Do you know how commuters feel about their daily journeys, what they’re doing along the way, and why this is important? This year, we surveyed over 2,000 Australians as part of our Commuter Audience Study and asked them about their everyday commute. We found that no two journeys are the same.
There is so much information you can utilise to better target your audience during their commute, so we’ve outlined the three key insights that will help you plan your Out of Home activity:
The flexi commute is more common than you’d think
It might seem surprising, but 1 in 3 Australians are traveling home from work and study between 10am – 3pm. With more than 76% of Australian employees having the option to work flexibly, the pressure to stay in the office from ‘9 to 5’ has decreased.
Couple that with tech advancement and network connections getting faster and more reliable (with more improvements to come with the 5G network), commuters have the flexibility to work, stream, pay bills or just shop for the latest bargain, really utilising their commute time as doing time (or catching up on Game of Thrones, we’re all guilty of it!).
With a constant shift in people’s commutes, the importance of understanding how audiences are moving about ensures that advertisers reach their audiences in the right place, at the right time and with the right message.
Commuters use multiple modes of transport
Since our 2018 study, multi-modal transport is recorded as on the rise; with walking, train and buses playing a major role for those using an average of two modes or more. As our cities continue to evolve, so does our commute, and whilst driving still plays a major role, the use of public transport continues to be part of a multi-mode journey; for example, you might drive to the station and then catch a train into the CBD.
Multi-modal journeys provide advertisers the opportunity to reach consumers at multiple touch-points, with relevant messaging, and at a high frequency.
Journeys also provide the time for commuters to take follow-up action after being primed and influenced through Out of Home advertising. After all, we know from our study that 41% of respondents exposed to an oOh! channel in the week prior to the research being undertaken did a Google search after seeing an ad whilst they were out and about.
Mornings are for ‘doing’ and afternoons equal ‘down’ time
People are spending more time on the commute, between work, school pick-up, sports training, the list goes on, and funnily enough, they’re also happy about it.
In fact, 84% of commuters are using this time as productive ‘doing’ time, especially during their morning commute, to pay the bills, book their next holiday, subscribe to a streaming service, check work emails or get personal admin done.
The afternoon commute home is more about ‘down’ time where commuters are more likely to relax and take their mind off the 20 questions that Susan just had to ask at the end of the 4:30pm meeting!
Students are taking advantage of their commute, with 52% saying their commute is a productive time, compared to a reported 37% last year. As we continue to become more time poor, this is only set to climb with journeys becoming increasingly about doing time.
People using their commute for productive doing or down time are more likely to be in a positive mindset. This mindset has proven beneficial to how advertising messages are received and interpreted. Tapping into the commuter mindset is so important as it plays a fundamental role in priming audiences, creating connections with brands and driving action.
No two journeys are the same. The power of understanding different commuter journeys, where they are, and what their mindset is, provides such a powerful planning tool for brands to target audiences in the right time, at the right place with the right messaging throughout their commute.
And nobody knows audiences like we do.