RESEARCH RESULTS CHRISTMAS SURVEY AUGUST 2013

Transcription

1 RESEARCH RESULTS CHRISTMAS SURVEY AUGUST 2013

2 We used the pulse reader panel to look at our readers and Christmas About the Panel An online panel set up to unlock the collective attitudes of News Limited s readers. We currently have 7250 panellists with an average 30% response rate per survey. 55% female and 45% male split. The panel is made up of predominantly metro masthead and online readers. Readers qualify to join Pulse if they read our papers and online platforms regularly. Panellists are incentivised to join the panel and continue participation. We communicate with our panellists in a tone that s in line with that of our mastheads.

3 Survey Overview August 21-27, 2013 In Field Sample Size Total respondents 1,869 Objective To understand what inspires our readers this holiday season WA Sample: 188 Female: 108 (57%) Male: 80 (43%) SA Sample: 187 Female: 95 (51%) Male: 92 (49%) QLD Sample: 536 Female: 282 (53%) Male: 254 (47%) NSW Sample: 478 Female: 273 (57%) Male: 205 (43%) Screener Open to all panelists who celebrate during the December holiday period. ACT, NT and TAS combined Sample: 45 Female: 25 (56%) Male: 20 (44%) VIC Sample: 435 Female: 255 (59%) Male: 180 (41%) 8% 17% 23% 25% 25% Source: Pulse reader panel research, August 2013 N All All All All All All 65+

4 Observations 99% of this survey was undertaken by those who celebrate Christmas. Many of their habits and attitudes towards shopping are the same as Even with the slight increase of those looking to buy online over two thirds still believe that nothing beats the in store experience. Readers prefer a traditional Christmas this involves decorating a tree, having a meal with friends and family and baking traditional Christmas treats. There appears to be two distinct planning periods separated by a lull in August/September for holiday options like gift buying and holiday planning. NB: It is worth noting that this survey was undertaken at an earlier date than the 2012 Survey so some time related comparisons like having already started shopping have not been made.

5 Make Gift Buying Stress Free Readers still are in the hunt for hassle free gift solutions 57% will buy more gifts online this year (up from 53% last year) however 67% agree that nothing beats the experience of shopping in-store. (slightly down on 70% last year) 44% are prepared to pay a premium for convenience and stress free solutions (slightly down from 45% last year). 78% agree that gift cards are a handy present (slightly down from 79% last year). Source: Pulse reader panel research, Aug 2013 & Oct 2012 Answer set: This is me + this is me somewhat 2013 N , 2012 N

6 Turning to papers for inspiration 88% of our readers think that gift catalogues and ads are a good source of inspiration and ideas. (slightly down from 90% in 2012). 75% are on the look out for deals to buy multiple presents. (was 74%). 72% of respondents agree that they have a set budget for gifts although they would readily blow the budget if they found the perfect present. (same as 2012). Source: Pulse reader panel research, Aug 2013 & Oct 2012 Answer set: This is me + this is me somewhat 2013 N , 2012 N

7 It s a time for food 82% of our readers like to splurge on food they would not usually buy during the holidays. (up from 79% in 2012) 71% of our readers enjoy planning the holiday meal. (up from 70%) Source: Pulse reader panel research, Aug 2013 & Oct 2012 Answer set: This is me + this is me somewhat 2013 N , 2012 N

8 Even in August Christmas Shopping has begun 43% of Panelist have already started buying gifts for friends and family. There appear to be two waves of activity, with a lull in August/September With thinking about ideas for gifts by August 27% of panelists have already done this and a further 28% plan to do this in November. The core of early gift buyers are and female, the core of last minute shoppers are under 35 and male. June the planners starting thinking about ideas for Christmas gifts (by July a sixth of the respondents will have bought gifts) July - the forward holiday planners are looking at, and even start paying for their Christmas holiday October next wave of panelists planning their holiday 20% have already planned their Christmas holiday July is the key month who have already planned. These early holiday planners tend to be male. 34% will do this November/December. November 21% of panelists will start planning for food over the holiday season December Stocking up for alcohol for the holiday season; Buying or making special holiday treats and planning for food over the holidays. Source: Pulse reader panel research, Aug 2013 Q - Which month did you or will you start the following? 2013 N ,

9 It s a traditional Christmas Christmas is full of tradition. When asked if they liked to celebrate Christmas in a traditional manner 58% said this is me a further 33% said somewhat me. What are Christmas activities? 85% host or attend a family and friends home dinner Baking is important with 24% baking a Christmas Fruit cake and a further 46% baking other holiday season treats. 79% Set up and decorate a tree 28% attend a Church service and 23% will attend Carols by candlelight Source: Pulse reader panel research, Aug 2013 Answer set: Which of the following traditions do you partake in during the holiday season? 2013 N

10 Appendix Christmas Behaviour With gift-giving, it's not about the amount you spend but the thought that goes in. I prefer to celebrate the holiday season in a traditional manner. We always prepare special food and eat at home. I think gift catalogues and ads are a good way to get inspiration and ideas. I like to splurge on food I would not usually buy during the holidays. Gift cards as presents are handy. I'm on the lookout for good deals, like two for one, to buy multiple presents. I have a set budget for gifts although I would readily blow the budget if I found I enjoy planning the holiday meal. Nothing beats the experience of gift shopping in store. I have a set budget for holiday gifts and I stick to it. I will spend more on wine or beer for the holiday season. This year I will buy more gifts online. I will buy my gifts last minute. I will spend more during this year's holiday season, compared to last year. I'm on the look out for good ideas to hand make gifts this holiday season. I'm prepared to pay a premium for convenience and stress free gift solutions. I have already started buying gifts for my friends and family. 67% 58% 61% 51% 47% 35% 36% 28% 34% 27% 21% 27% 16% 40% 16% 39% 11% 35% 19% 26% 11% 33% 23% 20% 30% 33% 27% 37% 36% 44% 39% 44% 37% 40% 45% 30% This is me. This is me somewhat. This is not me. Source: Pulse reader panel research, August 2013 Q How does each statement relate to you? N 1869