Local Media Driving Consumer Action Agenda Introduction

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. Base: All respondents who answered property questions. Sample (1, 188) 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. Base: All respondents who answered property questions. Sample (1, 188) 4

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 The country is doing well economically 32% 50% 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 … 10 les i m 5 es 97% 85% l mi Base: All respondents (2, 232) 7

People still spend their money close to home Spend half or more of their money within … 10 les i 89% m 5 es 70% l mi 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 Magazines Newspapers Other Websites Social Media 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) 24% 26% 29% 10% 13% 15% Looked round a property 9% 11% 13% None of the above 30% 35% 38% Looked at a property in more detail online Contacted an estate agent [solicitor in Scotland] to enquire about a property 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, e. Bay 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, e. Bay 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, e. Bay 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. 30