Despite the wild winter weather still gripping most of our capital cities APN Outdoor is staying optimistic about the warmer months, releasing its summer insights to market.
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 per cent of the audience are more active in summer, 56 per cent saying they spend more time catching up with friends and 66 per cent 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 per cent of people’s commute does not change, with 34 per cent of people actually commuting for longer. As well as this, only 7 per cent of the audience travel overseas during this period, with 30 per cent of people choosing to make the most of local weather and travel overseas at another point throughout the year.
Mark Fairhurst, general manager- sales, APN Outdoor commented on the study: “I’ve seen a lot of Outdoor Summer presentations in my time and this is by far the best. We have used our community panel to tap into the habits and opinions of everyday Australians, and have come up with a simple, digestible and above all useful snapshot of what summer means to consumers.”
When it comes to what these months mean for brands and advertisers in the outdoor space Fairhurst continued “The message is simple, summer, especially in Australia’s key cities, is the season to be Outdoor. With 71 per cent of people saying that they are more receptive to Outdoor ads in summer, spending less time with other mediums, it’s a great time to reach this larger audience who are in a positive mind set, and more likely to be out and about.”