‘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) Weekday Weekend * Excludes sleeping which accounts for 7.3 hours on weekday and 8.1 hours on weekend day. Over 50% of time spent outside 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 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

On 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

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 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

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

Media Exposure

Time Exposed To Various Media Urban Canadians are exposed to OOH advertising for up to 4 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.