1. The right place
Average time spent with the media prior to shopping occasion on the same day, min.
Source: Day in the Life Study, Research Now
N=3165
oma.org.au
moveoutdoor.com.au
Online
Outdoor
Radio TV
Newspapers
Magazines
Everyone knows that the path to purchase is changing. But it's still a good idea to communicate with people before they buy, and that's where our time-and-motion studies found Outdoor is most effective. It is also the perfect complement to online – Outdoor and Online are the two channels consumers spend the most time with prior to shopping, so it is really crucial to get them working at the same time.
The above chart represents the time spent with each media across the day up until the respondent shopped. In the final 60 minutes immediately prior to shopping, respondents spent on average 23.1 minutes in Outdoor environments and less than 6 minutes with online and radio respectively (both 5.7 minutes), followed by TV 2.8 minutes, Newspapers 0.7 and Magazines 0.2.
For 60% of respondents only Outdoor interacted with them in the 60 minutes prior to shopping.
Source: Day in the Life Study, Research Now 2012/13 – 3,465 respondents. Respondents recorded media consumption and activities across the day.