DEMOGRAPHICS• 46% aged 25-39 (average age 34)• 80% Married or defacto• 40%% own home with a mortgage• 30,000 are Self Employed• 50% work Full Time• 31% have HH Income $100K+• 50% have kids <5 , 41% kids 5-12

ATTITUDES & ACTIVITIESSuper mom – With her focus on her little ones, 72% say that as a family they spend a lot of time together and 73% say family is more important than a career. The group enjoys to take holidays with 72% preferring short breaks within NZ and prefer holidays where everything is organised for them

Unaware & Influenced – 35% of the target try to buy New Zealand made products with 62% prefer to do their shopping close to home. They are a busy group with the target being 12% more likely to be too busy to shop around. On the weekends they are found visiting parks & gardens, shopping centers. 54% will be driving in traffic.

HOUSEHOLD SHOPPERS WITH KIDS378,000 PEOPLE (27% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)

HHS W/ KIDS

Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people

79%seen Billboard advertising in the past week

44% NOTICE ADVERTISING ON BIG BILLBOARDS ON MY WAY TO THE SHOPPING CENTRE

HHS W/ KIDS

Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people

MEDIA AND OUTDOOR BEHAVIOUR

Outdoor attitudes/opinions• 20% seen advertising on Billboards at least once a day• 31% can remember seeing roadside Billboards in the last week• 45% remember airport advertising seen in the last week

The target are 17% more likely than the population to think advertising influences their purchase decisions

Commuting to work/study• 69% travel by car (alone or car pool)• 14% take the bus• 8% use the train

On the Road each week• 54% drive in traffic throughout the week

HOUSEHOLD SHOPPERS WITH KIDS378,000 PEOPLE (27% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)

PURCHASE & INTENTION BEHAVIOURShopping • 41% are the sole decision maker for groceries• Saturday and Thursday are the core shopping days• 47% are the first to try to new food items

Technology• 54% use their mobiles more than their home phones• 38% own an ipod or ipad• 45% are comfortable shopping online

Travel• 44% intend to travel internationally in the next 12 months• 38% intend to travel within New Zealand in the next 6 months• 70% are considering a cruise• 80% looking to travel with New Zealand in the next 12 moths

1 IN 5 ARE INTENDING TO PURCHASE A CAR IN THE NEXT 12 MONTHS

HHS W/ KIDS

Source: Nielsen Consumer & Media Insights Survey (Jan-Dec12)Base: People who are Outdoor Observers 1,413,000 people

HOUSEHOLD SHOPPERS WITH KIDS378,000 PEOPLE (27% OF PEOPLE WHO ARE OUTDOOR OBSERVERS)