THAI FOOD FOODIES - Nielsen · 2019. 5. 29. · Thai Food Foodies : 1,389,000 LIFE (000s) % Index...

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

THAI FOOD FOODIES 2017 Profile Report

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

2

A 360⁰ VIEW OF YOUR CONSUMER This profile report provides you with a snapshot of Nielsen Consumer and Media Insight’s (CMI) all encompassing offering. CMI is a rich source of insights into consumers – extensive demographics, product consumption, purchase behaviour, a bank of over 200 attitudes covering different lifestyle areas and their media consumption habits. Our clients use CMI to support a range of marketing and non-marketing decisions such as: • Profiling your Brands and/or that of your competitors to understand lifestyle behaviour –

how to make your brand more relevant via key touch-points

• Quantify and track categories, brands, usage, occasions, channel, behaviours, penetration into target markets etc.

• Profile consumers, buyers, high-value consumers, opportunity groups

• Explore opportunities and gaps in the market/ your product offering

• Identify key media usage behaviour for communications strategy

• Strategic Media Channel Planning – which are the best media channels

• Sponsorship / marketing opportunities – avenues to promote, etc.

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

Thai Food Foodies : 1,389,000

CONTENTS

YOUR PROFILE IN A SNAPSHOT……………………………………………….4

WHO THEY ARE ……………………………………………………………………….6

VIEWS AND OPINIONS……………………………………………………………21

INTERESTS AND LEISURE………………………………………………………..36

MEDIA THEY USE……………………………………………………………………45

GLOSSARY………………………………………………………………………………54

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

4

YOUR PROFILE IN A SNAPSHOT

Image Conscious / Influencer

Concerned about health

& environment

• Thai Food Foodies have

busy and full on lives

• Believe keeping in touch with friends is important

• Are attracted to new ideas and are optimistic about the future

Busy & Positive

• Thai Food Foodies

choose to pay more for top quality foods

• Want ideas to make cooking meals easier and like to try new types of food

• Make effort to eat 5+ a day

Food Fans

• Thai Food Foodies are more likely to be in paid employment compared to the general population

• Believe success is an important factor and that their work is more than just a job

• Often respond to work emails at home and at weekends

Career Focused

Fairly even male to female ratio, more likely to be aged between 20-49 and have children at home. Over-index on the top 3 occupations, higher than national average personal and HH income.

THAI FOOD FOODIES: 1,389,000

Base: All People 10+ Source: Nielsen Consumer and Media Insights Q1 2016 – Q4 2016

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

5

(000s) % Index

Healthy diet & plenty of exercise essential part of my life 159 78 138

I try to balance healthy eating with my busy lifestyle 144 71 132

Concerned on effect of artificial sweeteners on my health 133 66 149

I will eat healthy food if it tastes good 130 64 95

I would describe myself as fit and healthy 110 54 124

I am concerned about the impact of stress on my health 78 39 122

AN INDEX COMPARES YOUR GROUP TO THE POPULATION AN INDEX OF 100 IS ON PAR WITH THE POPULATION

IN THIS EXAMPLE, YOUR GROUP ARE 38% MORE LIKELY TO AGREE WITH THE STATEMENT, COMPARED TO THE

POPULATION

YOUR GROUP ARE 5% LESS LIKELY TO AGREE WITH THE STATEMENT COMPARED

TO THE POPULATION

78% OF YOUR GROUP AGREE WITH THIS STATEMENT

159,000 PEOPLE FROM YOUR GROUP

AGREE WITH THIS STATEMENT

HOW TO READ THE TABLES

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

WHO THEY ARE Consumers who have ever bought or eaten Thai fast food in the year ending Q4 2016

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

7

Base: All People 15+

Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016


AGE AND GENDER

52% 48%

AGED 10-19

AGED 20-29

AGED 30-39

AGED 40-49

AGED 50-59

AGED 60-74

AGED 75+

14% 19% 18% 18% 13% 3%

Where an index is higher than 104 the percentage is bold and coloured

16%


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

8




GENERATIONS

5%

23%

27%

32%

14%

GI/ SILENT GENERATION (1901-1945)

BABY BOOMERS (1946-1964)

GENERATION X (1965-1979)

GENERATION Y (1980-1996)

GENERATION Z (1997 - TODAY)

INDEX

46

93

115

121

91



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

9




MOST PEOPLE IN YOUR GROUP ARE IN

LIFESTAGE

.

LIFESTAGE THREE - ADULTS WITH YOUNG CHILDREN

Indices >104 underlined

(000s) % Index

Lifestage One - Dependent Children 157 11 89

Lifestage Two - Independent Young Adults 305 22 116

Lifestage Three - Adults with Young Children 348 25 118

Lifestage Four - Adults with Older Children 270 19 106

Lifestage Five - Older Adults, No Children at Home 307 22 77


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

10




53%

47%

Children in household

No children in household

PRESENCE OF CHILDREN IN HOUSEHOLD

Aged 50-59

0-2 YEARS

42%

3-4 YEARS

5-9 YEARS

10-14 YEARS

15-17 YEARS

18+ AT HOME

AGE OF CHILDREN IN H/HOLD

14%

11%

22%

16%

22%

Compared to the population they are

more likely to have children in their

household


23%


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

11




5%

4%

47%

45%

MARRIED

MARITAL STATUS

POPULATION

YOUR GROUP 16%

13%

LIVING WITH PARTNER/ DEFACTO

26%

28%

SINGLE

5%

5%

DIVORCED/ SEPARATED

2%

4%

WIDOWED OTHER


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

12




ETHNICITY

57%

17%

12%

6%

8%

12%

EUROPEAN

NEW ZEALANDER

MAORI

PACIFIC ISLANDER

ASIAN

OTHER

108

92

88

83

111

102

INDEX

Indices >104 in bold and coloured

71%

71%

YOUR GROUP POPULATION

BORN IN NEW ZEALAND

People can identify with more than one ethnicity, therefore ethnic groups are not mutually exclusive


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

13




WHERE THEY LIVE

55%

55%

NORTHERN

21%

22%

CENTRAL

24%

24%

SOUTHERN

Northern: North Island – Taupo and North of Taupo Central: North Island – South of Taupo Southern: South Island

YOUR GROUP

POPULATION


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

14




CITIES AND TOWNS

AUCKLAND

WELLINGTON

CHRISTCHURCH

DUNEDIN

HAMILTON

METROPOLITAN

PROVINCIAL URBAN

34% 9% 8% 3% 4% 58% 17%



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

15




AVERAGE PERSONAL INCOME IS APPROXIMATELY $7,100 HIGHER THAN THE NZ AVERAGE

PERSONAL INCOME

(000s) % Index

Up To $10,000 267 19 98

$10,001 - $20,000 126 9 74

$20,001 - $30,000 122 9 81

$30,001 - $40,000 110 8 87

$40,001 - $50,000 110 8 106

$50,001 - $60,000 103 7 112

$60,001 - $80,000 134 10 123

$80,001-$100,000 80 6 139

$100,001-$120,000 42 3 136

$120,001-$150,000 30 2 146

More Than $150,000 39 3 158

Average Personal Income 47,070$



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

16




AVERAGE HOUSEHOLD INCOME IS APPROXIMATELY $16,500 HIGHER THAN THE NZ AVERAGE

HOUSEHOLD INCOME

(000s) % Index

Up To $20,000 23 2 57

$20,001 - $30,000 50 4 57

$30,001 - $40,000 60 4 71

$40,001 - $60,000 118 9 85

$60,001 - $80,000 139 10 104

$80,001 - $100,000 142 10 116

$100,001 - $120,000 111 8 118

$120,001 - $160,000 129 9 125

$160,001 - $200,000 75 5 139

$200,001 - $250,000 37 3 124

$250,001+ 49 4 156

Average Household Income 109,898$



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

17




EMPLOYMENT

64%

35%

IN PAID EMPLOYMENT

NOT IN PAID EMPLOYMENT

INDEX 11481

Indices >104 in bold and coloured


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

18




OCCUPATION

(000s) % Index

Professional/ Senior Government Official 84 6 142

Business Manager Or Executive 82 6 132

Business Proprietor/ Self Employed 102 7 109

Teacher /Nurse /Other Trained Worker 135 10 120

Clerical /Sales Employee 125 9 121

Farmer Owner /Manager 19 1 101

Technical /Skilled Worker 176 13 112

Semi-Skilled Worker 58 4 94

Domestic Worker 60 4 87

Home Duties 124 9 108

Student Secondary 92 7 96

Student Tertiary 89 6 118

Student Primary /Intermediate 45 3 74

Retired /Super annuitant 119 9 58

Social Welfare Beneficiary/Unemployed 59 4 72



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

19




11%

9%

24%

22%

23%

19%

17%

18%

11%

14%

11%

14%

3%

3%

Level One Level Two Level Three Level Four Level Five Level Six Other

NEW ZEALAND SOCIO-ECONOMIC INDEX

The Nielsen Socio-Economic Scale is based on the New Zealand Socio-Economic Index (NZSEI) and the New Zealand standard classification of occupations (NZSCO). The NZSEI is determined by the occupation of the main income earner. Level one is the highest socio-economic group.

YOUR GROUP

POPULATION


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

20




GEOTRIBES SEGMENTATION

(000s) % Index

Debtstars 164 12 114

Suburban Splendour 143 10 113

Twixters 123 9 109

Achievers 114 8 133

Rockafellas 102 7 141

Struggleville 100 7 115

Preppies 82 6 122

Boomers 70 5 98

Fortunats 64 5 90

True Blues 64 5 83

Grey Power 54 4 68

Survivors 47 3 51

Slender Meanz 43 3 104

Crusaders 33 2 114

Independents 26 2 111

LARGEST GEOTRIBES GROUP IS

DEBTSTARS

RDA's Research's GeoTribes is a person-level geodemographic segmentation system that combines age, location and human needs to create 15 groups or tribes. It is designed to easily understand consumers’ needs and motivations and inform both strategic planning and tactical marketing.



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

VIEWS AND OPINIONS

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

22




LIFE

(000s) % Index

Important to learn new things throughout life 1301 94 105

It is essential that I plan for the future 1036 75 107

I like spending time on my own 1021 74 111

I'm optimistic about the future 971 70 110

I am very happy with my life 954 69 103

Music is really important to me 877 63 106

I am attracted to new ideas 851 61 110

People would say I am organised 812 58 106

I take each day as it comes 746 54 92

Success is very important to me 727 52 108

Other people take my opinions seriously 718 52 116

I set myself goals and go after them 697 50 107

My life is full on 668 48 110

I prefer to spend time one on one rather than large groups 668 48 102

I find it easy to deal with money matters 653 47 104

Indices >104 underlined Ranked by %


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

23




FAMILY

(000s) % Index

To have a family is more important than a successful career 941 68 100

The safety & wellbeing of my family is constantly on my mind 907 65 103

I spend most of my spare time with my family 864 62 107

I put the kids needs before my own 764 55 100

Pets are as important as family 713 51 99

I don't have enough 'me' time 351 25 110

Mothers should stay at home and look after the kids 247 18 80



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

24




HOME

(000s) % Index

I prefer a house that looks relaxed and lived in 984 71 103

The way my home looks is very important to me 669 48 108

Garden is as important as any other room in the house 619 45 103

I like fixing things around the house 536 39 97

I prefer a house to look stylish 513 37 120

Like to keep up to date with new ideas,improve my home 390 28 109

My home has to have the finest furnishing and fittings 91 7 88



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

25




WORK

(000s) % Index

My work is more to me than just a job 671 48 119

Flexible working arrangements have made my life easier 632 46 118

Having both parents working positive role model for children 504 36 105

I often respond to work emails at home and at weekends 440 32 126

I want to get to the top in my career 437 31 104

Job security is a major concern for me 408 29 106

I need to do more formal study to advance my career 399 29 118



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

26




APPEARANCE

(000s) % Index

I prefer to dress casually 1001 72 103

When purchasing clothes I care most about quality 687 49 107

I take care in my appearance at all times 553 40 98

I like to wear clothes that are noticed by others 283 20 117

I like to keep up with the latest fashion 250 18 110

I spend a lot of money on clothes 153 11 123



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

27




HEALTH

(000s) % Index

I will eat healthy food if it tastes good 1070 77 107

I try to balance healthy eating with my busy lifestyle 884 64 113

Healthy diet & plenty of exercise essential part of my life 763 55 106

Concerned on effect of artificial sweeteners on my health 675 49 106

I would describe myself as fit and healthy 631 45 112

I am concerned about the impact of stress on my health 547 39 109



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

28




SPORTS

(000s) % Index

Exercise is an important part of my regular routine 706 51 121

I exercise regularly to keep fit 623 45 120

I know I should exercise more but can't find the time 572 41 109

I am passionate about sport 547 39 112

I often exercise at home 482 35 113

I enjoy tough physical activity 469 34 116

I go to the gym at least twice a week 230 17 129

I play a lot of sport 226 16 107

Exercise is overrated 90 6 70



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

29




FRIENDS AND SOCIAL LIFE

(000s) % Index

Keeping in touch with my friends is important to me 904 65 111

I have a busy social life 329 24 120

Friends look to me for advice on major purchase decisions 282 20 104

I spend most of my spare time with my friends 225 16 105



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

30




SOCIETY

(000s) % Index

Smoking should be banned from public places 1016 73 107

People in same sex relationships should be allowed to marry 951 68 111

There is not enough done to protect the environment 740 53 103

I am an environmentalist at heart 682 49 107

Women do get a fair go in New Zealand 652 47 98

I don't understand the business of carbon credits 602 43 96

Should be penalties for those that make no effort to recycle 592 43 102

The legal drinking age should be raised 563 41 92

People need responsibility healthcare not expect government 550 40 98

It is important to be involved with my local community 453 33 111

The government of today is doing a good job 412 30 105

New Zealand has a violent society 395 28 92

I only save energy to save money 384 28 100

Government needs stop interfering so much in people's lives 380 27 83

Man's responsibility to provide for his family financially 359 26 92



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

31




HOLIDAYS AND TRAVEL

(000s) % Index

I Like Holidays Where I Can Experience The Local Culture 825 59 120

I like to take my holidays away from crowds 759 55 106

I usually plan and book my holidays online 739 53 126

Family holidays are the highlight of my year 722 52 107

I like going away with friends 650 47 112

I like holidays off the beaten track 567 41 108

Lots of short breaks are as good as a long holiday 511 37 106

Camper vans and caravans are not for me 474 34 101

I like the bright lights and big cities when I travel 405 29 120

Holidays are great when everything is organised for you 393 28 89

Prefer to take holidays in NZ rather than going overseas 386 28 80

Find it difficult to relax & do nothing while on holiday 354 26 99

Research holidays online but book at travel agents 274 20 107

It Only Feels Like A Holiday If I Leave NZ 206 15 107

Usually decide where to go on holiday at the last minute 140 10 93



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

32




SHOPPING

Note: This question is only asked of people aged 15+ ; Ranked by %

(000s) % Index

I shop a lot for specials and bargains 978 70 104

Tend to stick with brands that I've used for a long time 935 67 103

I believe in Fair Trade 833 60 102

Usually do one main weekly shop & don't buy much else 766 55 103

I am comfortable shopping on the internet 766 55 104

I I like to enter competitions 759 55 104

I am on a very tight budget 667 48 100

I have recently cut down on non-essential spending 663 48 105

I try to buy NZ made products as often as possible 647 47 100

I mostly buy well-known brand names 645 46 101

Where possible I buy environmentally friendly products 634 46 103

Buy household products that won't pollute enviroment 618 44 102

Often make impulse purchases whilst in shopping centres 593 43 107

Prefer to shop at stores where I have loyalty/store card 593 43 100

Enjoy shopping for clothes and other personal items 571 41 104



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

33




FOOD AND DRINK

(000s) % Index

I like to try new types of food 981 71 123

I think all genetically modified (GM) food should be labeled 978 70 105

I eat meat almost every day 959 69 110

You can eat anything and everything in moderation 870 63 105

I am concerned about the amount of sugar in my diet 809 58 108

I eat whatever I like 786 57 102

I want ideas to make cooking meals easier 756 54 108

I think food should be additive free 740 53 105

I make every effort to eat 5+ a day 707 51 112

I try to avoid foods that are unhealthy 700 50 104

I love reading new recipes and trying them out 644 46 122

I buy much more fresh or chilled food than I used to 643 46 116

I choose to pay more for top quality foods 609 44 121

I am constantly watching my weight 527 38 106

I often eat on the run 356 26 110



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

34




MEDIA AND ADVERTISING

(000s) % Index

Use internet to source info 1117 80 115

I usually ignore ads I receive on my mobile phone 1034 74 111

Tend to watch same TV programmes 970 70 106

More likely read email newsletters company have relationship 938 68 120

Keep up to date -current affairs 898 65 109

Always listen to radio in car 855 62 109

Enjoy local news and events 850 61 104

Prefer Ads clear and to the point 842 61 106

I find most internet advertising intrusive 799 58 109

Look through free papers at home 692 50 99

Most adv not relevant to my needs 690 50 108

I find advertising to be more intrusive than it used to be 680 49 103

Email newsletters are usually deleted without being read 667 48 112

Purch dec infl more fam/frnds 609 44 118

My computer is my home entertainment hub 599 43 113



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

35




(000s) % Index

Mobile technology has made my life easier 882 63 116

Technology is changing so fast I find it hard to keep up 599 43 94

I have to have the latest gadgets 165 12 99

TECHNOLOGY

Ranked by %

0(000s) % Index

Smartphone 1119 81 116

Tablet 649 47 119

Desktop PC 558 40 115

Laptop/Netbook 905 65 119

Book Reader e.g. Kindle, Kobo 211 15 136

MOBILE DEVICES PERSONALLY OWNED



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

INTERESTS AND LEISURE

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

37




(000s) % Index

Walking/Power Walking 615 44 117

Rugby Union 510 37 121

Camping/Tramping 508 37 123

Swimming/Diving 473 34 121

Cycling/Bicycle Riding 429 31 122

Going To Gym/Working Out 414 30 129

Run/Jogging 386 28 123

Fishing 356 26 104

Tennis 317 23 118

Indoor/Outdoor Cricket 299 22 114

Rugby League 290 21 118

Football/Soccer (Indoor/Outdoor) 282 20 110

Car Racing 259 19 98

Golf 254 18 116

Indoor/Outdoor Netball 231 17 118

SPORTS INTERESTS

TOP SPORTS INTEREST IS

WALKING/POWER WALKING



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

38




LAST 7 DAYS: EATING IN

(000s) % Index

Had a family meal together 986 71 112

Cooked a meal from scratch 869 63 115

Had wine with a meal 447 32 133

Did some home baking 428 31 106

Tried out a new recipe 417 30 120

Had a BBQ 215 16 129

Ordered a home delivery from a takeaway 186 13 115

Baked Your Own Bread 113 8 108

Had gourmet meals/recipes/ingredients delivered 54 4 140



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

39




LAST 7 DAYS: EATING OUT

(000s) % Index

Bought a takeaway meal/snack 834 60 111

Gone to cafe for a drink or snack 747 54 120

Been to a licensed restaurant 360 26 132

Had brunch/coffee with friends 351 25 110

Went to a dinner party with friends/family 200 14 106

Been to a pub or bar for a drink 188 14 122

Been to a pub or bar for a meal 151 11 121

Has a picnic with friends/family 100 7 117

Been to a BYO restaurant 88 6 119



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

40




LAST 7 DAYS: ENTERTAINING

(000s) % Index

Been to a movie 196 14 119

Rented a DVD, BluRay or game 93 7 107

Went to a live performance/show e.g. ballet, opera etc 46 3 130

Bought a movie through video on demand service 46 3 99

Went to the theatre 43 3 130

Purchase a pre-recorded DVD or CD 41 3 79

Went to concert/live music 31 2 82

Been to a Casino 25 2 139

Been to a night club 21 2 108

Went to the races 14 1 136



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

41




LAST 7 DAYS: WORK

0

(000s) % Index

Worked late 331 24 123

Went to a work function 96 7 132

Went away on business 42 3 125



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

42




LAST 7 DAYS: GOING AWAY

0

(000s) % Index

Went away for the weekend 154 11 123

Took short breaks in New Zealand 68 5 122

Went to or hired a bach 33 2 144

Took short breaks overseas 14 1 113



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

43




LAST 7 DAYS: HOME AND FAMILY

0

(000s) % Index

Visited friends or relatives 690 50 110

Talked about topical issues with friends/family 680 49 118

Gardening 486 35 103

Entertained friends or relatives at home 418 30 104

Running the kids around 374 27 118

Brought work home to complete 314 23 114

Played board games or card games 272 20 105

Family outings and day trips 263 19 114

Helped children with school work 245 18 106

Home renovation/decorating 233 17 117

Watched the kids play sport 175 13 127

Went to a school function/event 128 9 101

Went to an open home 53 4 122



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

44




LAST 7 DAYS: OTHER INTERESTS

(000s) % Index

Went for a walk 834 60 107

Read a book 727 52 108

Exercised (gym, running, cycling etc) 625 45 123

Went to a mall 531 38 105

Played computer games at home 415 30 105

Watched live sport 355 26 106

Went shopping for gifts 296 21 113

Did some voluntary work 195 14 104

Arts/crafts 195 14 101

Attending church/religious activity 173 12 93

Played a musical instrument 162 12 100

Yoga/meditation/other relaxation activity 134 10 124

Still photography 128 9 112

Fixing cars/bikes/other vehicles 122 9 100

Went to fitness classes e.g. Pilates, Zumba 112 8 133



Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

46




40

35

21

4

109

110

95

41

INTERNET SUMMARY

HEAVY

MEDIUM

LIGHT

NIL

% OF YOUR GROUP INDEX COMPARED TO POPULATION

HEAVY

MEDIUM

LIGHT

NIL

Internet Heavy (More Than 20 Hours P/W) Internet Medium (7-up To 20 Hours P/W) Internet Light (Up To 7 Hours P/W) Internet Nil (0 P/W) (Internet Usage Excludes Email)


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

47




25

29

34

12

86

102

110

104

TELEVISION SUMMARY

HEAVY

MEDIUM

LIGHT

NIL


HEAVY

MEDIUM

LIGHT

NIL

Hours Per Week: TV Heavy (23 Hours+) TV Medium (14-23 Hours) TV Light (Up To 14 Hours) TV Nil


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

48




91

106

105

100

18

9

21

52

DAILY NEWSPAPER SUMMARY

HEAVY

MEDIUM

LIGHT

NIL

HEAVY

MEDIUM

LIGHT

NIL


Papers Per Week: Daily Paper Heavy (6+ P/W) Daily Paper Medium (3-5 P/W) Daily Paper Light (1-2 P/W) Daily Paper Nil


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

49




20

23

31

26

109

99

98

97

MAGAZINE SUMMARY

HEAVY

MEDIUM

LIGHT

NIL

HEAVY

MEDIUM

LIGHT

NIL


Magazines Read Within Issue Period: Magazines Heavy (6+) Magazines Medium (3-5 ) Magazines Light (1-2 ) Magazines Nil


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

50




18

25

36

22

90

104

109

91

RADIO SUMMARY

HEAVY

MEDIUM

LIGHT

NIL

HEAVY

MEDIUM

LIGHT

NIL


Hours Per Week: Radio Heavy (20 Hours+) Radio Medium (7-20 Hours) Radio Light (Up To 7 Hours) Radio Nil


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

51




116

98

85

46

20

34

OUTDOOR OBSERVER SUMMARY

HIGH

MEDIUM

LOW

HIGH

MEDIUM

LOW


Outdoor Observer Quintiles: This Is Based On The Opportunity People Have To View Outdoor Advertising. The Following Variables Are Included In This Construction: Activities Done In A Typical Weekday/ Weekend , Specialty Stores Visited In The Last Month, Forms Of Transport To/From Work/ Study And Time Spent Travelling To/From Work/Study. People Are Split Into Quintiles As Follows: • Opportunity To See Outdoor Advertising -High(q4-q5 ) • Opportunity To See Outdoor Advertising -Medium(q3 ) • Opportunity To See Outdoor Advertising -Low(q1-q2 )


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

52




121

118

101

83

11

34

20

35

CINEMA SUMMARY

HEAVY

MEDIUM

LIGHT

NIL

HEAVY

MEDIUM

LIGHT

NIL


Sessions Across The Year: Cinema Heavy (5+ Last 6 Mths) Cinema Medium (Last 6 Mths) Cinema Light(1 Last 6 Mths) Cinema Nil


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

53




39

19

42

97

96

105

UNADDRESSED MAIL SUMMARY

HIGH

MEDIUM

NIL- LIGHT

HIGH

MEDIUM

NIL- LIGHT


Unaddressed Mail Quintiles: Heavy - People Who Read 6+ Pieces Of Unaddressed Mail In A Typical Week Medium - People Who Read 1-5 Pieces Of Unaddressed Mail In A Typical Week Nil- Light - People Who Have Read Unaddressed Mail In The Last Month, But Not In The Last 7 Days And Those Who Have Not Read


Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

55

DEFINITIONS

• YOUR GROUP – is whichever group, target or product that you have chosen to run your profile

• INDEX – Compares your group to the population. An index of 100 is on par with the population

• ETHNICITY

• People can identify with multiple ethnicities and therefore the groups are not mutually exclusive

• New Zealander; A percentage of the population consider themselves a New Zealander in terms of their ethnic grouping

• METROPOLITAN – City Centres (Auckland, Wellington, Christchurch, Dunedin, Hamilton)

• PROVINCIAL URBAN – Urban areas with population greater than 30,000 (excl city centres above)

• SECONDARY/MINOR/RURAL CENTRE – Urban areas with a population from 1,000 to 29,000

• RURAL – Rural area with a population of 300 to 999 or any other areas defined as non-urban

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

56

NZ SOCIO ECONOMIC INDEX

• LEVEL ONE: Top Professionals

• LEVEL TWO: Business and public service professionals

• LEVEL THREE: Managers, sales, service and entertainment workers

• LEVEL FOUR: Trades workers and clerks

• LEVEL FIVE: Semi skilled workers

• LEVEL SIX: unskilled workers

• OTHER: Those who don’t fit classification above

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

57

GEOTRIBES SEGMENTATION RDA's Research's GeoTribes is a person-level geodemographic segmentation system that combines age, location and human needs to create 15 groups or tribes. It is designed to easily understand consumers’ needs and motivations and inform both strategic planning and tactical marketing.

ROCKAFELLAS - Affluent mature families

ACHIEVERS - Ambitious younger and middle aged families

FORTUNATS - Financially secure retirees and pre-retirees

CRUSADERS - Career-oriented singles and couples

PREPPIES - Mature children of affluent parents

INDEPENDENTS - Young singles and couples

SUBURBAN SPLENDOUR - Middle class mature families

TWIXTERS - Mature children living at home

DEBTSTARS - Financially extended younger families

BOOMERS - White collar post family pre-retirees

TRUE BLUES - Blue collar mature families and pre-retiree singles or couples

STRUGGLEVILLE - Struggling young and middle aged families

GREY POWER - Better off retirees

SURVIVORS - Retirees living on minimal incomes

SLENDER MEANZ - People living in underprivileged circumstances

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

58

METHODOLOGY SURVEY AREA This survey covers the whole of New Zealand including rural areas. SURVEY DATES The fieldwork dates are contained in the name of the database. The number of interviews was approximately the same in each month of fieldwork. SURVEY POPULATION This covers the population of New Zealand aged 10 years and over. The National Readership Survey uses the latest population estimates from Statistics New Zealand. SAMPLE SIZE The results presented in this report are based upon information collected from personally conducted interviews with a representative sample of 11,000 people aged ten years or more and spread throughout the whole of New Zealand. SURVEY METHOD All respondents were interviewed personally by trained interviewers, working at all times under the close supervision of senior Nielsen Field Supervisors. A formal questionnaire was used. SAMPLE DESIGN The selection procedure in all areas used Statistics New Zealand data as defined for the purposes of the 2013 Census. The sample design ensures that the sampling areas are widely spread and thoroughly representative of both urban and rural areas throughout New Zealand. The sample has also been designed in order to achieve not only a fully national sample over a full twelve-month fieldwork period, but also with each of the quarterly periods. Within each selected Area, a small cluster of households was called upon, beginning from a randomly chosen starting point and selecting every third household from then on. Our interviewers then followed strict systematic selection procedures. One person only was interviewed in each household. This person was chosen using a “kish grid” procedure. Most interviews were conducted either during evenings or on Saturdays, in order to ensure correct representation in the sample of those persons not usually at home during the daytime on weekdays. Up to seven calls were made to interview the person before substitution. THE WEIGHTING PROCESS In any population survey, the age and sex characteristics of the sample obtained will never exactly coincide with those of the population from which the sample was drawn. To ‘correct’ any sample deviation from expectation, sample survey results are typically ‘weighted’ to make them conform exactly to population characteristics. SAMPLING EXCLUSIONS Whilst the survey was conducted only in private dwellings, we have assumed for the purposes of the projections of results, that people living in non-private dwellings such as boarding houses, hospitals, hotels and motels have similar readership patterns to those living in private dwellings.

Co

pyr

igh

t ©

2016

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

59

MORE ABOUT YOUR GROUP Build great brands by anticipating consumer's needs, segment customers in a way that drives growth and choose the right media mix to reach your consumers.

To answer more questions about your consumers we can delve deeper into these categories:

Contact your Nielsen Account manager, email Nielsen Media Helpdesk ([email protected]) or call 0800 457 226.

• Alcohol • Automotive • Banking/Mortgages/Investments/ • Finance/Insurance • Community/charity • Economic, Political and Social • Education (intend to do next 12 months) • Family/Parenting • Employment • Culture (Maori/PI) • FMCG brands • Health • Home (household goods) • Household expenditure • Pets • Leisure (activities, attendance)

• Travel • Sport • Life Events & Lifestage • Made in NZ • Media • Non alcoholic beverages • Personal Care & Beauty • Property/Real State • Retail Retirement • Segmentations • Technology • Telecommunications • Utilities & Home Renovations • Wellbeing • Brand level detail available for

some categories

mailto:[email protected]

THAI FOOD FOODIES - Nielsen · 2019. 5. 29. · Thai Food Foodies : 1,389,000 LIFE (000s) % Index...

Documents

Transcript of THAI FOOD FOODIES - Nielsen · 2019. 5. 29. · Thai Food Foodies : 1,389,000 LIFE (000s) % Index...