A quantitative study intoshopping behaviour and attitudes

Retail 2012

the wanted ads Retail – 9 retail sectors

Total 2,559

Fieldwork dates 13th – 20th August 2012

Nationally representative sample (quotas on age, gender, class and ITV region)

Online survey with weighting to correct bias

GROCERIES HOUSEHOLDGOODS DIY/GARDENING

MOBILEPHONES

CLOTHING & FASHION

ENTERTAINMENT& LEISURE

FURNITURE OPTICIANS CHEMISTS

the wanted ads Retail : 4 Main themes

2: Cost/£VFM the #1 priority Focused shopping behaviour especially looking for value

3: Locality more important than everDespite growth internet people continue to shop locally

4: Consumers seek promotion & value messaging Local media #1 paid for media

1: People are continuing to cut backBelt-tightening across all retail sectors

59%

69%

66%

60%

72%63%

56%

64%

69% 66%

60%

65% ‘I feel part of my

community’

(agree)

People are attached to the area they live in…

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,728

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,552

83% ‘I’m proud of the area

I live in’

(agree)

..and they are proud of their area too…

84%

87%

81%

85%

76%

88%80%

79%83% 80%

83%

7%

10%

2%

21%

14%13%

18%

13%

6% 14%

6%

11% ‘The country is doing well economically ’

(agree)

The state of the economy continues to loom large…

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,120

9%

17%

7%

38%

28%17%

28%

26%

13% 27%

20%

22% ‘The local economy is

doing well’ (agree)

Things are more positive at a local level but still difficult…

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,729

84% agree ‘the recession has made supporting the local community more important’

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,648

90%

91%

91%

89%

77%88%

90%

87%

90% 86%

88%

87% ‘I have tightened my belt on the amount I

spend’

(agree)

People continue to watch their pocket

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

84

90

88

91

84

85

90

“I have tightened my belt on the amount I spend ...”% agree

Age 16-34

Age 35-54

Age 55+

ABC1 Adults

C2DE Adults

Male

Female

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

Little difference by age or social grade

Average number of

grocery trips per month…

People are shopping less frequently…

8.72008

7.52012

Source: Newspaper Society/BDR Continental 2008/2012 Base: All grocery shoppers.

7.52012

90%

91%

87%

92%

96%93%

93%

91%

92% 93%

88%

92% ‘I like companies that involve themselves in the local community’

(agree)

People are positive about companies that involve themselves in the local community

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,654

86%

83%

85%

83%

87%87%

79%

84%

89% 82%

85%

86% ‘I prefer to buy from

local suppliers’

(agree)

Shoppers like local produce…

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,645

9.99.4

3.3

9.9

3.4

People shop close to home…

FOOD/ GROCERIES

5.75.6

5.55.3

7.47.2

6.15.9

DIY/ GARDENING

HOME ENTERTAINMENT

CLOTHING FASHION

HOUSEHOLD PRODUCTS

FURNITURE

Source: Newspaper Society/BDR Continental Base: All respondents 2,559

2012 2008

5

8

9

13

20

23

30

34

36

61

Ethical Considerations

Atmosphere/Ambience

Good Public Transport

Delivery Options

Convenient/Free Parking

Opening Hours

Variety

Distance/Location

Level of Service

Cost/Value for Money

Source: Newspaper Society Retail Survey 2012/BDR Continental

Base: Every mobile phone shopper Sample Size: 2,324

Which of these are important to you in deciding where to buy food & groceries? (%)

Cost & value main consideration for mobile phone shoppers, as well as distance & location…

Containingvouchers/coupons

The role of communications channels

Showprice range

Learn aboutnew products

Compare productsand services

Deciding whereto shop

Promoting specialoffers/promotions

Path to purchase

Evaluate Compare Action

Local media

Nationalnewspaper/website

Commercial TV

Commercial Radio

Magazines

%

Local media

Nationalnewspaper/website

Commercial TV

Commercial Radio

Magazines

Cinema

Outdoor

MobilesEvaluate

Source: Newspaper Society Retail Survey 2012/BDR Continental

Base: Shop for mobiles and answered question. Sample Size: 596

30

20

10

0

%

new productsLearn about

Compare productsand servicesLearn about

new productsShow

price range

Nationalnewspaper/website

Commercial TV

Commercial Radio

Magazines

Cinema

Posters

Price comp. sitesLocal media

Nationalnewspaper/website

Commercial TV

Commercial Radio

Magazines

Cinema

Outdoor

30

40%

0

20

10

Mobiles

Source: Newspaper Society Retail Survey 2012/BDR Continental

Base: Shop for mobiles and answered question. Sample Size: 596

Compare products Deciding whereto shop

Compare productsand services

Deciding whereto shop

Compare

Local media

Nationalnewspaper/website

Commercial TV

Commercial Radio

Magazines

Cinema

Outdoor

Action

30

40

20

10

0

%

Mobiles

Source: Newspaper Society Retail Survey 2012/BDR Continental

Base: Shop for mobiles and answered question. Sample Size: 596

Promoting specialoffers/promotions

Containingvouchers/coupons

ActionAction

the wanted ads Retail : 4 Main themes

2: Cost/£VFM the #1 priority Focused shopping behaviour especially looking for value

3: Locality more important than everDespite growth internet people continue to shop locally

4: Consumers seek promotion & value messaging Local media #1 paid for media

1: People are continuing to cut backBelt-tightening across all retail sectors

How advertisers areusing local media

to driveretail business