ACTIVE PURCHASE A SNAPSHOT OF PEOPLE OUT OF HOME CONDUCTED DURING MARCH 2014 JON ARMSTRONG HEAD OF BRAND AND COMMUNICATIONS RESEARCH.

ACTIVE PURCHASEA SNAPSHOT OF PEOPLE OUT OF HOME CONDUCTED DURING MARCH 2014

JON ARMSTRONGHEAD OF BRAND AND COMMUNICATIONS RESEARCH

Research fieldwork conducted:• Sample size: 355• Sample distribution: 80+ interviews per location. • Locations: Newcastle, Leeds, Birmingham, Guildford.• Quotas: Ages 16-55. Spread of age and gender.• Fieldwork: 2 weekdays and one Saturday per location.

Objectives:• Quantify economic activity in the Active Space

• Have respondents purchased anything?• Are they planning to? • What have they/what do they plan to purchase?

• Can purchase intent be influenced in the Active Space?

Fieldwork and Objectives

70% have purchased or intend to

Have / intend to purchase Have not / do not intend to purchase

Don't know

70%

28%

2%

We'd like to know whether you are/were planning to buy something whilst you are out and about?Base: All respondents (355)

People are actively purchasing

Strongly Agree Agree Don't know Disagree Strongly Disagree

57%

23%

14%

5%1%

80% always carry money on them

When I go out I always carry some money (cash or cards) with me.Base: All respondents (355)

Planning and purchases: 6 out of ten still open to new purchase ideas

Agree Unsure Disagree Agree Unsure Disagree

47%

24%29%

41%

23%

36%

“I normally buy something when I’m out even if I don’t intend to”

“I normally buy only the things I go out to buy and not much else”