OOH consumer survey reveals student habitsPosterscope South Africa's OOH Consumer Survey (OCS), considered one of the world's most in-depth studies of consumer behaviour in relation to Out-of-Home (OOH) communications, has over 3000 respondents in South Africa, as part of its research. It has released the results of the second survey, OCS 2, which contains updated data regarding technology use, direct benchmarking against other above-the-line media such as TV and print, more industry specific data (including automotive, financial, alcohol, snacks, soft drink, communication, electronic and travel) and how media actually influences buying decisions. "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.
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