NORTHERN IRELAND TGI
TRENDS 2012
AUGUST 2012
A landmark anniversary
1992 to 2012
Northern Ireland
Thank-you all for your continued support
NORTHERN IRELAND TGI 2012
TGI Northern Ireland 1992
A quick delve into the archives.
NORTHERN IRELAND TGI 2012
TGI Northern Ireland 1992 vs. 2012 Changing Numbers: Demography
Significant Social Grade inflation observed across the years. In 1992, 16% of the NI pop were AB In 2012, this figure had risen to 21%
Household Incomes have similarly inflated changed across the years:
Hhld Income (20K+) = 27% (1992) 38% (2012)
Continuing changes to the age balance of the province:
Average Age: Newborns in Hhld: 41.6 to 44.5 (2012) 8% to 7.4% (2012)
NORTHERN IRELAND TGI 2012
TGI Northern Ireland 1992 vs. 2012 Media Matters
The multiplication of communication technologies and platforms had not yet taken hold in 1992..
The only reference to Digital in the TGI database was to the Quartz Digital Watch
NORTHERN IRELAND TGI 2012
TGI Northern Ireland 1992 vs. 2012 Media Matters
Ownership of Portable Cellular Phones was measured but penetration was reported at only 0.7%
NORTHERN IRELAND TGI 2012
TGI Northern Ireland 1992 vs. 2012 Media Matters
Searching for Apple highlighted a Home Computer brand with sample of only three individuals
NORTHERN IRELAND TGI 2012
TGI Northern Ireland 1992 vs. 2012 Media Matters
8% of the NI pop were Cable/Satellite TV viewers 36% looked forward to a multichannel future
In 1992, 27% of the population agreed that TV ads were as enjoyable as the programming This figure had dropped to 23% by 2002 and only 12% by 2012
NORTHERN IRELAND TGI 2012
TGI Northern Ireland 1992 vs. 2012 Media Matters
The media landscape may have changed..
but local remains an important part of that landscape
NORTHERN IRELAND TGI 2012
TGI Northern Ireland 1992 vs. 2012 Media Matters
73% of NI adults are Very/Fairly Interested in Local News
55% of the population value the local newspaper for its coverage of local news
33% of the NI population are average -issue readers of one or more of your papers
45% the NI internet population will have visited a local website this month
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TGI Northern Ireland 1992 vs. 2012 Changing Attitudes?
Family values remain strong.
TGI NI 1992 % (Any Agree) Its important that my family thinks Im doing well 46 TGI NI 2012 % 47
(Any Agree) Family more important to me than career (Any Agree) Children should eat what theyre given
72
69
45
46
(Any Agree) We always have family meals at weekends
56
45
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TGI Northern Ireland 1992 vs. 2012 Changing Attitudes?
Financial prudence a major theme in both years..
TGI NI 1992 % (Any Agree) I dont like the idea of being in debt 81 TGI NI 2012 % 81
(Any Agree) I am no good at saving money
34
32
(Any Agree) Job Security more important than money
48
43
(Any Agree) I always use money off coupons
37
44
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at 40?
Do you have a domestic robot in your household?....
and now back to 2012
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NI TGI 2012
MEDIA DEVELOPMENTS & TRENDS
AUGUST 2012
NEWSPAPERS
SUNDAY READERSHIP PERSPECTIVES
The market in TGI 2011.....
39% of the population read one or more Sunday
almost always News of the World the market leader although: For 31%, NoW was their only Sunday reading in an average week 41% of readers read a second Sunday title 28% of readers read more than two other titles
23.8%
Base: All Adults 15+
Source: NI TGI 2011
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NEWSPAPERS
SUNDAY READERSHIP PERSPECTIVES
The market in TGI 2012.....
Sunday reading strong but less settled almost always readers 32% vs. 39% in 2011
Positive uplifts for many titles:
Sunday World 224 to 227,000
Sunday landscape still strongly multi-title 30% solus readers in 2012
Sunday Mirror
Sunday Life Mail on Sunday
Base: All Adults 15+
179 to 210,000
206 to 215,000 92 to 95,000
Source: NI TGI 2012
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MEDIA MULTITASKING
QUICK COMPARISON
Whilst watching TV: Browse the internet or update social networks
Whilst watching TV: Read a newspaper or magazine
21%
16%
TV + Online discussed a lot due to possible social comment dimension of programming However, TGI shows that TV + Press still an important audience.
Base: All Adults 15+
Source: NI TGI 2012
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MEDIA MULTITASKING
QUICK COMPARISON
Mean Personal Income: 16,400 Fledglings [194] Playschool Parents [174] Primary School Parents [145]
27% more likely to agree that TV advertisement annoys me
29% more likely to agree that I fast forward through the ads
Mean Personal Income: 16,700
Unconstrained Couples [158] Empty Nesters [122]
52% more likely to agree that I rely on newspapers to keep me informed
Base: All Adults 15+ Source: NI TGI 2012
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MEDIA USAGE
WEBSITE TYPES
Top Reasons to Visit:
Newspaper Websites
TV Channel / Programme Websites
To watch pre-recorded TV programmes
Radio Websites
Listen to live radio
Catch-up on news / current affairs
65%
Consult news archives
26%
To watch live programmes*
43%
Listen to pre-recorded programmes*
19%
Find practical info (weather, maps)
16%
To find out more information on programmes*
21%
To find out title of a song that was playing on air*
17%
13%
* Denotes Low Sample Size
11%
Base: All Internet Users 15+
Source: NI TGI 2012
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ONLINE BEHAVIOURS
DIGITAL 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%
Base: All Adults 15+
Source: NI TGI 2012
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BUSINESS DECISION MAKERS
IDENTIFYING & REACHING THE TARGET
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
100% 80% 60%
91%
46%
40% 20% 0%
Read local news in newspapers
Base: All Adults 15+
38% 21%
Read Business/Company News in Newspapers
I believe what's in the local Newspaper supplements are paper more than national really worth having newspapers
Source: NI TGI 2012
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PARTICIPATION IN SPORT
MAJOR SPORTING EVENTS
Football 400 Rugby Union Golf Gaelic Football Swimming Cycling Tennis
Number of Participants in NI (000s)
350
300
250
200
150
100
50
0 2007
Base: All Adults 15+
2008
2009
2010
2011
2012
Source: NI TGI 2012
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CELEBRITIES
MOST LIKED PERSONALITIES IN NI & GB
NORTHERN IRELAND Ant & Dec 53% Will Smith 46% George Clooney 37% Will Smith 43% GREAT BRITAIN Joanna Lumley 44% Helen Mirren 44%
Katie Price 13%
Base: All Adults 15+
Katie Price 8%
Source: NI TGI 2012
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CELEBRITIES
BRAND ASSOCIATION
Ant & Dec
Jamie Oliver
Katie Price
Base: All Adults 15+
Helen Mirren
Source: NI TGI 2012
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ENVIRONMENT
GREEN BEHAVIOURS IN URBAN & RURAL AREAS
70% of the keen* Greenscape cluster live in urban areas
Rural dwellers are 20% more likely to feature in the resigned** Greenscape cluster
Keen consumers in urban areas are almost three times as likely to be prepared to pay more for environmentallyfriendly products
Consumers in rural areas are also 23% more likely than the average adult to believe its only worth doing environmentally-friendly things if they save you money.
* 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
Source: NI TGI 2012
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Base: All Adults 15+
PRODUCT DEMONSTRATIONS
EXPERIENTIAL MARKETING
Almost half (47%) of consumers who have viewed or taken part in product demonstrations have then ordered / purchased something where it was promoted
Women are 30% more likely to take coupons or vouchers for products offers Sainsburys shoppers are 24% more likely than the average adult to try free tasters while M&S shoppers are 32% more likely to take free samples
Base: All Adults 15+
Source: NI TGI 2012
NORTHERN IRELAND TGI 2012 26
CRITERIA OF CHOICE
TOILETRIES & COSMETICS PRODUCTS
Shoppers whose most important factor when purchasing toiletries & cosmetics products is Quality (By index) Retailer Sainsburys Marks & Spencer Spar Lidl Iceland
Other Criteria of Choice Variables include: Price Brand Sales Promotion Advertising Availiability Origin Professional Recommendations Consumer Reviews
Base: All Adults 15+
Index 132 122 118 114 111 Shoppers whose most important factor when purchasing toiletries & cosmetics products is Recommendations from Friends / Family (By index)
Retailer
Iceland Supervalu Marks & Spencer Lidl Costcutter
Index
158 147 136 132 127
Source: NI TGI 2012
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FURTHER SOURCES OF INFORMATION
TGI Client Service
TGI Hotline: +44 (0)20 8433 4000
[email protected]TGI Subscriber Area (www.kantarmedia-tgiie.com)
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