Scar summer insights_nov13

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Scar summer insights_nov13

  1. 1. SOUTHERN CROSS AUSTEREO RESEARCH November 2013
  2. 2. From the sun, surf and sand to picnics in the park and of course road trips – summer is the time when people are getting together and getting outdoors… In this presentation, we’ll take a look at all things summer and unpack the 6 key themes of summer (what people think, feel and do) and how different types of businesses can take advantage of these. SO LET’S TAKE A LOOK AT THE…
  3. 3. The 6 key themes of summer sum up what people do and feel over this season and is related to the post Christmas summer period..
  4. 4. REALITY: (during the year) “Throughout the year, I’m pulled in all directions, as an employee, a boss, a parent, a mum and at Christmas things just get even more hectic” SUMMER: “January is the only time I get to do what I want to do” FOR BUSINESSES: During summer, people are looking to do things for themselves! Those things that have long been on their ‘to-do list’ but haven’t had the down-time needed to do them - like read a book or go on a holiday. Businesses that can help these people with their ‘me time’ will have success during this season. TYPES OF BUSINESSES THAT COULD BENEFIT: 1. Entertainment retailers (bookstore chains, movie theatres), travel agents, airline and tourism companies and health, beauty and fashion retailers. Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
  5. 5. REALITY: (during the year) “Throughout the year, I live to a schedule and routine. And December is even worse - packed with places I have to be, people I have to see” SUMMER: “After Christmas everyone’s diary frees up. Time to live in the moment, be spontaneous! With the luxury of longer days I could be at the beach one minute, the pub the next” FOR BUSINESSES: During summer, people don’t have many plans so they can spontaneously go for a drive or hit the beach. This means that businesses that can help people tap into their spontaneity or resonate with this theme have the potential to be successful over this season. TYPES OF BUSINESSES THAT COULD BENEFIT: 2. Restaurants and other hospitality businesses (pubs, cafés, coffee shops, fast food chains) theme parks/zoos, festivals and events, petroleum companies. Plus, lottery/betting organisations, hotels and casinos. Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
  6. 6. REALITY: (during the year) “Given how busy my life is, so many things on my ‘should do’ list get pushed to the back burner throughout the year.” SUMMER: “January is all about fresh starts. Time to reassess and set goals to ensure that we start the new year off the right way” FOR BUSINESSES: As always, a new year gives people the chance to start fresh – with new year’s resolutions! Therefore business that can help people achieve their ‘new self’ or a fresh start are going to be successful during this time. TYPES OF BUSINESSES THAT COULD BENEFIT: 3. Gyms, personal trainers, fitness centres, health and beauty businesses. Plus, sports retail, education businesses/establishments (universities), job seeking online/recruitment businesses and real estate agents. Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
  7. 7. REALITY: (during the year) “I always feel guilty for not spending more time with the kids and the wife. Too often throughout the year we’re absorbed in doing our own things” SUMMER: “In January, it’s critical I catch up on ‘lost’ family time. Spending quality time with the kids and my partner, away from other distractions. Working as a unit again.” FOR BUSINESSES: When the summer holidays roll around people’s calendars free up and many want to spend quality time with their family. So businesses that can help people connect with their family will surely capitalise in this time. TYPES OF BUSINESSES THAT COULD BENEFIT: 4. Family friendly businesses such as theme parks, zoos, aquariums and museums. Plus, restaurants and hospitality venues, travel agents, tourism, holiday package companies, shows and events and even petroleum companies. Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
  8. 8. REALITY: (during the year) “I’m so busy during the year with work, study, boyfriend, keeping fit and family stuff. And it only escalates in December, because family comes first at Christmas time, so friend time gets sacrificed.” SUMMER: “We all have time off so it’s a great chance to get together with good friends, catch up on the goss and be carefree again. The way things should always be.” FOR BUSINESSES: Over summer many people free up and get a chance to ‘catch up’ with old friends and of course the gossip. So businesses that can help facilitate this or campaigns that can resonate this aspirational theme will be successful during this time. TYPES OF BUSINESSES THAT COULD BENEFIT: 5. Restaurants, cafes and other hospitality businesses/chains, day spas, gyms, personal trainers, movie theatres, night clubs. Plus, festivals/events, fitness/sports retailers, hotels and resorts and airlines. Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
  9. 9. REALITY: (during the year) “The year can be hectic and I rarely get to fully relax and enjoy my surroundings…to step out of the daily grind and appreciate the great things in life” SUMMER: “January is truly when summer starts – sun, fresh air, BBQs, beach and great company. There’s a positive vibe, everyone’s moods are uplifted, everyone’s relaxed and happier. There’s less obligations, low stress” FOR BUSINESSES: When people go on their summer holidays they can take time-out for themselves and get re-energised. So businesses that can help people relax and enjoy the great weather summer has to offer, will surely benefit from this time. TYPES OF BUSINESSES THAT COULD BENEFIT: 6. Hotels and resort chains, travel agents, health centres. Alcohol/snack food companies, sports retailers, supermarket and butcher chains, clothing retailers, recreational hire companies. Source: SCA Summer Lifestyles Study. n=3381; Q.25 & 26 Thinking about WHAT the Post-Christmas Summer period (up to Australia Day) MEANS TO YOU, how much do you agree or disagree with the following statements?
  10. 10. Source: SCAR Summer Study. October 2013. “What media are you listening to same or more over summer?’ Radio. N=3275. ‘What devices would you normally use to listen to the radio over summer? N=2848.
  11. 11. IN SUMMARY Most people love SUMMER… It’s a time to take a step back, relax, get outdoors and spend quality time with friends and family! …and with SUMMER comes plenty of opportunities for retailers to capitalise on this social time. So businesses need to get onboard and make the most of the sunny season!
  12. 12. Prepared by Southern Cross Austereo Research For more information contact: LUCY CORSER National Sales Research Manager Lucy.Corser@sca.com.au Phone: 07 3361 0117

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