TGI: Courting the student market (18-24s in full-time education)

TGI: Courting the student market(18-24s in full-time education)

Social grade profile

Source: TGI Q3 (Apr 09-Mar 10). Base 18-24 Students

ABC1 78%

ABC1 73%

C2DE 23%

C2DE 27%

Students 18-24

Students 18-24 & cinemagoers

• There are 1.6 million 18-24 year olds currently in full-time education in Britain. They are a third more likely than the average adult to be in the ABC1 social grade

• 90% are cinemagoers and are 36% more likely to be so

Statement – definitely agree

Source: TGI Q2 (Jan 09-Dec 09). Base All Adults. Indexed on all adults

304

272

259

243

237

220

202

201

175

303

276

276

253

248

194

204

197

184

I Like To Go To Trendy Places To Eat And Drink

I Want To Get To The Very Top In My Career

I Really Enjoy Going Out To Get Drunk

I Spend A Lot On Clothes

I Like To Stand Out In A Crowd

Tend To Buy From Who Sponsor SportsEvents/Teams

I Like To Try New Drinks

I Wear Designer Clothes

Tend To Buy Products From Companies WhoSponsor TV Progs

Students

Students and cinemagoers

• Students are more likely than the average adult to like going to trendy places to eat and drink. As well as over twice as likely to spend a lot on clothes.

Statement – definitely agree

404

209

176

157

147

145

131

128

110

384

217

181

163

137

136

135

140

114

Celebrities Influence My Purchase Decisions

I Spend A Lot Of Money On Toiletries/Cosmetics

I Really Enjoy Shopping For Clothes

It's Important My Household Is Equipped With LatestTechnology

I'm Easily Swayed By Other People's Views

When I Buy Any Product,Its Style And Design Is AsImportant As Its Quality (+10/09)

Sometimes I Treat Myself To Something I Don't Need

I Really Enjoy A Night Out At The Pub

I Like To Try Out New Food Products

StudentsStudents & cinemagoers



175

165

147

157

149

138

223

193

161

148

157

155

143

211I Am Influenced By Comments/Reviews By Other InternetUsers

I Enjoy Seeing Films At The Cinema More Than On TV

I Cannot Resist Buying Magazines

I Often Notice Products/Brands In TV Programmes/Films

When I Need Info The First Place I Look Is The Internet

Interactive TV Services Are A Good Idea

I Often Refer To The Internet Before Making A Purchase

Students

Students & cinemagoers

• They are more likely, compared with average adults, to rely on TV to keep them informed and first refer to internet for information




90

145

109

106

159

86

153

118

111

143Read Daily Papers ForEntertainment Not News

I Sometimes Respond ToDirect Mail

I Am A TV Addict

Newspaper SupplementsWorth Having

Rely On TV To Keep MeInformed

Students

Students & Cinemagoers

Students Media consumption Habits

Source: TGI Q3 (Apr 09-Mar 10). Base 18-24 Students , indexed All Adults

% more/ less likely than average adult (Heaviest 20% of consumers)

124

244

-54-65

-35

237

Cinema Internet OutdoorMedia

Magazines Television Radio Newspapers

Cinemagoers

43%40%

7%

Heavy Medium Light

Students 18-24

• Students 18-24 are heavy/medium cinemagoers

Source: TGI Q2 (Jan 09-Dec 09). Base 18-24 Students . Indexed on all adults

Day of week visiting the cinema

2%

10%

25%

4% 5%

29%

1%

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Students 18-24

Source: FAME 2010 Base all adults

Favourite genre

44%

20% 19%16%

11%

49%

21% 21%18%

12%

Comedy Thrillers ActionAdventure

Horror Sci-Fi

StudentsStudents & cinemagoers


• 49% of students who are cinemagoers prefer comedy

Films watched by students 18-24 during 2009

10% 10%9% 9%

7%6%

X-MenOrgigins:Wolverine

Angels &Demons

Harry Potter &The Half Blood

Prince

Watchmen Fast & Furious Star Treck

Students 18-24

Source: TGI Q2 (Jan 09-Dec 09). Base 18-24 Students Indexed on all adults

1st Favourite Channel

19%

5% 5%

15%

6%

19%

7%

21%

4%5%

15%

3%

20%

6%

E4 Film Four Sky 1 Channel 4 Five BBC 1 ITV 1

Students Students & Cinemagoers

• 21% of 18-24 year old students & cinema goers consider E4 their 1st favourite channel and they are two and a half times more likely to do so


Specially choose to watch

• Skins is the number one programme students specially choose to watch

398

342

334

325

256

223

222

213

175

163

409

355

365

328

255

230

231

235

163

173

Skins

T4

The Inbetweeners

4 Music

Simpsons

Lost

Hollyoaks

Desperate Housewives

Heroes

Come Dine With Me

StudentsStudents & Cinemagoers


Internet film downloading

92

-38-32

111

Download for free Paid download

Students


• Students & cinemagoers are 2 times more likely to download films/Documentaries/TV for free and 32% less likely to pay for it


Internet

162

91

63

93106

6785

190

Bought Music fromInternet in last 12

months

Watch TV On Demand Heavy Internet Users Replied to advertsreceived on their

mobile*

Students


• Compared with average adult, students are more likely to download music from internet and also reply to adverts received on their mobile.


TV On Demand Services Used

• Students who are cinemagoers are more likely to use BT Vision over other on demand services

124

242

129

237

119 134

16

258

378

146

268

142 159

29

4OD BT Vision BBCiPlayer

DemandFive

ITV Player SkyPlayer

Virgin OnDemand

StudentsStuents & cinemagoers


TGI: Courting the student market (18-24s in full-time education)

Documents

Transcript of TGI: Courting the student market (18-24s in full-time education)