1 7 10 13 19 4 8 11 16 27 2 14 20 23 25 5 12 17 21 24 28 3 15 26 6 9 18 22 Shopping – the smart boredom solution: 17% shop online, on-train, during previously ‘dead’ time, to make their journey more productive Sources: YouGov Profiles, Dipsticks, Retail Economics Free time for retail inspiration: 26% are motivated to shop online, on-train, because they’ve got time to do so BRIT music brilliance: rail users 108% more likely than average to have watched BRIT Awards in the past Solving smart boredom through on-train entertainment prompts: Traincards boosted Yahoo’s ‘White Wine Question Time’ podcast subscribers by 286% England v Ireland: rail users 58% more likely than average to follow Six Nations Rugby Championship as it takes place Access to environmentally- interested audience: 77% are proud to be environmentally friendly Influence at financial action time: 41% have carried out banking activities while travelling by train Access to audience keen to make right environmental choices: 78% like learning about products / services that support personal environmental goals Pancakes please: 69% of rail users prefer Shrove Tuesday over Valentine’s Day Leap year proposal: 30% of rail users think marriage proposals should be done completely in private A route to augment ad messaging reach through social media conversation: 78% of rail users have connected with social media while travelling on train Inspiring immediate action: 21% of those who’ve bought something seen advertised on a Traincard have done so straight away Ski season: rail users 84% more likely than average to choose a winter sports getaway as favourite holiday type Influencing on-journey content consumption: 46% watch something while travelling by train, over half of these at least a couple of times per week Half-term fun: rail users 31% more likely than average to go to the cinema as school holiday day out I ‘choo-choo’ choose you: rail users 25% more likely than average to have celebrated Valentine’s Day last year Taking concrete action: 1 in 10 who recall Traincards and consider advertised product have bought or used it following campaign iPhone or Android: rail users 83% more likely than average to intend to upgrade mobile phone in next year to access 5G Activating the audience: 62% followed up on a Traincard ad Oscar-winning cinema-going: 34% of rail users prefer to watch films when they come out at the cinema Consideration generation: consumers who recall Traincards are 92% more likely to consider advertised product than those who don’t recall them Frequently spotted: 34% of those who notice Traincards see them frequently Exceptional engagement: 94% of rail users notice Traincards Brrr-illiant: 43% of rail users feel mostly positive about cold weather / snow’s arrival OOH’s longest dwelltime: two in five journeys 40 minutes plus Drive online spend: £2.6bn spent by commuters online, on the train, in a year Super Bowl all-nighter all-righter: rail users 198% more likely than average to have watched / followed NFL in last year BAFTA’s better: 30% of rail users would rather win a BAFTA than get nominated for (and not win) an Academy Award if actor/actress Substantial audience: 8.9m individuals per 2 weeks 29 Leap Years add a day to a year, and Traincards add extra effectiveness and a unique audience to the media mix. Here are 29 facts and stats, some with a February flavour, that show the diversity, opinions and value of the on-train audience, and why advertisers benefit from reaching and engaging them in February (and at any time of the year). Leap onto Traincards in February 2020’s leap year gives rail commuters a whole extra day to absorb on-train ad messaging www.kbhontrainmedia.co.uk [email protected] @kbhontrainmedia 020 7207 5333

Leap onto Traincards in February · 2020-01-24 · over Valentine’s Day Leap year proposal: 30% of rail users think marriage proposals should be done completely in private A route

Download PDF Report

Upload
others
View
1
Download
0

Embed Size (px)

Citation preview

Page 1: Leap onto Traincards in February · 2020-01-24 · over Valentine’s Day Leap year proposal: 30% of rail users think marriage proposals should be done completely in private A route

Shopping – the smart boredom solution: 17% shop online, on-train, during previously ‘dead’ time, to make their journeymore productive

Sources: YouGov Profiles, Dipsticks, Retail Economics

Free time for retail inspiration:26% are motivated to shop online,on-train, because they’ve got time to do so

BRIT music brilliance: rail users 108% more likely than average to have watched BRIT Awards in the past

Solving smart boredom through on-train entertainment prompts: Traincardsboosted Yahoo’s ‘White Wine Question Time’ podcast subscribers by 286%

England v Ireland: rail users 58% more likely than average to follow Six Nations Rugby Championship as it takes place

Access to environmentally-interested audience:77% are proud to beenvironmentally friendly

Influence atfinancial action time:41% have carried out banking activities while travelling by train

Access to audience keen to make right environmental choices: 78% likelearning about products / services that support personal environmental goals

Pancakes please:69% of rail usersprefer Shrove Tuesday over Valentine’s Day

Leap year proposal: 30% of rail users think marriage proposals should be done completely in private

A route to augment ad messaging reach through social media conversation: 78% of rail users have connected with social media while travelling on train

Inspiring immediate action: 21% of those who’ve bought something seen advertised on a Traincard have done so straight away

Ski season: rail users 84% more likely than average to choose a winter sports getaway as favourite holiday type

Influencing on-journey contentconsumption: 46% watch somethingwhile travelling by train, over half ofthese at least a couple of times per week

Half-term fun: rail users 31% more likely than average to go to the cinema as school holiday day out

I ‘choo-choo’ choose you:rail users 25% more likely thanaverage to have celebratedValentine’s Day last year

Taking concrete action: 1 in 10 who recall Traincards and consider advertised product have bought or used it following campaign

iPhone or Android: rail users 83% more likely than average to intend to upgrade mobile phone in next year to access 5G

Activating the audience: 62% followed upon a Traincard ad

Oscar-winningcinema-going: 34% of rail users prefer to watch films when they come out at the cinema

Consideration generation:consumers who recall Traincards are 92% more likely to consider advertised product than those who don’t recall them

Frequently spotted: 34% of those who notice Traincards see them frequently

Exceptional engagement:94% of rail users notice Traincards

Brrr-illiant: 43% of rail users feel mostly positive about cold weather / snow’s arrival

OOH’s longest dwelltime:two in five journeys 40 minutes plus

Drive online spend: £2.6bn spent by commuters online, on the train, in a year

Super Bowlall-nighter all-righter:rail users 198% more likelythan average to have watched/ followed NFL in last year

BAFTA’s better: 30% of rail users would rather win a BAFTA than getnominated for (and not win) an Academy Award if actor/actress

Substantial audience:8.9m individuals per 2 weeks

Leap Years add a day to a year, and Traincards add extra effectiveness and a unique audience to the media mix.Here are 29 facts and stats, some with a February flavour, that show the diversity, opinions and value of the on-train audience, and why advertisers benefit from reaching and engaging them in February (and at any time of the year).

Leap onto Traincards in February2020’s leap year gives rail commuters a whole extra day to absorb on-train ad messaging

[email protected] @kbhontrainmedia020 7207 5333