Later this Autumn, when the leaves fade from green to brown, National Lottery players will need to rethink their strategy for trying to win big each week since the price of Lotto tickets will double to £2. This dramatic increase will have a particularly significant impact on the pockets of those who play most regularly.
With George Osborne’s most recent budget come renewed concerns about money and spending for many consumers in Britain. Newly released insight from Kantar Media’s TGI study reveals key changes in consumer behaviour that are undoubtedly influenced by economic events like the budget. Changes in patterns of people moving house, for instance, is a key indicator of the health of the economy – when times are bad, there are fewer people moving.
The Autumn/Winter 2013 fashion weeks are well under way, which for those with a keen interest in fashion are exciting times. Latest insight from Kantar Media’s TGI study reveals that, in Britain, 10 million adults – 20% of the adult population – like to keep up with the latest fashions. These fashion lovers are particularly valuable to marketers because of their enthusiasm to spend and their ability to promote brand messages far and wide.
During the economic downturn, the narrative of FMCG retail marketing campaigns has almost universally focussed on price. Brand price matches and shopping basket comparisons are some of the angles that marketers have used in the hope of retaining customers and attracting shoppers from their competitors.
Our new TGI Shopper Archetypes data, however, shows that for many consumers price is, at best, a secondary consideration. So as marketers should tailor the messages they use to engage their existing or potential customers, they should also take into account these consumers’ diverse media habits in order to reach them efficiently.
The primary weapon in supermarket wars to appeal to consumers is a focus on low prices and offers. However, insight from Kantar Media TGI’s new Shopper Archetypes – seven mutually exclusive groups of British shoppers, each built around their key grocery shopping traits – reveals that factors other than saving are of significantly greater importance to the vast majority of consumers.
Insights from Kantar Media’s TGI Europa survey* show that British consumers are considerably more likely than their European counterparts to holiday abroad. Two-thirds of British adults agree with the statement, “I like the idea of travelling abroad,” compared to 52% in France, 51% in Germany and 47% in Spain. Read the rest of this entry »
For many job seekers, catching the attention of recruiters is a difficult task, particularly during tough economic times. Recent media production graduate, Adam Pacitti, went to the extreme lengths of hiring a billboard to reach employers and find a job in the media industry. The campaign went viral, capturing the imagination of the twittersphere and generating significant column inches and airtime.
Consumers have never had more choice of car brands and models in the UK market. Understanding consumer rationale behind car-buying is, therefore, key for marketers hoping to make sense of this market.
Latest insight from Kantar Media’s TGI survey reveals that when it comes to the UK car market, there is significant variation between what is driving consumers to buy different brands. TGI’s newly-released WHY Code data comprises a suite of tools designed to reveal the drivers behind these consumer choices. Sometimes these confirm commonly held stereotypes but they can also dismantle them.
The skiing holiday often conjures images of rich folk in Cossack hats, sipping expensive liqueurs and eating fondue in places like St Moritz or Zermatt. The winter break to the mountains is seen by many as an exorbitant luxury, and a luxury that is all the more out of their reach in the context of economic gloom. Indeed latest figures from Kantar Media TGI show that since 2007, the number of people practicing winter sports has fallen from 2.3 million to 1.9 million today.
Coffee shops are taking over high streets up and down the country, ever tightening their grip on British consumers. Despite the economic gloom of recent years, last year the coffee market in the UK was valued at £5.3 billion and the number of branded coffee shops has doubled since 2005. Kantar Media TGI explores the consumers that are driving this boom, what makes them tick and their value to marketers.