roi updates 2013
DESCRIPTION
ROI Updates presentation for 2013TRANSCRIPT
ROI TGINEW AREAS AND TRENDS 2013
EXTENSION OF THE WHY
Exploring the reasons for which we choose a brand or a product
ROI TGI 2013
CONSCIOUS CHOICESQUESTIONNAIRE EXAMPLES
Decision shortcuts - rational criteria
ROI TGI 2013
CONSCIOUS CHOICES: ELECTRICAL ITEMSUNDERSTANDING PURCHASE DECISIONS
Most important deciding factors when choosing electronic items
Base: All Adults 15+ Source: ROI TGI 2013
ROI TGI 2013
Criteria Fledglings
Innovation 172
Design 158
Compact Size 128
Availability 115
Professional Recommendations
113
Criteria Hotel Parent
Sales Service 171
After Sales Service 135
Ease of use 134
Reliability 125
Friend / Family Recommendations
124
SHOPPER ARCHETYPESA 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.)
ROI TGI 2013
SHOPPER STRATEGIESINTRODUCING THE ARCHETYPES
Convenience Kings
Driven by convenience in general, locality, opening hours, parking, ease of
use etc.
EthicalEmpathisers
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, don’t like the idea of sticking to
only a few brands
QualityCrusaders
Driven by superior quality and happy to pay a
premium for it
Conscious Connoisseurs
Savvy and passionate shoppers who get food
knowledge from magazines,
professionals, word of mouth, read ingredients
and labels
Strategic Savers
Driven by lowest price to meet strict budget,
attracted by sales and promotions, special offers and loyalty
schemes
ROI TGI 2013
SHOPPER STRATEGIESINTRODUCING THE ARCHETYPES
Convenience Kings
EthicalEmpathisers
Accustomed Acquirers
Promiscuous Purchasers
QualityCrusaders
Conscious Connoisseurs
Strategic Savers
ROI TGI 2013
SHOPPER STRATEGIESARCHETYPE POPULATIONS
Shopper Archetype% of
PopulationWeighted
Convenience Kings 8 198
Ethical Empathisers 10 240
Accustomed Acquirers 21 507
Promiscuous Purchasers 5 123
Quality Crusaders 18 450
Conscious Connoisseurs 6 142
Strategic Savers 30 727
Base: All Main Shoppers 15+ Source: ROI TGI 2013
High IndexingPurchasing Factors
(By Index)
CONVENIENCE KINGSPROFILE
59% 41%
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 470 79%
Parking 340 84%
Loyalty Scheme
326 38%
Base: All Main Shoppers 15+
All Main Shoppers
CKs
Average Weekly Shopping Spend:
€123(+3% Main Shopper Average)
Source: ROI TGI 2013
Top Food Retailers(By Index)
147(29%)
134(18%)
120(53%)
Top Lifestyle Statements
I cannot resist buying magazines 16% (143)
I could not live without the internet on my mobile phone 32% (135)
High IndexingPurchasing Factors
(By Index)
STRATEGIC SAVERSPROFILE
69% 31%
Gender Split
Factor Index Vert .%
Special Offers 156 38%
Low Price 153 53%
Value for Money
122 62%
Base: All Main Shoppers 15+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15-24 25-34 35-44 45-54 55-64 65+
Age Split
All Main Shoppers
QCs
Source: ROI TGI 2013
Average Weekly Shopping Spend:
€124(+4% Main Shopper Average)
Top Food Retailers(By Index)
121(4%)
120(59%)
113(59%)
Household Composition
49% have children in household (136)
29% have children aged 10-15 years (134)
PRACTICAL APPLICATIONS
BRANDS & RETAILERS
PRACTICAL APPLICATIONSBRANDS: SUPPORT TO CATEGORY MANAGEMENT
Base: All Main Shoppers 15+ Source: ROI TGI 2013
20
60
100
140
180
220
260
300
Marks & Spencer Jamie Oliver
Ind
ex
Here we can see the Shopper Archetypes that are most likely to contain consumers of Jamie Oliver’s pasta sauce and visitors to Marks & Spencer.
Jamie Oliver and M&S have a strong synergy with ‘Ethical Empathisers’ , ‘Promiscuous Purhcasers’ and ‘Conscious Connoisseurs’ Jamie Oliver’s connection with these two groups is especially strong and could be leveraged to help M&S attract more of these kinds of shoppers.
PRACTICAL APPLICATIONSHOW TO REACH THESE GROUPS (HEAVIEST MEDIA)
Base: All Main Shoppers 15+ Source: ROI TGI 2013
ROI TGI 2013
Ethical Empathisers
Conscious Connoisseurs
= 100 average index
ROI TGI 2013
eBOOK READERSPROFILE
Source: ROI TGI 2013Base: All Adults 15+
NEW TO eBOOKS
- Bought in the last 12 months- Number bought- Type: Cookery, Horror, Sports, Travel, History, etc...
- How many Read/ Listened To- How purchased: In a Shop, Online, Mail Order- Where bought: Apple iBooks, Amazon, etc...
- Brands
72% of eBook owners have an Amazon Kindle
451,000 people own an eBook Reader
OTHER NEW ADDITIONS
TABLETS AND APPSWHAT’S NEW?
Source: ROI TGI 2013Base: All Adults 15+
NEW TO TABLETS-When obtained- Cost- Brands
748,000 Irish adults own a tablet 438,000 Irish adults have paid for apps on mobile or tablet
NEW TO APPS- Free or Paid For- Mobile or Tablet- Downloaded via Magazines, Newspapers, Radio or TV
60% of us open all of our mail
PROFILE
Source: ROI TGI 2013Base: All Adults 15+
Hotel parents are 37% more likely to use a coupon or voucher once or twice in response to direct mail
NEW TO MAIL- How Much Mail Opened: All, Most, Over half, Half, Less than half, None
- Types of Mail Read or Looked At: Bills/Statements, Free Magazines/ Newsletters, Coupons, Offers, Vouchers Competitions, etc...
- Direct Mail Received?
- Method of Response to Direct Mail: Bought or ordered something, Used a voucher or coupon, Visited a store, etc...
- Method of Follow Up: Using a land line phone, By Post, In person e.g. visit to shop, Via email, etc...
67% of Empty Nesters receive direct mail compared to just 32% of Fledglings
SURVEY ADDITIONSTECHNOLOGY
Base: All Adults 15+ Source: ROI TGI 2013
18
SURVEY ADDITIONSNEW LIFESTYLE STATEMENTS
“I feel the need to check social networking sites every day”
“I prefer to read magazines that focus
on Irish stories”
“I really enjoy reading magazine articles about
local celebrities and events”
“Whilst watching TV, I search on the internet for products I see advertised”
GEO-DEMOGRAPHICSEXPERIAN’S UPDATED MOSAIC CLASSIFICATION
20ROI TGI 2013
Mosaic Ireland is Experian’s latest geo-demographic consumer classification system which is available in TGI.
The segmentation classifies people by the neighbourhoods in which they live in.
The Mosaic groups and types can be used in TGI to understand who, why and how to reach these consumers.
Still to come on ROI TGI Double Base (released 9th October)…..
We will be releasing a new geographical classification area: Dublin Metropolitan.
The classification consists of Counties Dublin, Wicklow, Kildare and Meath
ROI TGI 2013
FACTORING ON ROI AND NI 2013REMINDER...
ROI TGI 2013
Factoring on NI 2013Factors To Apply
NI TGI 2013 (pop) NI TGI 2013 (Hhld)
1.97 1.89
NI TGI 2013 Doublebase (pop)
NI TGI 2013 Doublebase (Hhld)
(01/12): 1.39(+10/12): 1.98(+01/13): 3.90
(+01/12): 1.39(+10/12): 1.97(+01/13): 3.97
Factoring on ROI 2013Factors To Apply
ROI TGI 2013 (pop) ROI TGI 2013 (Hhld)
1.66 1.63
ROI TGI 2013 Doublebase (pop)
ROI TGI 2013 Doublebase (Hhld)
(01/12): 1.26(+10/12): 2.00(+01/13): 3.33
(01/12): 1.26(+10/12): 2.00(+01/13): 3.26
Questions are added and removed throughout the fieldwork period and flagged
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