Post on 26-Aug-2020
Copyright ©2016 The Nielsen Company. Confidential and proprietary.
THAI FOOD FOODIES 2017 Profile Report
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A 360⁰ VIEW OF YOUR CONSUMER This profile report provides you with a snapshot of Nielsen Consumer and Media Insight’s (CMI) all encompassing offering. CMI is a rich source of insights into consumers – extensive demographics, product consumption, purchase behaviour, a bank of over 200 attitudes covering different lifestyle areas and their media consumption habits. Our clients use CMI to support a range of marketing and non-marketing decisions such as: • Profiling your Brands and/or that of your competitors to understand lifestyle behaviour –
how to make your brand more relevant via key touch-points
• Quantify and track categories, brands, usage, occasions, channel, behaviours, penetration into target markets etc.
• Profile consumers, buyers, high-value consumers, opportunity groups
• Explore opportunities and gaps in the market/ your product offering
• Identify key media usage behaviour for communications strategy
• Strategic Media Channel Planning – which are the best media channels
• Sponsorship / marketing opportunities – avenues to promote, etc.
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Thai Food Foodies : 1,389,000
CONTENTS
YOUR PROFILE IN A SNAPSHOT……………………………………………….4
WHO THEY ARE ……………………………………………………………………….6
VIEWS AND OPINIONS……………………………………………………………21
INTERESTS AND LEISURE………………………………………………………..36
MEDIA THEY USE……………………………………………………………………45
GLOSSARY………………………………………………………………………………54
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YOUR PROFILE IN A SNAPSHOT
Image Conscious / Influencer
Concerned about health
& environment
• Thai Food Foodies have
busy and full on lives
• Believe keeping in touch with friends is important
• Are attracted to new ideas and are optimistic about the future
Busy & Positive
• Thai Food Foodies
choose to pay more for top quality foods
• Want ideas to make cooking meals easier and like to try new types of food
• Make effort to eat 5+ a day
Food Fans
• Thai Food Foodies are more likely to be in paid employment compared to the general population
• Believe success is an important factor and that their work is more than just a job
• Often respond to work emails at home and at weekends
Career Focused
Fairly even male to female ratio, more likely to be aged between 20-49 and have children at home. Over-index on the top 3 occupations, higher than national average personal and HH income.
THAI FOOD FOODIES: 1,389,000
Base: All People 10+ Source: Nielsen Consumer and Media Insights Q1 2016 – Q4 2016
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5
(000s) % Index
Healthy diet & plenty of exercise essential part of my life 159 78 138
I try to balance healthy eating with my busy lifestyle 144 71 132
Concerned on effect of artificial sweeteners on my health 133 66 149
I will eat healthy food if it tastes good 130 64 95
I would describe myself as fit and healthy 110 54 124
I am concerned about the impact of stress on my health 78 39 122
AN INDEX COMPARES YOUR GROUP TO THE POPULATION AN INDEX OF 100 IS ON PAR WITH THE POPULATION
IN THIS EXAMPLE, YOUR GROUP ARE 38% MORE LIKELY TO AGREE WITH THE STATEMENT, COMPARED TO THE
POPULATION
YOUR GROUP ARE 5% LESS LIKELY TO AGREE WITH THE STATEMENT COMPARED
TO THE POPULATION
78% OF YOUR GROUP AGREE WITH THIS STATEMENT
159,000 PEOPLE FROM YOUR GROUP
AGREE WITH THIS STATEMENT
HOW TO READ THE TABLES
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WHO THEY ARE Consumers who have ever bought or eaten Thai fast food in the year ending Q4 2016
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
AGE AND GENDER
52% 48%
AGED 10-19
AGED 20-29
AGED 30-39
AGED 40-49
AGED 50-59
AGED 60-74
AGED 75+
14% 19% 18% 18% 13% 3%
Where an index is higher than 104 the percentage is bold and coloured
16%
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
GENERATIONS
5%
23%
27%
32%
14%
GI/ SILENT GENERATION (1901-1945)
BABY BOOMERS (1946-1964)
GENERATION X (1965-1979)
GENERATION Y (1980-1996)
GENERATION Z (1997 - TODAY)
INDEX
46
93
115
121
91
Where an index is higher than 104 the percentage is bold and coloured
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
MOST PEOPLE IN YOUR GROUP ARE IN
LIFESTAGE
.
LIFESTAGE THREE - ADULTS WITH YOUNG CHILDREN
Indices >104 underlined
(000s) % Index
Lifestage One - Dependent Children 157 11 89
Lifestage Two - Independent Young Adults 305 22 116
Lifestage Three - Adults with Young Children 348 25 118
Lifestage Four - Adults with Older Children 270 19 106
Lifestage Five - Older Adults, No Children at Home 307 22 77
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
53%
47%
Children in household
No children in household
PRESENCE OF CHILDREN IN HOUSEHOLD
Aged 50-59
0-2 YEARS
42%
3-4 YEARS
5-9 YEARS
10-14 YEARS
15-17 YEARS
18+ AT HOME
AGE OF CHILDREN IN H/HOLD
14%
11%
22%
16%
22%
Compared to the population they are
more likely to have children in their
household
Where an index is higher than 104 the percentage is bold and coloured
23%
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
5%
4%
47%
45%
MARRIED
MARITAL STATUS
POPULATION
YOUR GROUP 16%
13%
LIVING WITH PARTNER/ DEFACTO
26%
28%
SINGLE
5%
5%
DIVORCED/ SEPARATED
2%
4%
WIDOWED OTHER
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
ETHNICITY
57%
17%
12%
6%
8%
12%
EUROPEAN
NEW ZEALANDER
MAORI
PACIFIC ISLANDER
ASIAN
OTHER
108
92
88
83
111
102
INDEX
Indices >104 in bold and coloured
71%
71%
YOUR GROUP POPULATION
BORN IN NEW ZEALAND
People can identify with more than one ethnicity, therefore ethnic groups are not mutually exclusive
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
WHERE THEY LIVE
55%
55%
NORTHERN
21%
22%
CENTRAL
24%
24%
SOUTHERN
Northern: North Island – Taupo and North of Taupo Central: North Island – South of Taupo Southern: South Island
YOUR GROUP
POPULATION
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
CITIES AND TOWNS
AUCKLAND
WELLINGTON
CHRISTCHURCH
DUNEDIN
HAMILTON
METROPOLITAN
PROVINCIAL URBAN
34% 9% 8% 3% 4% 58% 17%
Where an index is higher than 104 the percentage is bold and coloured
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
AVERAGE PERSONAL INCOME IS APPROXIMATELY $7,100 HIGHER THAN THE NZ AVERAGE
PERSONAL INCOME
(000s) % Index
Up To $10,000 267 19 98
$10,001 - $20,000 126 9 74
$20,001 - $30,000 122 9 81
$30,001 - $40,000 110 8 87
$40,001 - $50,000 110 8 106
$50,001 - $60,000 103 7 112
$60,001 - $80,000 134 10 123
$80,001-$100,000 80 6 139
$100,001-$120,000 42 3 136
$120,001-$150,000 30 2 146
More Than $150,000 39 3 158
Average Personal Income 47,070$
Indices >104 underlined
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
AVERAGE HOUSEHOLD INCOME IS APPROXIMATELY $16,500 HIGHER THAN THE NZ AVERAGE
HOUSEHOLD INCOME
(000s) % Index
Up To $20,000 23 2 57
$20,001 - $30,000 50 4 57
$30,001 - $40,000 60 4 71
$40,001 - $60,000 118 9 85
$60,001 - $80,000 139 10 104
$80,001 - $100,000 142 10 116
$100,001 - $120,000 111 8 118
$120,001 - $160,000 129 9 125
$160,001 - $200,000 75 5 139
$200,001 - $250,000 37 3 124
$250,001+ 49 4 156
Average Household Income 109,898$
Indices >104 underlined
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
EMPLOYMENT
64%
35%
IN PAID EMPLOYMENT
NOT IN PAID EMPLOYMENT
INDEX 11481
Indices >104 in bold and coloured
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
OCCUPATION
(000s) % Index
Professional/ Senior Government Official 84 6 142
Business Manager Or Executive 82 6 132
Business Proprietor/ Self Employed 102 7 109
Teacher /Nurse /Other Trained Worker 135 10 120
Clerical /Sales Employee 125 9 121
Farmer Owner /Manager 19 1 101
Technical /Skilled Worker 176 13 112
Semi-Skilled Worker 58 4 94
Domestic Worker 60 4 87
Home Duties 124 9 108
Student Secondary 92 7 96
Student Tertiary 89 6 118
Student Primary /Intermediate 45 3 74
Retired /Super annuitant 119 9 58
Social Welfare Beneficiary/Unemployed 59 4 72
Indices >104 underlined
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
11%
9%
24%
22%
23%
19%
17%
18%
11%
14%
11%
14%
3%
3%
Level One Level Two Level Three Level Four Level Five Level Six Other
NEW ZEALAND SOCIO-ECONOMIC INDEX
The Nielsen Socio-Economic Scale is based on the New Zealand Socio-Economic Index (NZSEI) and the New Zealand standard classification of occupations (NZSCO). The NZSEI is determined by the occupation of the main income earner. Level one is the highest socio-economic group.
YOUR GROUP
POPULATION
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
GEOTRIBES SEGMENTATION
(000s) % Index
Debtstars 164 12 114
Suburban Splendour 143 10 113
Twixters 123 9 109
Achievers 114 8 133
Rockafellas 102 7 141
Struggleville 100 7 115
Preppies 82 6 122
Boomers 70 5 98
Fortunats 64 5 90
True Blues 64 5 83
Grey Power 54 4 68
Survivors 47 3 51
Slender Meanz 43 3 104
Crusaders 33 2 114
Independents 26 2 111
LARGEST GEOTRIBES GROUP IS
DEBTSTARS
RDA's Research's GeoTribes is a person-level geodemographic segmentation system that combines age, location and human needs to create 15 groups or tribes. It is designed to easily understand consumers’ needs and motivations and inform both strategic planning and tactical marketing.
Indices >104 underlined
Base: All People 10+
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VIEWS AND OPINIONS
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
LIFE
(000s) % Index
Important to learn new things throughout life 1301 94 105
It is essential that I plan for the future 1036 75 107
I like spending time on my own 1021 74 111
I'm optimistic about the future 971 70 110
I am very happy with my life 954 69 103
Music is really important to me 877 63 106
I am attracted to new ideas 851 61 110
People would say I am organised 812 58 106
I take each day as it comes 746 54 92
Success is very important to me 727 52 108
Other people take my opinions seriously 718 52 116
I set myself goals and go after them 697 50 107
My life is full on 668 48 110
I prefer to spend time one on one rather than large groups 668 48 102
I find it easy to deal with money matters 653 47 104
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
FAMILY
(000s) % Index
To have a family is more important than a successful career 941 68 100
The safety & wellbeing of my family is constantly on my mind 907 65 103
I spend most of my spare time with my family 864 62 107
I put the kids needs before my own 764 55 100
Pets are as important as family 713 51 99
I don't have enough 'me' time 351 25 110
Mothers should stay at home and look after the kids 247 18 80
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
HOME
(000s) % Index
I prefer a house that looks relaxed and lived in 984 71 103
The way my home looks is very important to me 669 48 108
Garden is as important as any other room in the house 619 45 103
I like fixing things around the house 536 39 97
I prefer a house to look stylish 513 37 120
Like to keep up to date with new ideas,improve my home 390 28 109
My home has to have the finest furnishing and fittings 91 7 88
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
WORK
(000s) % Index
My work is more to me than just a job 671 48 119
Flexible working arrangements have made my life easier 632 46 118
Having both parents working positive role model for children 504 36 105
I often respond to work emails at home and at weekends 440 32 126
I want to get to the top in my career 437 31 104
Job security is a major concern for me 408 29 106
I need to do more formal study to advance my career 399 29 118
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
APPEARANCE
(000s) % Index
I prefer to dress casually 1001 72 103
When purchasing clothes I care most about quality 687 49 107
I take care in my appearance at all times 553 40 98
I like to wear clothes that are noticed by others 283 20 117
I like to keep up with the latest fashion 250 18 110
I spend a lot of money on clothes 153 11 123
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
HEALTH
(000s) % Index
I will eat healthy food if it tastes good 1070 77 107
I try to balance healthy eating with my busy lifestyle 884 64 113
Healthy diet & plenty of exercise essential part of my life 763 55 106
Concerned on effect of artificial sweeteners on my health 675 49 106
I would describe myself as fit and healthy 631 45 112
I am concerned about the impact of stress on my health 547 39 109
Indices >104 underlined Ranked by %
Base: All People 10+
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Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
SPORTS
(000s) % Index
Exercise is an important part of my regular routine 706 51 121
I exercise regularly to keep fit 623 45 120
I know I should exercise more but can't find the time 572 41 109
I am passionate about sport 547 39 112
I often exercise at home 482 35 113
I enjoy tough physical activity 469 34 116
I go to the gym at least twice a week 230 17 129
I play a lot of sport 226 16 107
Exercise is overrated 90 6 70
Indices >104 underlined Ranked by %
Base: All People 10+
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Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
FRIENDS AND SOCIAL LIFE
(000s) % Index
Keeping in touch with my friends is important to me 904 65 111
I have a busy social life 329 24 120
Friends look to me for advice on major purchase decisions 282 20 104
I spend most of my spare time with my friends 225 16 105
Indices >104 underlined Ranked by %
Base: All People 10+
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Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
SOCIETY
(000s) % Index
Smoking should be banned from public places 1016 73 107
People in same sex relationships should be allowed to marry 951 68 111
There is not enough done to protect the environment 740 53 103
I am an environmentalist at heart 682 49 107
Women do get a fair go in New Zealand 652 47 98
I don't understand the business of carbon credits 602 43 96
Should be penalties for those that make no effort to recycle 592 43 102
The legal drinking age should be raised 563 41 92
People need responsibility healthcare not expect government 550 40 98
It is important to be involved with my local community 453 33 111
The government of today is doing a good job 412 30 105
New Zealand has a violent society 395 28 92
I only save energy to save money 384 28 100
Government needs stop interfering so much in people's lives 380 27 83
Man's responsibility to provide for his family financially 359 26 92
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Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
HOLIDAYS AND TRAVEL
(000s) % Index
I Like Holidays Where I Can Experience The Local Culture 825 59 120
I like to take my holidays away from crowds 759 55 106
I usually plan and book my holidays online 739 53 126
Family holidays are the highlight of my year 722 52 107
I like going away with friends 650 47 112
I like holidays off the beaten track 567 41 108
Lots of short breaks are as good as a long holiday 511 37 106
Camper vans and caravans are not for me 474 34 101
I like the bright lights and big cities when I travel 405 29 120
Holidays are great when everything is organised for you 393 28 89
Prefer to take holidays in NZ rather than going overseas 386 28 80
Find it difficult to relax & do nothing while on holiday 354 26 99
Research holidays online but book at travel agents 274 20 107
It Only Feels Like A Holiday If I Leave NZ 206 15 107
Usually decide where to go on holiday at the last minute 140 10 93
Indices >104 underlined Ranked by %
Base: All People 10+
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Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
SHOPPING
Note: This question is only asked of people aged 15+ ; Ranked by %
(000s) % Index
I shop a lot for specials and bargains 978 70 104
Tend to stick with brands that I've used for a long time 935 67 103
I believe in Fair Trade 833 60 102
Usually do one main weekly shop & don't buy much else 766 55 103
I am comfortable shopping on the internet 766 55 104
I I like to enter competitions 759 55 104
I am on a very tight budget 667 48 100
I have recently cut down on non-essential spending 663 48 105
I try to buy NZ made products as often as possible 647 47 100
I mostly buy well-known brand names 645 46 101
Where possible I buy environmentally friendly products 634 46 103
Buy household products that won't pollute enviroment 618 44 102
Often make impulse purchases whilst in shopping centres 593 43 107
Prefer to shop at stores where I have loyalty/store card 593 43 100
Enjoy shopping for clothes and other personal items 571 41 104
Indices >104 underlined
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
FOOD AND DRINK
(000s) % Index
I like to try new types of food 981 71 123
I think all genetically modified (GM) food should be labeled 978 70 105
I eat meat almost every day 959 69 110
You can eat anything and everything in moderation 870 63 105
I am concerned about the amount of sugar in my diet 809 58 108
I eat whatever I like 786 57 102
I want ideas to make cooking meals easier 756 54 108
I think food should be additive free 740 53 105
I make every effort to eat 5+ a day 707 51 112
I try to avoid foods that are unhealthy 700 50 104
I love reading new recipes and trying them out 644 46 122
I buy much more fresh or chilled food than I used to 643 46 116
I choose to pay more for top quality foods 609 44 121
I am constantly watching my weight 527 38 106
I often eat on the run 356 26 110
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
MEDIA AND ADVERTISING
(000s) % Index
Use internet to source info 1117 80 115
I usually ignore ads I receive on my mobile phone 1034 74 111
Tend to watch same TV programmes 970 70 106
More likely read email newsletters company have relationship 938 68 120
Keep up to date -current affairs 898 65 109
Always listen to radio in car 855 62 109
Enjoy local news and events 850 61 104
Prefer Ads clear and to the point 842 61 106
I find most internet advertising intrusive 799 58 109
Look through free papers at home 692 50 99
Most adv not relevant to my needs 690 50 108
I find advertising to be more intrusive than it used to be 680 49 103
Email newsletters are usually deleted without being read 667 48 112
Purch dec infl more fam/frnds 609 44 118
My computer is my home entertainment hub 599 43 113
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
(000s) % Index
Mobile technology has made my life easier 882 63 116
Technology is changing so fast I find it hard to keep up 599 43 94
I have to have the latest gadgets 165 12 99
TECHNOLOGY
Ranked by %
0(000s) % Index
Smartphone 1119 81 116
Tablet 649 47 119
Desktop PC 558 40 115
Laptop/Netbook 905 65 119
Book Reader e.g. Kindle, Kobo 211 15 136
MOBILE DEVICES PERSONALLY OWNED
Indices >104 underlined
Base: All People 10+
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INTERESTS AND LEISURE
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
(000s) % Index
Walking/Power Walking 615 44 117
Rugby Union 510 37 121
Camping/Tramping 508 37 123
Swimming/Diving 473 34 121
Cycling/Bicycle Riding 429 31 122
Going To Gym/Working Out 414 30 129
Run/Jogging 386 28 123
Fishing 356 26 104
Tennis 317 23 118
Indoor/Outdoor Cricket 299 22 114
Rugby League 290 21 118
Football/Soccer (Indoor/Outdoor) 282 20 110
Car Racing 259 19 98
Golf 254 18 116
Indoor/Outdoor Netball 231 17 118
SPORTS INTERESTS
TOP SPORTS INTEREST IS
WALKING/POWER WALKING
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
LAST 7 DAYS: EATING IN
(000s) % Index
Had a family meal together 986 71 112
Cooked a meal from scratch 869 63 115
Had wine with a meal 447 32 133
Did some home baking 428 31 106
Tried out a new recipe 417 30 120
Had a BBQ 215 16 129
Ordered a home delivery from a takeaway 186 13 115
Baked Your Own Bread 113 8 108
Had gourmet meals/recipes/ingredients delivered 54 4 140
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
LAST 7 DAYS: EATING OUT
(000s) % Index
Bought a takeaway meal/snack 834 60 111
Gone to cafe for a drink or snack 747 54 120
Been to a licensed restaurant 360 26 132
Had brunch/coffee with friends 351 25 110
Went to a dinner party with friends/family 200 14 106
Been to a pub or bar for a drink 188 14 122
Been to a pub or bar for a meal 151 11 121
Has a picnic with friends/family 100 7 117
Been to a BYO restaurant 88 6 119
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
LAST 7 DAYS: ENTERTAINING
(000s) % Index
Been to a movie 196 14 119
Rented a DVD, BluRay or game 93 7 107
Went to a live performance/show e.g. ballet, opera etc 46 3 130
Bought a movie through video on demand service 46 3 99
Went to the theatre 43 3 130
Purchase a pre-recorded DVD or CD 41 3 79
Went to concert/live music 31 2 82
Been to a Casino 25 2 139
Been to a night club 21 2 108
Went to the races 14 1 136
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
LAST 7 DAYS: WORK
0
(000s) % Index
Worked late 331 24 123
Went to a work function 96 7 132
Went away on business 42 3 125
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
LAST 7 DAYS: GOING AWAY
0
(000s) % Index
Went away for the weekend 154 11 123
Took short breaks in New Zealand 68 5 122
Went to or hired a bach 33 2 144
Took short breaks overseas 14 1 113
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
LAST 7 DAYS: HOME AND FAMILY
0
(000s) % Index
Visited friends or relatives 690 50 110
Talked about topical issues with friends/family 680 49 118
Gardening 486 35 103
Entertained friends or relatives at home 418 30 104
Running the kids around 374 27 118
Brought work home to complete 314 23 114
Played board games or card games 272 20 105
Family outings and day trips 263 19 114
Helped children with school work 245 18 106
Home renovation/decorating 233 17 117
Watched the kids play sport 175 13 127
Went to a school function/event 128 9 101
Went to an open home 53 4 122
Indices >104 underlined Ranked by %
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
LAST 7 DAYS: OTHER INTERESTS
(000s) % Index
Went for a walk 834 60 107
Read a book 727 52 108
Exercised (gym, running, cycling etc) 625 45 123
Went to a mall 531 38 105
Played computer games at home 415 30 105
Watched live sport 355 26 106
Went shopping for gifts 296 21 113
Did some voluntary work 195 14 104
Arts/crafts 195 14 101
Attending church/religious activity 173 12 93
Played a musical instrument 162 12 100
Yoga/meditation/other relaxation activity 134 10 124
Still photography 128 9 112
Fixing cars/bikes/other vehicles 122 9 100
Went to fitness classes e.g. Pilates, Zumba 112 8 133
Indices >104 underlined Ranked by %
Base: All People 10+
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MEDIA THEY USE
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
40
35
21
4
109
110
95
41
INTERNET SUMMARY
HEAVY
MEDIUM
LIGHT
NIL
% OF YOUR GROUP INDEX COMPARED TO POPULATION
HEAVY
MEDIUM
LIGHT
NIL
Internet Heavy (More Than 20 Hours P/W) Internet Medium (7-up To 20 Hours P/W) Internet Light (Up To 7 Hours P/W) Internet Nil (0 P/W) (Internet Usage Excludes Email)
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
25
29
34
12
86
102
110
104
TELEVISION SUMMARY
HEAVY
MEDIUM
LIGHT
NIL
% OF YOUR GROUP INDEX COMPARED TO POPULATION
HEAVY
MEDIUM
LIGHT
NIL
Hours Per Week: TV Heavy (23 Hours+) TV Medium (14-23 Hours) TV Light (Up To 14 Hours) TV Nil
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
91
106
105
100
18
9
21
52
DAILY NEWSPAPER SUMMARY
HEAVY
MEDIUM
LIGHT
NIL
HEAVY
MEDIUM
LIGHT
NIL
% OF YOUR GROUP INDEX COMPARED TO POPULATION
Papers Per Week: Daily Paper Heavy (6+ P/W) Daily Paper Medium (3-5 P/W) Daily Paper Light (1-2 P/W) Daily Paper Nil
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
20
23
31
26
109
99
98
97
MAGAZINE SUMMARY
HEAVY
MEDIUM
LIGHT
NIL
HEAVY
MEDIUM
LIGHT
NIL
% OF YOUR GROUP INDEX COMPARED TO POPULATION
Magazines Read Within Issue Period: Magazines Heavy (6+) Magazines Medium (3-5 ) Magazines Light (1-2 ) Magazines Nil
Base: All People 10+
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Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
18
25
36
22
90
104
109
91
RADIO SUMMARY
HEAVY
MEDIUM
LIGHT
NIL
HEAVY
MEDIUM
LIGHT
NIL
% OF YOUR GROUP INDEX COMPARED TO POPULATION
Hours Per Week: Radio Heavy (20 Hours+) Radio Medium (7-20 Hours) Radio Light (Up To 7 Hours) Radio Nil
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
116
98
85
46
20
34
OUTDOOR OBSERVER SUMMARY
HIGH
MEDIUM
LOW
HIGH
MEDIUM
LOW
% OF YOUR GROUP INDEX COMPARED TO POPULATION
Outdoor Observer Quintiles: This Is Based On The Opportunity People Have To View Outdoor Advertising. The Following Variables Are Included In This Construction: Activities Done In A Typical Weekday/ Weekend , Specialty Stores Visited In The Last Month, Forms Of Transport To/From Work/ Study And Time Spent Travelling To/From Work/Study. People Are Split Into Quintiles As Follows: • Opportunity To See Outdoor Advertising -High(q4-q5 ) • Opportunity To See Outdoor Advertising -Medium(q3 ) • Opportunity To See Outdoor Advertising -Low(q1-q2 )
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
121
118
101
83
11
34
20
35
CINEMA SUMMARY
HEAVY
MEDIUM
LIGHT
NIL
HEAVY
MEDIUM
LIGHT
NIL
% OF YOUR GROUP INDEX COMPARED TO POPULATION
Sessions Across The Year: Cinema Heavy (5+ Last 6 Mths) Cinema Medium (Last 6 Mths) Cinema Light(1 Last 6 Mths) Cinema Nil
Base: All People 10+
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Base: All People 15+
Source: Nielsen Consumer and Media Insights Q1 2016 - Q4 2016
Thai Food Foodies : 1,389,000
39
19
42
97
96
105
UNADDRESSED MAIL SUMMARY
HIGH
MEDIUM
NIL- LIGHT
HIGH
MEDIUM
NIL- LIGHT
% OF YOUR GROUP INDEX COMPARED TO POPULATION
Unaddressed Mail Quintiles: Heavy - People Who Read 6+ Pieces Of Unaddressed Mail In A Typical Week Medium - People Who Read 1-5 Pieces Of Unaddressed Mail In A Typical Week Nil- Light - People Who Have Read Unaddressed Mail In The Last Month, But Not In The Last 7 Days And Those Who Have Not Read
Base: All People 10+
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GLOSSARY
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DEFINITIONS
• YOUR GROUP – is whichever group, target or product that you have chosen to run your profile
• INDEX – Compares your group to the population. An index of 100 is on par with the population
• ETHNICITY
• People can identify with multiple ethnicities and therefore the groups are not mutually exclusive
• New Zealander; A percentage of the population consider themselves a New Zealander in terms of their ethnic grouping
• METROPOLITAN – City Centres (Auckland, Wellington, Christchurch, Dunedin, Hamilton)
• PROVINCIAL URBAN – Urban areas with population greater than 30,000 (excl city centres above)
• SECONDARY/MINOR/RURAL CENTRE – Urban areas with a population from 1,000 to 29,000
• RURAL – Rural area with a population of 300 to 999 or any other areas defined as non-urban
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NZ SOCIO ECONOMIC INDEX
• LEVEL ONE: Top Professionals
• LEVEL TWO: Business and public service professionals
• LEVEL THREE: Managers, sales, service and entertainment workers
• LEVEL FOUR: Trades workers and clerks
• LEVEL FIVE: Semi skilled workers
• LEVEL SIX: unskilled workers
• OTHER: Those who don’t fit classification above
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GEOTRIBES SEGMENTATION RDA's Research's GeoTribes is a person-level geodemographic segmentation system that combines age, location and human needs to create 15 groups or tribes. It is designed to easily understand consumers’ needs and motivations and inform both strategic planning and tactical marketing.
ROCKAFELLAS - Affluent mature families
ACHIEVERS - Ambitious younger and middle aged families
FORTUNATS - Financially secure retirees and pre-retirees
CRUSADERS - Career-oriented singles and couples
PREPPIES - Mature children of affluent parents
INDEPENDENTS - Young singles and couples
SUBURBAN SPLENDOUR - Middle class mature families
TWIXTERS - Mature children living at home
DEBTSTARS - Financially extended younger families
BOOMERS - White collar post family pre-retirees
TRUE BLUES - Blue collar mature families and pre-retiree singles or couples
STRUGGLEVILLE - Struggling young and middle aged families
GREY POWER - Better off retirees
SURVIVORS - Retirees living on minimal incomes
SLENDER MEANZ - People living in underprivileged circumstances
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METHODOLOGY SURVEY AREA This survey covers the whole of New Zealand including rural areas. SURVEY DATES The fieldwork dates are contained in the name of the database. The number of interviews was approximately the same in each month of fieldwork. SURVEY POPULATION This covers the population of New Zealand aged 10 years and over. The National Readership Survey uses the latest population estimates from Statistics New Zealand. SAMPLE SIZE The results presented in this report are based upon information collected from personally conducted interviews with a representative sample of 11,000 people aged ten years or more and spread throughout the whole of New Zealand. SURVEY METHOD All respondents were interviewed personally by trained interviewers, working at all times under the close supervision of senior Nielsen Field Supervisors. A formal questionnaire was used. SAMPLE DESIGN The selection procedure in all areas used Statistics New Zealand data as defined for the purposes of the 2013 Census. The sample design ensures that the sampling areas are widely spread and thoroughly representative of both urban and rural areas throughout New Zealand. The sample has also been designed in order to achieve not only a fully national sample over a full twelve-month fieldwork period, but also with each of the quarterly periods. Within each selected Area, a small cluster of households was called upon, beginning from a randomly chosen starting point and selecting every third household from then on. Our interviewers then followed strict systematic selection procedures. One person only was interviewed in each household. This person was chosen using a “kish grid” procedure. Most interviews were conducted either during evenings or on Saturdays, in order to ensure correct representation in the sample of those persons not usually at home during the daytime on weekdays. Up to seven calls were made to interview the person before substitution. THE WEIGHTING PROCESS In any population survey, the age and sex characteristics of the sample obtained will never exactly coincide with those of the population from which the sample was drawn. To ‘correct’ any sample deviation from expectation, sample survey results are typically ‘weighted’ to make them conform exactly to population characteristics. SAMPLING EXCLUSIONS Whilst the survey was conducted only in private dwellings, we have assumed for the purposes of the projections of results, that people living in non-private dwellings such as boarding houses, hospitals, hotels and motels have similar readership patterns to those living in private dwellings.
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MORE ABOUT YOUR GROUP Build great brands by anticipating consumer's needs, segment customers in a way that drives growth and choose the right media mix to reach your consumers.
To answer more questions about your consumers we can delve deeper into these categories:
Contact your Nielsen Account manager, email Nielsen Media Helpdesk (nzaklmediahelpdesk@nielsen.com) or call 0800 457 226.
• Alcohol • Automotive • Banking/Mortgages/Investments/ • Finance/Insurance • Community/charity • Economic, Political and Social • Education (intend to do next 12 months) • Family/Parenting • Employment • Culture (Maori/PI) • FMCG brands • Health • Home (household goods) • Household expenditure • Pets • Leisure (activities, attendance)
• Travel • Sport • Life Events & Lifestage • Made in NZ • Media • Non alcoholic beverages • Personal Care & Beauty • Property/Real State • Retail Retirement • Segmentations • Technology • Telecommunications • Utilities & Home Renovations • Wellbeing • Brand level detail available for
some categories