Auckland Social Media Club August 9th 2011

Presentation of some findings from the on-line Living Free Competition May 2011 undertaken by PMP Limited

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Background
PMP Ltd ran a data capture initiative in the form of an online competition in May 2011, designed to enrich data for the Mosaic segmentation product. With the support of major sponsors, the go-to-market initiative meant harnessing all aspects of PMPs business. This included Print, unaddressed distribution, design, Facebook, QR Codes, on line data collection with standardised addressing, and automatic prize redemption to the Zinio magazine site. With a 1.36 million letterbox drop, responses were just under 1%, and representative of all Mosaic codes. Online responses were inline with expectations.

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Who we are
Pacific Micromarketing is a division of PMP Limited Australasias leading integrated provider of consumer insight and printed communication solutions. As an ASX listed company, with approximately 3000 employees in New Zealand and Australia, we specialise in the areas of data driven marketing, customer analytics, creative advertising solutions, premedia, creative services, printing, letterbox, magazine and book distribution.

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RESEARCH FINDINGS

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Social Media How Often?

Almost Half (47.7%) of 8,500 respondents use Social Media each day 69.3% of respondents use Social Media at least once a week

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Men & Women How Often?

51.4% of Women use Social Media at least once a day compared to 37.2% of Men 72.7% of Women use Social Media at least once a week compared to 59.5% of Men 18.9% of Men use Social Media once a month compared to 12.3% of Women

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Mosaic What is it?

Mosaic is a geo-demographic & household classification system that segments households into 11 Groups and 42 Types It is designed to group together households with similar socio & economic and life stage behaviours
A Symbols of Success B Suburban Comfort C Urban Intelligence D Singles & Starters E Family Growth F Provincial Pride G Working Fringe H Community Challenge I Grey Power J Cultural Ties K Rural Living

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Who Uses Social Media and How Often?

Majority of Mosaic groups use Social Media at least once a day Notable exceptions being: Suburban Comfort (B) Provincial Pride (F) Rural Living (K) These groups either use social media on a monthly basis or not at all

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Which Social Media Is Being Used?

63% solely use Facebook
Ease of use Exposure in the media Popularity among peers

0.8% and 0.2% (respectively) solely use LinkedIn and Twitter

Social Media targets specific users e.g. Professional users for Linkedin

4.1% Use Facebook and Twitter 2.2% Use Facebook and LinkedIn

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Men & Women Who Uses What?

51.3% of Men use Facebook 33.1% of Men do not use any Social Media 3.1% of Men use Facebook and LinkedIn 4.1% of Men use Facebook and Twitter

67.2% of Women use Facebook 21.3% of Women do not use any Social Media 1.9% of Women use Facebook and LinkedIn 4.1% of Women use Facebook and Twitter

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Which Groups of People are Using What Types of Social Media?

Facebook most predominantly used across all Mosaic Groups Facebook and LinkedIn most predominantly used in Mosaic Groups:
Symbols of Success (A) Suburban Comfort (B) Urban Intelligence (C)

Facebook and Twitter most predominantly used in Mosaic Groups:

Urban Intelligence (C) Singles and Starters (D) Family Growth (E) Community Challenge (H) Cultural Ties (J)

Rural Living and Grey Power groups have the highest proportion of non-social media users
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Purchasing Influence How Important is Social Media?

33% of people find Social Media Very Important or important when deciding to make a purchase Offer relevance? Locality of Offer? Least important for: Symbols of Success Urban Intelligence Rural Living

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Purchasing Influence How Important are Daily Newspapers?

Majority Neutral Higher weighting of responses towards finding Daily Newspapers being important

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Purchasing Influence How Important are Weekend Newspapers?

Majority or respondents are neutral Higher weighting of responses towards finding Weekend Newspapers not being important

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Purchasing Influence How Important is TV?

Majority of respondents are neutral towards the TV when making a purchase decision However the following groups find TV important Suburban Comfort Urban Intelligence Singles & Starters

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Purchasing Influence How Important is Radio?

Majority or respondents are neutral Higher weighting of responses towards finding Radio being important

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Contact Us
For further information please contact: Tony Bozzard Group Insights Manager PMP (NZ) Limited Ph: 09 979 3105 Mobile: 029 979 3105 Email: tony.bozzard@pacmicro.co.nz Website: www.pacmicro.co.nz

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