More mature and certainly with more financial commitments than ‘urbanites’, this audience is much more considered when it comes to purchasing. Time pressure is also a key characteristic of this audience. Leisure time, particularly that spent with the family, is as important as work time and there is a clear differentiation between time spent in the working week and time spent at the weekend. Maintaining the work-life balance is very important to this audience; whilst inevitably work may be brought home on occasions they recognise the importance of family time. They are less likely to sacrifice family time for work yet it’s still important that the family recognises their success.
As the head of the family and traditional ‘gatekeeper’ to the family expenses, this audience will be the key decision-maker when it comes to high consideration purchases. Holidays, motors, and household expenditure are just some of the things which the key decision maker will play an important role in purchasing.
Being of a more affluent standing they typically reside outside of urban centres and therefore commuting times are considerably higher, either by car or by rail. Britain On The Move examines how this commuting time is a key feature of this audience’s daily lives and due to its length will tend to be used productively as this is the only time during a busy week that they will have time to themselves. Work is high on the agenda at this time and even during the commute there is no such thing as ‘downtime’; an estimated £9bn is added to the UK economy through work carried out whilst travelling.
Total Recall examines exactly how important dwell time can be in benefiting advertisers talking to this audience. Brand Recall is up to 14 times higher in high dwell time environments, compared to low dwell time environments, and overall ad recall is 6 times higher.
Where it gets even more interesting is that the people who travel the farthest are also the most affluent, as examined in Consumers On The Move in Europe. There is a clear correlation between high Outdoor advertising exposure and high earnings. Another way of saying this is ‘the people you reach most with Outdoor are the people you most want to reach’.
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