‘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!
Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+
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.)
Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+
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.
Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+
Targeting Health-Conscious Consumers
Health and Fitness Club Networks
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+
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.
Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+
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
Past Month:94% visited x 5 visits
Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+
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
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.
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
Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+
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.
Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+
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.
Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+
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
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 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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