When consumers are outside their home, they are active and alert, leading to opportunities for Out-of-Home to engage and interact with consumers according to the latest Canadian Shopper Study.
[1]The 2016 Canadian Shopper Study [2] was conducted by BrandSpark International [3] with over 40,000 Canadian consumers (18+) who are involved in household shopping.
The Study shows that OOH can play a significant role in influencing consumer shopping habits. The majority of shoppers like trying new products and over ¾ (78%) pay attention to OOH ads. Shoppers, particularly millennials (56%) rely on product recommendations from family and friends. The study also revealed that 41% of shoppers have made unplanned or impulse purchases on their last shopping trip.
“Search and social are key in the consumer purchase cycle,” says Rosanne Caron, president of the Out-of-Home Marketing Association of Canada (OMAC) [4]. “OOH can drive search and stimulate brand conversation leading to trial and consumer trust.”