13 July 2011
New Zealand households with high print media readership have higher than average weekly household expenditure, according to recent analysis undertaken by global insights and measurement company, Nielsen.
The Nielsen analysis reveals a strong connection between high household expenditure and print media readership - households with New Zealanders reading newspapers on a daily basis (43% of the population aged 10+) spend on average $1,223 per week, which is $97 more than the average household spend per week ($1,126), and significantly higher than those households with no readership of daily newspapers ($1,009).
Furthermore, households with people who read at least one edition of a daily newspaper each week account for $1.2 billion of overall spend. For households with readers of home, garden and entertaining magazines, total household spending was over $775 million per week, whilst motoring magazine readers accounted for almost $700 million and households with women’s weeklies readers spent in excess of $625 million (see chart 1).
“The ability to draw connections between household spending and media consumption provides agencies and advertisers with the capability to target and better understand New Zealand households,” states Kate Terry, Director, Media, Nielsen. “The figures revealed in this piece of analysis are a significant illustration of the spending power of New Zealand households with print readers.”
These new insights from Nielsen’s Consumer & Media Insights service show New Zealand households with newspaper and magazine readers are not only big spenders overall, they also tend to spend more than households which have little or no connection with print. Homes with people who are heavy newspaper readers tend to be amongst the top spenders in most categories, as do households with heavy magazine readers. Conversely, households with low print readership spend less than average across most categories.
- Households with heavy magazine readers (six plus titles in their issue period) and/or heavy newspaper readers (6+ daily newspapers per week) spend more than average on restaurants and dining out
- Households with female readers of women’s lifestyle magazines are 45 percent more likely than the general population to be in the highest spend group for beauty products and perfumes
- Households with heavy daily newspaper readers are 30 percent more likely to be among the biggest spenders on vehicle accessories and parts
- 49 percent of households with readers of home, garden and entertaining magazines are among the top spenders on international air travel
- Households with print readers tend to spend more on wine – those with heavy magazine, metropolitan and regional daily newspaper readership are all significantly over represented among top wine spenders
Chart1. Weekly household expenditure (in $millions) by selected print categories
The data and analysis above comes from Nielsen’s Consumer & Media Insights Household Expenditure Module. This takes the outcomes from the Statistics New Zealand Household Economic Survey (HES) and links them to Readership. For more information on Consumer & Media Insights and Household Expenditure contact Amanda Wisniewski, Client Development Director, Nielsen on tel: 09 970 4311 or email: email@example.com
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, The Netherlands. For more information, please visit www.nielsen.com.
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