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‘A Day in the Life’

‘A Day in the Life’. ‘A Day In The Life Of Urban Canadians’. Objectives. Provide insight into a typical day in the life of urban Canadians. Identify the opportunities to target and engage consumers with Out-of-Home media. Provide a benchmark for future research. Methodology.

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‘A Day in the Life’

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  1. ‘A Day in the Life’

  2. ‘A Day In The Life Of Urban Canadians’

  3. Objectives • Provide insight into a typical day in the life of urban Canadians. • Identify the opportunities to target and engage consumers with Out-of-Home media. • Provide a benchmark for future research.

  4. Methodology • 2,590 interviews were conducted with members of TNS Canadian Facts’ online panel. • The sample was drawn from a pool of re-recruited panel members who live in a CMA. • A total of 8,000 panel members were invited to participate. 3,173 entered the survey. • Data was weighted to be representative of individuals aged 12+ living in Canadian CMA markets. • Interviewing was conducted May 2 to May 9, 2006.

  5. 24 Hours in the Life of Urban Canadians Commuting To/From Work Household Chores Shopping Sleeping Working Leisure Activities: In-Home and Outside the Home

  6. Total Population“Active”* Time Spent(Hours) Weekday Over 50% of time spent outside of the home! * Excludes sleeping which accounts for 7.3 hours on weekday. Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  7. Total Population“Active”* Time Spent(Hours) Weekend Almost 40% of time spent outside of the home! * Excludes sleeping which accounts for 8.1 hours on weekend day. Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  8. In a typical week, urban Canadians spend 51% of their time outside of the home!

  9. A Mobile Society • Faster growth of commuters vs population at 24% vs. 19% • 13.5M daily commuters across Canada • Over 9.9M commuters drive to work – 73% Source: Stats Can 2001 and 2005 Survey

  10. Urban Canadians Are Spending More Time Commuting To/From Work • 65 minutes • 21% state they are spending more time commuting than last year • Stats Can 2005 Survey: • 65 minutes • Up from 60 minutes in 1998. Sources: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+ Stats Can 2005 Survey

  11. Distance Travelled to Work • Commute an average of 67 km. to and from work in past 7 days. • Males reported travelling greater distances ( 82 km.) compared to females (50 km.) Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  12. Working Full Time Part Time Weekday: 8.2 hours 4.5 hours Weekend: 2.0 hours 3.1 hours Working accounts for over 30% of weekday time and over 8% of weekend time.

  13. Working Weekday: Adults 25-34 spend the most time at work - 6.6 hours Weekend: Adults 18-24 spend the most time at work - 2.5 hours.

  14. Avg. # of Elevator Trips Per Day* 6 Avg. Length of Each Ride* 1 min. Per Week in Elevator 30 minutes Per Year in Elevator 24 hours Targeting Workers Elevator Networks in Office Buildings • Reach upscale consumers and business decision makers en route to work, lunch and coffee breaks. * Source: Nielsen 2002.

  15. Personal Products Purchased During the WorkdayPast 30 Days 79% of full-time workers shop during work and/or on their way to/from work. Sources: Millward Brown Captivate Viewer Study, April 2006 TNS Canadian Facts 2006 Day in the Life Study

  16. OOH Leisure Activities Weekday: 1.3 hours Weekend: 2.2 hours • OOH leisure activities represent 5% of weekday time and 9% of weekend time • In past 7 days, Canadians travel an average of 32 km. for OOH leisure activities.

  17. Targeting Restaurant Patrons Resto-Bar Networks

  18. Resto-Bar Attendance Past Week: • 33% visited x 2 visits Past Month: • 55% visited x 4 visits • Spent an avg. of 2 hours each visit. • 72% of resto-bar patrons use the washroom providing a captive audience for advertisers. Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  19. Targeting Health-Conscious Consumers Health and Fitness Club Networks

  20. Health and Fitness Club Attendance Past Week: • 18% visited x 2.5 visits Past Month: • 24% visited x 8 visits • Average time spent 1.4 hours each visit. Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  21. Targeting Students College and University Campus Networks

  22. Students and Campus Attendance • 11% attend college/university • 8% are full time students Past Week: • 72% attended x 3 visits Past Month: • 86% attended x 13 visits • Average of 5 hours spent on campus each visit. Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  23. Shopping Weekday: 1.7 hours Weekend: 2.2 hours • Shopping accounts for 7% of weekday time • and 9% of weekend time. • Shoppers travelled an average of 15 km for grocery shopping • and 21 km. for other shopping.

  24. Targeting Shoppers Shopping Malls

  25. Shopping Malls Past Week: • 70% visited x 2 visits Past Month: • 94% visited x 5 visits • Average time spent 1.5 hours each visit. Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  26. Influencing Shoppers at Decision Time

  27. Time Of Day When Workers Shop Total Workers % Full-time Workers % Part-time Workers % On way to work During meal/break times On way home from work After get home from work Weekends/ days not at work Weekends and On The Way Home From Work Are The Most Popular Times To Shop

  28. When Decided to Shop on Way To/ From Work CANADA Over One Third of Shoppers Decide to Shop at The Last Minute

  29. When Decided to Shop on Way To/ From Work U.S.A. CANADA Canadian data is consistent with Arbitron U.S. study which reported 40% decide to shop on way home from work.

  30. Decision to Shop on Way To/From Work - Age Younger Adults Are More Likely to Stop Spontaneously to Shop

  31. Decision to Shop on Way To/From Work – Commute Time Adults With Longer Commute Times Are More Likely to Stop Spontaneously

  32. Where Canadian Workers Shop Most • 41% of Canadian workers shop closer to home. • 29% of Canadian workers shop equally close to home/work. Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  33. Where Workers Shop Most USA CANADA Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+ 2003 Arbitron study: 1,505 interviews with Americans age 12+

  34. Where Workers Shop Most 25% • Younger workers’ shopping location is more likely to be determined according to their needs. • As Canadians age, they are more likely to shop closer to home. Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  35. Types of Stores Shopped at on Way To/From Work Canadian workers are most likely to stop at Grocery & Drug Stores Total workers % Grocery Store Drug Store Convenience store Department Store Large retail store Fast food outlet Other food outlet • Grocery & Convenience Stores are the most common places to stop at in the U.S. Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

  36. Influence purchase decision by targeting consumers near home and work!

  37. Media Exposure

  38. Time Exposed To Various Media Urban Canadians are exposed to OOH advertising for up to 4 hours on a weekday and up to 5 hours on a weekend day. * Includes indoor and outdoor advertising

  39. Generating a Response with OOH

  40. Purchased /Sought Information About A New Product Past 3 months: 17% Past year: 32%

  41. Became Interested In A New Brand Past 3 months: 18% Past year: 32%

  42. Learned About A Store/Product/Sale That Motivated Me To Visit a Specific Store Past 3 months: 25% Past year: 41%

  43. Learned About A Special Event That I Later Attended Past 3 months: 17% Past year: 34%

  44. Visited a Specific Restaurant Past 3 months: 14% Past year: 27%

  45. Prompted To Visit A Specific Website Address After Seeing It Promoted Past 3 months: 30% Past year: 45%

  46. Sent A Text Message From A Cell Phone After Seeing It Promoted Past 3 months: 4% Past year: 7%

  47. Summary • Urban Canadians spend a significant amount of time outside the home. • In a typical week, urban Canadians spend over 35% of their time outside of the home engaged in activities such as shopping, attending school, commuting to/from work, eating out at restaurants and working out at a fitness club. • Out-of-Home Advertising offers the opportunity to fuse an advertiser’s brand into the daily activities of consumers by targeting and engaging consumers throughout the day. • Out-of-Home Media have the power to Inform, Persuade and Generate a Response.

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