Posterscope USA launches out of home insight survey

Aegis Media’s Posterscope USA has conducted the first U.S. out-of-home consumer insight research survey called “OCS.”  OCS enables Posterscope to look at the out-of-home landscape through the lens of the consumer to find unique insights. These insights help to develop out-of-home plans and buys that uniquely connect clients with consumers in the right place, at the right time, with messaging that resonates with their individual lifestyles.

The OCS questionnaire polled adults ages 15-64. The study was designed to represent a cross section of Americans, in order to profile specific target audiences to determine media consumption, attitudes toward advertising and receptivity to advertising and marketing messages.  This information allows Posterscope to compare findings across all media (mobile, out-of-home, newspapers and magazines, cinema, radio, TV and the internet), as well as compare the value of particular venues and platforms within out-of-home for any target consumer group.  The research also gained key insights regarding consumers’ receptivity toward digital OOH advertising.

In addition to media-related attitudes and behaviors, OCS examined several lifestyle and demographic factors including:  lifestage variables, activities/hobbies/interests, values/attitudes, technology usage and standard demographic variables such as age, income, education level and occupation.  This data provides Posterscope with a textured, in-depth look at consumers beyond just knowing their media consumption habits.

OCS uncovered proprietary insights:

Young Adults:

Young adults (ages 18-30) spend more time with out-of-home than with traditional media compared with the average adult.

They are 28% more likely to visit bars, clubs and coffee shops than the average adult 18+.

Young adults are most receptive to advertising that appears in theaters, grocery stores, on billboards and in malls.  Movie theaters, grocery stores and billboards outperform internet, magazines, newspapers and radio advertising on noticeability.

84% of this group notice advertising in movie theaters, 12% more likely than the average adult.

They also spend an average of 61 minutes per day in their car and 14 hours per week on their mobile phone.
 
Affluent:

23% of those with household income of $100K+ visit airports regularly; the affluent are 127% more likely to visit airports than the general population.

57% of the affluent agree that they notice advertising in airports.

47% say advertising in airports helps them pass time; more than 1/3 say it is “eye-catching.”

The affluent spend more time in their cars on an average workday versus the general population.

This group is 56% more likely to visit gyms, 49% more likely to visit spas, and 30% more likely to visit casual dining restaruants than the general population 18+.

Movie Enthusiasts (people ages 15+ who go to the movies once a month or more):

In addition to movie theaters, Movie Enthusiasts are more likely to frequent several other out-of-home venues than the general population.   They are more likely to report visiting malls regularly (42% more likely), casual dining restaurants (33% more likely), coffee shops (67% more likely), bars (66% more likely), gyms (51% more likely), airports (81% more likely), and sports stadiums (85% more likely).

77% of Movie Enthusiasts say they notice advertising at grocery stores, 74% on Billboards, 67% at malls, and 57% at sports stadiums.

Over half of Movie Enthusiasts report having purchased a product they saw advertised in a grocery store.
Over half of Movie Enthusiasts say that advertising on billboards is a welcome distraction from traffic and that they often notice advertising on posters and billboards when they are out and about.

91% of Movie Enthusiasts noticed some type of advertising at the theater the last time they went to the movies.
More than one-fifth of Movie Enthusiasts plan to buy a car within the next 12 months.

Movie Enthusiasts spend an average of 5 more minutes per day in their cars than the average adult.