Post on 21-Feb-2016
description
Local Media Driving Consumer Action
Agenda
Introduction and
methodology Local life Local Media
Market focus…
property, motors,
shopping
Key findings
Readers are more than twice as likely to act on ads in local media than ads
on TV and social media.
Local media – in print and online – is the most effective combination for
driving consumer action.
Local media is nearly four times more trusted to provide relevant information
about the local area than commercial TV and radio.
3
Methodology
Telephone and online interviews (1,100) with readers/users living in selected postcodes based on the newspapers and websites published in those areas.
Additional online interviews (1,132) recruited via email and pop ups from newspapers.
Total sample size 2,232.
4
950 daily / 1,283 weekly & 1,769 print / 1,221 website users.
53 newspapers represented in 13 regions.
Data combined and weighted to the reader/user demographic profile based on analysis of NRS, TGI, UKOM, JICREG.
People have a strong sense of local
identity and pride…
87%
Base: All who gave an opinion, Sample: Integrated (1,788) Proud (1,912)
5
I feel I am well
integrated into
the community
90% I am proud to
live in the area I
live in
People’s perception of the economy has improved.
There’s an even more positive view locally…
Base: All who gave an opinion, Sample: Local (1,548) Country (1,683)
6
The country is
doing well
economically
% Agree
The local
economy in my
area is doing
well
32% 50%
Country
Loving Local (2011)
Local Economy
17% 29%
People still live their lives close to home
Spend half or more of their time within …
97%
85%
Base: All respondents (2,232)
7
89%
70%
People still spend their money
close to home
Spend half or more of their money within …
Base: All respondents (2,232)
8
Media
9
Local media is the most trusted
source of information
%
Local Media Local BBC
Radio Local
Commercial
TV
Local
Commercial
Radio
Google Social Media Other
Websites National
Newspapers
Base: All respondents (2,194)
10
Local media does the best job of
standing up for people in your local area
%
Base: All respondents (2,194)
11
Local Media Local BBC
Radio Local
Commercial
TV
Local
Commercial
Radio
Google Social Media Other
Websites National
Newspapers
Local media underpins democracy
Base: All who gave opinion & used media in the last 4 weeks. Sample Local newspaper (1,659) Website (544)
12
Local Media
Local Newspapers
Local Websites
13
Taking
Action
Consumers who took action after
seeing the advertisement in media….
%
Local Media Other
Websites Commercial
TV National
Newspapers Magazines Social Media Commercial
Radio
Base: Net of any action ranging from deciding where to shop through to discussing with friends or family,
across food & grocery shopping, motors, clothes & accessories, furniture categories. Sample size (2,232)
14
Action (%)
Seeing something advertised in Local media
provides shoppers with reassurance…
Base: All who gave opinion & used in the last 4 weeks, Sample Local newspaper (1,769) Website (1,221)
15
I know that if something is advertised in my local paper/website
it will be available locally (% agree)
Local Media
Local Newspapers
Local Websites
Groceries
16
Local media is the most influencial medium
in deciding where to shop for groceries
%
Decided where to shop/visited somewhere you've seen advertised ? (% agree)
Local Media Promotion
in store Direct Mail Commercial
TV National
Newspapers Other
Websites Magazines Commercial
Radio Social Media
Base: All who answered grocery questions. Sample (874).
17
Special offers/promotions are most
effective in Local media
%
Made a note of a special offer/promotion (% agree)
Local Media Promotion
in store Direct Mail Commercial
TV National
Newspapers Other
Websites Magazines Commercial
Radio Social Media
Base: All who answered grocery questions. Sample (874).
18
People rely on Local media for
coupons/vouchers
%
Retrieved or used a coupon/voucher (% agree)
Promotion
in store Local
Media Direct Mail National
Newspapers Magazines Other
Websites Social
Media Commercial
TV Commercial
Radio
Base: All who answered grocery questions. Sample (874)
19
Local media gets people talking about
offers and promotions
%
Talked about an ad or promotion you've seen with friends or family (% agree)
Local Media Promotion
in store Direct Mail Commercial
TV National
Newspapers Other
Websites Magazines Commercial
Radio Social Media
Base: All who answered grocery questions. Sample (874).
20
Property
21
Local media is the most popular source
for keeping an eye on the property market
Which of the following sources do you use to keep a general
eye on the local property market?
Base: All respondents who answered property questions. Sample (1,188)
22
Total
Estate agent’s advertisements in Local Media 49%
Property websites (e.g Right Move, Zoopla) 37%
Looking at properties displayed by estate agents (e.g. in their windows) 31%
Estate agents’ websites 29%
None of these 25%
Article in local newspaper or local website 16%
General search 13%
Magazines 11%
National newspapers 7%
Solicitors 3%
People take action as a result of seeing
property advertised in Local media
Which of the following have you done as a result of
seeing an ad or article in local media?
Local Newspaper
Local Website
Both (Local Media)
Looked at a property in more detail online
Contacted an estate agent [solicitor in Scotland] to enquire about a property
Looked round a property
None of the above
24% 26% 29%
10% 13% 15%
9% 11% 13%
30% 35% 38%
Base: All respondents who answered property questions. Sample (1,188)
23
It’s important to sellers that their
property is advertised in Local media
Base: Those who own property. Sample (1293)
24
Local
Newspaper
If you were to sell your house how important would it be to you that your agent
advertised in Local Newspapers/websites?
Local
Websites
0% 20% 40% 60% 80% 100%
Very Important Fairly Important No Particularly Important
People don’t contact many estate
agents…
When you sold or looked at selling your property, how many
estate agents (solicitors in Scotland) did you contact (regardless
of whether you actually placed the property with them)?
None 1 2 to 3 4 to 5 6 to 9 10+
Base: Those who sold or looked into selling their home in the past 12 months. Sample (55)
25
0
10
20
30
40
50
13% did not
contact any
estate agents
Motors
26
Local media is most useful for finding
cars in the right price range
Which of the following advertising sources did you find most useful when looking
for a new car to see what types of cars are available in your price range?
Local Media 41%
Base: All respondents who answered motors questions. Sample (468)
27
Total
Specialist car websites 39%
Other websites (e.g. Gumtree, eBay etc) 27%
Specialist car magazines 18%
National Newspapers/ websites 16%
Specialist car magazines
Ads in National Newspapers/ websites
Specialist car websites
Local media is one of the top two
sources for finding a dealer
Which of the following advertising sources did you find most useful
when looking for a new car to find a dealer who sells those?
Local Media
32%
Base: All respondents who answered motors questions. Sample (468)
28
Total
31%
Other websites (e.g. Gumtree, eBay etc) 20%
10%
9%
Specialist car magazines 12%
Ads in National Newspapers/ websites
Specialist car websites
Local media has an important role at
the final stage in car buying
Which of the following advertising sources did you find most useful when looking for a
new car to making the final choice/evaluating the options available to you?
Local Media
34%
Base: All respondents who answered motors questions. Sample (468)
29
Total
22%
Other websites (e.g. Gumtree, eBay etc) 16%
9%
Summary
Readers are more than twice as likely to act on ads in local media than ads
on TV and social media.
Local media – in print and online – is the most effective combination for
driving consumer action.
Local media is nearly four times more trusted to provide relevant information
about the local area than commercial TV and radio.
30