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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. 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.

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People have a strong sense of local identity and pride‌

I feel I am well integrated into the community

I am proud to live in the area I live in

87%

90%

Base: All who gave an opinion, Sample: Integrated (1,788) Proud (1,912) 5


People’s perception of the economy has improved. There’s an even more positive view locally… % Agree

32%

50%

The country is doing well economically

The local economy in my area is doing well

Loving Local (2011)

17%

29% Local Economy

Country

Base: All who gave an opinion, Sample: Local (1,548) Country (1,683) 6


People still live their lives close to home Spend half or more of their time within ‌

97%

85%

Base: All respondents (2,232) 7


People still spend their money close to home Spend half or more of their money within ‌

89%

70%

Base: All respondents (2,232) 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

Base: All respondents (2,194) 10


Local media does the best job of standing up for people in your local area

%

Local Media

Local BBC Radio

Local Commercial TV

Local Commercial Radio

Google

Social Media

Other Websites

National Newspapers

Base: All respondents (2,194) 11


Local media underpins democracy

Local Media

Local Newspapers

Local Websites

Base: All who gave opinion & used media in the last 4 weeks. Sample Local newspaper (1,659) Website (544) 12


Taking

Action

13


Consumers who took action after seeing the advertisement in media‌.

Action (%)

%

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


Seeing something advertised in Local media provides shoppers with reassurance‌ I know that if something is advertised in my local paper/website it will be available locally (% agree)

Local Media

Local Newspapers

Local Websites

Base: All who gave opinion & used in the last 4 weeks, Sample Local newspaper (1,769) Website (1,221) 15


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 National TV Newspapers

Other Websites

Magazines

Commercial Social Media Radio

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)

%

Local Media

Promotion in store

Direct Mail

Commercial National TV Newspapers

Other Websites

Magazines

Commercial Social Media Radio

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

%

Local Media

Promotion in store

Direct Mail

Commercial National TV Newspapers

Other Websites

Magazines

Commercial Social Media Radio

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

Base: All respondents who answered property questions. Sample (1,188) 22


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

24%

26%

29%

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

10%

13%

15%

Looked round a property

9%

11%

13%

None of the above

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 If you were to sell your house how important would it be to you that your agent advertised in Local Newspapers/websites?

Local Newspaper

Local Websites

0%

20% Very Important

40% Fairly Important

60%

80%

100%

No Particularly Important

Base: Those who own property. Sample (1293) 24


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)? 50 40

13% did not contact any estate agents

30

20 10 0 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


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? Total Local Media

41%

Specialist car websites

39%

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

27%

Specialist car magazines

18%

National Newspapers/ websites

16%

Base: All respondents who answered motors questions. Sample (468) 27


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? Total Specialist car websites

32%

Local Media

31%

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

20%

Ads in National Newspapers/ websites

10%

Specialist car magazines

9%

Base: All respondents who answered motors questions. Sample (468) 28


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? Total Specialist car websites

34%

Local Media

22%

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

16%

Specialist car magazines

12%

Ads in National Newspapers/ websites

9%

Base: All respondents who answered motors questions. Sample (468) 29


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.

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Consumer Catalyst