Fair visitors have a nose for trends and are generous spenders
Fair visitors partake in many things. They are thirsty for novelties, also advise others with their purchasing choices and spend money more generously than the average Finn. The portrait of a fair visitor unfolds in an extensive survey conducted by Kantar TNS for Messukeskus.
Fair visitors were picked up for a closer look from the TNS Mind database consisting of 2,582 people. The data for the survey was compiled from January to June 2018.
According to the results, the average Finnish fair visitor is a 42-year-old, well-educated and affluent Finn. Fairs are visited by men and women alike (50%/50%), the survey shows.
“The Finnish fair visitor is an influencer and trendsetter. The survey indicates that fair visitors dare to try new brands and shape the purchasing decisions of others as well with their opinions”, says Research Manager Anne Lahtinen from Kantar TNS.
“The profile of a fair visitor confirms that experiential event marketing is a multifold opportunity for businesses. Fairs reach active trailblazers, and event marketing works like a ripple effect as the fair visitors recommend the new products they have tried and purchased at the fair to their circle of acquaintances”, says Maria Mroue, Marketing and Communications Director at Messukeskus.
Fascinated by travel and new technology
Fair visitors spend up to 40% more on travel per year than the average consumer. In choosing a destination, fair visitors yearn for variation and are omnivorous: 63% of those surveyed always try to vacation in a new place, and beach resorts, city breaks and long-distance trips are equally desirable.
Fair visitors purchase 600 euros worth more entertainment electronics, home decor items and other durable goods than the average consumer. When the shopping list includes technology, fair visitors often choose a car or household appliance that is more expensive than average. Up to 71% of those surveyed closely follow the developments in technology. Cars, boats and household appliances were highlighted as desired purchases.
Home decor addict and responsible consumer
Almost half (46%) of fair visitors are home decor addicts. This is also reflected in spending. Fair visitors spend 650 euros a year on interior decoration, while the average consumer makes do with 480 euros. One in four closely follows food trends and invests in their own well-being with high-quality clothing and cosmetic choices.
Fair visitors are also enthusiastic about organic food and purchase responsibly produced and fair trade products more often than the average Finn.
Messukeskus Helsinki, Expo and Convention Centre promotes Finnish trade and industry by enabling productive face-to-face contacts at trade shows, conventions, conferences and other events. Exhibitions and fairs are Finland’s seventh largest media. In terms of impact, they are the most profitable, the richest in experiences, and the most social of all media. The Finnish Fair Corporation, the company that owns Messukeskus Helsinki, celebrates its 100th anniversary in 2019.
Messukeskus – a century in the centre of events | www.messukeskus.com
Further information: Messukeskus Helsinki, Director, Marketing and Communications, Maria Mroue, tel. +358 50 393 4974, maria.mroue@messukeskus.com Communications Manager Tarja Gordienko, tel. +358 50 5847 262, tarja.gordienko@messukeskus.com
Kantar TNS, Research Manager Anne Lahtinen, tel. +358 50 560 3186, anne.lahtinen@kantar.com
Image bank: https://messukeskus.mediabank.fi/en
