Experian Simmons National Consumer Study

Report
Experian Simmons
National Consumer Study
Advertising Outside the Home for DPAA
March 2011
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Delivering 360 Degree Insight on the American Consumer
Kids &
Teens
National
Consumer/
Hispanic
Study
Simmons
DataStream
Consumer
Multi-Media
Engagement/
New Media
Simmons
Local
Custom
Research
© 2011 Experian Information Solutions, Inc. All rights reserved.
2
Experian Simmons
Simmons National & Hispanic Consumer Studies
National Consumer
Study
 25,000 adults annually
 Continuous
measurement
 Quarterly Release
 60,000 personal and
household measures
 500 categories
 8,000 brands &
products
 600+ attitudes and
opinions
 All forms of media
 Syndicated and
specialty
segmentations
Kids &
Teens
National
Consumer/
Hispanic
Study
Simmons
DataStream
Consumer
Multi-Media
Engagement/
New Media
Simmons
Local
Hispanic Study
 All NCS measures
 Over 7,000 Hispanic
adults living in the U.S.
 Heritage
 Language preferences
 Spanish-language
media
 Hispanic specific
lifestyle /
psychographic
attributes
Custom
Research
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Experian Simmons
From Adults to Simmons Kids and Teens
Kids
 Over 2,000 kids ages 6
to 11
 Media, product
consumption, brands
and product usage
 Psychographic
questions about
fashion, multiple media
channels, money,
parents, friends, selfimage, the Internet,
media usage
 Released twice a year,
on a rolling 12-month
sample
Kids &
Teens
National
Consumer/
Hispanic
Study
Simmons
DataStream
Consumer
Multi-Media
Engagement/
New Media
Simmons
Local
Teens
 Over 2,000 teens ages
12 to 17
 Media, product and
brand consumption,
services ownership,
purchase and usage
 In-depth demographics
 Lifestyle/
psychographics
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on a rolling 12-month
sample
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Experian Simmons
From National to SimmonsLOCAL
SimmonsLOCAL
 209 DMAs
 Insight down to ZIP5
level
 Largest local analysis
database available
 County and ZIP code
mapping
 Complete media
consumption data for
each market, including
broadcast TV, cable,
newspaper, magazine,
radio and Internet
Kids &
Teens
National
Consumer/
Hispanic
Study
Simmons
DataStream
Consumer
Multi-Media
Engagement/
New Media
Simmons
Local
 Unprecedented in-tabs
of up to 50,000 per
DMA
 60,000 personal and
household measures
 Product purchase
behavior across over
500 categories
 Brand preference on
8,000 brands &
products
 600+ attitudes and
opinions
Custom
Research
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Experian Simmons DataStreamSM
Single source of weekly consumer insights
 Over 60,000 NCS
measures updated
weekly
 Advertising
effectiveness analysis
 Demonstrate
accountability for
marketing spend
 Track brand
performance
 Brand health for
products or
media properties
 Competitive
brands
Kids &
Teens
National
Consumer/
Hispanic
Study
Simmons
DataStream
Consumer
Multi-Media
Engagement/
New Media
Simmons
Local
 Monitor consumer
trends
 Shifts in
consumer
behaviors,
opinions and
lifestyle
 Detect critical
market
movements
sooner
Custom
Research
© 2011 Experian Information Solutions, Inc. All rights reserved.
6
Simmons National
Consumer Study
Video Advertising Outside the Home
reserved
© 2011 Experian Information Solutions, Inc. All rights reserved.
7
Simmons National Consumer Study
Advertising Outside the Home – video advertisements
Almost 40% of U.S. Adults 18+ noticed video advertisements outside the home in the last 7 days and
almost 56% in the last 30 days
7 days
Video Advertisements Noticed
Adults 18+ Hispanics
Airports
Doctor's Office or Hospital Waiting Area
Elevators
Gas Stations
Health Club/ Gym
Inside Taxis
Large Retail or Department Stores
Office Buildings ( Not In The Elevator)
Restaurants or Bars
Riding Public Transport (bus, trains, subway)
Shopping Malls
Sports Stadiums or Arenas
Waiting For Public Transport (platform/ shelter)
NET
3.6%
8.8%
4.2%
22.7%
4.9%
1.8%
15.1%
3.1%
15.7%
4.6%
13.5%
4.1%
3.7%
39.6%
30 days
Non
Hispanics
4.7%
9.8%
4.9%
21.0%
5.1%
2.3%
15.2%
3.7%
13.7%
6.1%
12.8%
4.5%
4.5%
39.1%
© 2011 Experian Information Solutions, Inc. All rights reserved.
Source: Simmons Fall 2010 NHCS 6-Month
3.4%
8.6%
4.1%
23.1%
4.9%
1.7%
15.1%
3.0%
16.0%
4.3%
13.6%
4.0%
3.5%
39.7%
Adults 18+ Hispanics
12.4%
23.7%
9.3%
32.1%
9.3%
5.0%
28.6%
7.6%
27.8%
9.1%
27.8%
11.3%
7.9%
55.9%
15.1%
27.1%
12.9%
33.2%
11.8%
7.4%
29.9%
10.5%
28.0%
14.0%
30.6%
13.9%
12.2%
55.2%
Non
Hispanics
11.9%
23.0%
8.6%
31.9%
8.9%
4.5%
28.4%
7.1%
27.8%
8.2%
27.3%
10.8%
7.1%
56.1%
8
Simmons National Consumer Study
Advertising Outside the Home – video advertisements
Hispanic consumers overall are more receptive to video advertisements outside the home than NonHispanic consumers
7 days
Video Advertisements Noticed
(Index)
Airports
Doctor's Office or Hospital Waiting Area
Elevators
Gas Stations
Health Club/ Gym
Inside Taxis
Large Retail or Department Stores
Office Buildings ( Not In The Elevator)
Restaurants or Bars
Riding Public Transport (bus, trains, subway)
Shopping Malls
Sports Stadiums or Arenas
Waiting For Public Transport (platform/ shelter)
30 days
Hispanics
Non
Hispanics
111
116
92
103
130
100
117
88
134
95
112
123
111
98
97
101
99
94
100
97
102
94
101
98
96
98
© 2011 Experian Information Solutions, Inc. All rights reserved.
Source: Simmons Fall 2010 NHCS 6-Month
Red = Index 110 and above
(Index)
Hispanics
Non
Hispanics
115
139
103
126
149
105
138
101
153
110
124
155
115
97
93
99
95
91
99
93
100
90
98
96
90
97
9
Simmons National Consumer Study
Advertising Outside the Home – video advertisements
Hispanic consumers tend to be younger with HHI $51K and discretionary spend estimate $8,450, while
Non-Hispanics are older, have more income and discretionary spend estimate
Hispanics
noticed past 7 days
Age Median
Airports
Doctor's Office or Hospital Waiting Area
Elevators
Gas Stations
Health Club/ Gym
Inside Taxis
Large Retail or Department Stores
Office Buildings ( Not In The Elevator)
Restaurants or Bars
Riding Public Transport (bus, trains, subway)
Shopping Malls
Sports Stadiums or Arenas
Waiting For Public Transport (platform/ shelter)
NET
36.4
39
37.5
36.4
32.6
27.9
37.7
37.8
38.6
34.7
38.8
35
41
36.5
HHI
DSE*
Median Median
($)
67,500
54,500
58,500
52,200
58,300
40,700
55,300
54,700
53,200
50,300
60,100
57,300
52,600
51,000
© 2011 Experian Information Solutions, Inc. All rights reserved.
Source: Simmons Fall 2010 NHCS 6-Month
Non-Hispanics
($)
11,874
8,737
10,947
9,222
9,252
7,376
9,698
8,827
9,093
6,374
10,929
8,315
7,147
8,450
Age Median
44.8
51.8
44.7
45.2
42.6
39.7
47.4
43.2
46.2
42.8
46.7
41.8
39.4
46.2
HHI
DSE
median Median
($)
67,800
53,100
63,800
60,800
67,100
38,600
62,100
73,300
61,200
48,500
67,500
67,800
55,900
63,500
($)
12,129
10,482
11,001
11,102
13,613
8,324
11,397
11,459
11,166
8,729
11,657
11,706
8,467
11,695
10
*Discretionary Spend Estimate :
an estimated dollar amount of a household’s annual spend on discretionary expenses
Simmons National Consumer Study
Advertising Outside the Home – video advertisements
American consumers who noticed advertising in places outside their home tend to be approximately 44
years of age, with household income of $60,00 and estimated discretionary spending of $11,000 annually
7 days
30 days
Adults 18+
Hispanics
Non
Hispanics
Adults 18+
Hispanics
Non
Hispanics
Age Median
44.6
36.5
46.2
43.9
36.2
45.5
Age Mean
45.3
39.4
46.4
44.7
39.2
45.7
HHI median
61,100
51,000
63,500
60,300
51,800
62,200
HHI mean
83,900
65,400
87,300
84,300
67,300
87,500
DSE Median
11,176
8,450
11,695
10,954
8,903
11,355
DSE Mean
14,105
10,828
14,715
13,999
11,241
14,513
© 2011 Experian Information Solutions, Inc. All rights reserved.
Source: Simmons Fall 2010 NHCS 6-Month
11
*Discretionary Spend Estimate :
an estimated dollar amount of a household’s annual spend on discretionary expenses
Simmons National Consumer Study
Advertising Outside the Home – video advertisements
Non-Hispanics TV Prime Time Viewing
quintile 1 quintile 2
quintile 3 quintile 4
(highest) (2nd highest) (middle) (2nd lowest)
noticed past 7 days
Airports
Doctor's Office or Hospital Waiting Area
Elevators
Gas Stations
Health Club/ Gym
Inside Taxis
Large Retail or Department Stores
Office Buildings ( Not In The Elevator)
Restaurants or Bars
Riding Public Transport (bus, trains, subway)
Shopping Malls
Sports Stadiums or Arenas
Waiting For Public Transport (platform/ shelter)
NET
84
128
86
116
86
79
121
97
122
103
113
102
102
115
© 2011 Experian Information Solutions, Inc. All rights reserved.
Source: Simmons Fall 2010 NHCS 6-Month
Red = Index 110 and above
109
124
132
115
113
168
127
134
111
121
123
144
142
112
112
77
101
104
125
43
97
78
100
92
105
90
83
102
106
103
109
93
112
126
85
90
91
84
90
98
74
95
12
Simmons DataStream
Video Advertising Outside the Home
reserved
© 2011 Experian Information Solutions, Inc. All rights reserved.
13
Simmons DataStream
Advertising Outside the Home – video advertisements
7 days measures help to understand different trend cycles
Percent of Adults who noticed video advertisements last 30 days or 7 days
70%
Last 30 days
60%
50%
40%
30%
20%
Last 7 days
10%
+27% relative increase
-11% relative decrease
0%
1/24/2011
1/17/2011
1/10/2011
1/3/2011
12/27/2010
12/20/2010
12/13/2010
12/6/2010
11/29/2010
11/22/2010
11/15/2010
11/8/2010
Bases: Adults 18+
Target: Video Advertisements Outside of the home 30 days and 7 days
11/1/2010
© 2011 Experian Information Solutions, Inc. All rights reserved.
10/25/2010
10/18/2010
10/11/2010
10/4/2010
9/27/2010
9/20/2010
9/13/2010
9/6/2010
8/30/2010
8/23/2010
8/16/2010
8/9/2010
8/2/2010
7/26/2010
7/19/2010
7/12/2010
7/5/2010
6/28/2010
6/21/2010
6/14/2010
6/7/2010
5/31/2010
5/24/2010
-10%
14
Source: Experian Simmons DataStreamSM
1 or 4-week moving estimate
Simmons DataStream
Advertising Outside the Home – video advertisements
While Video advertisements tend to appeal to a bigger audience, both video and non-video
advertisements explosions have similar trend cycles
Percent of Adults who noticed video advertisements last 30 days
60%
58%
Video Advertisements last 30 days
56%
54%
52%
50%
48%
46%
44%
Non-video Advertisements last 30 days
42%
© 2011 Experian Information Solutions, Inc. All rights reserved.
Bases: Adults 18+
Target: Video & Non-video Advertisements Outside of the home 30 days
15
Source: Experian Simmons DataStreamSM
4-week moving estimate
1/24/2011
1/17/2011
1/10/2011
1/3/2011
12/27/2010
12/20/2010
12/13/2010
12/6/2010
11/29/2010
11/22/2010
11/15/2010
11/8/2010
11/1/2010
10/25/2010
10/18/2010
10/11/2010
10/4/2010
9/27/2010
9/20/2010
9/13/2010
9/6/2010
8/30/2010
8/23/2010
8/16/2010
8/9/2010
8/2/2010
7/26/2010
7/19/2010
7/12/2010
7/5/2010
6/28/2010
6/21/2010
6/14/2010
6/7/2010
5/31/2010
5/24/2010
40%
Local Market Targeting
Advertising Outside the Home
reserved
© 2011 Experian Information Solutions, Inc. All rights reserved.
16
SimmonsLOCAL
Geographic analysis of outdoor advertising targets
Experian Simmons provides rich insight on consumers in over 200 media markets across the U.S.
© 2011 Experian Information Solutions, Inc. All rights reserved.
17
Source: Simmons LOCAL Spring 2010
Solution Example
Geographic Marketing – Location Trade Areas
Experian helps target ad receptivity by medium for each restaurant location
Hamburg
Hewitt
Franklin
Postville
Edison
Oak Ridge
Kitchell
§
¦¨
§
¦¨
80
Parsippany
Randolph
Whippany
202
§
¦¨
£
¤
¤
£
§
¦¨
78
78
Warren
¨§
¦
¨¦
§
¤
£
Rossmoor
¤
£
95
Marlboro
Tennent
Applegarth
Etra
95
Allentown
Roosevelt
Millhurst
Elton
Adelphia
Siloam
¦
Asharoken
Bayville
Plandome
Flushing
Cove Neck
Glen Head
Roslyn
§
¦¨
495
Brooklyn
Mineola
Bellerose
Jamaica
678
Elmont
¨§
¦
¨§
¦
Salisbury
Uniondale
Baldwin
Lynbrook
Hewlett
Inwood
Kings Park
Elwood
Greenlawn
Syosset
Jericho
Herricks
295
Northport
Halesite
Glen Cove
Wantagh
§
¦¨
495
Hauppauge
Melville
Plainedge
Smithtown
Deer Park
Baywood
Islip
Babylon
Lindenhurst
Copiague
Saltaire
Baldwin Harbor
Fire Island
278
Roxbury
Harbor Isle
Lido Beach
Long Beach
Legend
Applebee's
Belford
Hazlet
Holmdel
Montrose
Bucks Mill
9 Freehold
¤
£
1
Using a profile of the client’s diners
across all Mosaic consumer segments,
the client’s locations in the New York
market are ranked by their propensity
to reach consumers receptive to
different advertising mediums
Keansburg
Matawan
9
Wickatunk
Cos Cob
¤
¨£
§
278
¨§
¦
¨¦
¨¦ §
§
¨¦
§
Fairfield
1
Rye
287
Pelham Manor
§
¦¨
¤
£
ConnecticutStamford
Purchase
¤
£
87
Bronx
Highlands
Middletown
Texas
684
New York Manorhaven
¤
£
Brownville
§
¦¨
Pelham
1
§
¦¨
¤
£
Tracy
§
¦¨
Tenafly
New York
478
Bayonne
Carteret
95
§
¦¨
New Jersey
Keasbey
Piscataway 9
Parlin
Milltown
§
¦¨
¤
£
495
Fairview
¤
£
New Canaan 7 Norwalk
Armonk
¤
£
95 Leonia
Jersey City
78
Avenel
1 Fords
Somerset
Kendall Park
Dayton
130
Windsor
§
¦¨
¨§
¦
Edison
Pleasantville
Hawthorne
Ardsley
Rockleigh
Alpine
9W
Mamaroneck
Yonkers
§
¦¨
Fairview
1
East Newark 95
Harrison
Newark
Elizabeth
Mountainside
Fanwood
Roselle Park 278
Linden
Clark
Colonia
Franklin Park
Lodi
80
Lyndhurst
Kearny
Short Hills
287
Millstone
Bergenfield
Nutley
280 Orange
Dunellen
Martinsville
§
¦¨
Manville
§
¦¨
Piermont
Tappan
Dumont
Roseland
78
Gillette
§
¦¨
¤
£
46
Clifton
§
¦¨
87
Hillsdale
Westwood
Paterson
Union
Lyons
Nanuet
Paramus
§
¦¨
¤
£
9
Wyckoff
West Paterson
46
Fairfield
Caldwell
Verona
Summit
Green Village
202
Towaco
202
Madison
287
¤
£
202
Oakland
280
¤
£
Mendham
Congers
Nyack
Montvale
¤
£
Wayne
Boonton
287
Middletown
Dover
46
202
Butler
Viola
Mahwah
¤
£
Wanaque
Kinnelon
Hurdtown
¤
£
Ringwood
Macopin
Milton
Sterlington
Ramapo
Ardena
Rumson
Everett
AD_Receptivity_Index
34- 56
56 - 79
Phalanx
Oceanport
Eatontown
Earle
Oak Glen
West Long Branch
Deal
Ocean
Neptune
79 - 95
95 - 114
114- 139
Applebee's_3_Mile_Dist
Wall
© 2011 Experian Information Solutions, Inc. All rights reserved.
Simmons National Consumer Study >>
Experian Mosaic Segmentation >>
18 >>
MicromarketerG3
Gary Warech
Vice President
212-471-2873
917-295-0821
[email protected]
Kelly Flynn
Account Director
212-471-2857
203-461-2577
[email protected]
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