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School's Out - SCA Insights into School Holidays

School holidays are a time of year when parents are planning in advance and exhausting all options for activities to do! This presentation details key insights into school holidays - from how expectations differ from reality, and what sparks ideas for what to do over this time.

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School's Out - SCA Insights into School Holidays

  1. 1. School’s Out! Insights into what school holidays mean for media habits My favourite thing to do in the school holidays with my family is to create new, exciting, educational and memorable experiences together. Because there is nothing more precious than magic moments and memories with the ones you love.
  2. 2. Summary of Key Insights Expectation Vs Reality Radio usage doesn’t decline, it just changes The rise of the P ANK/P UNK Whilst parents expect school holidays to be a time of relaxation, quality time with kids and doing fun activities, the reality is quite different. Parents are wanting ideas on what to get up to so direct them where to go. For 67% of parents, over school holidays they are either consuming the same or more amounts of radio! However, without the school run it means that radio usage has changed slightly to be consumed more when they are out and about. It’s not only mums and dads that are purchasing more on holidays – aunts and uncles are ready to spend freely before they hand the kids back. Make the most of this cashed up segment but including them in your messaging. - Advertising influences purchase decisions for 55% - 85% spend more on their kids during school holidays with the spending primarily going to entertainment, groceries and eating out. - Word of Mouth sparks activity ideas but media sparks WOM
  3. 3. General School Holiday Habits School holidays is always about pre-planning and juggling care arrangements. Whilst it’s a chance to spend quality time with the kids, many things need to be thought out first. It is also an expensive time of year so we will look at where they are spending their money and what media influences their decision to purchase.
  4. 4. 6AM 7AM 8AM 9AM 10AM 11AM 12MD 1PM 2PM 3PM 4PM 5PM 6PM 70% Wake up a bit later on school holidays 78% Leave the house later in the day compared to a school day 57% Stay out later at night Source: SCA School Holidays 2014. N= 1301 A Typical day consists of… mixing up the routine! Plus, almost half say their routine changes dramatically on school holidays!70% Of SCA parents relax their daily routines on school holidays. “Bit of a sleep in with the kids, relaxing morning making breakfast and the kids watching kids tv…” “…listening to them fight with each other and annoy the heck out of me, me yelling at them, them eating all day, dinner time and eventually bed.” “…do an physical activity together, cycling, walking swimming playing ball sports etc, lunch…”
  5. 5. School holidays are about… Source: SCA School Holidays 2014. N= 1301
  6. 6. 9% 23% 23% 26% 27% 32% 59% 66% 74% 76% Travel overseas Exhibitions (Royal Easter Show, EKKA etc.) Museum Theme parks Day trip to another city Travel domestically Beach Park Take the kids shopping Cinema Now, which of the following activities do you usually do when on school holidays? Source: SCA School Holidays 2014. “Now, which of the following activities do you usually do when on school holidays?” N= 1301 Cheap thrills are what school holidays are about School holidays are an expensive time of year. So, it’s not surprising to see free or low cost activities top the list of things to do. Businesses could benefit from offering deals during the school holiday periods to entice families. With 74% of parents (77% of mums) taking the kids shopping, school holidays are the time of year whereby parents spend more on groceries -don’t forget the purchasing power kids have! Did you know?? Parents in regional markets are 43% more likely than their metro counterparts to take a day trip!
  7. 7. Entertainment Now thinking about your spending habits on school holidays in comparison to other times, which of the following products do you spend MORE on when school holidays occur? Source: SCA School Holidays 2014. “Now thinking about your spending habits on school holidays in comparison to other times, which of the following products do you spend MORE on when school holidays occur?” N= 1301 Entertainment is where they are spending more Are spending more on… Groceries 57% Are spending more on… Eating Out 53% Are spending more on… Fast Food 51% Are spending more on… 82% Attractions Are spending more on… Confectionary 32% Are spending more on… Clothes 18% Are spending more on… Toys 11% Are spending more on… 49% 85% Spend more on their kids during school holidays and 69% make more spontaneous purchases. But what are they spending more on?
  8. 8. Advertisinginfluences purchase decisions... 55% Say advertising for local businesses and attractions can influence their purchase decisions when on school holidays. Source: SCA School Holidays 2014. N= 1301 Advertise to leverage awareness and purchases So, what media helps spark ideas on what to do on school holidays and how can these media platforms drive purchases?
  9. 9. What sparks ideas on what to get up to on holidays? Source: SCA School Holidays 2014. “What sparks ideas on what to get up to on holidays?” N= 1301 Parents ask around for inspiration, whether it be friends or their kids. “Ask the children and depends on budget. I have a list of 'reward' activities that we can do if they are well behaved and these come in to play more during holidays” “Facebook discussions with friends, talking to other school mums, ads on radio or TV, online sites (e.g. drive ins or movies), googling ideas”
  10. 10. 17% 25% 29% 34% 43% 55% 56% 63% 74% Magazines School Flyers/mailouts Shopping centres/stores Newspapers Radio TV Internet Word of mouth Narrowing it down... which of the following inspires ideas and activities to do on the school holidays? Source: SCA School Holidays 2014. “Narrowing it down... which of the following inspires ideas and activities to do on the school holidays?” N= 1301 WOM is what inspires ideas but people need to get these ideas from somewhere! Whilst word of mouth is the key platform to determine what to do on school holidays, mass media can be the driver behind WOM. Over half of parents use radio to spark ideas on what to do on school holidays- this is considerably higher than any print media. Did you know?? Parents in regional markets are 32% more likely than their metro counterparts to use radio to discover activities!
  11. 11. I N S I G H T # 1 … Expectation Vs Reality In looking at what parents feel is the best part of school holidays is and comparing it with the worst, it can be said there is some juxtapositions which suggests the expectations of school holidays with the reality is quite different! W H A T Y O U C A N D O : With radio listening staying prevalent across the school holiday period and parents wanting inspiration on ideas, radio is the perfect environment for brands to communicate their products or services to these parents. EXPECTATIONS (BEST) REALITY (WORST) Spending time with the kids The kids drive them crazy with ‘I’m bored’ & ‘I’m hungry’. Having new adventures The expense of school holidays limits the activities that can be done Sleeping in Most still have to work Relax the daily routine Getting them back into the school routine is a nightmare Spending time with family Shuffling the kids between family members
  12. 12. What is the best thing about school holidays? Source: SCA School Holidays 2014. “What is the best thing about school holidays?” N= 1301 The BEST thing about school holidays was having extra time to do things “Not having to wake up and quickly throw together lunches and uniforms and bags and shoes. Instead we wake up and the kids lay in bed with me and we decide what adventures we are going go take for the day.” BEST K E Y P O I N T S - Being able to spend quality time with the kids - Have a sleep in together - Relaxing the routine for a few weeks and not having to rush around - No school lunches to pack or uniforms to iron
  13. 13. What is the worst/hardest thing about school holidays? Source: SCA School Holidays 2014. “What is the worst/hardest thing about school holidays?” N= 1301 The WORST thing about school holidays is keeping kids entertained “Finding cheap, affordable things we can do as a family. And that's when the boredom sets in. We'd probably best to go picnicking or hiking but we're fairly new to the area so not too sure where we can go & what there is to do that doesn't involve spending a great deal of money.” “Having to work full time, the hardest thing about school holidays is the kids needing get shuffled around between family members helping out in looking after them. And not being able to spend the time with them myself.” WORST K E Y P O I N T S - Still having to work - It is an expensive time of year to keep kids entertained - Boredom sets in and tempers flare- fights amongst siblings - Finding activities to keep them occupied
  14. 14. I N S I G H T # 2 … Radio usage doesn’t decline, it just changes Whilst there may be an assumption that radio usage declines over the holidays, this couldn’t be further from the truth. In fact, 20% actually listen to MORE! Even though the school run takes a break for a couple of weeks, radio listenership between Breakfast and 3pm remains high. However, radio listening also increases across the WHOLE day. 67% of SCA parents consume more or the same amount of radio on holidays Aside from the internet, radio is the top media platform for parents before 3pm. It remains number one in Breakfast. Leaving the house later means people are more likely to be listening to the radio when they are out and about across the day.
  15. 15. Source: SCA School Holidays 2014. “Now thinking about your media usage during school holidays, what media do you consume during these time periods?” N= 1301 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 5am-9am 9am-12pm 12pm-3pm 3pm-4pm 4pm-7pm 7pm-9pm Radio TV Internet Magazines Newspapers Catalogues Cinema Despite not having to do the school run, radio is still the number one media before 9am demonstrating that Breakfast is still a key daypart to advertise to reach parents. Whilst people do increase their trips to the cinema over the holidays, radio still remains one of the top media platforms. How they consume media changes “I do listen to a lot more radio as I am always running around after them- My internet usage is minimized to later in the evening as the kids are up later. I watch more TV/Movies than I would on a school day. I read more woman's magazines well on outing waiting for rides to finish or playing in the park”
  16. 16. 67% OF SCA PARENTS CONSUME MORE OR THE SAME AMOUNT OF RADIO ON HOLIDAYS. In fact, 20% listen of these parents are listening to more radio! Therefore it’s not only key to advertise prior to school holidays to catch those forward planners but also on holidays so people can make spontaneous decisions. Source: SCA School Holidays 2014. “Do you consume MORE, THE SAME OR LESS of the following media platforms when on school holidays compared to an average day?” N= 1301 1 in 5 are listening to more radio!
  17. 17. 6AM 7AM 8AM 9AM 10AM 11AM 12MD 1PM 2PM 3PM 4PM 5PM 6PM Later starts… “6.00 get up, gym breakfast read paper, 10.00 drag kids out of bed…” Out and about… “… usually go out for lunch or go to the shops to fill in some time , the kids play on the computer or ps4 , walk the dogs and have a kick of the footy …” Down time…“…chilling out a bit, listening to them fight with each other and annoy the heck out of me…” Later nights… “…come home curl up on lounge watch telly till late then do it allover again” A typical day changes on holidays and so does their media habits “My internet usage is minimized to later in the evening as the kids are up later. “ “I listen to the Radio a lot more as I am driving around in the car for longer.” “Don't tend to listen to radio early morning… listen to radio in the car travelling so use more radio during day time.” Radio later… Driving… Down time… “With no afternoon activites more television is watched, will hire dvd's to have a movie and popcorn day at home” Personal use…
  18. 18. Radio is all about information when on holidays! Source: SCA School Holidays 2014. “Now, how do you feel about the following statements in relation to school holidays?” N= 1301 51%Feel the local radio station is a great source of information when on school holidays
  19. 19. But what about those without kids? 44% of people (no kids) feel school holidays have an effect on their day to day habits! The following section will take a look at how school holidays effect those without children. Take my nephew somewhere that he'll enjoy that I secretly want to go too as well.
  20. 20. Source: SCA School Holidays 2014. “Holiday habits change?” N= 1710 Day to day habits also change for those without kids Do your habits change during school holidays? Leave for work later… “I can get up a bit later as the morning traffic to work is lighter during school holiday weeks” Less traffic on the road… “Less traffic means a bit more time to do other stuff, particularly catching up on paperwork, and an opportunity to catch up with mates.” Tell them where to go… “Don't go to the shops as much over the holidays and do not go anywhere near the theme parks!” Catch ups & babysitting… “I look after my nephew who goes to kindy so when he is on holidays I look after him an extra day per week.”
  21. 21. I N S I G H T # 3 … The rise of the P ANK/P UNK School holidays usually mean that parents are purchasing more for their children. But, a new trend has emerged that means it’s no longer just the parents purchasing and entertaining children. T R E N D : A PANK (Professional Aunt/Uncle, No Kids) are a segment of younger women with high disposable incomes who are ready to be engaged by brands. They have the time, income and passion for purchasing the best for kids in their life (not their own kids). Check out the below to see how this falls into place. Source: SCA School Holidays 2014. “Holiday habits change?” N= 1710Source: PANK Power. Pankpower.com W hat our listeners say t heir fav ourite part of school holidays is … “Taking nephews and niece to movies. Hype them up on fun and sugar, then take them home!” “I love spending time with my nephew, going places and exploring Melbourne and surrounding areas, I go back to being a kid :)” “Watching late night movies with my nephews and we all sleep in the lounge room together! They gently wake you with a kiss and say morning and it's still dark lol.”
  22. 22. Source: SCA School Holidays 2014. “Holiday habits change?” N= 1710 Many offer to help out with the kids- the rise of the PANK and PUNK Source: PANK Power. Pankpower.com With so many people helping with child minding over the holidays, it is important not to disregard the power of the PANK and PUNK in spending money on kids. Particularly because their media habits will essentially remain the same so you can talk to them with messages you may use to target parents. 28%Offer to help out friends/family with kids when school holidays are on With a new trend occurring in the rise of the PANK/PUNK, it’s no surprise that…
  23. 23. Prepared by Southern Cross Austereo Research For more information contact: SCA Research scaresearchdepartment@sca.com.au M E T H O D O L O G Y The results of this survey are “INDICATIVE” ONLY. The survey was conducted by Southern Cross Austereo using its online panel nationally. The panel is obtained from our radio networks database under the labels of ‘VIP’ on the TODAY Network and ‘Music Jury’ on the MMM Network. All members of these databases would be considered listeners to these stations. The database contains about 246,000 members. Of these, approximately 20,000 are a part of our online community. The is split between the Today VIP database and the Triple M database. Members of both databases were asked to take part in the study, and over 3011 did so. Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR brands/words that first came to mind. A keyword search was used to sort and rank the responses to these questions. The results are an un-weighted sample, but are reflective of the Southern Cross Austereo Austereo audience. SCA brands reach approximately 40% of the 10+ population and approximately 46% of the 25-54 population in the five metropolitan markets in Australia, suggesting it would be reasonable to consider these results to be a fair if not fully balanced representation of the opinions in these marketplaces. Furthermore, as it is an online survey, the respondents would also be skewed towards being ‘early adopters’ for technology, ‘trend setters’ in general and likely to be a good early indication of brand leaders, trend setters and early adopters in general. These research surveys conducted by Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan marketplaces only.

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