NI TGI Snippets 2013

7/27/2019 NI TGI Snippets 2013

1/18

AUGUST 2013

NORTHERN IRELAND TGINEW AREAS AND TRENDS 2013


2/18

EXTENSION OF THE WHY

Exploring the reasons for

which we choose a brand

or a product

NORTHERN IRELAND TGI 2013


3/18

CONSCIOUS CHOICES

QUESTIONNAIRE EXAMPLES

Decision shortcuts - rational criteria


4/18

CONSCIOUS CHOICES: HOTELS

DISCOVERING THE BEST LEVERS

FACTORUNCONSTRAINED

COUPLES

PRIMARY

SCHOOL

PARENTS

Price 137 99

Dates of stay 130 119

Reputation of the hotel 106 89

Last minute offers 99 216

Hospitality 110 77

Choice of Services 118 156

Personal recommendation 93 73

User reviews 124 99

The overall package (accommodation, meals,services)

88 78

Family friendly/clubs for children 51 207

The surrounding environment/location 171 82

Most important deciding factors when

choosing hotels

Base: All Adults 15+ Source: NI TGI 2013


5/18

SHOPPER ARCHETYPES

A TGI SEGMENTATION OF FMCG SHOPPERS

Allows marketers to pinpoint specific

targets amongst seven mutually

exclusive groups of shoppers

Understand the who, why and how of

shopper behaviour by profiling groups

against the full range of TGI variables

(attitudes, media, leisure etc.)


6/18

SHOPPER STRATEGIES

INTRODUCING THE ARCHETYPES

Convenience

Kings

Driven by convenience in

general, locality, opening

hours, parking, ease of

use etc.

Ethical

Empathisers

Driven by ethical

considerations such as

Fair Trade, animal

welfare, protection of the

environment

Accustomed

Acquirers

Driven by routine, have

narrow brand repertoire,

more likely to be solus

shoppers and tend to

want to stick to tried and

tested products / brands

Promiscuous

Purchasers

Driven by value, bargain

hunters, have large brand

repertoires, dont like the

idea of sticking to only a

few brands

Quality

Crusaders

Driven by superior quality

and happy to pay a

premium for it

Conscious

Connoisseurs

Savvy and passionate

shoppers who get foodknowledge from

magazines,

professionals, word of

mouth, read ingredients

and labels

Strategic

Savers

Driven by lowest price tomeet strict budget,

attracted by sales and

promotions, special offers

and loyalty schemes



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SHOPPER STRATEGIES

INTRODUCING THE ARCHETYPES

ConvenienceKings

EthicalEmpathisers

AccustomedAcquirers

PromiscuousPurchasers

Quality

Crusaders

Conscious

Connoisseurs

Strategic

Savers


8/18

SHOPPER STRATEGIES

ARCHETYPE POPULATIONS

Shopper Archetype % ofPopulation

Weighted

Convenience Kings 7 56

Ethical Empathisers 10 81

Accustomed Acquirers 16 131

Promiscuous Purchasers 9 71

Quality Crusaders 21 171

Conscious Connoisseurs 4 35

Strategic Savers 32 261

Base: All Main Shoppers 15+ Source: NI TGI 2013


9/18

High Indexing

Purchasing Factors(By Index)

CONVENIENCE KINGS

PROFILE

75% 25%

Gender Split

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

Factor Index Vert .%

Opening Hours 494 84%

Advertising 490 23%

Parking 122 29%

Base: All Main Shoppers 15+

All Main

Shoppers

CKs

Average WeeklyShopping Spend:

84.10(+1% Main Shopper Average)

Top Food Retailers(By Index)

187(16%)

148(39%)

134(13%)

Source: NI TGI 2013

Top Food Brands(By Index)


10/18

High Indexing

Purchasing Factors(By Index)

QUALITY CRUSADERS

PROFILE

73%(101)

28%(98)

Gender Split

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

Factor Index Vert .%

Quality of

products

136 39%

Fresh Food 102 34%

Range of

products100 26%

Base: All Main Shoppers 15+

All Main

Shoppers

QCs

Source: NI TGI 2013

Average WeeklyShopping Spend:

87.70(+6% Main Shopper Average)

Top Food Retailers(By Index)

121(34%)

121(32%)

118(25%)

Top Food Brands(By Index)


11/18

PRACTICAL APPLICATIONS

BRANDS & RETAILERS


12/18


SUPERMARKETS


20

40

60

80

100

120

140

160

180

200

ConvenienceKings

EthicalEmpathisers

AccustomedAcquirers

PromiscuousPurchasers

QualityCrusaders

ConsciousConnoisseurs

StrategicSavers

Index

Sainsburys Magnum

Here we can see the Shopper Archetypes that

are most likely to contain visitors to

Sainsburys and consumers of Magnum.

Sainsburys and Magnum both have a strong

synergy with Promiscuous Shoppersand

Quality Crusaders.

Next steps are to discover the media that best

reach these two archetypes



13/18


HOW TO REACH THESE GROUPS (HEAVIEST MEDIA)

13

0

50

100

150

200

Newspapers

Magazines

Television

InternetOutdoor

Media

Cinema

Radio

Average

Quality Crusaders

Promiscuous Shopppers


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14/18

NI TGI SPONSORS PRESENTATION 2013

Digital Trends


15/18

Multi-Screening is ever-more mainstream...

The average consumerhas access to as many

as 5digital screens

Almost one third of theinternet population

use 3 or moreconnected devices

The average ageof a smartphone/

tablet owner is 37.5

27% agree thatthey need to be able

to access their

social networkprofile daily



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....newspaper multi-screeners

Hardcopy and online visitation are not exclusive.Between 8 and 18% of audience will be dual mode

These dual users are heavy press (Quintiles 1-2)and heavy online (Quintiles 1-2)

The group are more likely to be upper social gradeand upper socio-economic level

61% more likely than average reader to buy onlinebased on a promotion or offer



17/18

The Tablet market

19% of the population now own a Tablet: a 125% increase on TGI 2012

47% of app users will have downloaded from a traditional media brand

56%who download news brand apps will be 15-34


218,000 people own an e-book


18/18

FURTHER SOURCES OF INFORMATION

TGI Subscriber Area (www.kantarmedia-tgiie.com) Release Dates Articles and Charts

TGI Glossary and FAQs

TGI Client Service TGI Hotline: +44 (0)20 8433 4000

[email protected]

@tgi_kantarmedia

Kantar Media UK
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NI TGI Snippets 2013

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