• by April 16, 2008

Aegis Media Americas' Posterscope USA concluded what it termed the first consumer-insight research study of the U.S. out-of-home market. Highlights illustrate how young adults, affluent consumers and movie enthusiasts interact with the medium.

Posterscope found that 18- to-30-year-olds spend a greater portion of their media time with out-of-home than any other age group. Eighty-four percent of them notice advertising in movie theaters. This demo also spends an average of seven hours weekly in their cars and 14 hours on mobile phones.

The research polled 5,000 adults ages 15-64.

Among the respondents who earned $100,000 or more, 57% said they notice ads in airports, with 47% saying such ads help them pass the time. More than one-third call airport ads "eye-catching."

As one might suspect, movie enthusiasts go to movie theaters a lot, but the research found that they are also more likely than non-enthusiasts to visit malls, casual dining restaurants, coffee shops, bars, gyms, airports and sports stadiums. This cohort notices out-of-home ads (91% in theaters, 77% in grocery stores, 74% on billboards, 67% in malls and 57% in sports venues), and more than half said they had purchased a product they saw advertised in a grocery store.

"It is important that we continue to study where consumers live and breathe, so we can reach them in a highly targeted way," said Posterscope USA President Todd Hansen.