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
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