Urbanites are subject to more time pressure than most other audiences. Longer working hours in a more competitive professional environment mean the work-life balance is being squeezed more than ever before. The focus for this audience is on working hard and then (in most cases) playing hard. Fewer financial commitments mean greater spending power, even in a tougher economic climate and certainly compared to more mature audience groups. Urbanites earn more than the UK average and the work-life balance is maintained by retail therapy; treats are important!
Time pressure also leads to interesting sub-trends; top-up shopping, fuelling the growth of Tesco Metros everywhere, and an irregular consumption of traditional media channels in favour of channels which play a role in ‘their’ everyday lives and are more relevant.
These urbanites welcome Outdoor advertising as it provides them with non-interruptive distractions and entertainment on their commutes to work. Take a look at The London Commuter research demonstrating how 87% of Londoners prefer the Tube with advertising. This trend is replicated outside of the capital with equally high figures from the Consumers on the Move UK research where 79% of people preferring buses with advertising and 65% prefer National Rail with advertising.
Not only do urbanites welcome Outdoor advertising but they are the audience most likely to respond to it. Project Siren demonstrates how almost 8 in 10 Tube users tell us they have responded to a Tube advert. The figure for bus advertising from the Road to Enlightenment research is equally high at 84% amongst 16-34 year olds.
Related Case Studies
View this case Study by clicking the link above
View this case Study by clicking the link above
View this case Study by clicking the link above
View this case Study by clicking the link above