People aged 18–54 years are time-poor and on the run. Mobile usage and the wish to change careers are more prominent within this audience group.

On weekends they go shopping, visit cafés, restaurants and bars/clubs or go to the gym. Other activities throughout the year include; study/course work, kids’ schoolwork, theme park visits and rock/pop concerts.

Children influence the shopping experience of this audience group, who spend more when the kids come along. 

Attitudes towards Outdoor

 
notice advertising
on large billboards
  • 57% notice brand advertising on large billboards
  • 49% can’t help notice advertising on buses
  • 48% can’t help notice advertising around the airport

Commuting habits

 
travel by car
  • 62% travel by car
  • 27% travel an hour or more each day
  • 23% use the train

Purchasing behaviour

 
own a
credit card
  • 59% own a credit card (40% spend $1000+ per month on their card)
  • 54% are intending some sort of renovation on their house in the next year

1 in 4 intend to purchase a car in the next 12 months (44% intend to purchase a used car, 41% a new one)

Source: Nielsen Consumer & Media View  Metro  Survey 10 2012 (Jan-Dec12) ;

Base: people 18+  and (outdoor advertising really stands out or usually notice) 4,635,000 people