Consumer Catalyst

Local Media Driving Consumer Action

Agenda

Introduction and

methodology Local life Local Media

Market focus…

property, motors,

shopping

Key findings

Readers are more than twice as likely to act on ads in local media than ads

on TV and social media.

Local media – in print and online – is the most effective combination for

driving consumer action.

Local media is nearly four times more trusted to provide relevant information

about the local area than commercial TV and radio.

3

Methodology

Telephone and online interviews (1,100) with readers/users living in selected postcodes based on the newspapers and websites published in those areas.

Additional online interviews (1,132) recruited via email and pop ups from newspapers.

Total sample size 2,232.

4

950 daily / 1,283 weekly & 1,769 print / 1,221 website users.

53 newspapers represented in 13 regions.

Data combined and weighted to the reader/user demographic profile based on analysis of NRS, TGI, UKOM, JICREG.

People have a strong sense of local

identity and pride…

87%

Base: All who gave an opinion, Sample: Integrated (1,788) Proud (1,912)

5

I feel I am well

integrated into

the community

90% I am proud to

live in the area I

live in

People’s perception of the economy has improved.

There’s an even more positive view locally…

Base: All who gave an opinion, Sample: Local (1,548) Country (1,683)

6

The country is

doing well

economically

% Agree

The local

economy in my

area is doing

well

32% 50%

Country

Loving Local (2011)

Local Economy

17% 29%

People still live their lives close to home

Spend half or more of their time within …

97%

85%

Base: All respondents (2,232)

7

89%

70%

People still spend their money

close to home

Spend half or more of their money within …


8

Media

9

Local media is the most trusted

source of information

%

Local Media Local BBC

Radio Local

Commercial

TV

Local

Commercial

Radio

Google Social Media Other

Websites National

Newspapers


10

Local media does the best job of

standing up for people in your local area

%


11

Local Media Local BBC

Radio Local

Commercial

TV

Local

Commercial

Radio

Google Social Media Other

Websites National

Newspapers

Local media underpins democracy

Base: All who gave opinion & used media in the last 4 weeks. Sample Local newspaper (1,659) Website (544)

12

Local Media

Local Newspapers

Local Websites

13

Taking

Action

Consumers who took action after

seeing the advertisement in media….

%

Local Media Other

Websites Commercial

TV National

Newspapers Magazines Social Media Commercial

Radio

Base: Net of any action ranging from deciding where to shop through to discussing with friends or family,

across food & grocery shopping, motors, clothes & accessories, furniture categories. Sample size (2,232)

14

Action (%)

Seeing something advertised in Local media

provides shoppers with reassurance…

Base: All who gave opinion & used in the last 4 weeks, Sample Local newspaper (1,769) Website (1,221)

15

I know that if something is advertised in my local paper/website

it will be available locally (% agree)

Local Media

Local Newspapers

Local Websites

Groceries

16

Local media is the most influencial medium

in deciding where to shop for groceries

%

Decided where to shop/visited somewhere you've seen advertised ? (% agree)

Local Media Promotion

in store Direct Mail Commercial

TV National

Newspapers Other

Websites Magazines Commercial

Radio Social Media

Base: All who answered grocery questions. Sample (874).

17

Special offers/promotions are most

effective in Local media

%

Made a note of a special offer/promotion (% agree)



TV National

Newspapers Other


Radio Social Media


18

People rely on Local media for

coupons/vouchers

%

Retrieved or used a coupon/voucher (% agree)

Promotion

in store Local

Media Direct Mail National

Newspapers Magazines Other

Websites Social

Media Commercial

TV Commercial

Radio

Base: All who answered grocery questions. Sample (874)

19

Local media gets people talking about

offers and promotions

%

Talked about an ad or promotion you've seen with friends or family (% agree)



TV National

Newspapers Other


Radio Social Media


20

Property

21

Local media is the most popular source

for keeping an eye on the property market

Which of the following sources do you use to keep a general

eye on the local property market?

Base: All respondents who answered property questions. Sample (1,188)

22

Total

Estate agent’s advertisements in Local Media 49%

Property websites (e.g Right Move, Zoopla) 37%

Looking at properties displayed by estate agents (e.g. in their windows) 31%

Estate agents’ websites 29%

None of these 25%

Article in local newspaper or local website 16%

General search 13%

Magazines 11%

National newspapers 7%

Solicitors 3%

People take action as a result of seeing

property advertised in Local media

Which of the following have you done as a result of

seeing an ad or article in local media?

Local Newspaper

Local Website

Both (Local Media)

Looked at a property in more detail online

Contacted an estate agent [solicitor in Scotland] to enquire about a property

Looked round a property

None of the above

24% 26% 29%

10% 13% 15%

9% 11% 13%

30% 35% 38%

Base: All respondents who answered property questions. Sample (1,188)

23

It’s important to sellers that their

property is advertised in Local media

Base: Those who own property. Sample (1293)

24

Local

Newspaper

If you were to sell your house how important would it be to you that your agent

advertised in Local Newspapers/websites?

Local

Websites

0% 20% 40% 60% 80% 100%

Very Important Fairly Important No Particularly Important

People don’t contact many estate

agents…

When you sold or looked at selling your property, how many

estate agents (solicitors in Scotland) did you contact (regardless

of whether you actually placed the property with them)?

None 1 2 to 3 4 to 5 6 to 9 10+

Base: Those who sold or looked into selling their home in the past 12 months. Sample (55)

25

0

10

20

30

40

50

13% did not

contact any

estate agents

Motors

26

Local media is most useful for finding

cars in the right price range

Which of the following advertising sources did you find most useful when looking

for a new car to see what types of cars are available in your price range?

Local Media 41%

Base: All respondents who answered motors questions. Sample (468)

27

Total

Specialist car websites 39%

Other websites (e.g. Gumtree, eBay etc) 27%

Specialist car magazines 18%

National Newspapers/ websites 16%

Specialist car magazines

Ads in National Newspapers/ websites

Specialist car websites

Local media is one of the top two

sources for finding a dealer

Which of the following advertising sources did you find most useful

when looking for a new car to find a dealer who sells those?

Local Media

32%


28

Total

31%


10%

9%

Specialist car magazines 12%

Ads in National Newspapers/ websites

Specialist car websites

Local media has an important role at

the final stage in car buying

Which of the following advertising sources did you find most useful when looking for a

new car to making the final choice/evaluating the options available to you?

Local Media

34%


29

Total

22%


9%

Summary

Readers are more than twice as likely to act on ads in local media than ads

on TV and social media.

Local media – in print and online – is the most effective combination for

driving consumer action.

Local media is nearly four times more trusted to provide relevant information

about the local area than commercial TV and radio.

30

Documents

Consumer Catalyst