PowerPoint Presentation

Profiled Audience Insights

XXXX March 2019

We have profiled:

13,037 Total postcodes

7,448 Prospects

2,945 One-Time Bookers

2,643 Bookers

Excl one time

Single purchase in the past 3 years

Enquirers that have not purchased

For more ‘persona’ based insight, we profiled your database postcodes against Experian Mosaic

ExperianMosaic segments your entire UK database into one of fifteen persona groups

A

B

DC E

G F H

I

J K L M N O

Index The extent to which a group is more/less likely to exhibit specific characteristics or traits against the national average (100)

Reach The estimated number of a target group to which a specific behaviour is likely

The main focus is the index Looksat likelihoodvs thenational averageaswell as%of total database

82.3% of the database fall into three groups

Over indexing amongst A, B, and C groups Similaritiesaretheveryhighaffluence inaslightlyolderagebracket

A City Prosperity 30-50 High-status city dwellers living in

C Country Living

B Prestige Positions

55-65 Well-off owners in rural locations enjoying benefits of country life

55-65 Established families in large detached homes living upmarket lifestyles

central locations and pursuing careers with high rewards

Source: Experian Mosaic

‘Groups’ are a good foundation, but for greater depth we should identify topMosaic ‘types’

A

B

DC E

G F H

I

J K L M N O

Within each Mosaic group exists a further 4-6 types Theobjectiveistoidentifykeydifferencesandsimilarities

B07

C10

B08 B09

B06

B05

C13

E18

A01

G28 D14

E19

Source: Experian Mosaic

Bs are the common theme All5of theB‘types’areincludedinthetop12types

B07

C10

B08 B09

B06

B05

C13

E18

A01

G28 D14

E19

Source: Experian Mosaic

However, the indexes strongly favour the top two Yourcustomersarealmost twiceas likelytobepartof thissegment thananyother

Over 600% more likely to be part of these two mosaic types

493 370

372

346

739

722

265

274

205

154

146

138

Source: Experian Mosaic

Your overarching customer profile Predominantly latefamilystage withveryhighdisposable income, enjoyinglifeinspacioushousing

B06 Diamond Days

B05 Premium Fortunes Influential families owning large detached homes in commuter communities 46-55 £150k+ Director and senior management Teenage kids Mostly around outer edges of cities Highly driven and intrinsically optimistic Strong affinity with mobile

Retired residents in sizeable homes whose finances are secured by significant assets and generous pensions

55+ £40-49k Well-off retirees Very high disposable income No longer responsible for children Spacious detached homes Online savvy .

Source: Experian Mosaic

Understanding your audience types through media choices

Underground OOH andQuality News offer strongest affinity However, reachof digitalmedia isunrivalled

Highest reaching channels from left to right

Reach

Affinity

20 30 40 50 60 70 80 90 100

300

250

200

150

100

50

0 10

0

Source: GB TGI 2018 Q3 (April 17 – March 18)

Telegraph and Times indexing high London/SE focusmeansMetroandEveningStandardalsorankhighly

9

350

Reach

Affinity

8

300

7

250

6

200

5

4

150

3

100

2

50

1

0

0

Source: GB TGI 2018 Q3 (April 17 – March 18)

Inserts are a strong route to direct response Responsiveness toadvertising alsostrongwithEmail andNewspapers

200

180

160

140

120

100

80

60

40

20

0

Source: GB TGI 2018 Q4 (July 2017 – June 2018)

TV is still themost consumed channel However, proportionally, digital channelsoffer highdwell time

Desktop/ Laptop

Mobile Internet

Radio

OOH

Press

Magazines

TV

19 hrs

15 hrs

14 hrs 10 hrs

7 hrs

2 hrs

1 hr

Source: GB TGI 2018 Q3 (April 17 – March 18)

Magazines focus on living Lifestyle, homeandgarden titlesdominate

House & Garden 237% more likely to read

Country Life 225% more likely

Business Life 221% more likely

The Week 198% more likely

House Beautiful 194% more likely

BA High Life 176% more likely

Time Out 173% more likely

The Garden 161% more likely

Good Housekeeping 153% more likely

Homes & Gardens 150% more likely

Source: GB TGI 2018 Q3 (April 17 – March 18)

Top TV programmes Helptopaint apictureof viewingbehaviour

Educating Manchester

Source: GB TGI 2018 Q3 (April 17 – March 18)

Lifestyle and behaviour Statements they'remost likely toagreewith

Print articles on holiday/ travel influence my choice of holiday

I get a good deal of pleasure from my garden

I would not change the newspaper I read

I look for profitable ways to invest my money

I consider my diet to be very healthy

I would be willing to pay to access newspaper content on a website

I would never think of taking a package holiday

I prefer to watch TV on a laptop, tablet or mobile

I prefer to take holidays off the beaten track

I am prepared to pay more for good quality wine

Source: GB TGI 2018 Q3 (April 17 – March 18)

…on lifestyle Statements they'remost likely toagreewith

Print articles on holiday/ travel influence my choice of holiday

I get a good deal of pleasure from my garden

I would not change the newspaper I read

I look for profitable ways to invest my money

I consider my diet to be very healthy

I would be willing to pay to access newspaper content on a website

I would never think of taking a package holiday

I prefer to watch TV on a laptop, tablet or mobile

I prefer to take holidays off the beaten track

I am prepared to pay more for good quality wine

Source: GB TGI 2018 Q3 (April 17 – March 18)

…on travel and holidays Statements they'remost likely toagreewith

Print articles on holiday/ travel influence my choice of holiday

I get a good deal of pleasure from my garden

I would not change the newspaper I read

I look for profitable ways to invest my money

I consider my diet to be very healthy

I would be willing to pay to access newspaper content on a website

I would never think of taking a package holiday

I prefer to watch TV on a laptop, tablet or mobile

I prefer to take holidays off the beaten track

I am prepared to pay more for good quality wine

Source: GB TGI 2018 Q3 (April 17 – March 18)

…on advertising andmedia Statements they'remost likely toagreewith

Print articles on holiday/ travel influence my choice of holiday

I get a good deal of pleasure from my garden

I would not change the newspaper I read

I look for profitable ways to invest my money

I consider my diet to be very healthy

I would be willing to pay to access newspaper content on a website

I would never think of taking a package holiday

I prefer to watch TV on a laptop, tablet or mobile

I prefer to take holidays off the beaten track

I am prepared to pay more for good quality wine

Source: GB TGI 2018 Q3 (April 17 – March 18)

What other types of holidays do our customers go on? Holiday types theysay they'remost likely togoon

190% more likely to go on a skiing holiday

350

290.5

300

250

200

177.6

142.7

139.2

136.4

136.0

132.9

130.0

150

127.8

124.4

101.6

96.1

81.8

100

77.3

50

0

Source: GB TGI 2018 Q3 (April 17 – March 18)

In summary Three key takeaways

Your profiled audience habits include happily paying a premium for quality food and wine and being digitally savvy, paying for news content online is also a widely agreed statement. Whilst taking a villa holiday is likely to be their summer choice, they go on multiple holidays a year and are also likely to be avid skiers.

When it comes to media behaviour, your audience shows significant levels of affinity with quality newspapers , with papers such as The Times ranking high. More so, their professional status, combined with outer city living, means OOH is also a strongly affiliated channel. Magazine preference focus mainly on living, with House & Garden, Good Housekeeping and Country Life being strong choices.

Audience profile shows a high affinity with all types within the B mosaic group.

However, there are two distinct personas, where individuals are generally aged 45-65 with significantly high disposable incomes , living in large detached homes in city suburbs.

Most are in a late family life stage and (approaching) empty nester status.

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