Findings from oOh!media’s new study “How Kiwis Move” provides insight into how changes to our work and personal lives have impacted how we move in a post-Covid world.
The study conducted by Pollinate Research and commissioned by oOh!media, aimed to explore the attitudes, behaviours and mindsets of New Zealanders and how this has affected how and what we do each day. The research also leveraged a variety of experts to look at the trends that will influence mobility in the future.
The research engaged leading experts in consumer psychology, human geography, the future of work and infrastructure planning. oOh!media and research partner Pollinate Research conducted in-depth interviews with commuters and travellers and carried out a nationally representative quantitative study of Kiwis to understand the changes in audience behaviour and what it means for brands now and into the future.
“Recent change has had a significant influence on how consumers move in the short term. However, it was the insights developed from the expert interviews that gave us a fascinating glimpse into the future of our cities, and how the way we move will fundamentally change,” says Ben Gibb, Head of Revenue and Product at oOh!media New Zealand.
In the short term, the increased flexibility in our work arrangements has created a more varied routine that blurs the lines between work and family life. The predictable oscillations of consumers to and from the CBD are now harder to predict. 32 percent said they are working or studying from home more now, compared to pre-Covid, leading to people working from home on an average of 1.4 days per week.
“For marketers and OOH planning, in the short term, this means a more varied daily routine with an increased number of suburban occasions for leisure & recreation throughout the day. The insights also highlighted mobility differences between demographic groups, so marketers should always consider movement habits of the primary audience that they are looking to reach, as their behaviours could differ from society norms,” explains Gibb.
The second part of the study delved into the future trends across demography, transport, and urban design to unpack the impact this will have on society and ultimately OOH advertising.
Demographic trigger points such as more over 65s than under 15s for the first time in history, increasing migration, more diverse cities, will work to change the way society looks, thinks, and moves.
Gibb says, “along with this seismic demographic shift was the need to transform the way in which we plan future transport infrastructure that leverages the 3Rs of the transport revolution; automation, electrification, and ride sharing, ultimately getting people out of cars, and into public transport that moves them around cities quickly and efficiently.
“For oOh!, our purpose of making public spaces better and brands unmissable means that we are at the forefront of this transformation, continuing to be an important partner for local councils on public transport infrastructure, and to provide brands a platform to reach mass audiences.”
For advertisers and agencies, the OOH media owner says the research offers the inside track on the changing nature of consumer and audience behaviour that will drive further return on their marketing investment. It also offers a glimpse into the future of mobility and the continued importance of OOH to this future.