Impact on Consumer Behaviour and Shopping Habits
Out-of-Home advertising increases the number of connect points with consumers and engages consumers on different levels. The 2003 Arbitron National In-Car Study provides insight into the increasing role out-of-home advertising media in reaching busy and elusive consumers.
The study findings show a large number of consumers indicate that exposure to outdoor advertising has impacted their awareness of an advertiser and led them to visit a store.
| Have you ever… |
From Billboard |
|
Heard/seen something funny that you talked about with others that day? |
55% |
| Learned about an event you were interested in? |
61% |
| Learned about a store that you later visited? |
53% |
| Learned about a restaurant you later visited? |
52% |
| Noted a phone number? |
34% |
| Noted a Web address? |
29% |
| Learned about or been reminded to listen to a radio station? |
47% |
Time Spent In-Car Impacts Consumer Behaviour
The greater the time spent in a vehicle, the more likely that a consumer has immediately visited, that day, a store because of a billboard. Those who spend two or more hours in a vehicle on a typical weekday are much more likely to have visited a store due to outdoor advertising.
% Visiting a Store Later That Day After Seeing Sale/Special Offer Advertised On Billboard
- 16% of consumers that spent < 1 hour/weekday in-car visited a store later that day
- 17% of consumers that spent 1 to <2 hours /weekday in-car visited a store later that day
- 24% of consumers that spent 2+ hours/weekday in-car visited a store later that day
One-third of heavy in-car consumers visited a store within a week based upon billboard advertising. The greater the time spent in-car, the greater the results of outdoor advertising.
- 19% of consumers that spent <1 hour/weekday in-car noticed a billboard that motivated them to visit a store later that week
- 29% of consumers that spent 1 to <2 hours/weekday in-car noticed a billboard that motivated them to visit a store later that week
- 34% of consumers that spent 2+ hours/weekday in-car noticed a billboard that motivated them to visit a store later that week.