‘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.

Total Population“Active”* Time Spent

(Hours)

2.1

9.3

5.3

In-Home Out-of-Home Other

Weekday

Weekend

* Excludes sleeping which accounts for 7.3 hours on weekday and 8.1 hours on weekend day.

6.2

2.4

7.3

In-Home Out-of-Home Other

Over 50% of time spentoutside of the home

Almost 40% of time spent outside of the home

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

Visits To Place Based OOH 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

• Spent an avg. of 5 hours on campus each visit.

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.

Shopping Malls

Past Week:70% visited x 2 visits

Past Month:94% visited x 5 visits

• Average time spent 1.5 hours each visit.

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 each visit.

Shopping Behaviour of Workers

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

Don't Know/Can't Remember

7%

53%40%

Earlier in Day

On Way Home From Work

Don't Know/Can't Remember

CANADA U.S.A.

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

•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

•Arbitron U.S. Study found that 15% of Americans shop equally close to home/work.

•Americans have a tendency to shop closer to home.

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

•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

77

49

62

34

57

48

1711

40

41

41

42

59

90

0 50 100

Canada

USA

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

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

Impact Of Exposure To OOH

Became Interested In A New Brand

Past 3 months: 18%Past year: 32%

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

Past 3 months: 25%Past year: 41%

Learned About A Special Event That I Later Attended

Past 3 months: 17%Past year: 34%

Visited a Specific Restaurant

Past 3 months: 14%Past year: 27%

Prompted To Visit A Specific Website Address After Seeing It Promoted

Past 3 months: 30%Past year: 45%

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

Past 3 months: 4%Past year: 7%

Summary

• Urban Canadians spend a significant amount of time outside the home.

• In a typical week, urban Canadians spend over 40% 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.