OOH consumer survey reveals student habits

"The student market has always been a large target market for most brands and yet it has always been a challenging market to reach effectively. Various insights from OCS 2 ensure that marketing in the OOH sphere is directed at the people who make the buying decisions and who are receptive to your message," said Erik Warburg, MD, Posterscope SA.

Many of the target sample were students and the survey has released information on this sector of the market.

• 96% of students are single
  
• 25% of students earn R2500 a month whereas over half do not earn an income at all (pocket money excluded)
  
• 67% of the grocery shopping is done by their mothers and when students hit the malls, 34% of them do so over weekends
  
• 50% of students use taxis to get to class
  
• Over 80% of students notice Out-Of-Home advertising on billboards, street poles, through free samples and through newspaper posters
  
• It has been revealed that they are thinking about families, studies and breakfast whilst commuting to class; over lunchtime they are thinking about friends, what to eat for lunch and shopping; and on the way home they are thinking about what do to that evening, family and what to watch on TV
  
• Compared to two years ago, students are spending more time on their cellphones, with family and friends and listening to the radio, and less time reading newspapers, watching TV in the week, exercising and going to the cinema

For more:

• Bizcommunity: Billboards - a rural vs urban analysis
  
• Bizcommunity: Billboards, newspaper posters top ads noticed by students - OCS 2