Key Takeaways
The Future Commute:Looking ahead to the next few months, over 70%of workers will be commuting atleast part-time, over 4in 10 workers(45%) wil be commuting everyday, while the other half will either be working from home(28%) or a mix of commu ing and WFH (26%) .There is an income gap in everyday commuters:57% of households with income <$50k willbe commuting vs only 34% of households with income over$150k.However.66%of the$150K households will commute atleast part-time Today, highways and routes to grocery and retail stores are most optimal for OOH to meet consumers; 86%are visting the grocery store and 70%drving on the highway once a week or more, which is 30 percentage points higher than most other activities, and half(50%) are visiting retail stores.In fact, consumers are noticing OOH the most while driving rightnow(83%) .
Even during the winter months when people are indoors more, OOH is gaining traction, especially with younger consumers:Since September, there has been a 5 point increase in those who say they notice OOH“much more.Additionally, 60%of GenZ, 58%of millennials, and 42%of GenX say they are noticing OOH more. OOH is leading consumers to discover new businesses and brands, and influencing their path to purchase:.About one-quarter report OOH informed them of a new business or brand this past year.In larger urban areas 1M+, 34%say OOH influenced their decision to buy a product.
Consumers are relying on OOH to stay informed on public safety and COVID:7 in 10(70%) say OOH public safety messaging makes them feel informed and safe and 29%say they've learned new public health information about COVID-19fromOOH.
Consumers are embracing new contactless commerce technology, such as tap to pay(45%) and QR codes(41%) .At the sametime,digital device burnout is rising(+7pts increase since September) , and many consumers are increasingly seeking outdoor activities, especially GenZ, 82%of whom say they wish there were more outdoor dining offerings, and Mile nni als, 78%of whom say they are trying to find safe outdoor activities to spend their time.
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