Media Ad s they pay most attention to 1 1 % pay most attention to ads in newspapers 10 % pay most attention to ads in magazines – whi ch is 54 % more likely than the UK average 32 % pay most attention to online ads – which is 19 % more likely than the UK average P urchasing decision s 6 % say that they find newspaper ad s the most useful when making a purchasing decision 9 % say that they find magaz ine ad s the most useful when making a purchasing decision – which is 27 % more likely than the UK average 3 2 % say that they find online ad s the most useful when making a purchasing decision Demographics Male 4 6 % Female 54 % Mean Age (N.A. 47 ) 48 ABC1 55 % Children in HH 34 % Married 60 % Work 30+ hrs 3 6 % Own Home 52 % Mean F. Income (N.A. £29 8 k ) £ 28 .9k Home s & Gardens - Norfolk Homes & gardens in media 25% of Norfolk residents are interested in h ome & g arden topics in magazines – which is 46% more likely than the UK average 24% of are interested in h ome & g arden topics in newspapers – which is 28% more likely than the UK average 20 % search online for topics around h ome d écor – which is 14% more likely than the UK average 25% search online for topics around homeware – they are 1 1 % more likely to make a purchasing decision online around this topic than the UK average Attitudes to homes & garden s 16 % try to change the decorations at home as often as possible 53 % think it ’ s imp ortant that their home is lively and colourful – which is 16% more than the UK average 46 % say that they are always looking for new ideas to improve my home 27 % say t h at m agazines give them ideas on how to improve their home 29 % use the internet for DIY and g ardening t opics and 16 % make a purchase online Average e xpenditure per year G arden Furniture: £17 8 8 4 Any Garden Appliances: £1 5 9 6 3 Seeds/Bulbs: £23 2 5 Bedding Plants: £30 2 1 Other Garden Plants/Trees: £50.81 Fertilizers/ Weed killers : £18.11 Compost: £22.83 Events expected in the next 12 months • 5 % expect to make major home improvements • A re 74% more likely to move out of a parental home than the UK average Norfolk residents ... • a re 162% more likely to have responded to home & garden ad s • 54% are interested in gardening • find online ad s the most helpful when making a purchasing decision • 20 % have responded to internet ads which ended up in a purchase • are quality orientated , but 20% more likely to be a promo addict