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MARKET RESEARCH REPORT

The resultant data set from 2,900 respondents was supplied to Woolcott Research for coding, analysis and reporting.


MARKET RESEARCH REPORT OBJECTIVE In October 2011 Avant Card conducted a quantitative market research project to gather data about the audience: demographics, psychographics, relationship to Avant Card and perceptions of other media.

METHOD The market research took place in the form of an online survey promoted via a national multi-creative postcard campaign that could be accessed via a website or a QR Code.

PERCEPTION OF MEDIA Other Media__________ 3

AUDIENCE PROFILE: DEMOGRAPHICS Gender_____________ 4 Age ________________ 4 Marital Status_________ 4 Education ___________ 4

Role in Occupation ____ 5 Work_______________ 5 Income _____________ 5

AUDIENCE PROFILE: PSYCHOGRAPHICS General Interest ______ 5

Passing the Time _____ 6 Event Attendance _____ 6

Expenditure Behaviour _ 7

RELATIONSHIP TO AVANT CARD: BEHAVIOUR Action Taken_________ 8 Post Pick-Up _________ 8 Campaign Longevity ___ 8 Brand Loyalty________ 8

Venue Network _______ 9 Pick-Up Venue________ 9 Pick-Up Frequency ____ 9 Pick-Up Amount ______ 9

RELATIONSHIP TO AVANT CARD: PERCEPTION General Perception___ 10 Card Types _________ 10

Creative Qualities ____ 11


PERCEPTION OF MEDIA The Avant Card audience is full of loyal, long-term advocates that champion the postcard medium. Avant Card delved into how this group who respond well to creative and act on calls-to-action, respond to other media.

84

%

54

%

30

%

Avant Card

magazines

outdoor

television

21

%

15

%

public transport

radio

8

%

direct mail

38

%

30

%

social networking

%

17

newspapers

11

%

online

2

%

SMS

3


AUDIENCE PROFILE: DEMOGRAPHICS We know who is picking up postcard media, their interests and behaviours.

GENDER

%

78 22 female

%

male

AGE

%

%

%

%

46 34 13 7 18-29

30-49

under 18

over 50

MARITAL STATUS

%

%

45 30 25 single

married or de facto

%

in relationship

CHILDREN

%

70 30 no children

%

have children

EDUCATION, completed:

%

%

%

%

35 26 19 17 bachelor degree

high school

3% did not complete secondary schooling

diploma or TAFE

post-graduate


ROLE IN OCCUPATION

%

%

%

44 19 19 12 professional or executive 6% technicians

senior or mid-level

junior-level

%

entrepreneurs or self-employed

WORK

%

%

43 30 22 full time

3% retired 2% unemployed

part time or casual

%

students

INCOME

%

89 11 up to $80K

%

over $80K

AUDIENCE PROFILE: PSYCHOGRAPHICS The Avant Card audience has varied interests, here’s what they flagged as their favourites:

84 % 79 % 76 % 69 % 65 % 50 % 31 % 30 %

movies music travel theatre & concerts reading shopping pets sport & fitness

5


DINING OUT, per month

%

%

49 38 13 2-5 times

6+ times

%

at least once

CINEMA ATTENDANCE, per month

%

85 11 1-2 times

%

3-4 times

EVENT ATTENDANCE, per year

%

%

%

42 31 27 attend 7

76 % 71 % 64 % 62 % 59 % 26 %

attend 4-6

music events cultural festivals visual arts film festivals performing arts sports

attend 1-3


LIKELY PURCHASES The Avant Card audience has disposable income, items likely to be purchased in the next 12 months include:

52

%

49

%

28

%

23

%

branded fashion

audio & hi-fi

computer

18

%

13

%

sports gear

25

%

tablet

video or digital camera

8

30

%

home decor or furniture

jewellery

television

50

%

22

%

smartphone or PDA

16

%

watch

8

%

game console

%

MP3 player

7


RELATIONSHIP TO AVANT CARD: BEHAVIOUR Whether they are loyal followers or new to postcard media, the Avant Card audience has a relationship with the medium and brand that sees them behaving in a certain way.

ACTION TAKEN

%

%

98 76 84 look at information

act on offers

%

visit displayed websites

www

POST PICK-UP

74 % 48 % 34 % 33 % 28 %

put them on display keep them pass on to a friend hold for a while post to someone

CAMPAIGN LONGEVITY, keep cards for

%

%

69 20 1 0 more than 30 days

%

up to 7 days

7-30 days

1% keep cards for less than a day

BRAND LOYALTY, following Avant Card for

%

%

%

35 25 24 16 1-3 years

4-6 years

7+ years

%

less than 1 year


VENUE NETWORK, pick-up from

%

78

48

cafĂŠs and bars

31

%

arts and culture

%

12

universities and TAFEs

%

high schools

PICK-UP VENUE

%

67 33 in different venues

%

at the same venue

PICK-UP FREQUENCY

%

%

%

30 30 21 19 once a week or more

once a fortnight

once a month

%

a few times a year

PICK-UP AMOUNT, per visit

%

%

%

58 18 14 1 0 2-3 cards

4-6 cards

7 or more

%

1 card

9


RELATIONSHIP TO AVANT CARD: PERCEPTION The audience looks to the displays for a high standard of creative that appeals to their interests. The audience has many general perceptions about Avant Card and think they are:

82 % 78 % 57% 51 % 40 % 39 %

fun part of the arts and entertainment scene a good source of information a respected form of advertising handy current

CARD TYPES Postcards in displays span an array of subject matter, the campaigns found most interesting by the audience include:

62

%

58

%

62 social messages

events or festivals

42

music

%

movies

48

%

29

%

P OW

brands or products

tourism

%

39 fashion

%


CARD QUALITIES Avant Card continues to attract a loyal following, the qualities that the audience look for in a creative design include:

89 % 72 % 66 % 50 % 43 % 42 % 28 % 26 % 23 % 22 %

nice image or photo funny bright important message fun words shapes & pop-up/out special offers animals card series cartoons

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Want to reach the Avant Card audience? Our Campaign Managers can plan a media campaign to meet your specific needs, contact us today.

NSW, ACT & WA 02 9699 4433 165 Victoria Street Beaconsfield 2015 Sydney NSW

VIC & TAS 03 9388 0488 1-5 Wilkinson Street Brunswick 3056 Melbourne VIC

info@avantcard.com.au avantcard.com.au

Avant Card Pty Ltd: ABN 81 003 037 143. Printed March 2015.

QLD, SA & NT 07 3256 1925 3 Beaumont Street Albion 4010 Brisbane QLD

Avant Card Market Research  

At Avant Card we are continuously conducting market research to understand who our audience is and provide you with up-to-the-minute informa...

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