Lifestyle survey Jan - June 2012

Lifestyle Survey Jan – June 2012

Lifestyle Survey

Once a year TAM Ireland carry out a lifestyle survey on the panel. This allows for deep dives into the buying habits and behaviours of the TV audience so that they can be targeted more effectively. The are some top-line results which give a fascinating insight into the Irish TV viewers: All figures are based on Total TV viewing National Adults 15+ Consolidated Jan – Jun 2012

Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012

TV viewers shopping habits Grocery Shopping 25.0

20.0

15.0 % 10.0

5.0

0.0

Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012

TV viewers shopping habits Main Shopping Day 35.0 30.0 25.0 20.0 % 15.0

10.0 5.0 0.0

The main shopping day is Thursday with Friday a close second Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012

TV Viewers and technology

Less than 1% do their grocery shopping online. Just 13% or 66,000 people who have a games console have it connected to the internet The majority of people pay as they go for their mobiles – 63.7% 309,500

Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012

Number of TV Households

Pet Ownership

50.00%

45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Dogs

Cats

We’re a nation of dog lovers!

Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012

TV Viewers online activities Use the internet to do the following at least once a month 40.00% 35.00% 30.00%

25.00% 20.00% 15.00%

10.00% 5.00% 0.00% Music/movies

View TV Prog

Buy goods/services

Listen to radio

Facebook

Twitter

Those who access the internet claim to do these activities once a month or more Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012

TV Viewers – websites visited in last week Type of Sites Visited in last 7 days 50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00%

Search Engines dominate usage. News sites out- perform Social media sites . TV Channels sites rate very highly at almost 16%. Is it a reflection of our terrible weather that travel sites are so popular? Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012

TV Viewers social conscience Have an interest in the following - Definitely or Tend to Agree 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Enironment

Technology

Community

Shop for bargains

Try to buy Irish

We are a very loyal and price conscious bunch – Over 70% say they shop around for bargains and try to buy Irish.

Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012

TV Viewers opinions of TV

Definitely/Tend to agree

I like having many TV channels to choose from

72.20%

TV is a good way to keep me informed

81.90%

I don't always view the programmes I have recorded I prefer to watch TV programmes when they are on rather than record them I find the ads on TV interesting and often talk about them afterwards

43.90% 62.40%

20.50%

Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012

TV viewers – other activities

At Least Once a month I use a social media site while viewing TV

14.90%

I read a newspaper/magazine while watching TV

24.60%

View sporting TV event outside the home

23.80%

Source: TAM Ireland Ltd /Nielsen:Total TV viewing, national adults 15+ consolidated Jan – June 2012