ROI TGI 2012

TRENDS & DEVELOPMENTS

September 2012

REPUBLIC OF IRELAND TGI 2012

TEN-YEAR TRENDS

ROI TGI 2012

2002
3.07m
POPULATION

2012
3.61m

ABC1s

1.18m
Base: All Adults 15+

1.44m
Source: ROI TGI 2002 & 2012
ROI TGI 2012 3

2002
41.7%
15-34s

2012
37.0%

41.2
Base: All Adults 15+

AVERAGE AGE

43.2
Source: ROI TGI 2002 & 2012
ROI TGI 2012 4

2002
16%
Agree: I would do my shopping by the internet if there was a safer way to pay

2012
30%

Own home outright (no mortgage)

1.19m
Base: All Adults 15+

1.52m
Source: ROI TGI 2002 & 2012
ROI TGI 2012 5

2002
68%
Do you personally have a mobile phone?

2012
97%

Smoke cigarettes

34%
Base: All Adults 15+

24%
Source: ROI TGI 2002 & 2012
ROI TGI 2012 6

2002
63%
I spend money more carefully than I used to

2012
83%

I look for the lowest possible prices when shopping

41%
56%
Base: All Adults 15+ Source: ROI TGI 2002 & 2012
ROI TGI 2012 7

PURCHASE BEHAVIOURS
SALES & PROMOTIONS

90% of consumers look out for Food & Drink promotions

Most popular food & drink promotions Offer Multibuy offers (e.g. 3 for 2) Extra product free (e.g. 50% extra free) Discounted products Extra loyalty card points Free samples Coupons Collect Tokens Vertical % 66% 58% 38% 25% 17% 16% 13%
Source: ROI TGI 2012
ROI TGI 2012 8

Base: All Adults 15+

PRODUCT DEMONSTRATIONS
EXPERIENTIAL MARKETING
57% of consumers who have viewed or taken part in product demonstrations have also ordered / purchased something where it was promoted

Women are 24% more likely to take coupons or vouchers for product offers Superquinn shoppers are 23% more likely than the average adult to try free tasters while M&S shoppers are 46% more likely to take free samples

Base: All Adults 15+

Source: ROI TGI 2012

ROI TGI 2012 9

BUSINESS DECISION MAKERS

IDENTIFYING & REACHING THE TARGET
14% of the population consider themselves budget holders : full or partial (500,000) 5% (190,000) of the population work in large corporation (500 or more employees) 8% (285,000) of the population can be identified as Middle Managers or above

11% (400,000) are self employed

80%

60%

59%

54%

40%

36%
14%

20%

0%
I read a newspaper most days Read local news in newspapers I would not change the newspaper I read Read Business/Company News in Newspapers

Base: All Adults 15+

Source: ROI TGI 2012

ROI TGI 2012 10

MEDIA MULTITASKING
QUICK COMPARISON

Whilst watching TV: browse the internet or update social networks

Whilst watching TV: Read a newspaper or magazine

33%

25%

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: ROI TGI 2012

ROI TGI 2012 11

MEDIA MULTITASKING
QUICK COMPARISON
Mean Personal Income: 27,678 Fledglings [156] Playschool Parents [127] Unconstrained Couples [119]

36% more likely to agree that when I need information the first place I look is the internet

25% more likely to agree that PVR technology has changed the way I watch television

Mean Personal Income: 30,768

Hotel Parents [133] Senior Sole Decision Makers [115]

32% more likely to agree that I rely on newspapers to keep me informed

Base: All Adults 15+ Source: ROI TGI 2012
ROI TGI 2012 12

MOBILE DEVICES
APPS
24% of adults have downloaded apps in the past 12 months And 35% of those have paid for them

Top media type apps

Top App Types for iPhone owners
Base: All App Downloaders 15+

App Type

Index

Vert %

App Type TV Radio Newspapers Magazines

Vert % 47% 26% 22% 11%

Source: ROI TGI 2012

Shopping
Lifestyle
(e.g. cooking, fashion...)

184
166 152 133 131 124

26%
24% 28% 56% 47% 38%

Health & Diet News Weather Maps

Base: All App Downloaders 15+

ROI TGI 2012

13

WOMEN WHO FOLLOW BOXING

KATIE TAYLOR EFFECT
174,000 Women

Top weekly magazines

Magazine Chat Heat U Magazine Index 195 188 187 159 155 153 152 Vert % 17% 16% 7% 14% 8% 21% 15%
Source: ROI TGI 2012
ROI TGI 2012 14

40% more likely than the

average woman to read five or more magazines per month

Womans Way Image OK! Closer

Base: All Women 15+

CELEBRITIES
BRAND ASSOCIATION

Miriam OCallaghan

Will Smith

Rihanna
Base: All Adults 15+

Jedward
Source: ROI TGI 2012
ROI TGI 2012 15

FURTHER SOURCES OF INFORMATION

TGI Client Service
TGI Hotline: +44 (0)20 8433 4000 tgihotline@kantarmedia.com

TGI Subscriber Area (www.kantarmedia-tgiie.com)

Release Dates Articles and Charts TGI Glossary and FAQs

@tgi_kantarmedia

Kantar Media

ROI TGI 2012

16