NORTHERN IRELAND TGI

TRENDS 2012

AUGUST 2012

A landmark anniversary

1992 to 2012

Northern Ireland

Thank-you all for your continued support

NORTHERN IRELAND TGI 2012

TGI Northern Ireland 1992

A quick delve into the archives.

NORTHERN IRELAND TGI 2012

TGI Northern Ireland 1992 vs. 2012 Changing Numbers: Demography

Significant Social Grade inflation observed across the years. In 1992, 16% of the NI pop were AB In 2012, this figure had risen to 21%

Household Incomes have similarly inflated changed across the years:

Hhld Income (20K+) = 27% (1992) 38% (2012)

Continuing changes to the age balance of the province:

Average Age: Newborns in Hhld: 41.6 to 44.5 (2012) 8% to 7.4% (2012)

NORTHERN IRELAND TGI 2012

TGI Northern Ireland 1992 vs. 2012 Media Matters

The multiplication of communication technologies and platforms had not yet taken hold in 1992..

The only reference to Digital in the TGI database was to the Quartz Digital Watch

NORTHERN IRELAND TGI 2012

TGI Northern Ireland 1992 vs. 2012 Media Matters

Ownership of Portable Cellular Phones was measured but penetration was reported at only 0.7%

NORTHERN IRELAND TGI 2012

TGI Northern Ireland 1992 vs. 2012 Media Matters

Searching for Apple highlighted a Home Computer brand with sample of only three individuals

NORTHERN IRELAND TGI 2012

TGI Northern Ireland 1992 vs. 2012 Media Matters

8% of the NI pop were Cable/Satellite TV viewers 36% looked forward to a multichannel future

In 1992, 27% of the population agreed that TV ads were as enjoyable as the programming This figure had dropped to 23% by 2002 and only 12% by 2012

NORTHERN IRELAND TGI 2012

TGI Northern Ireland 1992 vs. 2012 Media Matters

The media landscape may have changed..

but local remains an important part of that landscape

NORTHERN IRELAND TGI 2012

TGI Northern Ireland 1992 vs. 2012 Media Matters

73% of NI adults are Very/Fairly Interested in Local News

55% of the population value the local newspaper for its coverage of local news

33% of the NI population are average -issue readers of one or more of your papers

45% the NI internet population will have visited a local website this month

NORTHERN IRELAND TGI 2012

10

TGI Northern Ireland 1992 vs. 2012 Changing Attitudes?

Family values remain strong.

TGI NI 1992 % (Any Agree) Its important that my family thinks Im doing well 46 TGI NI 2012 % 47

(Any Agree) Family more important to me than career (Any Agree) Children should eat what theyre given

72

69

45

46

(Any Agree) We always have family meals at weekends

56

45

NORTHERN IRELAND TGI 2012

11

TGI Northern Ireland 1992 vs. 2012 Changing Attitudes?

Financial prudence a major theme in both years..

TGI NI 1992 % (Any Agree) I dont like the idea of being in debt 81 TGI NI 2012 % 81

(Any Agree) I am no good at saving money

34

32

(Any Agree) Job Security more important than money

48

43

(Any Agree) I always use money off coupons

37

44

NORTHERN IRELAND TGI 2012

12

at 40?
Do you have a domestic robot in your household?....

and now back to 2012

NORTHERN IRELAND TGI 2012

13

NI TGI 2012
MEDIA DEVELOPMENTS & TRENDS

AUGUST 2012

NEWSPAPERS
SUNDAY READERSHIP PERSPECTIVES
The market in TGI 2011.....

39% of the population read one or more Sunday

almost always News of the World the market leader although: For 31%, NoW was their only Sunday reading in an average week 41% of readers read a second Sunday title 28% of readers read more than two other titles

23.8%

Base: All Adults 15+

Source: NI TGI 2011

NORTHERN IRELAND TGI 2012 15

NEWSPAPERS
SUNDAY READERSHIP PERSPECTIVES
The market in TGI 2012.....
Sunday reading strong but less settled almost always readers 32% vs. 39% in 2011

Positive uplifts for many titles:

Sunday World 224 to 227,000

Sunday landscape still strongly multi-title 30% solus readers in 2012

Sunday Mirror
Sunday Life Mail on Sunday
Base: All Adults 15+

179 to 210,000
206 to 215,000 92 to 95,000

Source: NI TGI 2012

NORTHERN IRELAND TGI 2012 16

MEDIA MULTITASKING
QUICK COMPARISON

Whilst watching TV: Browse the internet or update social networks

Whilst watching TV: Read a newspaper or magazine

21%

16%

TV + Online discussed a lot due to possible social comment dimension of programming However, TGI shows that TV + Press still an important audience.

Base: All Adults 15+

Source: NI TGI 2012

NORTHERN IRELAND TGI 2012 17

MEDIA MULTITASKING
QUICK COMPARISON
Mean Personal Income: 16,400 Fledglings [194] Playschool Parents [174] Primary School Parents [145]

27% more likely to agree that TV advertisement annoys me

29% more likely to agree that I fast forward through the ads

Mean Personal Income: 16,700

Unconstrained Couples [158] Empty Nesters [122]

52% more likely to agree that I rely on newspapers to keep me informed

Base: All Adults 15+ Source: NI TGI 2012
NORTHERN IRELAND TGI 2012 18

MEDIA USAGE
WEBSITE TYPES
Top Reasons to Visit:

Newspaper Websites

TV Channel / Programme Websites

To watch pre-recorded TV programmes

Radio Websites
Listen to live radio

Catch-up on news / current affairs

65%
Consult news archives

26%
To watch live programmes*

43%
Listen to pre-recorded programmes*

19%
Find practical info (weather, maps)

16%
To find out more information on programmes*

21%
To find out title of a song that was playing on air*

17%

13%
* Denotes Low Sample Size

11%

Base: All Internet Users 15+

Source: NI TGI 2012

NORTHERN IRELAND TGI 2012 19

ONLINE BEHAVIOURS
DIGITAL DRIVERS
The most popular ways for consumers to find out about new websites in NI:

All Internet Users

Through friends / talking about it

63%
Using a search engine

60%
Reading about it in a magazine

22%
Reading about it in a newspaper

20%

Base: All Adults 15+

Source: NI TGI 2012

NORTHERN IRELAND TGI 2012 20

BUSINESS DECISION MAKERS

IDENTIFYING & REACHING THE TARGET
9% of the population consider themselves budget holders : full or partial (135,000) 9% (125,000) of the population work in large corporation (500 or more employees) 6% of the population can be identified as Middle Managers or above

6% (89,000) are self employed

100% 80% 60%

91%

46%
40% 20% 0%
Read local news in newspapers
Base: All Adults 15+

38% 21%

Read Business/Company News in Newspapers

I believe what's in the local Newspaper supplements are paper more than national really worth having newspapers
Source: NI TGI 2012
NORTHERN IRELAND TGI 2012 21

PARTICIPATION IN SPORT
MAJOR SPORTING EVENTS
Football 400 Rugby Union Golf Gaelic Football Swimming Cycling Tennis

Number of Participants in NI (000s)

350

300

250

200

150

100

50

0 2007
Base: All Adults 15+

2008

2009

2010

2011

2012
Source: NI TGI 2012

NORTHERN IRELAND TGI 2012

22

CELEBRITIES
MOST LIKED PERSONALITIES IN NI & GB
NORTHERN IRELAND Ant & Dec 53% Will Smith 46% George Clooney 37% Will Smith 43% GREAT BRITAIN Joanna Lumley 44% Helen Mirren 44%

Katie Price 13%

Base: All Adults 15+

Katie Price 8%
Source: NI TGI 2012
NORTHERN IRELAND TGI 2012 23

CELEBRITIES
BRAND ASSOCIATION

Ant & Dec

Jamie Oliver

Katie Price
Base: All Adults 15+

Helen Mirren
Source: NI TGI 2012
NORTHERN IRELAND TGI 2012 24

ENVIRONMENT
GREEN BEHAVIOURS IN URBAN & RURAL AREAS
70% of the keen* Greenscape cluster live in urban areas

Rural dwellers are 20% more likely to feature in the resigned** Greenscape cluster

Keen consumers in urban areas are almost three times as likely to be prepared to pay more for environmentallyfriendly products

Consumers in rural areas are also 23% more likely than the average adult to believe its only worth doing environmentally-friendly things if they save you money.
* Keen - strongly committed to the environmental cause, particularly likely to buy green, engaged with environmental issues, recycle and avoid waste ** Resigned - very little engagement with environmental issues, not very well informed about them
Source: NI TGI 2012
NORTHERN IRELAND TGI 2012 25

Base: All Adults 15+

PRODUCT DEMONSTRATIONS
EXPERIENTIAL MARKETING
Almost half (47%) of consumers who have viewed or taken part in product demonstrations have then ordered / purchased something where it was promoted

Women are 30% more likely to take coupons or vouchers for products offers Sainsburys shoppers are 24% more likely than the average adult to try free tasters while M&S shoppers are 32% more likely to take free samples

Base: All Adults 15+

Source: NI TGI 2012

NORTHERN IRELAND TGI 2012 26

CRITERIA OF CHOICE
TOILETRIES & COSMETICS PRODUCTS
Shoppers whose most important factor when purchasing toiletries & cosmetics products is Quality (By index) Retailer Sainsburys Marks & Spencer Spar Lidl Iceland
Other Criteria of Choice Variables include: Price Brand Sales Promotion Advertising Availiability Origin Professional Recommendations Consumer Reviews
Base: All Adults 15+

Index 132 122 118 114 111 Shoppers whose most important factor when purchasing toiletries & cosmetics products is Recommendations from Friends / Family (By index)

Retailer
Iceland Supervalu Marks & Spencer Lidl Costcutter

Index
158 147 136 132 127
Source: NI TGI 2012
NORTHERN IRELAND TGI 2012 27

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