MARKET RESEARCH REPORT
The resultant data set from 2,900 respondents was supplied to Woolcott Research for coding, analysis and reporting.
MARKET RESEARCH REPORT OBJECTIVE In October 2011 Avant Card conducted a quantitative market research project to gather data about the audience: demographics, psychographics, relationship to Avant Card and perceptions of other media.
METHOD The market research took place in the form of an online survey promoted via a national multi-creative postcard campaign that could be accessed via a website or a QR Code.
PERCEPTION OF MEDIA Other Media__________ 3
AUDIENCE PROFILE: DEMOGRAPHICS Gender_____________ 4 Age ________________ 4 Marital Status_________ 4 Education ___________ 4
Role in Occupation ____ 5 Work_______________ 5 Income _____________ 5
AUDIENCE PROFILE: PSYCHOGRAPHICS General Interest ______ 5
Passing the Time _____ 6 Event Attendance _____ 6
Expenditure Behaviour _ 7
RELATIONSHIP TO AVANT CARD: BEHAVIOUR Action Taken_________ 8 Post Pick-Up _________ 8 Campaign Longevity ___ 8 Brand Loyalty________ 8
Venue Network _______ 9 Pick-Up Venue________ 9 Pick-Up Frequency ____ 9 Pick-Up Amount ______ 9
RELATIONSHIP TO AVANT CARD: PERCEPTION General Perception___ 10 Card Types _________ 10
Creative Qualities ____ 11
PERCEPTION OF MEDIA The Avant Card audience is full of loyal, long-term advocates that champion the postcard medium. Avant Card delved into how this group who respond well to creative and act on calls-to-action, respond to other media.
84
%
54
%
30
%
Avant Card
magazines
outdoor
television
21
%
15
%
public transport
radio
8
%
direct mail
38
%
30
%
social networking
%
17
newspapers
11
%
online
2
%
SMS
3
AUDIENCE PROFILE: DEMOGRAPHICS We know who is picking up postcard media, their interests and behaviours.
GENDER
%
78 22 female
%
male
AGE
%
%
%
%
46 34 13 7 18-29
30-49
under 18
over 50
MARITAL STATUS
%
%
45 30 25 single
married or de facto
%
in relationship
CHILDREN
%
70 30 no children
%
have children
EDUCATION, completed:
%
%
%
%
35 26 19 17 bachelor degree
high school
3% did not complete secondary schooling
diploma or TAFE
post-graduate
ROLE IN OCCUPATION
%
%
%
44 19 19 12 professional or executive 6% technicians
senior or mid-level
junior-level
%
entrepreneurs or self-employed
WORK
%
%
43 30 22 full time
3% retired 2% unemployed
part time or casual
%
students
INCOME
%
89 11 up to $80K
%
over $80K
AUDIENCE PROFILE: PSYCHOGRAPHICS The Avant Card audience has varied interests, here’s what they flagged as their favourites:
84 % 79 % 76 % 69 % 65 % 50 % 31 % 30 %
movies music travel theatre & concerts reading shopping pets sport & fitness
5
DINING OUT, per month
%
%
49 38 13 2-5 times
6+ times
%
at least once
CINEMA ATTENDANCE, per month
%
85 11 1-2 times
%
3-4 times
EVENT ATTENDANCE, per year
%
%
%
42 31 27 attend 7
76 % 71 % 64 % 62 % 59 % 26 %
attend 4-6
music events cultural festivals visual arts film festivals performing arts sports
attend 1-3
LIKELY PURCHASES The Avant Card audience has disposable income, items likely to be purchased in the next 12 months include:
52
%
49
%
28
%
23
%
branded fashion
audio & hi-fi
computer
18
%
13
%
sports gear
25
%
tablet
video or digital camera
8
30
%
home decor or furniture
jewellery
television
50
%
22
%
smartphone or PDA
16
%
watch
8
%
game console
%
MP3 player
7
RELATIONSHIP TO AVANT CARD: BEHAVIOUR Whether they are loyal followers or new to postcard media, the Avant Card audience has a relationship with the medium and brand that sees them behaving in a certain way.
ACTION TAKEN
%
%
98 76 84 look at information
act on offers
%
visit displayed websites
www
POST PICK-UP
74 % 48 % 34 % 33 % 28 %
put them on display keep them pass on to a friend hold for a while post to someone
CAMPAIGN LONGEVITY, keep cards for
%
%
69 20 1 0 more than 30 days
%
up to 7 days
7-30 days
1% keep cards for less than a day
BRAND LOYALTY, following Avant Card for
%
%
%
35 25 24 16 1-3 years
4-6 years
7+ years
%
less than 1 year
VENUE NETWORK, pick-up from
%
78
48
cafĂŠs and bars
31
%
arts and culture
%
12
universities and TAFEs
%
high schools
PICK-UP VENUE
%
67 33 in different venues
%
at the same venue
PICK-UP FREQUENCY
%
%
%
30 30 21 19 once a week or more
once a fortnight
once a month
%
a few times a year
PICK-UP AMOUNT, per visit
%
%
%
58 18 14 1 0 2-3 cards
4-6 cards
7 or more
%
1 card
9
RELATIONSHIP TO AVANT CARD: PERCEPTION The audience looks to the displays for a high standard of creative that appeals to their interests. The audience has many general perceptions about Avant Card and think they are:
82 % 78 % 57% 51 % 40 % 39 %
fun part of the arts and entertainment scene a good source of information a respected form of advertising handy current
CARD TYPES Postcards in displays span an array of subject matter, the campaigns found most interesting by the audience include:
62
%
58
%
62 social messages
events or festivals
42
music
%
movies
48
%
29
%
P OW
brands or products
tourism
%
39 fashion
%
CARD QUALITIES Avant Card continues to attract a loyal following, the qualities that the audience look for in a creative design include:
89 % 72 % 66 % 50 % 43 % 42 % 28 % 26 % 23 % 22 %
nice image or photo funny bright important message fun words shapes & pop-up/out special offers animals card series cartoons
11
Want to reach the Avant Card audience? Our Campaign Managers can plan a media campaign to meet your specific needs, contact us today.
NSW, ACT & WA 02 9699 4433 165 Victoria Street Beaconsfield 2015 Sydney NSW
VIC & TAS 03 9388 0488 1-5 Wilkinson Street Brunswick 3056 Melbourne VIC
info@avantcard.com.au avantcard.com.au
Avant Card Pty Ltd: ABN 81 003 037 143. Printed March 2015.
QLD, SA & NT 07 3256 1925 3 Beaumont Street Albion 4010 Brisbane QLD