To investigate the behaviours of Australian's during the Summer months. We wanted to undesrtand the receptivity of Outdoor ads in summer and whether audiences were spending less time with other mediums.
The insights have been drawn from the Outdoor leaders’ community panel The Outsiders and aims to investigate and challenge the beliefs around what Australians really get up to over the warmer months.The study investigated everyday Australians, asking about their spending, commuting, holidaying and overall habits throughout summer, cumulating in a presentation that both corroborates and challenges popular beliefs about summer in market.
There were several key findings that verified what we have come to expect from the season, i.e. that 70% of the audience are more active in summer, 56% saying they spend more time catching up with friends and 66% saying they are happier. As well as the anticipated positivity toward summer, the study also drew out some key ideas around what happens in regards to commuting and holidaying that may surprise the market.
The study found that over summer, despite popular belief, 59% of people’s commute does not change, with 34% of people actually commuting for longer. As well as this, only 7% of the audience travel overseas during this period, with 30% of people choosing to make the most of local weather and travel overseas at another point throughout the year.
To hear more seasonal insights across various media categories contact your APN Outdoor representative to book an appointment.