Business Decision Makers & Magazine Engagement

Report
Business
Decision
Makers &
Magazine
Engagement
Presented by
John Baker
Tangible Media
With support from Nielsen Media
Services
Business Decision Makers
Demographic Profiling
There are currently
756,000
Business Decision Makers
in New Zealand.
This equates to 21.1% of the population 15+
Source: Nielsen CMI Q2 2013 – Q1 2014. Base: All People 10+
Who Are They?
Although 54% live in
Metropolitan*
areas, they are
more likely to live in
Rural areas
(although this accounts for
only 18% of the group)
Educated – 51%
more likely to be
University
Graduates, and
68% more likely to
have undertaken
Post-Grad study
(Masters, PhD)
Business Decision
Makers are more likely
to be male (60%),
with an average age of
46 years
*Metropolitan – Akl, Hm, Wg, Ch, Dn
Source: Nielsen CMI Q2 2013 – Q1 2014. Base: All People 10+
Ethnic profile skews
towards European &
New Zealander –
85% fall in
these groups
Who Are They?
$71,689
Average Personal Income is
$71,689 almost twice as high
as the national average.
Business Decision Makers
$122,854
Average Household Income
is $122,854 – 41% higher
than the national average.
Business Decision Makers
Source: Nielsen CMI Q2 2013 – Q1 2014. Base: All People 10+
Work Is Always At The Front Of Their Mind
I often respond to work emails at home and at weekends
75% more likely
I find it difficult to switch off from work
56% more likely
Difficult to balance work and leisure
45% more likely
Flexible working arrangements have made my life easier
42% more likely
Work is more than just a job
39% more likely
Base:
AP 10+ - 3,864,000
Source: Nielsen CMI Q2 2013 – Q1 2014. Base: All People 10+
Target: Business Decision Makers - 756,000
Source: Nielsen CMI Q2 2013 – Q1 2014. Base: All People 10+
Media Engagement
How They Interact With Magazines
Of the
756,000
Business Decision Makers*
in New Zealand,
88%, or 663,000 have read
a magazine in the last month
*Answered ‘yes’ to the question: “During the last 12 months, have you personally participated
in any decision on behalf of your employer or company to purchase goods or services”?
Source: Nielsen CMI Q2 2013 – Q1 2014. Base: All People 15+
Business Decision Makers More Likely To Agree:
“Indicate how strongly you agree or disagree with the following statements for magazines”:
Magazines have a great visual appeal
I enjoy magazines with in-depth articles
I get new ideas from magazines
81%
78%
75%
I get value for my time with magazines
73%
My magazines are relevant
72%
Source: Nielsen CMI Q2 2013 – Q1 2014
Base: AP 15+; Target: Business Decision Makers - 756,000
81% of Business Decision Makers agree that
magazines have great visual appeal.
They enjoy their time with magazines and
find them relevant and full of ideas.
Source: Nielsen CMI Q2 2013 – Q1 2014
Base: AP 15+; Target: Business Decision Makers - 756,000
Business Decision Makers More Likely To Agree:
“Indicate how strongly you agree or disagree with the following statements for magazines”:
My magazines are relevant
72%
My magazine covers the issues I am
most interested in
70%
I find magazine advertising less
intrusive than TV or radio
69%
Magazines are thought provoking
66%
I am often inspired by stories and
columns in magazines
66%
Source: Nielsen CMI Q2 2013 – Q1 2014
Base: AP 15+; Target: Business Decision Makers - 756,000
Business Decision Makers find their magazines
relevant (72%),
inspirational (66%)
and
thought-provoking (66%).
Source: Nielsen CMI Q2 2013 – Q1 2014
Base: AP 15+; Target: Business Decision Makers - 756,000
Magazines Rank First
On These Engagement Dimensions
These are the seven areas where magazines
rank highest for Business Decision Makers
compared to other media.
The following slides compare these statements
for magazines against other media.
What Do Business Decision Makers
Think Of Magazines?
I get a lot of
pleasure
from this
media
70%
Ads in
this media are
more relevant
to me
32%
I look
forward to
reading this
media
69%
I don't
mind the
ads so
much in
this media
44%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
I think this
media is
pretty cool
64%
I like to
read this
media by
myself
61%
This media
often
inspires me
47%
Media Engagement
I get a lot of pleasure from this media
70%
63%
60%
46%
44%
40%
11%
Magazine
Internet
TV
Cinema
Newspaper
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
Radio
9%
Direct Mail Unaddressed
Mail
4%
Outdoor
What Do Business Decision Makers
Think Of Magazines?
I get a lot
of pleasure
from this
media
70%
Ads in
this media are
more relevant
to me
32%
I look
forward to
reading this
media
69%
I don't
mind the
ads so
much in
this media
44%
I think this
media is
pretty cool
64%
I like to
read this
media by
myself
61%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
This media
often
inspires me
47%
Media Engagement
I look forward to this medium
69%
67%
51%
50%
44%
35%
9%
Magazine
Internet
Newspaper
TV
Cinema
Radio
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
8%
Direct Mail Unaddressed
Mail
4%
Outdoor
What Do Business Decision Makers
Think Of Magazines?
I get a lot of
pleasure
from this
media
70%
Ads in
this media are
more relevant
to me
32%
I look
forward to
reading this
media
69%
I don't
mind the
ads so
much in
this media
44%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
I think this
media is
pretty cool
64%
I like to
read this
media by
myself
61%
This media
often
inspires me
47%
Media Engagement
I think this media is pretty cool
64%
63%
47%
44%
34%
33%
13%
6%
Magazine
Internet
Cinema
TV
Radio
Newspaper
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
Outdoor
6%
Direct Mail Unaddressed
Mail
What Do Business Decision Makers
Think Of Magazines?
I get a lot of
pleasure
from this
media
70%
Ads
in
this
Ads
Ads
in in
this
media
are
this
media
media
are
more
are
more
more
relevant
relevantto
relevant
to
tome
me
me
32%
32%
I look
forward to
reading this
media
69%
I don't
mind the
ads so
much in
this media
44%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
I think this
media is
pretty cool
64%
I like to
read this
media by
myself
61%
This media
often
inspires me
47%
Media Engagement
Ads in this media are more relevant to me
32%
28%
16%
16%
12%
11%
11%
10%
4%
Magazine
Newspaper
Internet
TV
Cinema
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
Radio
Direct Mail Unaddressed
Mail
Outdoor
What Do Business Decision Makers
Think Of Magazines?
I get a lot of
pleasure
from this
media
70%
Ads in
this media are
more relevant
to me
32%
I look
forward to
reading this
media
69%
I don't
mind the
ads so
much in
this media
44%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
I think this
media is
pretty cool
64%
I like to
read this
media by
myself
61%
This media
often
inspires me
47%
Media Engagement
I don’t mind the ads so much in this media
44%
44%
28%
24%
23%
20%
19%
18%
12%
Magazine
Newspaper
Cinema
Internet
Radio
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
TV
Outdoor
Unaddressed Direct Mail
Mail
What Do Business Decision Makers
Think Of Magazines?
I get a lot of
pleasure
from this
media
70%
Ads in this
media are
more
relevant to
me
32%
I look
forward to
reading this
media
69%
I don't
mind the
ads so
much in
this media
44%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
I think this
media is
pretty cool
64%
I like to
read this
media by
myself
61%
This media
often
inspires me
47%
Media Engagement
I like to read this media by myself
61%
58%
57%
29%
25%
19%
13%
Magazine
Internet
Newspaper
Radio
Direct Mail
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
TV
Cinema
8%
Unaddressed
Mail
3%
Outdoor
What Do Business Decision Makers Think Of
Magazines?
I get a lot of
pleasure
from this
media
70%
Ads in
this media are
more relevant
to me
32%
I look
forward to
reading this
media
69%
I don't
mind the
ads so
much in
this media
44%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
I think this
media is
pretty cool
64%
I like to
read this
media by
myself
61%
This media
often
inspires me
47%
Media Engagement
This media often inspires me
47%
45%
35%
33%
22%
21%
5%
Magazine
Internet
Cinema
TV
Newspaper
Radio
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
5%
Unaddressed Direct Mail
Mail
4%
Outdoor
Magazines Rank Second On
These Engagement Dimensions
Amongst Business Decision Makers, magazines are
second only to cinema for being a personal treat.
They are ranked only second after TV
for entertainment.
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: All People 15+; Target: Business Decision Makers - 756,000
What Do Business Decision Makers
Think Of Magazines?
It is my
personal
treat
52%
Information
I get from
this media
is credible
55%
Information I
get from this
media is
trustworthy
55%
I get
caught up
with this
media
46%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
It puts me
in a
good mood
51%
It is good
entertainment
value
61%
Media Engagement
It is my personal treat
55%
52%
28%
23%
21%
10%
4%
Cinema
Magazine
Internet
TV
Newspaper
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
Radio
3%
Direct Mail Unaddressed
Mail
1%
Outdoor
What Do Business Decision Makers
Think Of Magazines?
It is my
personal
treat
52%
Information
I get from
this media
is credible
55%
Information I
get from this
media is
trustworthy
55%
I get
caught up
with this
media
46%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
It puts me
in a
good mood
51%
It is good
entertainment
value
61%
Media Engagement
Information I get from this media is trustworthy
59%
55%
39%
37%
34%
16%
Newspaper
Magazine
Internet
Radio
TV
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
Direct Mail
14%
Cinema
10%
Unaddressed
Mail
7%
Outdoor
What Do Business Decision Makers
Think Of Magazines?
It is my
personal
treat
52%
Information
I get from
this media
is credible
55%
Information I
get from this
media is
trustworthy
55%
I get
caught up
with this
media
46%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
It puts me
in a
good mood
51%
It is good
entertainment
value
61%
Media Engagement
It puts me in a good mood
56%
51%
47%
39%
36%
24%
6%
Cinema
Magazine
TV
Internet
Radio
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
Newspaper
3%
Direct Mail Unaddressed
Mail
3%
Outdoor
What Do Business Decision Makers
Think Of Magazines?
It is my
personal
treat
52%
Information
I get from
this media
is credible
55%
Information I
get from this
media is
trustworthy
55%
I get
caught up
with this
media
46%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
It puts me
in a
good mood
51%
It is good
entertainment
value
61%
Media Engagement
Information I Get From This Media Is Credible
62%
55%
45%
41%
40%
16%
Newspaper
Magazine
Internet
TV
Radio
Direct Mail
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
16%
Cinema
11%
Unaddressed
Mail
8%
Outdoor
What Do Business Decision Makers
Think Of Magazines?
It is my
personal
treat
52%
Information
I get from
this media
is credible
55%
Information I
get from this
media is
trustworthy
55%
I get
caught up
with this
media
46%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
It puts me
in a
good mood
51%
It is good
entertainment
value
61%
Media Engagement
I get caught up with this media
54%
46%
42%
39%
28%
23%
4%
Internet
Magazine
TV
Cinema
Newspaper
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
Radio
3…
Unaddressed Direct Mail
Mail
2%
Outdoor
What Do Business Decision Makers
Think Of Magazines?
It is my
personal
treat
Information I
get from this
media is
trustworthy
55%
52%
Information
I get from
this media
is credible
I get
caught up
with this
media
46%
55%
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
It puts me
in a
good mood
51%
It is good
entertainment
value
61%
Media Engagement
It is good entertainment value
70%
61%
60%
59%
50%
43%
8%
TV
Magazine
Cinema
Internet
Radio
Newspaper Unaddressed
Mail
Source: Nielsen CMI Q2 2013 – Q1 2014.
Base: Business Decision Makers – 756,000
7%
Outdoor
3%
Direct Mail
Key Findings
•
Business Decision Makers are an affluent high-spending group.
They are a very work-focussed group – this can be seen from their
highest indexing attitudinal statements and their activities.
•
They engage with magazines more than the general population.
They find their magazines enjoyable, relevant and thoughtprovoking.
•
Magazines rank highest for them when compared to other media
for seven core dimensions. Elsewhere, magazines are still an
important media for putting them in a good mood, as a treat
media, and for entertainment.
Appendices
About CMI
The core of CMI is the National Readership Survey, a comprehensive, nationally
representative, independently audited survey of 12,000 face to face interviews conducted
from late January to December each year.
The interview together with a self-completion diary give us a comprehensive view of more
than just media habits. We also ask a range of attitudinal, behavioural and product usage
questions. This gives us a broad picture of the respondents
CMI provides:
•
Access to more than 50,000 insight opportunities
•
Trending opportunities – data covering more than 20 years
CMI can be used to:
•
track categories, brands, usage, occasions, channel, behaviours, penetration
into target markets
•
profile consumers, buyers, high value consumers, opportunity groups
•
explore opportunities and gaps in the market
•
identify key media usage behaviour for communications strategy
About Media Engagement
New Model Media Engagement was launched in early 2013.
A separate specialised engagement survey was conducted online with
3,000 respondents. Their responses are fused into CMI using like with
like respondents based on their media usage
Engagement metrics are designed to show how readers think and feel
when they are using media
All the questions included in this document are from New Model Media
Engagement and are not comparable to previous results (prior to
Quarter 1 2013)
More information on Media Engagement is available on request,
please contact your Account Manager at Nielsen for further information

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