‘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

• 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.

24 Hours in the Life of Urban Canadians

Total Population“Active”* Time Spent

(Hours)

2.1

9.3

5.3

In-Home Out-of-Home Other

* Excludes sleeping which accounts for 7.3 hours on weekday.

Over 50% of timespent outside of the home!

Weekday

Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

Total Population“Active”* Time Spent

(Hours) Weekend

* Excludes sleeping which accounts for 8.1 hours on weekend day.

6.2

2.4

7.3

In-Home Out-of-Home Other

Almost 40% of time spent outside of the home!


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

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

Urban Canadians Are Spending More Time Commuting To/From Work

Stats Can 2005 Survey:

65 minutes Up from 60 minutes in 1998.

65 minutes

21% state they are spending more time commuting than last year

Sources: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+

Stats Can 2005 Survey

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.)


Working

Full Time Part Time Weekday: 8.2 hours 4.5 hoursWeekend: 2.0 hours 3.1 hours

Working accounts for over 30% of weekday timeand over 8% of weekend time.

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.

Targeting Workers

Elevator Networks in Office Buildings

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

* Source: Nielsen 2002.

Reach upscale consumers and business decision makers en route to work, lunch and coffee breaks.

Personal Products Purchased During the Workday

Past 30 Days

50%

43%46%

41%35%

19%

Pain Relievers ColdRemedies

Skin Cream /Moisturizer

Cosmetics Vitamins Perfume /Cologne

Sources: Millward Brown Captivate Viewer Study, April 2006

TNS Canadian Facts 2006 Day in the Life Study

79% of full-time workers shop during work and/or on their way to/from work.

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.

Targeting Restaurant Patrons

Resto-Bar Networks

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.


Targeting Health-Conscious Consumers

Health and Fitness Club Networks

Health and Fitness Club Attendance

Past Week:18% visited x 2.5 visits


Average time spent 1.4 hours each visit.


Targeting Students

College and University Campus Networks

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.


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.

Targeting Shoppers

Shopping Malls

Shopping Malls

Past Week:70% visited x 2 visits



Average time spent 1.5 hours each visit.

Influencing Shoppers at Decision Time

82

39

44

19

8

85

42

48

23

8

76

32

34

9

9On way to work

During meal/break times

On way home from work

After get home from work

Weekends/ days not at work

Total Workers

%

Full-time Workers

%

Part-time Workers

%

Weekends and On The Way Home From Work Are The Most Popular Times To Shop

Time Of Day When Workers Shop

9%

35% 56%

Earlier in Day

On Way To/From Work

Don't Know/Can't Remember

Over One Third of Shoppers Decide to Shop at The Last Minute

CANADA

When Decided to Shop on Way To/ From Work

When Decided to Shop on Way To/ From Work

9%

35% 56%

Earlier in Day

On Way To/From Work


7%

53%40%

Earlier in Day

On Way Home From Work


CANADA U.S.A.

Canadian data is consistent with Arbitron U.S. study which reported 40% decide to shop on way home from work.

Decision to Shop on Way To/From Work - Age

32% 32% 34%39%

41%45%

12 - 17 18 - 24 25 - 34 35 - 49 50 - 64 65+*

Younger Adults Are More Likely to Stop Spontaneously to Shop

Decision to Shop on Way To/From Work – Commute Time

48%

36%35%

1 Hour 2 Hours 3 Hours+

Adults With Longer Commute Times Are More Likely to Stop Spontaneously

41% of Canadian workers shop closer to home.29% of Canadian workers shop equally close to home/work.

Where Canadian Workers Shop Most

41%

12%

29%

1%17%

Closer to Work

Closer to Home

Depends on What I Need

Equally Close to Home/Work

Don't Know


Where Workers Shop Most

17%1%

29%

12%

41%

Closer to Work

Closer to Home

Depends on What I Need

Equally Close to Work /HomeDon't Know

62%

15%

3%

20%

CANADA USA

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+

Where Workers Shop Most

9%

14%

16%

20%

23%

20% 21%

28%

39%

44%

44%

59% 7%

10%

10%

14%

17%

18% 38%

32%

27%

29%

29%

65+

50 - 64

35 - 49

25 - 34

18 - 24

12 - 17

Closer to work Closer to home Depends on what I need Equally c lose to home/work

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.


Canadian workers are most likely to stop at Grocery & Drug Stores

Grocery Store

Convenience store

Large retail store

Department Store

Other food outlet

Total workers %

Fast food outlet

Types of Stores Shopped at on Way To/From Work

Drug Store

17

48

57

34

62

49

77

90

59

42

41

41

40

11

CanadaUSA

Grocery & Convenience Stores are the most common places to stop at in the U.S.


Influence purchase decision by targeting consumers near home and work!

Media Exposure

Time Exposed To Various Media

Average Time Exposed Per Day (Hours)

Week Day Saturday Sunday

Out-of-Home Stimulus *

3.8 4.7 4.7

Radio 2.2 1.3 1.1

Internet 3.6 2.6 2.4

Newspapers 0.5 0.6 0.4

Magazines 0.4 0.3 0.2

Television 3.8 3.1

3.1

Urban Canadians are exposed to OOH advertising for up to4 hours on a weekday and up to 5 hours on a weekend day.

* Includes indoor and outdoor advertising

Generating a Response with OOH

Purchased /Sought Information About A New Product

Past 3 months: 17%Past year: 32%

Became Interested In A New Brand


Learned About A Store/Product/Sale That Motivated Me To Visit a Specific Store


Learned About A Special Event That I Later Attended


Visited a Specific Restaurant


Prompted To Visit A Specific Website Address After Seeing It Promoted


Sent A Text Message From A Cell Phone After Seeing It Promoted


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.

‘A Day in the Life’

Documents

Transcript of ‘A Day in the Life’