With the popularity of reality shows like Grand Designs and Gardeners World, people are ever more concerned with how their house and garden looks. In Ireland, 46% of adults say that they get a good deal of pleasure from their garden according to – Kantar Media TGI Ireland’s latest research.
These Irish garden enthusiasts are 59% more likely than the average adult to be ‘Empty Nesters’ (aged 55+, married or living as a couple, and do not live with their son or daughter). They are more likely than the average Irish adult with a garden to have a greenhouse and pond in their garden, 26% also grow vegetables, compared to 19% of average adults with a garden generally.
Looking at the items they have brought in the last year, fertilizers, bulbs and compost top the list. These green fingered adults spend an average of €105 on plants in a year, compared to the average adult with a garden who spends just €87.30 on average.
In order to reach this group of garden fanatics, marketers would do well to consider newspapers and radio. This group is more likely than the average adult to be very interested in newspaper topics on home and garden, as well as arts and antiques. They also especially choose to listen to radio shows that play classical music or opera as well as music from the 50’s and 60’s.