Fortuitous Frenzy: Consumers Happy And Willing To Spend

Out-of-home advertising could see higher performance rates during the next few months as consumers take on a much more positive attitude since they have the ability to leave the house. Some 72% said they feel happy when they are out of the house, while 70% enjoy being out of the house and 68% look forward to being out of the house.

Better attitudes typically translate into happier people. Happy people tend to spend more according to a study released today. They're also more receptive to DOOH ads. 

The report from Vistar Media and MFour released today explores consumer sentiments, actions and expected behaviors as the pandemic recedes. It also analyzes how out-of-home (OOH) media opportunities fit in. The study, fielded between May 10 and 17, 2021 across 2,000 respondents.

For brands, the opportunity points to the ability to engage with consumers in better moods through digital signs and geotargeting as they are out and about shopping, eating at restaurants or visiting with friends and family.

Behavior determines how consumers spend and what they buy. Some 69% of consumers said they feel more alive, while 60% feel optimistic, 60% are motivated, 59% are inspired, and 58% are joyful when they are out of the house.

How much do they plan to spend this summer?

  • $2000 on travel and vacations 
  • $1779 on home improvement 
  • $808 on retail
  • $738 on electronics
  • $592 on entertainment and activities  

They also plan to shop in grocery stores during the next three months, shop in stores for other items, and dine at restaurants both indoors and outdoors.

  • 74% -- shop in grocery stores
  • 65% -- shop in-store for other items
  • 61% -- dine at restaurants indoors and 54% outdoors
  • 39% -- go to an entertainment venue
  • 29% -- go to a cultural location or activity
  • 27% -- go to a bar

Some 98% of consumers have visited a DOOH venue type in the last 30 days.

With screens in bars, restaurants, malls, convenience stores, gas stations, grocery stores and more, brands can reach any consumer no matter what their daily routine.

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