Women aged 25-54 years are time-poor multi-taskers who are supermarket savvy and avid users of mobile phones.

Sixty two per cent of these women feel there is not enough time to get things done and fifty nine per cent say they are stressed.

When it comes to grocery shopping seventy four per cent of this group look out for specials and bargains and will switch food brands to take advantage of deals. Interestingly however, forty-nine percent of these women also say they often impulse buy and when shopping with their children are likely to spend thirty five per cent more.

Seventy seven per cent of this group carries a mobile phone for personal security. When it comes to using their mobile, sixty seven per cent love to text and seventy three per cent screen their calls.

On the weekends they are mostly found visiting parks and gardens, caf├ęs and shopping centres.

Attitudes towards Outdoor

notice advertising
on large billboards
  • 57% can’t miss big billboard signs
  • 51% can’t help notice advertising on buses
  • 47% can’t help notice advertising around the airport
  • 42% notice advertising on big billboards on their way to the shopping centre

Commuting habits

travel by car
  • 57%  travel by car
  • 23% travel an hour or more each day
  • 18% use the train

Purchasing behaviour

own/use a
  • 71% own/use a smartphone
  • 66% own a credit card (40% have spent $1000 or more on it in the past month)
  • 46% intend to have an Australian holiday in the next 6 months, while 38% intend to travel internationally in the next 12 months
  • 19% have purchased food/grocery items online in the past month

Source: Nielsen Consumer & Media View  Metro  Survey 10 2012 (Jan-Dec12) ;

Base: people 18+  and (outdoor advertising really stands out or usually notice) 4,635,000 people