres always watch (ranked on % where Index > 105) 30% Rugby (107) 23% Crime Watch (112) 19% Cricket (106) 14% Australian Drama (105) 12% US Drama (110) 12% US Comedy (116) 11% Game Shows (113) 11% Reality TV (119) 11% Soaps (118) 6% Kids TV Shows (118) Classic Providers enjoy TV. 38% agree it is a favourite past 1me more so than any other group. They usually watch News, Sport, Crime, Drama and Family shows. Classic Providers love to get out and about and aiend sport. To reach them, we can look at places they aiend to iden1fy sponsorship / event opportuni1es Top Places Visited Last Year (ranked on % where Index > 100) 13% Na1onal Sports Event (108) 13% Casino (110) 11% Interna1onal Sports Event (106) 9% Regional Sports Event (103) Top Sports AXended Last Year (ranked on % where Index > 100) 22% Rugby Union (103) 9% Car Racing (112) 8% Cricket (111) 7% Horse Racing (113) 5% Swimming / Diving (102) Figures in Brackets are an index with a base of 100 for THHS 18+

6 Classic Providers Magazines and Newspapers Page 6 Classic Providers also tend to be light Daily or Sunday newspaper readers. However, they are more likely than the average New Zealand adult to read Taranaki Daily News and the Wanganui Chronicle in the mid North Island, and The Southland Times, The Timaru Herald, and The Oamaru Mail in Mid South Canterbury. 66.8% of Classic Providers have read one or more Community Newspapers in the last 7 days. This is the lowest % of any segment. Top 10 Magazines (ranked on % where Index > 100) 10% Hun1ng and Fishing NZ (101) 9% That s Life (110) 8% LiIle Treasures (104) 7% Rural News (110) 7% NZ Performance Car (110) 6% The NZ Farmers Weekly (109) 4% Lucky Break (102) 4% NZ Autocar (101) 4% FHM (103) 3% New Zealand Weddings (105) Newspapers Weekly (Sunday) Newspapers: 15% Sunday Star Times (92) 10% Herald On Sunday (86) 9% Sunday News (98) Daily Newspapers: 15% The NZ Herald (85) 7% The Dominion Post (89) 7% The Press (101) 3% Waikato Times (109) 3% Otago Daily Times (104) 3% The Southland Times (118) 2% Taranaki Daily News (110) 2% Hawkes Bay Today (95) 1% Bay Of Plenty Times (93) 1% Manawatu Standard (95) 1% The Timaru Herald (137) 1% The Northern Advocate (102) 1% The Nelson Mail (98) 1% The Daily Post (91) 1% Wanganui Chronicle (113) 1% The Gisborne Herald (106) 1% The Marlborough Express (100) 0.4% Ashburton Guardian (81) 0.3% Greymouth Star (95) 0.3% Wairarapa Times Age (93) 0.2% The Oamaru Mail (134) Classic Providers tend to be light magazine readers, however, they are more likely to read That s Life, NZ Performance Car and The NZ Farmers Weekly, than all New Zealanders 18+ (Car, Farming, Fishing and Rural 1tles for him and Babies, Weddings ad Real Life stories for her) Figures in Brackets are an index with a base of 100 for THHS 18+

7 Media Usage Healthy Bargain Hunters *See appendix for Media Usage definitions The Healthy Bargain Hunters are over represented in heavy users of TV, Radio, Newspapers, Magazines and Addressed (Direct) Mail TV Radio Outdoor Newspaper Internet Direct Mail Magazines Cinema Unaddressed Mail Base: 18+ total household shoppers (18+ THHS) Page 7

8 Top 10 TV Progs always watch (ranked on Index with % >5) 6% Neighbours (123) 10% V8 Supercars (122) 16% Sunday Theatre (117) 10% Sunday Movie (116) 22% NCIS 9114) 14% Real Crime (111) 6% Cops (109) 17% Bones (109) 23% Two and a half men (109) 22% Shortland Street (109) Top 10 TV Progs always watch (ranked on % where Index > 105) 58% One News (105) 37% Fair Go (107) 30% 20/20 (108) 25% Sunday (109) 23% Two and a half men (109) 22% Shortland Street (109) 22% NCIS (114) 17% Target (108) 17% Bones (109) 16% Sunday Theatre (117) Top 10 Magazines (ranked on % where Index > 105) 26% Woman s Day (110) 26% NZ Woman s Weekly (107) 21% Aust Womens Weekly (107) 19% TV Guide (115) 17% New Idea (109) 10% The Foodtown Magazine (110) 9% That s Life (107 8% Kia Ora (106) 7% NZ Fishing News (111) 7% Fish & Game NZ (116) Top 10 Magazines (ranked on Index with % >5) 5% Lucky Break (123) 5% Weekend Gardener (117) 7% Fish & Game NZ (116) 19% TV Guide (115) 7% NZ Fishing News (111) 26% Woman s Day (110) 10% The Foodtown Magazine (110) 17% New Idea (109) 6% Time (109) 6% NZ Geographic (108) Page 8 Healthy Bargain Hunters skew to heavy use of TV, Radio, Newspapers, Magazines and Addressed Mail and get recipe ideas from magazines and friends / family Healthy Bargain Hunters skew most strongly towards fishing and gardening 1tles. Healthy Bargain Hunters like news and crime programmes with a strong emphasis on TV1 programmes. Healthy Bargain Hunters Magazines and TV Programmes Figures in Brackets are an index with a base of 100 for THHS 18+

9 Healthy Bargain Hunters Magazines and Newspapers Page 9 Top 10 Magazines (ranked on % where Index > 105) 26% Woman's Day (110) 26% NZ Woman's Weekly (107) 21% Australian Women's Weekly (107) 19% The TV Guide (115) 17% New Idea (109) 10% The Foodtown Magazine (110) 9% That's Life (107) 8% Kia Ora (106) 7% NZ Fishing News (111) 7% Fish and Game NZ (116) Newspapers Weekly (Sunday) Newspapers: 16% Sunday Star Times (96) 12% Herald On Sunday (108) 11% Sunday News (109) Daily Newspapers: 18% The NZ Herald (102) 7% The Dominion Post (106) 7% The Press (102) 3% Otago Daily Times (99) 3% Waikato Times (89) 2% Bay Of Plenty Times (133) 2% Taranaki Daily News (120) 2% The Southland Times (87) 2% Hawkes Bay Today (108) 1% Manawatu Standard (107) 1% The Northern Advocate (126) 1% The Nelson Mail (98) 1% Wanganui Chronicle (88) 1% The Marlborough Express (95) 1% The Gisborne Herald (96) 1% The Timaru Herald (75) 1% The Daily Post (125) 0.4% Greymouth Star (126) 0.4% Ashburton Guardian (99) 0.3% Wairarapa Times Age (104) 0.1% The Oamaru Mail (72) Healthy Bargain Hunters are heavy magazine readers who over index on a number of 1tles. This group is highly skewed towards women s magazines, with over a quarter of them reading Woman s Day or the NZ Woman s Weekly. Figures in Brackets are an index with a base of 100 for THHS 18+ Overall Healthy Bargain Hunters are slightly heavier newspaper readers than all Household Shoppers aged % of this segment are New Zealand Herald readers, while 16% read the Sunday Star Times. The Bay of Plenty Times, Taranaki Daily News and Greymouth Star are over represented among this segment at a regional level. 77.5% of Healthy Bargain Hunters have read one or more Community Newspapers in the last 7 days. This is the highest % of any segment.

10 Media Usage Experimental Indulgers *See appendix for Media Usage definitions The Experimental Indulgers are over represented in heavy and medium users of Newspapers, Magazines, Internet, Cinema and Outdoor media. TV Radio Outdoor Newspaper Internet Direct Mail Magazines Cinema Unaddressed Mail Base: 18+ total household shoppers (18+ THHS) Page 10

11 Experimental Indulgers Magazines and Websites Page 11 Top 10 Magazines (ranked on % where Index > 110) 31% Skywatch (110) 25% NZ House & Garden (134) 23% Aust Women s Weekly (115) 22% Cuisine (166) 15% Next (126) 14% NZ Gardener (127) 13% Healthy Food Guide (123) 13% Your Home & Garden (131) 11% The Foodtown Magazine (126) 10% NZ Listener (126) Top 10 Magazines (ranked on Index with % >5) 7% Simply You (192) 10% Taste (179) 22% Cuisine (166) 6% Dish (163) 10% Fashion Quarterly (153) 5% FHM (146) 10% Kia Ora (142) 8% Time (138) 7% Habitat (137) 6% Top Gear NZ (135) Top 10 Websites visited last month (ranked on % where Index > 110) 63% google (120) 55% trademe (119) 40% facebook (134) 30% youtube (136) 27% airnewzealand.co.nz (129) 23% yahoo!xtra (122) 22% wikipedia (131) 21% nzherald.co.nz (118) 21% tvnz.co.nz (124) 20% stuff.co.nz (129) Top 10 Websites visited last month (ranked on Index with % >5) 13% 1cketek.co,nz (151) 6% wo1f.com (144) 14% seek.co.nz (141) 12% 3news.co.nz (139) 19% grabaseat.co.nz (139) 9% tvnzondemand.co.nz (137) 9% bbc.co.uk (137) 30% youtube (136) 9% skycitycinemas.co.nz (135) 40% facebook (134) Experimental Indulgers skew to heavy readers of magazines and internet users and look to websites for recipe ideas Experimental Indulgers skew most strongly towards food and style magazines (fashion and home style) Experimental Indulgers skew most strongly towards entertainment, travel and news sites Figures in Brackets are an index with a base of 100 for THHS 18+

12 Experimental Indulgers Magazines and Newspapers Page 12 Experimental Indulgers are heavy magazine readers who over index on many consumer 1tles. This group is par1cularly interested in home and lifestyle magazines, with a quarter of them reading NZ House and Garden magazine. Top Magazines (ranked on % where Index > 105) 31% Skywatch (110) 25% NZ House and Garden (134) 23% Australian Women s Weekly (115) 22% Cuisine (166) 16% New Idea (108) 15% Next (126) 14% NZ Gardener (127) 13% Healthy Food Guide (123) 13% Your Home and Garden (131) 11% The Foodtown Magazine (126) 10% NZ Listener (126) 10% Taste (179) 10% North and South (125) 10% NZ Fashion Quarterly (153) 10% Kia Ora (142) Newspapers Weekly (Sunday) Newspapers: 19% Sunday Star Times (119) 13% Herald On Sunday (115) 8% Sunday News (92) Daily Newspapers: 22% The NZ Herald (125) 8% The Press (119) 8% The Dominion Post (100) 3% Waikato Times (101) 3% Otago Daily Times (94) 2% Hawkes Bay Today (107) 2% Manawatu Standard (123) 2% The Southland Times (75) 1% The Marlborough Express (167) 1% Bay Of Plenty Times (83) 1% The Nelson Mail (89) 1% Wanganui Chronicle (81) 1% The Northern Advocate (69) 1% The Gisborne Herald (100) 1% The Timaru Herald (76) 1% Taranaki Daily News (42) 0.4% Greymouth Star (121) 0.4% Ashburton Guardian (96) 0.3% Wairarapa Times Age (104) 0.1% The Oamaru Mail (111) 0.1% The Daily Post (24) Figures in Brackets are an index with a base of 100 for THHS 18+ Experimental Indulgers are slightly heavier newspaper readers than all Household Shoppers aged % of this segment are New Zealand Herald readers, while 19% read the Sunday Star Times. 72.6% of Experimental Indulgers have read one or more Community Newspapers in the last 7 days.

13 Media Usage Community SupporHng Greens *See appendix for Media Usage definitions The Community Suppor1ng Greens are over represented in heavy users of Newspapers and Magazines, and in heavy and medium users of Cinema and Outdoor media. TV Radio Outdoor Newspaper Internet Direct Mail Magazines Cinema Unaddressed Mail Base: 18+ total household shoppers (18+ THHS) Page 13

14 Top 10 Websites visited last month (ranked on % where Index > 110) 25% airnewzealand.co.nz (120) 22% nzherald.co.nz (120) 20% wikipedia (122) 18% stuff.co.nz (114) 16% grabaseat.co.nz (120) 12% vodafone.co.nz (115) 11% tv3.co.nz (110) 11% newzealand.govt.nz (139) 10% 1cketek.co.nz (119) 10% metservice.co.nz (128) Top 10 Websites visited last month (ranked on Index with % >5) 9% Amazon (173) 6% wo1f.com (146) 6% hoyts.co.nz (142) 9% bbc.co.uk (142) 11% newzealand.govt.nz (139) 9% houseotravel.co.nz (133) 10% metservice.co.nz (128) 5% pricespy.co.nz (125) 9% flightcentre.co.nz (123) 8% skycitycinemas.co.nz (122) Top 10 Magazines (ranked on % where Index > 110) 33% AA Direc1ons (135) 23% NZ House & Garden (123) 18% Cuisine (139) 17% Next (144) 15% Healthy Food Guide(149) 14% NZ Gardener (131) 12% North & South (146) 11% NZ Listener (138) 11% Your Home & Garden (115) 11% The Foodtown Magazine (124) Top 10 Magazines (ranked on Index with % >5) 5% NZ Life & Leisure (163) 6% Dish (150) 15% Healthy Food Guide (149) 9% NZ Geographic (148) 6% Metro (147) 12% North & South (146) 17% Next (144) 5% Simply You (142) 9% NZ Fashion Quarterly (142) 18% Cuisine (139) Page 14 Community Suppor1ng Greens skew to heavy readers of magazines and internet users and look to these for recipe ideas Community Suppor1ng Greens skew most strongly towards food and lifestyle magazines with higher informa1onal content Community Suppor1ng Greens like to research for books, travel, entertainment, weather, news, prices. Community SupporHng Greens Magazines and Websites Figures in Brackets are an index with a base of 100 for THHS 18+

15 Community SupporHng Greens Magazines and Newspapers Top 10 Magazines (ranked on % where Index > 120) 33% AA Direc1ons (135) 23% NZ House & Garden (123) 18% Cuisine (139) 17% Next (144) 15% Healthy Food Guide (149) 14% NZ Gardener (131) 12% North & South (146) 11% NZ Listener (138) 11% Your Home & Garden (115) 11% The Foodtown Magazine (124) Community Suppor1ng Greens are heavy magazine readers who over index on a large number of 1tles. They are par1cularly interested in Lifestyle magazines, with 23% of this segment reading NZ House and Garden. Overall Community Suppor1ng Greens tend to be heavier newspaper readers than all Household Shoppers aged % of this segment are New Zealand Herald readers, 10% the Dominion Post and 19% the Sunday Star Times. The Nelson Mail, Daily Post and Wairarapa Times Age all over index for this segment. 76.9% of this segment have read one or more Community Newspapers in the last 7 days. Newspapers Weekly (Sunday) Newspapers: 19% Sunday Star Times (115) 13% Herald On Sunday (115) 7% Sunday News (79) Daily Newspapers: 21% The NZ Herald (122) 10% The Dominion Post (127) 5% The Press (75) 3% Otago Daily Times (92) 3% Waikato Times (90) 2% The Southland Times (88) 2% Hawkes Bay Today (94) 1% Taranaki Daily News (87) 1% The Nelson Mail (125) 1% Bay Of Plenty Times (78) 1% Manawatu Standard (80) 1% Wanganui Chronicle (96) 1% The Daily Post (162) 1% The Northern Advocate (75) 1% The Marlborough Express (108) 1% The Gisborne Herald (89) 1% The Timaru Herald (53) 0.4% Ashburton Guardian (106) 0.3% Wairarapa Times Age (110) 0.2% Greymouth Star (48) Figures in Brackets are an index with a base of 100 for THHS 18+ Page 15

16 Auckland community newspapers TOP LEVEL READERSHIP OF AUCKLAND COMMUNITY NEWSPAPERS Base: Household Shopper aged 18+ living in Auckland Region Totals Experimental Indulgers Community Supporting Greens Healthy Bargain Hunters Classic Providers % % % % % The Aucklander (Net) North Shore Times Manukau Courier Western Leader Central Leader Eastern Courier East & Bays Courier Rodney Times Auckland City Harbour News Papakura Courier North Harbour News Nor-West News Franklin County News READERSHIP OF AUCKLAND REGION COMMUNITY NEWSPAPERS At a top level, across the whole Auckland Region The Aucklander (Net), the North Shore Times, Manukau Courier and Western and Central Leaders have greatest reach into the segments, Top Level readership can then be considered in terms of reach into the segments within each community newspaper s circula1on area, providing local level insights. For example: NORTH SHORE TIMES READERSHIP BY SEGMENT Base: Household Shopper aged 18+ living in North Shore Times Circulation area: Totals Experimental Indulgers Community Supporting Greens Healthy Bargain Hunters Classic Providers % % % % % North Shore Times Page 16

17 Wellington community newspapers TOP LEVEL READERSHIP OF WELLINGTON COMMUNITY NEWSPAPERS Base: Household Shopper aged 18+ living in Wellington Region Totals Experimental Indulgers Community Supporting Greens Healthy Bargain Hunters Classic Providers % % % % % Wellingtonian The Hutt News Kapi-Mana News Upper Hutt Leader Citylife Cook Strait News Citylife Porirua News Citylife Independent Herald Citylife Wainuiomata News READERSHIP OF WELLINGTON REGION COMMUNITY NEWSPAPERS At a top level, across the whole Wellington Region the Wellingtonian, the HuI News and the Kapi Mana News have greatest reach into the segments, Top Level readership can then be considered in terms of reach into the segments within each community newspaper s circula1on area, providing local level insights. For example: WELLINGTONIAN READERSHIP BY SEGMENT Base: Household Shopper aged 18+ living in the Wellingtonian Circulation area: Totals Experimental Indulgers Community Supporting Greens Healthy Bargain Hunters Classic Providers % % % % % Wellingtonian Page 17