A summer of celebration

This summer will be a Summer of Celebrations, with the Queens Diamond Jubilee, The European Championships and The Olympics and Paralympics all taking place. We interviewed over one thousand of our readers with a view to finding out:

• What they thought of the events, 
• What they were most looking forward to 
• How they intend to celebrate
• Purchase habits. Would they buy a souvenir and if so, what?

Newspapers in particular will play a key role in providing detailed analysis, lots of information and souvenir issues. Online will also play a part and MailOnline will be key through delivering its own content and supplementing the newspaper coverage with the very latest detail. 

Some topline results:

• Over half of Mail consumers agree that the major Summer events taking place have made them think more positively about the things we do as a country and around 8 in 10 agree that the Queen's Diamond Jubilee will have a positive effect on the mood of the British public.
• There is a degree of interest in all of the major Summer events measured.  Regular Mail readers are most likely to be interested in the Queen's Diamond Jubilee, and significantly more so than the overall population.
• The Euro Championship generates the least amount of interest with a third of Mail consumers showing personal interest in this, similar to the overall population. 
• Around three quarters plan on celebrating at least one of the Summer events - a third of MOL monthly users plan on celebrating all three events! Celebrating each event correlates strongly interest, with the Diamond Jubilee most likely to be the celebrated as well as being the event most are looking forwards to.

Spending around the events…a snapshot:

• For the majority, the Summer events are not likely to have an impact on big-ticket spending, people are unlikely to put off major purchases, but at the same time, they're unlikely to purchase electrical items to specifically enhance their experience of these events.
• However, increased spending around food, alcohol, going out and memorabilia is likely  - only around 1 in 4 claiming their spending will not be impacted by the events.  
• Monthly users of Mail Online are particularly likely to show increased spend on food, drinks, memorabilia and pub visits to celebrate these events.  
• Consumers expect there to be specific offers and promotions linked to these events and will be looking out for them, particularly for food and drink  - areas where they have indicated they will be spending.  Decorative items will also be a key market with at least 1 in 10 likely to buy these.
• It is important that shops get behind the events taking place this Summer and join in the celebrations - which has potential to help further increase the mood of the nation.

Travel during the Summer of Celebrations - a snapshot:

• With 3 key events across the 2012 Summer months, spanning half term and the main school Summer holiday, not surprisingly many are planning on getting away.  Around a third of Mail consumers having booked or are intending to book a get-away, comparable to the population.
• Monthly Mail online users in particular are more likely to have either made or showing intent on making a booking (4 in 10).
• Whilst getaways planned by the general population seem to be habitual for this time of year, Mail consumers have been particularly sold on offers and good deals, with Mail online users the most likely group to be making the most of the extra Bank Holiday.
• Around 1 in 5 are still intent on making a booking (particularly Mail online users), with family holidays most likely and city breaks, holidays in the sun as well as staying with family and friends popular choices.
• Mail brands can play a key role in coming months as 4 in 10 have yet to decide where to go, and with consumers split between last minute deals and planning in advance.  With a 1/3 of Mail consumers claiming they would turn to their newspaper for travel offers and promotions there is scope for promotions and offers in the coming weeks and months.

To find out more,  email mark.mahoney@mailnewspapers.co.uk 

Cruise research…2000 opinions

On May 1st Natasha Sharrad of Mail Newspapers presented our latest cruise research at the ACE Cruise Convention to over 400 delegates. We spoke to over 2000 consumers.

Click here to view the insight.

For more details email mark.mahoney@mailnewspapers.co.uk

Health mini-poll

In March 2011, we conducted a mini poll and asked over 1,000 Mail readers their opinions on health products. We also spoke to 1,000 non-Mail readers, so we could apply these results to the UK population. 

The mini poll showed Mail readers care about their health a great deal, with 90% of the audience regularly purchasing health products. In fact for pretty much every area of health products, our readers are on a par or more likely to purchase health products. 

Regardless of the health product, our readers are more likely to buy it than the general population, as indicated in the graph below:

• 34% of Mail readers buy multi-vitamins with 24% Omega fish oils. As you can see our readers are much less likely to not buy vitamins/supplements than the UK public.

This means if you want to sell more health products, you should  promote these to an audience who are more health conscious and who are more likely to buy them: readers of the Daily Mail and The Mail on Sunday.  Many advertisers already know this, which is why we are the market leaders for health advertising.

To find out more email mark.mahoney@mailnewspapers.co.uk

Finance and Consumer Confidence

Finance:

Depressing headlines about Britain's financial state has had us all worried for a while now.  Whether it's the ever rising fuel prices, high inflation figures or the dreaded VAT rise, money is undoubtedly the hot topic of this year. Download the pdf to see which consumers are spending more and have less financial worries.

MyLife: Finance

Consumer Confidence

We have used our panels to track consumers' attitudes to the economy on a quarterly basis since March 2008.  This has given us an in-depth understanding of how attitudes have changed throughout the course of the recession, and also now as the economy edges slowly into growth. 

If you would like more information on the A&N Media's 'Economic Tracker' then please contact mark.mahoney@mailnewspapers.co.uk

Homes & Gardens

Improve not move? In March 2011 we spoke to almost 2,000 consumers about plans for the rest of the year, This included 1,048 readers and the rest were non-mail readers.

• 72% were not planning on moving home, 11% were moving home and were considering moving but not within the next year.
• Over half of Mail readers were planning on renovating or redecorating their home in the next 12 months. This was significant as Mail readers were more likely to renovate or redecorate than non-Mail readers.
• The bedroom and living room were the most popular rooms people were planning on decorating.

Spending Patterns

Mail readers spend significantly more on DIY for their Homes & Gardens.

• Average spend on DIY for the Home was £376.75 compared to £321.33 for the UK Population.
• Average spend on DIY for the garden was £179.78 for Mail readers compared to £141.08 for the UK population.

If you sell Homes and Gardens item we can prove our readers are responsive. Email mark.mahoney@mailnewspapers.co.uk to find out more

Jersey

Daily Mail and Mail on Sunday readers love Jersey

In November 2011 Mail Newspapers interviewed over 1800 Mail readers about their attitudes and feelings towards Jersey. We found out that Jersey is an incredibly popular destination for our readers.

We asked...

• Have you ever visited Jersey?
• Would you consider visiting Jersey?
• What appeals to you about Jersey?

We found out....

85% Daily Mail/Mail on Sunday/Mail Online readers would consider Jersey as a holiday destination. This is one of the highest ever percentages and shows how popular this sunny destination is. The main appeals of Jersey were

1. The location
2. The scenery
3. The climate
4. The activities
5. The food

In 2012 we will be publishing six special advertising Jersey Maps. Dates are available from this link.

Jersey Maps 2012

The full presentation can be seen by emailing peter.marshall@mailnewspapers.co.uk

Reader Immersion

Consumer immersion sessions have allowed us to get closer to The Mail audience, where we spoke one-on-one with readers to get their feedback on classified advertising.  The sessions showed us:

• What buzz words readers look for in advertising
• The types of images that help adverts to standout
• What creatives readers trust and what creatives turn them off!

To find out how to use these findings and effectively engage with this audience, speak to your regular contact, or email our marketing team.

Online, Press and Search

  Newspapers drive consumers online.

1/3 of the UK population say that they have been prompted to visit a website having seen an advert/article in press. The above figure equates to 15.2 million people, meaning that newspapers offer a better opportunity to engage with consumers than television, magazines, outdoor advertising and the radio.

The journey continues. Having been prompted to visit a site, 6.9 million press readers then go on to make a purchase, this equates to a conversion rate of almost 45%. Still newspapers remain the best platform for reaching consumers that buy online. The next best medium behind newspapers is television, with an audience reach of over 1.0 million less.

Across all social grades (ABC1's and C2DE's), men and women, the working population, retired adults, home owners and home buyers, newspapers are a great medium for reaching adults who purchase online.

Our titles

Being the first to break the big news is what we pride ourselves on, so it's no surprise that the Daily Mail and The Mail on Sunday lead the way when it comes pointing consumers online. 2.5 million readers say that they have found out about a website after seeing in their newspaper.

Having been driven online, our readers aren't only there for browsing, just over 1.2 million Mail readers purchase online having been prompted by the advert they have seen in their newspaper.

Our audience figures are some of the biggest in the national newspaper marketplace, when it comes to audience reach and response they're unparalleled.

To see all these figures in context, please view;

The search begins with Mail Classified

Sunday newspapers

Research commissioned by Mail Newspapers has shown that the way we feel and behave on a Sunday has some very concrete outcomes for communications planning.

We have created a presentation exploring the Sunday consumer mindset, how Sunday newspaper readership and on-line browsing work together and offering proof of the effectiveness of Sunday newspaper advertising.

Marcus Rich, Managing Director of The Mail on Sunday, launched Say it on a Sunday at a breakfast function in central London.

Key highlights….

The Sunday Mindset

o   Our Sunday mood is unique. 9.58am on a Sunday morning is the time we are most happy in the week.  This means Sunday is the best mindset in which consumers receive messages. It is also the day in which most of our readers talk more with their families.

o   We invite our media in on a Sunday, rather than it intruding. TV on a Sunday is increasingly about catch up. This means fewer adverts being seen. There is more time for reading on a Sunday. This is shown by the fact that readers spend 31 minutes longer reading on a Sunday, 13 minutes less travelling and 8 minutes more on the internet at home

Cut out and Keep

o   Sunday newspapers keep working throughout the week. Research conducted in March 2011 showed that 43% of our readers keep articles and a staggering 26% keep adverts. When asked why they keep adverts, 80% of these stated it was to keep offers/promotions. This shows how even if you are closed on a Sunday, our readers notice offers in their Sunday newspaper. It can be the start of the retail journey

o   This is backed up as 47% stated they research online on a Sunday. Ebay state that Sunday evening is their busiest day of the week. 

To view the full insight, contact mark.mahoney@mailnewspapers.co.uk

Travel Insight 2012

In late 2011, Mail Newspapers spoke to almost 4,000 of our readers about travel, we wanted to find out our readers' plans for 2012, where they were going to go and how the economy was impacting (if at all) on their holiday plans for 2012.

We found out the following....

• Holidays still a priority. 76% of Mail readers say it is important to have at least one holiday a year.
• 59% save specifically for regular holidays and 57% view a holiday not as a luxury but as a necessity.
• Mail readers are saying they will spend a total of £20.7 billion pounds on their holidays in 2012 with 55% of this being spent on holidays abroad.

Mail Newspapers also found out some important trends for travel companies in 2012 with consumers valuing reassurance and trust more than ever before. Aspects of travel including ATOL and ABTA accreditation are valued by 68% of our readers who look for this when booking a holiday.

To read the full report, please click here;

Travel Insight