NORTHERN IRELAND TGI

NEW AREAS AND TRENDS 2013

AUGUST 2013

EXTENSION OF THE WHY

Exploring the reasons for which we choose a brand or a product

NORTHERN IRELAND TGI 2013

CONSCIOUS CHOICES
QUESTIONNAIRE EXAMPLES

Decision shortcuts - rational criteria

CONSCIOUS CHOICES: HOTELS

DISCOVERING THE BEST LEVERS
Most important deciding factors when choosing hotels
FACTOR
Price

UNCONSTRAINED
COUPLES
137

PRIMARY
SCHOOL PARENTS
99

Dates of stay
Reputation of the hotel Last minute offers Hospitality Choice of Services Personal recommendation User reviews The overall package (accommodation, meals, services) Family friendly/clubs for children The surrounding environment/location

130
106 99 110 118 93 124 88 51 171

119
89 216 77 156 73 99 78 207 82

Base: All Adults 15+

Source: NI TGI 2013

SHOPPER ARCHETYPES
A TGI SEGMENTATION OF FMCG SHOPPERS

Allows marketers to pinpoint specific targets amongst seven mutually exclusive groups of shoppers

Understand the who, why and how of shopper behaviour by profiling groups against the full range of TGI variables (attitudes, media, leisure etc.)

SHOPPER STRATEGIES
INTRODUCING THE ARCHETYPES
Convenience Kings Ethical Empathisers Accustomed Acquirers
Driven by routine, have narrow brand repertoire, more likely to be solus shoppers and tend to want to stick to tried and tested products / brands

Promiscuous Purchasers

Driven by convenience in general, locality, opening hours, parking, ease of use etc.

Driven by ethical considerations such as Fair Trade, animal welfare, protection of the environment

Driven by value, bargain hunters, have large brand repertoires, dont like the idea of sticking to only a few brands

Quality Crusaders

Conscious Connoisseurs
Savvy and passionate shoppers who get food knowledge from magazines, professionals, word of mouth, read ingredients and labels

Strategic Savers

Driven by superior quality and happy to pay a premium for it

Driven by lowest price to meet strict budget, attracted by sales and promotions, special offers and loyalty schemes

NORTHERN IRELAND TGI 2013

SHOPPER STRATEGIES
INTRODUCING THE ARCHETYPES

Convenience Kings

Ethical Empathisers

Accustomed Acquirers

Promiscuous Purchasers

Quality Crusaders

Conscious Connoisseurs

Strategic Savers

SHOPPER STRATEGIES
ARCHETYPE POPULATIONS
Shopper Archetype Convenience Kings Ethical Empathisers Accustomed Acquirers Promiscuous Purchasers Quality Crusaders Conscious Connoisseurs Strategic Savers % of Population Weighted

7 10 16 9 21 4 32

56 81 131 71 171 35 261

Base: All Main Shoppers 15+

Source: NI TGI 2013

CONVENIENCE KINGS
PROFILE
Gender Split
15-24

Age Split
25-34 35-44 45-54 55-64 65+

75%

25%

Average Weekly Shopping Spend:

All Main Shoppers

84.10
(+1% Main Shopper Average)

CKs
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

High Indexing Purchasing Factors

(By Index)

Top Food Retailers

(By Index)

Top Food Brands

(By Index)

187
Vert .% 84% 23% 29%

Factor
Opening Hours Advertising Parking

Index 494 490 122

(16%)

148
(39%)

134
(13%)

Base: All Main Shoppers 15+

Source: NI TGI 2013

QUALITY CRUSADERS
PROFILE
Gender Split
15-24

Age Split
25-34 35-44 45-54 55-64 65+

73%
(101)

28%
(98)

Average Weekly Shopping Spend:

All Main Shoppers

87.70
(+6% Main Shopper Average)

QCs
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

High Indexing Purchasing Factors

(By Index)

Top Food Retailers

(By Index)

Top Food Brands

(By Index)

121
Vert .% 39% 34% 26%

Factor
Quality of products Fresh Food Range of products

Index 136 102 100

(34%)

121
(32%)

118
(25%)
Source: NI TGI 2013

Base: All Main Shoppers 15+

PRACTICAL APPLICATIONS
BRANDS & RETAILERS

PRACTICAL APPLICATIONS
SUPERMARKETS

Here we can see the Shopper Archetypes that are most likely to contain visitors to Sainsburys and consumers of Magnum. Sainsburys and Magnum both have a strong synergy with Promiscuous Shoppers and Quality Crusaders. Next steps are to discover the media that best reach these two archetypes

Sainsburys
200 180 160

Magnum

Index

140

120
100 80 60 40 20 Convenience Kings Ethical Empathisers Accustomed Acquirers Promiscuous Purchasers Quality Crusaders Conscious Connoisseurs Strategic Savers
Source: NI TGI 2013
NORTHERN IRELAND TGI 2013

Base: All Main Shoppers 15+

PRACTICAL APPLICATIONS
HOW TO REACH THESE GROUPS (HEAVIEST MEDIA)
Newspapers
200

150

Radio
100

Magazines

50

Average Quality Crusaders Television Promiscuous Shopppers

Cinema

Outdoor Media
Base: All Main Shoppers 15+

Internet
Source: NI TGI 2013
NORTHERN IRELAND TGI 2013 13

Digital Trends

NI TGI SPONSORS PRESENTATION 2013

Multi-Screening is ever-more mainstream...

The average consumer has access to as many as 5 digital screens

Almost one third of the internet population use 3 or more connected devices

The average age of a smartphone/ tablet owner is 37.5

27% agree that they need to be able to access their social network profile daily

NORTHERN IRELAND TGI 2013

....newspaper multi-screeners

Hardcopy and online visitation are not exclusive. Between 8 and 18% of audience will be dual mode

These dual users are heavy press (Quintiles 1-2) and heavy online (Quintiles 1-2)

The group are more likely to be upper social grade and upper socio-economic level
61% more likely than average reader to buy online based on a promotion or offer

NORTHERN IRELAND TGI 2013

The Tablet market

19% of the population now own a Tablet: a 125% increase on TGI 2012 47% of app users will have downloaded from a traditional media brand 56% who download news brand apps will be 15-34 218,000 people own an e-book

NORTHERN IRELAND TGI 2013

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 UK