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VISION,GROWTH & TRAVELOctober 2014
EYES ARE THE FASTEST INFORMATION RECEIVERS
Source: anatomy in motion
The fastest muscles in the human body are
in the eye; eye muscles can
contract in less than 1/100th of a
second.
Our vision finds concepts. It can take as little as
13 milliseconds (ms) of exposure to interpret an image
By comparison we hear at 375–400 ms per word and read at 200–240 ms
per word.
Eyes have 40x more sensors
than ears With1.2 million nerve
fibres connecting to the brain, eyes well surpass
ears which have just 30,000 nerve fibres
connecting to the brain.
Pictures beat text for recognition
learning.A study of learning
through pictures and text suggests a memory advantage for pictures,
especially when presented with short
time periods.
Source: study conducted by neuroscientists at
Massachusetts Institute of Technology (MIT) Dec. 2013.
Source: Williams, JR (1998). Guidelines for the use of multimedia in instruction.
Source: Science Daily Sept 2014 and Spoendlin H, Schrott A
(1989). "Analysis of the human auditory nerve."
Source: Study by Janet Beagle, Purdue University
Which makes Out-of-Home a powerful communicator: driving awareness, desire and action
Source: anatomy in motion.
THE NUMBERS ARE GROWING
+3.6%
+3.1%
+7.9%
Out-of-Home audiences are increasing in a fragmented market
Increasing Audience
Total Daily Contacts400 million
Source: MOVE 2014 data release, comparing same signs year on year
Year on yearYear on year Year on year
Growing Market Share
Market Share 4.8%Source: CEASA full year 2013 versus 2012
Increasing Revenue
Market Size $473 MillionSource: OMA Jan-Oct 2014 v 2013
WHEN, HOW AND WHY WE TRAVELIN THE LAST DECADE WE HAVE CHANGED
Out-of-Home offers a multitude of campaign possibilitiesMore weekend travel, less weekday, same total distance per capita
Trips for social/recreation & education/childcare growing fastest
Personal Business-16%
Social/recreation 17%
Education/childcare 17%
Commuting 12%
Serve Passenger* 11%
Shopping 9%
Work related travel-17%
Trips: growth in bus & train is more than car
+6%
+16%
+23%However, the car still dominant mode
5.9%
-1.5%46.9%Driver
-0.7%21.1%Passenger
0.6%5.5%Train
0.3%Bus
0.1%18.2%Walk
2011/12 Share
Share point change since 2001/02
Mode
Source: NSW Household Travel Surveys 2001/02 versus 2011/12
Population Growth
No. of Households
Total trips weekday
Total trips weekend
Total distance travelled
+12%
+14%
+8%
+14%
+12%* Passenger determines the destination; eg.this reason includes the parent taking children to school.
In the last decade the population increased 12%, at the same time trips by car increased 6%, bus 16% and train 23%. However, usage of cars remains the dominant mode.
