Marketers To Reach Mega-​Commuters with Out-​of-​Home Messages

Technology is giving more U.S. workers the flexibility to work from home. About 4.3% of employees enjoy this benefit. But trafficnearly twice as many workers, 8.1%, endure commutes of 60 minutes. And, these consumers make key targets for marketers who use out-​of-​home messages.

The U.S. Census Bureau has released new statistics on how consumers are getting to work these days. On average, employees travel 26 minutes and 18.8 miles to work. In addition to the 8.1% who drive an hour on a daily basis, 600,000 employees do a mega-​commute of more than 90 minutes each way. All of that time in the car means consumers will likely notice traditional and digital billboards placed near highways and other major routes. These consumers tend to be male (75.4%), older, work in major metro area,s and are on the road before 6:00 a.m. every day.

Long commute times also await workers who travel by public transportation. The Census data indicates that 23% of those who face a 60-​minute commute use public transportation. Commuter rail is used by 11.8% these employees. The rest turn to other forms of public transportation such as the subway or buses. In most cases, these folks will notice out-​of-​home messages placed at public stations or in buses and rail cars.

To learn more, check out the Commuters: 90+ Minutes One-​Way  Audience Interests & Intent report available on the Research Store at ad​-ology​.com. This information can help you target these consumers, especially if you’re using out-​of-​home or radio marketing.

[Source: Mega Commuting in the U.S. Bureau of the Census. March 2013. Web. 9 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.