Five shopper fast facts

Shopping is now a major

leisure pursuit.

1.

The majority of Europeans consider shopping to be a leisure pursuit – “I shop whenever I have money in my

purse”

– 50% of Europeans would socialise less in order to have more money to spend shopping1

− The average GB adult visits a small shopping centre / mall once every 19 days

− In Spain this rises to 4 visits a month

57% of the population across five Asian markets like to go to a shopping mall on a typical weekday

Shopping has become an art form…

Sources: Kinetic – “Insight and Application in the Moving World” 2010/ Kinetic - “Moving World, Asia” 2011 / GB TGI 2011 / Conento Malls, Spain 2011

Outdoor is the most visible medium before purchase.

2.

Outdoor is shoppers’ most seen medium before purchase

Sources: IPSOS DMMA, France, Base: 506 respondents / 1 Kinetic Worldwide People Panel 2010

Q: “What media have you seen or heard in the last 30 minutes before shopping?”

58% of people say advertising for a product near to where they can buy it, makes it more relevant for them1

45% usually look at ads when they are out shopping because it might inform them of something that they’d like to buy1

Outdoor advertising keeps brands top of shoppers’ minds.

3.

Had Samsung in mind before visiting store

Looked at Samsung in store

Purchased Samsung

Outdoor campaigns boost a brand’s share of mind

Source: Samsung Proximity Qmedia, UK, Sept 2009 / Base: 383 adults

Advertising close to point of sale influences shopper

behaviour in store.

4.

45% of respondents formed an association between a 6 sheet site and the Samsung brand

44% were encouraged to visit a mobile phone store

Advertising close to point of sale resonates with shoppers and drives footfall

Source: Samsung Proximity Qmedia, UK, Sept 2009 / Base: 383 adults

Outdoor campaigns have a

proven effect on sales.

5.

Outdoor delivers impressive results

– 2nd biggest grocery product launch of 2010

– In under 1 year Cadbury’s Biscuit sales reached £15.2 million

– Named The Grocer magazine’s “top biscuit launch” of 2010

Cadbury’s Caramel Biscuit launch“Makes me want to buy or try it”