DEMOGRAPHICS• 41% Young Families • 52% kids in HH; 24% kids <5 years• 20% Couples• 56% White Collar• 21% Blue Collar• 72% are Main Grocery Buyers• Average HH income $99.4K p/a• 15% have kids under 5 in the home

Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) ; Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people

ATTITUDES & ACTIVITIESChildren influence the shopping experience as these consumers spend more when kids come along.

Mobile usage and the wish to change careers is more prominent.

Time poor and on the run.

On weekends they visit café’s, restaurants and bars/clubs.

They are likely to go the gym.

Activities throughout the year focus on night clubs, a study/course work, kids schoolwork, theme park and rock/pop concerts.

PEOPLE 18-543,597,000 PEOPLE (78% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)

63%63% are heavy outdoor consumers

PEOPLE 18-54

MEDIA AND OUTDOOR BEHAVIOUR

Outdoor attitudes/opinions• 57% notice brand advertising on large billboards• 54% say billboard advertising is easy to understand whilst

driving• 56% say large billboards capture my attention when driving• 55% can’t miss big billboard signs• 48% can’t help notice advertising around the airport• 49% can’t help notice advertising on busses• 44% notice advertising on big billboards on my way to the

shopping centre

Commuting to work/study• 62% travel by car (alone or car pool)• 19% take the bus• 23% use the train• 5% use the tram/light rail• 27% travel an hour or more

Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) ; Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people

PEOPLE 18-543,597,000 PEOPLE (78% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)

62% TRAVEL BY CAR

PEOPLE 18-54

PURCHASE & INTENTION BEHAVIOURCars• 1 in 4 intend to purchase a car in the next 12 months• 44% intend to purchase a used car / 41% a new one• 1 in 2 intend to spend over $20k on their next car• Toyota, Holden, Ford and Mazda are most popular

car makes to be considered

Finance• 15% intend to change their main bank in the

next 6 months – ANZ, NAB and CBA are top three considered banks.

• 59% own a credit card - 40% of CC owners spend $1000+ p/m on their card

• 17% are intending to purchase a house in the next 12 months

• 54% are intending some sort of renovation on their house in the next year

PEOPLE 18-54

Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) ; Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people

PEOPLE 18-543,597,000 PEOPLE (78% OF PEOPLE 18+ WHO NOTICE OUTDOOR ADVERTISING)

22% OWN A TABLET PC AND 73% USE/OWN A SMARTPHONE