TGI
TGIIreland is part of a world-leading network of media and marketing surveys
TGI enables:
· Understanding of consumer attitudes, motivations, and behaviour
· Comprehensive market segmentation
· Accountability in marketing and communication strategies
Established in 1994, TGI Ireland and TGI Northern Ireland provide actionable single-source data covering media, product and brand consumption, lifestyle and attitudes.
In Ireland, TGI is representative of all adults aged 15+ and is used by over 40 companies, including agencies, media owners, and brand owners.
ROI TGI data can provide insights into social phenomena.
Online Activities – Urban Access consumers (November 2011)
86% of Urban Access consumers use the internet. 40% use the internet every or most days.
63% Urban Access internet users have a wireless broadband connection at home with 14% a standard connection.
80% Urban Access internet users connect through a computer…..21% though a mobile.
Some of the most popular types of online activity are Social Networking 44%, Banking/Personal finance 30%, listening to music 30%, buying music 20%, booking holidays and travel 27% and booking flights 36%
The most important factor in deciding which service provider to use is cost – 44% followed by broadband speed at 31%
9% will listen to the radio via the internet. 44% in the car and 31% in the home.
Urban Access consumers definitely agree with the following:-
30% believe one has to be careful as to the quality of things you buy on the internet
11% will look towards the internet when they need to find out information
10% cannot live without the internet on their mobile phone
12% will do their shopping by internet if there’s a safe way to pay
Breakfast Cereals (October 2011)
Urban Access consumers are very health conscious. They agree strongly with the following statements:-
I always think of calories in what I eat
I try to include plenty of fibre in my diet
I consider my diet to be very healthy
I always check the nutritional content of food
I consider myself to be very knowledgeable with regard to healthy living
Guide to Staycations (October 2011)
One such example of this is the recent rise in the domestic holidays or “staycations” taken by Irish adults.
More than 1.6 million Irish people opted for a “staycation” in 2010 – an increase of over 40% on 2009.
There are now 675,000 holidaymakers taking trips solely in the Irish Republic [over 200,000 since 2009].
48% of Irish adults holidayed abroad in 2010, representing a fall of 170,000 from 2009 [53% of the population].
The sharpest year-on-year fall in holidaymakers abroad is among those with a family income over €50k p.a. where 132,000 fewer adults took trips overseas in 2010.
The average cost of a “staycation” short break is €463 and a short break abroad €558.
26% of “staycation” holidays are booked entirely via telephone as are 29% of “staycation” short breaks. The majority preferred online.
Irish consumers taking short break “staycations” are 72% more likely to stay in a hotel [either full or half board].
Football/Soccer (May 2011)
Soccer generates more interest than any other team sport with 41% of Urban Access Consumers interested in Football/Soccer with Gaelic Football a very close 2nd @ 40%
28% are interested in Rugby Union and 26% in Hurling.
10% play Football/Soccer regularly with 8%, Gaelic Football.
19% belong to a GAA club with 17% visiting regularly compared with 6% signed up to a golf club.
Watching sports in the pub is very popular with 8% of Urban Access consumers going to their local for their sports fix
9% of Urban Access consumers always notice the pitch side advertising at football matches or sporting events with 4% stating they would definitely buy products from companies who sponsor sports events and teams.
35% of Urban Access consumers definitely do some for of sport or exercise at least once a week and with 16% dedicating at least 1 hour daily in some form of hobby or sport.
Mobile
98% of all Urban Access adults have a mobile phone with 29% owning two or more.
21% have a monthly contract with 74% using pay as you go.
Nokia is the most popular brand at 61%
The biggest service provider is Vodafone servicing 44% of Urban Access adults.
The average Monthly bill for Urban Access adults is €45 - €74 ……………. €15 - €29 for Pay as you Go.
69% of Urban Access adults purchased their mobile in a shop/supermarket, with Vodafone being the most popular attracting 26% of Urban Access adults……. 6% bought online.
19% upgrade every 13-18 months with 43% upgrading over 24 months.
The most important factors for Urban Access mobile users when choosing a network are coverage at 34% and cost at 23%
Home Electronics
99.6% of Urban Access consumers have a TV set at home and 49% have 3 or more.
67% have a screen size of 30” or more
66% have an LCD ot plasma as their main set
The most popular TV brand is Philips at 22%
62% of Urban Access consumers have a games console at home.
10% were bought in the past 12 months which range from Nintendo DS/DSi, Nintendo Wii, Sony Playstation 3 and XBox360
59% of Urban Access consumers have a digital compact camera with Fuji being the most popular.
Motoring
82% of Urban Access consumers have a full or provisional driving licence.
In 2010 the average miles driven were from 9,000 – 12,500………23% Urban Access.
One of the most widely-owned car brands is Toyota with 20% of Urban Access consumers having a model as their only or main/second car.
More than half [57%] of Urban Access consumers intend to buy a car in the next 5 years. 26% plan to buy in the next 12 months.
Of those planning to buy in the next 12 months, 24% plan to buy and new car with 27% a second hand car.
AA are a very popular choice for breakdown assistance with 25% of Urban Access consumers signed up .
26% of Urban Access consumers would choose a car mainly on the basis of it’s looks with a further 25% saying the car is only there to get them from A to B.
25% of Urban Access consumers buy diesel with 29% petrol. 20% are worried about pollution and congestion caused by cars.
Personal Finance
56% of Urban Access Consumers say they don’t like being in debt
41% are more aware of personal finance than they used to be with only 7% saying they trust banks/building societies to look after their money.
19% state the economic outlook heavily affects their purchasing behavior.
23% of Urban Access consumers use the internet to access banking services.
And 37% have a loan. 11% say they took out their loan in the past 12 months. 16% say it was to purchase a new/used car with 10% saying it was for home improvement.
60% of Urban Access consumers own a credit card with 10% owning 2 cards.
64% have a credit union account
17% have donated €15-€40 to charity in the past 12 months.
Home Improvements
86% of Atlantic Homecare or Woodies customers own their home outright or are currently repaying a mortgages.
47% of those always looking for new ideas to improve their home are these customers.
These ‘home improvers’ are 50 : 50 men & women and more likely to be aged 35+
58% of consumers who expect to make major home improvements in the next 12 months are Atlantic / Woodies customers.
The key Lifestage groups are Playschool Parents [30% more likely], Secondary School Parents [23% more likely], Hotel Parents [21% more likely]
Rather than move, many people are now considering extending or refurbishing their home. Last year over 48,000 people who bought a conservatory, loft conversion or extension are Atlantic or Woodies customers.
74% of Atlantic / Woodies customers have worked on decorating their home in the last 12 months.
91% have a garden.
Almost 48% have bought plants, trees or shrubs
43% fertilizers and over 49% weedkillers.
Dulux is a popular paint with over 51% purchasing in the last 12 months.
48% of people who agree magazine give them ideas on how to improve their home are Atlantic / Woodies customers
51% agree they get a good deal of pleasure from their garden
Over 46% of people who believe they’re good at fixing things are Atlantic / Woodies customers
And they’re 33% more likely to spend €300 to €449 on materials in the last 12 months
Pets
22.5% of people who own one cat are Urban Access consumers.
28.8% of people who own one dog are Urban Access consumers with 27.2% owning two dogs.
33.1% of people who normally buy pet food from a pet shop/supermarket are Urban Access consumers with 28.1% from general supermarket
34.4% of people who buy Pedigree Tins are Urban Access consumers with 25.8% for pouches.
27.2% of people who buy Whiskas Tins are Urban Access consumers with 23.4% for pouches.
Parenthood
27.7% of ‘Playshcool Parents’ are Urban Access consumers. Playschool definition – live with son/daughter and with youngest child being 0-4 yrs.
25.9% of ‘Primary School Parents’ are Urban Access consumers. Primary School definition - live with son/daughter and with youngest child being 5-9 yrs.
31.1% of ‘Secondary School Parents’ are Urban Access consumers. Secondary School definition - live with son/daughter and with youngest child being 10-15 yrs.
26% of parents who have children aged 1-2 years are Urban Access consumers
31% have children aged 3-5 years
33% have children aged 6-8 years
29% have children aged 15-18 yrs
22% of mothers who gave birth in the past 12 months are Urban Access consumers
26% are expecting to give birth in the coming year
30% of shoppers who bought soft toys in the past 12 months are Urban Access consumers
31% bought educational/building/action figure toys
33% bought dolls/doll accessories
34% bought electronic games
35% bought bikes
And 31% bought outdoor toys/games
32% of people who have shopped in Smyths Toys in the past 12 months are Urban Access consumers
Grocery Shopping
53% of Urban Access consumers do their regular main shop once a week.
Most popular days are Friday and Saturday.
34% of Urban Access consumers do a Top Up shop 2-3 times a week.
Most popular days are Monday and Wednesday.
35% will travel under 1 mile to do their shop.
The most popular type being town centre supermarkets used by 52% Urban Access consumers.
29% of main shoppers regularly use a butcher.
With 22% their local independent grocer.
54% of Urban Access consumers say the most important factor when choosing a grocer is value for money!
Followed by low price at 36%
With parking and locality at 29%
The Environment – Lifestyle Statements
Urban Access Listeners ‘quite often’ do the following:-
"Re-use items like empty bottles, tubs, jars, envelopes or paper”….. 26%
“Recycle items rather than throwing them away”……28%
“Make an effort to cut down on water usage at home”……29%
Urban Access listeners know ‘a lot’ about the following:-
“Climate Change/Global Warming”……23%
“Carbon Footprint”……16%
“C02 or Carbon Dioxide Emissions”…..20%
“Carbon Offsetting”…..20%
Technically Savvy
24% of Urban Access consumers subscribe to SKY.
20% have an Apple iPod
With 98% owning a mobile phone
35% of consumers who own a laptop with Blu-ray player are the Urban Access market
30% of consumers who use the internet daily are Urban Access listeners
29% of consumers who have a HD Digital Camera are Urban Access
Internet Usage
32% of consumers who use the internet for banking/personal finance listened yesterday to Urban Access.
33% of Social Networkers [Facebook, MySpace, Bebo etc] are Urban Access listeners.
Motoring
40% of Urban Access consumers own 2 cars
20% plan to buy a car in the next 1-2 years.
Retail – Lifestyle Statements
Urban Access Listeners definitely agree
“To do my shopping by internet makes my life easier”….. 24.4%.
“If I trust a brand, I buy it without looking at the price”…..28%.
“I’m tempted to buy products I’ve seen advertised”……29.2%.
“When I see a new brand I often buy it to see what it’s like”….24.9%.
“I always look out for special offers”……….30.4%.
“I always use money off coupons and vouchers”……27.6%.
Personal Finance
41% of Urban Access consumers are more aware of personal finance than the used to be.
56% of Urban Access consumers don’t like the idea of being in debt.
Source: Kantar Media 2010