Latest updates to Kantar Media's GB TGI study - Q1 2016

1. © Kantar Media
GB TGI 2016 Q1
A summary of new measures

2. “It is important for me
to always look perfect”
“Skincare products
help your skin look
younger”
“I like it when my
nails attract
attention”
“I prefer using
deodorants/shower
gels to smell nice
rather than perfumes”
“My fragrance
expresses my
personality”
“I feel better about the
way I look when I am
tanned”
“Wearing make-up
makes me more self
confident”
“I prefer subtle
make-up that
looks natural”
Source: TGI GB Q1 2016
Lifestyle statements - personal appearance

3. “I save up programmes I’ve recorded
or downloaded and watch them back
to back”
0%
20%
40%
60%
BBC iPlayer Netflix 4OD Sky On Demand
On Demand Services Used By
Adults Who Agreed
“We often sit down
for a meal together
at home ”
“Out of home
advertising
changes my
perception of a
brand”
“I like to interact
with advertising on
touch screens in
shopping centres,
cinemas, airports,
etc.”
Source: TGI GB Q1 2016Base: All Adults
Lifestyle statements

4. LESS THAN A YEAR
1-5 YEARS IN UK
6-9 YEARS IN UK
10 YEARS OR MORE
WHERE THOSE
WHO HAVE BEEN
IN THE UK FOR 1-
5 YEARS LIVE…SCOTLAND 14% (159)
NORTH 4% (83)
YORKSHIRE & HUMBSIDE 5% (61)
GREATER LONDON 32% (236)
EAST MIDLANDS 4% (57)
WEST MIDLANDS 7% (80)
WALES 4% (81)
Source: TGI GB Q1 2016Base: All Adults
Personal demographics – length of time in UK

5. Researched a
product/service on
a mobile phone
Redeemed a
voucher with a
mobile phone
Texted/called/
emailed for
more
information
using a mobile
phone
Used a mobile
phone to make
a purchase
Used a mobile
phone to scan
a QR code on
an advert
Taken a photo
of an advert
using a mobile
phone
Researched a
product/service
online (NOT via
mobile
Purchased a
product/service
online (NOT via
mobile)
Went to store
to buy a
product
Talked with
friends about a
product/service/
brand
Downloaded an
app/product/service
/brand on social
media sites
Interacted
directly with a
brand page on
social media
sites
Source: TGI GB Q1 2016
Out of home advertising – response

6. DRAUGHT LAGER DRAUGHT BITTER,
MILD & STOUT
Source: TGI GB Q1 2016
Alcoholic drinks – new brands

7. CIDER CHAMPAGNE
20% of adults who
work in Central
London drink
Champagne on a
Festive/Celebratory
occasion
39% of GB adults
believe taste to be
the most important
factor in choosing a
cider
Source: TGI GB Q1 2016Base: 18+
Alcoholic drinks – new brands

8. Source: TGI GB Q1 2016
Alcoholic drinks – new brands: Rum (dark & golden)

9. Adults with a university
degree are 128% more
likely to drink Bacardi
Adults aged 18-24 who
drink Asda White Rum are
229% more likely to agree
with ‘I really enjoy a night
out at the pub’
Source: TGI GB Q1 2016Base: 18+
Alcoholic drinks – new brands: Rum (white)

10. Source: TGI GB Q1 2016
Alcoholic drinks – pre-mixed spirits & cocktails brands

11. NEW BRANDS
56% more
likely to
agree…
41% more
likely to
agree…
“I would never buy toiletries and
cosmetics that have been tested on
animals”
“To be beautiful is to be simple and
natural”
“What I want most is to be
attractive/well groomed”
80% more
likely to
agree…
Base: All Adults
Toiletries & Cosmetics - hand creams and lotions

12. Single men are
130% more
likely to use
Sanex
16% of female
lynx users
started
university in
the L12M
Males who
spend 1-2 hours
travelling to
work are 80%
more likely to
use Rexona
Females who
work in a city
centre are
112% more
likely to use
Rexona
NEW BRANDS
Source: TGI GB Q1 2016Base: All Adults
Toiletries & cosmetics – anti-perspirant & body spray

13. NEW BRANDS
Source: TGI GB Q1 2016
Toiletries & cosmetics – perfume & aftershave

14. NEW BRANDS
EYE MAKEUP FOUNDATION, FACE
POWDER AND TINTED
MOISTURISER
45% of females who agree
with ‘I can’t leave home
without make-up’ are
‘interested in innovations in
cosmetics’
Source: TGI GB Q1 2016Base: All Adults
Toiletries & cosmetics – make-up

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