March OOH and Today s Mobile Consumer

Transcription

1 March 2015 OOH and Today s Mobile Consumer

2 OOH S WEEKLY REACH OF 99% TOPS EVERY OTHER MEDIUM 10 99% 96% % of Population Reached 9 84% % 75% % Any OOH Media Television AM/FM Radio Print Newspaper Computer Mobile/Tablet/eReader

3 CONSUMERS SPEND 19.6 HOURS PER WEEK WITH OOH HIGHER THAN ANY MEDIUM OTHER THAN TV 30.0 Weekly Hours per User Any OOH Media Television AM/FM Radio Print Newspaper Computer Mobile/Tablet/eReader

4 OOH REACHES CONSUMERS IN THE HOUR BEFORE 57% OF QSR VISITS 6 57% Exposure by medium hour before QSR visits 5 48% % 16% 15% 15% 2%

5 OOH REACHES CONSUMERS IN THE HOUR BEFORE 91% OF SHOPPING MALL VISITS % 71% Exposure by medium hour before mall visits (includes in-mall exposure prior to specific store shopping) 53% 3 14% 18% 5% 6% 17%

6 CONSUMERS REPORT ACTION RESPONSES IN THE SAME HALF- HOUR AS 22% OF OOH EXPOSURES *Any Purchase, Seeking/Giving Purchase Recommendation, Purchase Decision, In-Store Shopping, e-commerce, Online Search, Brand-Related Social Media Activity in Same Half-Hour

7 CONSUMERS REPORT FEELING RESPONSES IN THE SAME HALF-HOUR AS 82% OF OOH EXPOSURES *Any Positive Emotion, Good Mood, Alertness, Purchase Consideration in Same Half-Hour

8 CONSUMERS AT AIRPORTS REPORT ACTION RESPONSES DURING 39% OF VISITS AND FEELING RESPONSES DURING 86% OF VISITS Airport 39% 86% 9% Weekly Reach Action Feeling % of Population % of Exposures Action: Any Purchase, Seeking/Giving Purchase Recommendation, Purchase Decision, In-Store Shopping, e-commerce, Online Search, Brand-Related Social Media Activity in Same Half-Hour Feeling: Any Positive Emotion, Good Mood, Alertness, Purchase Consideration in Same Half-Hour

9 BUS/SUBWAY/TRAIN RIDERS REPORT ACTION RESPONSES DURING OF EXPOSURES AND FEELING RESPONSES DURING 71% OF EXPOSURES 10 Bus/Subway/Train % % Weekly Reach Action Feeling % of Population % of Exposures Action: Any Purchase, Seeking/Giving Purchase Recommendation, Purchase Decision, In-Store Shopping, e-commerce, Online Search, Brand-Related Social Media Activity in Same Half-Hour Feeling: Any Positive Emotion, Good Mood, Alertness, Purchase Consideration in Same Half-Hour

10 OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 23% OF ONLINE MOBILE ACTIVITY, MORE THAN ANY OTHER TRADITIONAL MEDIUM 25% 23% Exposure by medium during mobile online activity 15% 17% 18% 8% 5% 5% Any OOH Media Place Based Billboards/Transit/Street Furniture Television AM/FM Radio Print Newspaper

11 OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 42% OF ONLINE SHOPPING ACTIVITY ON MOBILE 45% 4 42% Exposure by medium during mobile shopping activity 35% 3 32% 25% 21% 21% 15% 5% Any OOH Media Place Based Billboards/Transit/Street Furniture 6% 2% Television AM/FM Radio Print Newspaper

12 OOH REACHES CONSUMERS IN THE HOUR BEFORE 43% OF MOBILE SHOPPING ACTIVITY 5 Exposure by medium hour before mobile shopping activity 45% 43% 4 35% 36% 3 27% 25% 23% 15% 12% 5% Any OOH Media Place Based Billboards/Transit/Street Furniture 3% Television AM/FM Radio Print Newspaper

13 OOH REACHES CONSUMERS IN THE HOUR BEFORE 32% OF ALL MOBILE SEARCH ACTIVITY 35% 32% Exposure by medium hour before mobile search activity 3 25% 25% 26% 15% 15% 9% 5% Any OOH Media Place Based Billboards/Transit/Street Furniture 2% Television AM/FM Radio Print Newspaper

14 OOH REACHES CONSUMERS IN THE HOUR BEFORE 28% OF MOBILE SOCIAL ACTIVITY 3 25% Exposure by medium hour before mobile social media activity 28% 27% 23% 15% 8% 5% Any OOH Media Place Based Billboards/Transit/Street Furniture 1% Television AM/FM Radio Print Newspaper

15 OOH REACHES CONSUMERS IN THE HOUR BEFORE 34% OF BRAND-RELATED SOCIAL MEDIA ACTIVITY 4 Exposure by medium hour before brand-related* social media activity *-based services (checking in) or interacting with brands, products, services, celebrities, personalities, fan pages, non-profits, charities, or cause-driven organizations 35% 3 34% 31% 34% 25% 15% 15% 7% 5% Any OOH Media Place Based Billboards/Transit/Street Furniture Television AM/FM Radio Print Newspaper

16 CONSUMERS REPORT POSITIVE EMOTIONS IN THE SAME HALF- HOUR AS 49% OF OOH EXPOSURES

17 CONSUMERS REPORT ALERTNESS IN THE SAME HALF-HOUR AS 52% OF OOH EXPOSURES

18 OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 96% OF IN-STORE SHOPPING ACTIVITY % Exposure by medium during in-store shopping activity 77% 43% 2% 1% 1% 7%

19 OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 68% OF PURCHASE ACTIVITY % 46% Exposure by medium during purchase activity 34% 6% 9% 9% 8%

20 OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 43% OF PATH TO PURCHASE ACTIVITIES 45% 4 43% Exposure by medium during any path to purchase* activity *giving/seeking purchase recommendation, purchase consideration, purchase decision, or purchase made 35% 3 25% 15% 12% 8% 16% 5% Any OOH Media Television AM/FM Radio Print Newspaper Computer Mobile/Tablet/eReader 1%

21 OOH REACHES CONSUMERS IN THE HOUR BEFORE 29% OF PURCHASE RECOMMENDATIONS 35% Exposure by medium hour before giving/seeking purchase recommendation 3 29% 25% 23% 25% 15% 12% 14% 5% Any OOH Media Television AM/FM Radio Print Newspaper Computer Mobile/Tablet/eReader 1%

22 OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES Exposure by medium during path to purchase activities: OOH & traditional media comparison 68% % 19% 16% 16% 9% 7% 7% 9% 6% 1% Giving/Seeking Purchase Recommendation 33% Purchase Consideration Purchase Decision Purchase Made Any OOH Media Television AM/FM Radio Print Newspaper

23 OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES Exposure by medium during path to purchase activities: OOH & online media comparison 68% % 23% Giving/Seeking Purchase Recommendation 3 33% 19% 17% 9% 12% 11% 8% Purchase Consideration Purchase Decision Purchase Made Any OOH Media Computer Mobile/Tablet/eReader

24 OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES AND MAKE PURCHASES IN THE AUTOMOTIVE CATEGORY Exposure by medium during Automotive path to purchase activities: OOH & traditional media comparison % % 29% 27% 25% 22% 12% 12% Purchase Consideration Purchase Decision Purchase Made Any OOH Media Television AM/FM Radio Print Newspaper

25 OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE AUTOMOTIVE CATEGORY 6 5 Exposure by medium during Automotive path to purchase activities: OOH & online media comparison 48% % 25% 14% 12% 7% 7% Purchase Consideration Purchase Decision Purchase Made Any OOH Media Computer Mobile/Tablet/eReader

26 OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE FASHION & APPAREL CATEGORY 7 6 Exposure by medium during Fashion & Apparel path to purchase activities: OOH & traditional media comparison % 21% 33% 19% 4% 3% Purchase Consideration Purchase Decision Purchase Made 7% 3% Any OOH Media Television AM/FM Radio Print Newspaper

27 OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE FASHION & APPAREL CATEGORY 7 6 Exposure by medium during Fashion & Apparel path to purchase activities: OOH & online media comparison % 28% 33% 22% 17% 17% 14% 13% Purchase Consideration Purchase Decision Purchase Made Any OOH Media Computer Mobile/Tablet/eReader

28 OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE FAST FOOD CATEGORY 6 Exposure by medium during Fast Food path to purchase activities: OOH & traditional media comparison 57% % 41% 3 12% 11% 12% 6% 9% 9% Purchase Consideration Purchase Decision Purchase Made Any OOH Media Television AM/FM Radio Print Newspaper

29 OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE FAST FOOD CATEGORY 6 Exposure by medium during Fast Food path to purchase activities: OOH & online media comparison 57% % 41% 3 16% 12% 11% 11% 11% 5% Purchase Consideration Purchase Decision Purchase Made Any OOH Media Computer Mobile/Tablet/eReader

30 OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE MOBILE/CELLULAR SERVICE CATEGORY 3 25% Exposure by medium during Mobile/Cellular Service path to purchase activities: OOH & traditional media comparison 28% 22% 25% 24% 27% 18% 15% 5% 5% 5% 3% Purchase Consideration Purchase Decision Purchase Made Any OOH Media Television AM/FM Radio Print Newspaper

31 OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES AND DECIDE ON PURCHASES IN THE MOBILE/CELLULAR SERVICE CATEGORY 3 25% Exposure by medium during Mobile/Cellular Service path to purchase activities: OOH & online media comparison 28% 24% 25% 28% 27% 19% 22% 15% 15% 17% 5% Purchase Consideration Purchase Decision Purchase Made Any OOH Media Computer Mobile/Tablet/eReader

32 Methodology & Terminology Data is drawn from USA TouchPoints release , which includes the following data: Sample of 1837 panelists participating for seven days, mode of transport, activity media behavior, purchase behavior, and emotional context were collected via smartphone ediary at each half-hour throughout the day Results are projected to the US A18-64 population, excluding unacculturated Hispanics, via data fusion with the Fall 2013 release of MRI s Survey of the American Consumer. exposures, activity, visits, occasions mean total half-hour periods in which the location/medium/activity/emotion was reported during the survey week during and same half-hour mean that the locations/media/activities/emotions were both reported at any point within the same half-hour period before and previous hour mean that one location/medium/activity/emotion was reported in either of the two half-hour periods before the half-hour period in which the other was reported Exposures for computer, mobile, and tablet/ereader are limited to online activities: /web on computer, and /web/apps on mobile/tablet/ereader OOH media is defined using edairy locations, activities, and mode of transport according to the definitions on the following page

33 OOH Media Definitions Activity Activity Any OOH Media Entertainment (movie, concert or sporting event) Traveling or commuting Airport Car or other traveling Convenience store Grocery store Gym or health club Mall Medical Facility Office Elevator Other store Outdoors away from home Restaurant or bar Place Based Activity Entertainment (movie, concert or sporting event) Convenience store Grocery store Gym or health club Mall Medical Facility Office Elevator Other store Restaurant or bar Billboards/Transit/Street Furniture Airport Outdoors away from home Mode of Transport Bicycle Mode of Transport Bus, subway, or train Mode of Transport Car or SUV Mode of Transport Motorcycle Mode of Transport Taxi Mode of Transport Truck Mode of Transport Walking