‘a day in the life of urban canadians’. objectives provide insight into a typical day in the...
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‘A Day In The Life Of Urban Canadians’
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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.
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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.
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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
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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
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Visits To Place Based OOH Networks
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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.
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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.
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Shopping Malls
Past Week:70% visited x 2 visits
Past Month:94% visited x 5 visits
• Average time spent 1.5 hours each visit.
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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.
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Shopping Behaviour of Workers
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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
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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
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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.
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•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
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•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
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•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.
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Media Exposure
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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
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Impact Of Exposure To OOH
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Became Interested In A New Brand
Past 3 months: 18%Past year: 32%
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Learned About A Store/Product/Sale That Motivated Me To Visit a Specific Store
Past 3 months: 25%Past year: 41%
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Learned About A Special Event That I Later Attended
Past 3 months: 17%Past year: 34%
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Visited a Specific Restaurant
Past 3 months: 14%Past year: 27%
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Prompted To Visit A Specific Website Address After Seeing It Promoted
Past 3 months: 30%Past year: 45%
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Sent A Text Message From A Cell Phone After Seeing It Promoted
Past 3 months: 4%Past year: 7%
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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.
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