Retail
London is a diverse and exciting place to shop with the highest concentration of retail outlets of anywhere in the UK. Whilst the vast majority of our readers feel their home city is the best place in the UK to go shopping, the choice can be overwhelming and 92% feel Oxford Street in particular is just too crowded.- 25% of Evening Standard readers really enjoy any kind of shopping which is the highest % of all UK quality newspapers
- 74% of Evening Standard readers go shopping more than once a week - 15% every day and 74% do a major shop at least once a week
- Evening Standard readers are more likely to buy a new brand just to see what it is like than anyone else in the UK
- Evening Standard readers are more likely to buy products they have seen advertised than any other quality newspaper reader and anyone else in the UK
- Coupled with their willingness to try new brands - this fluidity allows advertising messages to act as a direct prompt to purchase
- Evening Standard readers have the highest weekly grocery spend of all UK quality newspaper readers with a total more than 8% higher than the UK average
- In the last 12 months 68% of Evening Standard readers have purchased home wares/furnishings and accessories and 58% TV’s and brown goods
- When it comes to white goods - 93% of Evening Standard readers research their purchase but 36% have no idea which brand to buy before they go shopping
- Evening Standard readers are impulsive shoppers - 73% decide to do a quick shop on the day rather than planning in advance and 85% only plan that week to do a major shop
Source: London Voice Retail, TGI 2008 Q2
