Consumer Insights and Intent - Q1 - OOH Opportunities February 10, 2021
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Consumer Insights and Intent - Q1
OOH Opportunities
February 10, 2021
Harris Insights & Analytics LLC, A Stagwell Company © 2018OAAA: CONSUMER BEHAVIOR
Table of Contents & Methodology
Key Takeaways p.3
Dates January 15th to 20th, 2021
Part 1:
p.4
Q1 Mobility & The Opportunity for Out of Home
Survey Length 11 minutes
Part 2:
p.15
OOH Messaging Amid COVID
Method Online
Part 3:
p.20
Digital Transformation Implications for OOH
Audience General Public (n=1,000)
Implications & Recommendations p.27
Data is weighted to reflect the U.S. general public across age, gender,
race/ethnicity, region, income, household size, and employment.
2
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA: CONSUMER BEHAVIOR
Key Takeaways
The Future Commute: Looking ahead to the next few months, over 70% of workers will be commuting at least part-time, over 4 in 10
• workers (45%) will be commuting everyday, while the other half will either be working from home (28%) or a mix of commuting and WFH
(26%). There is an income gap in everyday commuters: 57% of households with incomePART 1: MEETING CONSUMERS WHERE THEY ARE
Q1 Mobility & The Opportunity for
Out of Home
4
Harris Insights & Analytics, A Stagwell LLC Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
Looking Ahead to the Next Few Months, Nearly Three-Quarters of Workers
Will Be Commuting at Least Part Time
Looking ahead to these next few months during
the COVID-19 pandemic, which of the following
% Commuting Every Day or Mix
best describes your work situation?
< $50k 76%
$50-99k 72%
72% Commuting $100-$150k 72%
at least part time $150k+ 66%
I wll be commuting to 45%
my job every day Gen Z 74%
Millennial 73%
I will be doing a mix of
commuting and Gen X 71%
working from home Boomer+ 73%
I will be working from 26%
home all of the time West 72%
Mountain/Great… 67%
Midwest 68%
28% Northeast 69%
South 76%
Mid-Atlantic 73%
BASE: EMPLOYED (546)
Q1. Looking ahead to these next few months during the COVID-19 pandemic, which of the following best describes your work situation?
5
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
Over 4 in 10 Workers Will Be Commuting Everyday, With Notable Variances
by Income and Geographic Region
Looking ahead to these next few months during
the COVID-19 pandemic, which of the following % Commuting Everyday
best describes your work situation?
< $50k 57%
$50-99k 48%
$100-$150k 41%
$150k+ 34%
I wll be commuting to 45%
my job every day Gen Z 44%
Millennial 44%
I will be doing a mix of
commuting and Gen X 46%
working from home Boomer+ 48%
I will be working from 26%
home all of the time West 36%
Mountain/Great Plains 48%
Midwest 49%
28% Northeast 36%
South 44%
Mid-Atlantic 61%
BASE: EMPLOYED (546)
Q1. Looking ahead to these next few months during the COVID-19 pandemic, which of the following best describes your work situation?
6
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
And Over a Quarter Will Be Taking a Mixed Approach, Especially Those in the
West, Northeast and South
Looking ahead to these next few months during
the COVID-19 pandemic, which of the following % Doing a Mix of Community / Working From Home
best describes your work situation?
< $50k 19%
$50-99k 24%
$100-$150k 30%
$150k+ 32%
I wll be commuting to 45%
my job every day Gen Z 31%
Millennial 28%
I will be doing a mix of
commuting and Gen X 25%
working from home Boomer+ 25%
I will be working from 26%
home all of the time West 36%
Mountain/Great… 19%
Midwest 19%
28% Northeast 33%
South 32%
Mid-Atlantic 12%
BASE: EMPLOYED (546)
Q1. Looking ahead to these next few months during the COVID-19 pandemic, which of the following best describes your work situation?
7
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
While Only About A One-Quarter Will Be Working-From-Home Entirely
Looking ahead to these next few months during
the COVID-19 pandemic, which of the following % Working From Home All the Time
best describes your work situation?
< $50k 24%
$50-99k 28%
72% Commuting $100-$150k 28%
at least part time $150k+ 34%
I wll be commuting to 45%
my job every day Gen Z 26%
Millennial 27%
I will be doing a mix of
Gen X 29%
commuting and
working from home Boomer+ 27%
I will be working from 26%
home all of the time West 28%
Mountain/Great Plains 33%
Midwest 32%
28% Northeast 31%
South 24%
Mid-Atlantic 27%
BASE: EMPLOYED (546)
Q1. Looking ahead to these next few months during the COVID-19 pandemic, which of the following best describes your work situation?
8
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
Vast Majority Will Be Commuting By Car After The Pandemic, but More Workers
Will Be Working From Home Post-Pandemic Than Before
What would you say is your primary method of commuting to your job
at each of the following time periods?
Before the pandemic At the moment After the pandemic
74%
67%
63%
41% +12 pts
from pre-covid
28%
23% 23%
19% 20% 20%
18% 16%
12%
16% 14%
16% 14% 16%
Walking Bike or scooter Car Bus Subway or light rail Working from home
BASE: GENERAL PUBLIC (1000)
Q2. What would you say is your primary method of commuting to your job at each of the following time periods? Please select all that apply. 9
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH Urbanites
OAAA Q1 CONSUMER TRENDS FOR OOH
Today, Highways and Routes to Grocery and Retail Stores Are Most Optimal
for OOH to Meet Consumers
Thinking about your typical routine, how often do you
visit or go to each of the following?
Never Once a month or less Once a week Several times a week Everyday Once a week or more
Grocery store 3% 11% 49% 31% 6% 86%
Driving on the highway 10% 20% 26% 26% 18% 70%
Retail stores 9% 41% 27% 18% 5% 50%
Visit with friends or family 13% 37% 26% 16% 8% 50%
Restaurants 19% 35% 26% 16% 4% 46% 58% Millennial
Nearby cities or towns 18% 40% 21% 13% 8% 42%
Drug store / pharmacy 11% 47% 28% 11% 3% 42%
Local public parks 31% 35% 16% 10% 8% 34% 49% Millennial
Downtown or "main street" shops 35% 33% 17% 9% 5% 31% 52% Urban 1M+
Liquor stores 45% 28% 15% 7% 5% 28% 39% HHI $150k+
BASE: GENERAL PUBLIC (1000)
Q3. Thinking about your typical routine, how often do you visit or go to each of the following? 11
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
In Fact, Consumers Are Noticing OOH the Most While Driving Right Now
How often would you say you notice billboards, outdoor video screens, posters,
signage, and other outdoor ads while doing each of the following?
Never Sometimes Often Always Notice at least sometimes
Driving on the highway 17% 50% 23% 10% 83%
89% Urban 1M+
Driving around your town or city 18% 51% 23% 8% 82% 79% UrbanOAAA Q1 CONSUMER TRENDS FOR OOH
Even During the Winter Months When People Are Indoors More, 41% Are
Noticing OOH More, Especially Younger Consumers
Would you say you are noticing billboards, outdoor video screens, posters,
signage, and other outdoor ads more now than before the pandemic began?
% Yes
45% 41% January 2021
Yes (Net) +5 pts increase in Suburban 33%
14% 19%
Yes, much more those notice OOH Rural 34%
“much more” Urban 1M+ 55%
Yes, slightly more
31% 23% UrbanOAAA Q1 CONSUMER TRENDS FOR OOH
Looking Ahead, Nearly a Third Plan to Travel and Over a Quarter Plan on
Taking a Road Trip – Especially Gen Z
Thinking ahead to the next few months during the COVID-19 pandemic, how
often would you say you plan on traveling outside of your typical routine?
At least once 62% 61% 53% 23%
(Net)
73% 81% 5% 35%
Often 7% 8% 8% 67% 8%
of Millennials of Gen Z 11% of Millennials of HHI $150k+
A few times 20% 18% 10%
Once or twice
34%
Never
34% 34%
77%
47%
38% 39%
Traveling outside of my local Taking a road trip Traveling to another state Taking an international trip (or
routine traveling outside the US)
BASE: GENERAL PUBLIC (1000)
Q4. Thinking ahead to the next few months during the COVID-19 pandemic, how often would you say you plan on traveling outside of your typical routine? 14
Harris Insights & Analytics LLC, A Stagwell Company © 2020PART 2: WHAT’S RESONATING WITH CONSUMERS RIGHT NOW
OOH Messaging Amid COVID
15
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
OOH for Restaurants, TV & Movies, Politics, Public Events and New Products Is
Most Memorable, While New Brands Especially Engage Urbanites 1M+
40%
41%
Local restaurants 48%
40%
To the best of your knowledge, would you say you 40%
37%
typically remember seeing outdoor ads from 35%
TV shows or movies 26%
billboards, outdoor video screens, posters, 56%
30%
signage, etc. about each of the following? 32%
30%
Political candidates 39%
28%
33%
32%
31%
Public events (e.g., fairs, trade shows) 26%
38%
29%
30%
31%
New brands or products 18%
41%
25%
28% General Public
32%
Local retail or convenience stores 23%
31% Suburban
27%
24% Rural
25%
New businesses in your area 27%
25% Urban 1M+
24%
19% UrbanOAAA Q1 CONSUMER TRENDS FOR OOH
OOH is Leading Consumers to Discover New Businesses and Brands, and
Influencing Their Path to Purchase Especially Urbanites 1M+
27%
29%
Informed me of new businesses in my area 27%
26%
Which of the following actions have 28%
billboards, outdoor video screens, 24%
25%
posters, signage, and other outdoor Helped me discover a new brand 12%
33%
ads led you to do in the past year? 21%
20%
Please select all that apply. 17%
Influenced my decision to buy a product or service 20%
34%
15%
20%
19%
Helped me find a store or business while I was traveling 18%
25%
19%
15%
12% General Public
Increased my favorability of a brand 9%
24%
11% Suburban
13% Rural
10%
Influenced my decision to vote for a political candidate or issue 11%
18% Urban 1M+
11%
10% UrbanOAAA Q1 CONSUMER TRENDS FOR OOH
Over Half of Consumers Notice OOH About Public Safety, and Almost Two-
Thirds of Consumers in Large Urban Areas 1M+
Have you seen any messages about public safety and security on outdoor video
screen, poster, signage, billboards, and other outdoor ads such as local public
safety, health updates and COVID protocols, curfew alerts, weather warnings, etc.?
% Yes
64% 64%
59%
51% 51%
48%
46%
43%
38%
General Suburban Rural Urban Urban Gen Z Millennial Gen X Boomer
Public 1M+OAAA Q1 CONSUMER TRENDS FOR OOH
Over 70% say OOH Public Safety Messaging Makes Them Feel Informed and
Safe
How useful do you find messages on billboards, bus shelters, or other outdoor signage
are in providing essential information about public safety such as local public safety,
health updates and COVID protocols, curfew alerts, weather warnings, etc.?
% Informed and safe
Suburban 72%
71% Rural 65%
Informed and safe
Urban 1M+ 79%
They make me feel
somewhat more informed UrbanPART 3:
Digital Transformation Implications
for OOH
20
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
Over 4 in 10 Are Using Contactless Payments More; Overall One-Fifth or More
Are Using New Technologies During the Pandemic
Are you using any of the following technologies
more since the start of the pandemic?
Contactless QR codes Augmented reality
transactions
43%
31%
19%
Not sure No Yes 70%
59%
9% 48% 10% 11%
36% Gen Z 35% West 14% Suburban
49% Millennial 28% Mountain/Plains 11% Rural
53% Gen X 25% Midwest 34% Urban 1M+
35% Boomer+ 45% Northeast 13% UrbanOAAA Q1 CONSUMER TRENDS FOR OOH
Millennials, Urban Areas 1M+ Are Highest Users of New Technologies
Are you using any of the following technologies
more since the start of the pandemic?
% Yes
Contactless
transactions QR codes Augmented reality
Gen Z 36% Gen Z 35% Gen Z 36%
Millennial 49% Millennial 43% Millennial 34%
Gen X 53% Gen X 39% Gen X 15%
Boomer+ 35% Boomer+ 16% Boomer+ 4%
Urban 1M+ 51% Urban 1M+ 39% Urban 1M+ 34%
UrbanOAAA Q1 CONSUMER TRENDS FOR OOH
Over 4 in 10 Are Interested in Contactless Payments and QR Codes; Overall
One-Quarter or More Would Be Interested in Sales from New Technologies
Would you be interested in special sales or deals available
through these types of technologies?
Contactless
transactions QR codes Augmented reality
45% 41% 28%
Not sure No Yes
16% 17% 18%
54%
40% 42%
34%OAAA Q1 CONSUMER TRENDS FOR OOH
But ‘Digital Device Burnout’ Continues to Rise and Most Are Seeking Relief
Through Outdoor Activities
How much do you agree or disagree with each of the following statements?
% Agree
Change
Strongly disagree Somewhat disagree Somewhat agree Strongly agree Jan ‘21
Sep ‘20
These days, I spend so much time looking at computer, mobile
7% 18% 48% 27% 75% +7
device, and TV screens that I often tune out digital ads.
I try to get out of the house as often as I can, even if it's just for a
8% 20% 47% 25% 72% +7
drive or a walk around town.
I've been trying to find safe outdoor activities to spend my time. 9% 20% 46% 25% 71% +6
I wish there were more outdoor dining offerings. 11% 23% 46% 19% 66% +6
At this point in the pandemic, I am trying to spend less time on my
21% 36% 32% 11% 43% -
phone or computer and reduce my television viewing.
BASE: GENERAL PUBLIC (1000)
Q10. How much do you agree or disagree with each of the following statements?
24
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
Gen Z Want More Outdoor Dining; Millennials to Simply Get Outside
How much do you agree or disagree with
each of the following statements? % Agree
71%
These days, I spend so much time looking at computer, mobile 70%
device, and TV screens that I often tune out digital ads. 74%
80%
82%
I wish there were more outdoor dining offerings. 69%
66%
60%
63%
I try to get out of the house as often as I can, even if it's just for a 78%
drive or a walk around town. 72%
69%
60% Gen Z
I've been trying to find safe outdoor activities to spend my time. 78%
76% Millennial
68%
61% Gen X
At this point in the pandemic, I am trying to spend less time on 57%
my phone or computer and reduce my television viewing. 41%
Boomer+
31%
BASE: GENERAL PUBLIC (1000)
Q10. How much do you agree or disagree with each of the following statements?
25
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
This Winter, Millennials Are the Most Likely to Be Seeking Outdoor Activities
Which of the following outdoor activities have you done or
plan to do this winter during COVID-19 pandemic?
58%
43%
Walking or running in my neighborhood 57%
63%
61%
29%
30%
Going to public parks 35%
22%
30%
28%
28%
Shopping in outdoor areas 37%
31%
23%
25%
21% 28%
Outdoor dining
29%
24%
24%
20%
Recreation such as hiking, visiting national parks, or the beach 33%
29%
15%
17%
23%
Spending time in downtown areas 31%
8%
10%
12%
23%
Skiing, sledding, or other snow activities 22%
10%
4% General Public
10%
19% Gen Z
Attending theme or amusement parks 18%
8% Millennial
3%
23%
22% Gen X
None of the above 18%
19% 29% Boomer+
BASE: GENERAL PUBLIC (1000)
Q5. Which of the following outdoor activities have you done or plan to do this winter during COVID-19 pandemic? Please select all that apply. 26
Harris Insights & Analytics LLC, A Stagwell Company © 2020OAAA Q1 CONSUMER TRENDS FOR OOH
Implications & Recommendations
OOH is having outsized success with Urbanites 1M+, and there is opportunity to replicate impact for
UrbanitesOAAA Contact:
Laura Goldberg
LBG Public Relations
laura@lbgpr.com
+1-347-683-1859
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