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ROI Media Developments and Trends 2011

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  • In the past few years factors such as car reliability, fuel consumption and price have risen dramatically – while style / design and brand image are seen to be less significant. Insurance premiums are also more important to consumers when choosing a car than they were 12 months ago.

Transcript

  • 1. Republic of Ireland TGI 2011Media Developments and Trends
  • 2. NEW DEVELOPMENTS & INNOVATIONS
  • DIGITAL DRIVERS
    TRADITIONAL MEDIA DRIVING CONSUMERS TO NEW WEBSITES
    17%
    33%
    200k
    more likely for 35-44s to find out about new websites in newspapers
    regularly find new websites by seeing URLs at the end of TV programmes
    rise in consumers using internet at least once per day
    Consumers regularly find out about new sites from newspapers or magazines
    475k
    Base: All Adults 15+
    Source: ROI TGI 2011
  • 13. RADIO
    LISTENING ON THE INCREASE
    2.7 million consumers in ROI listen to the radio
    Morning radio listening while travelling also up
    100,000
    26%
    30%
    “I often notice the advertisements on the radio”
    19%
    46%
    Base: All Radio Listeners 15+
    Base: All Adults 15+
    Source: ROI TGI 2011
  • 14. DIGITAL NEWS SOURCES
    HOW CONSUMERS ACCESS CONTENT?
    Over 1 million people access news via websites (35% of online population)
    160,000 use mobile apps for news
    90,000 download news-related podcasts
    Source: ROI TGI 2011
    Base: All Adults 15+
  • 15. Word of mouth
    What are iRISHconsumers talking about?
    Food & Dining: 80%.
    Top Areas of Interest:
    Holidays & Travel: 80%
    Holidays & Travel: 76%
    Politics: 76%
    Sport: 85%.
    Films: 75%
    Politics: 79%
    Base: All Adults 15+
    Source: ROI TGI 2011
  • 16. STATE OF THE MOTORING MARKET IN ROI
    CAR PURCHASING SELECTED FACTORS
    Base: All Adults 15+ who own at least one car
    Source: ROI TGI 2006 -2011
  • 17. DIY
    ON THE UP
    2.1 million adults have done DIY in last 12 months
    Rise of 100,000 in number doing DIY in last year
    76% claim, if they want something – they’ll save for it.
    Source: ROI TGI 2011
    Base: All Adults 15+
  • 18. TGI LIFE EVENTS
    Targeting CONSUMERS BY CIRCUMSTANCES
    Three new life events added to ROI TGI 2011
    Finish Repaying Mortgage
    Gap Year
    Redundancy
    59% of this group consider themselves to be “very good at managing money”.
    170,000 adults have experienced being made redundant in last 12 months. They are 20% more likely to be in the ABC1 social grade
    14% of students have either recently taken or are about to take a gap year
    Source: ROI TGI 2011
    Base: All Adults 15+
  • 19. RUGBY & GOLF
    SPORTING SUCCESSES
    26% rise in reading about golf in newspapers
    60,000 rise in number of adults watching rugby on TV
    20,000 rise in adults reading about rugby in newspapers
    169,000 now follow rugby online, up from 132,000 in 2010
    520,000 watch golf on TV, up from 480,000 in 2010.
    Base: All Adults 15+
    Source: ROI TGI 2011