Outdoor ads engaging nearly 60pc of commuters in Europe

The Europe on the Move study, which looked at people’s daily travel patterns in six European countries (the UK, France, Italy, Spain, The Netherlands and Ireland), was carried out by Harris Interactive on behalf of CBS Outdoor International. Nearly 10,000 consumers were surveyed for the study in September and October of 2010.

According to CBS Outdoor, the research finds that advances in technology have led to a growing population of tech savvy, highly mobile people who are increasingly likely to act upon commercial messages while out-of-home due to the growing connectivity offered by their mobile devices. They are also more likely to pay attention to outdoor advertising (63pc) and are particularly sensitive to boredom during their daily journeys.

“Europe on the Move is a timely study of the journeys undertaken by people across Europe,” said Colin Leahy, managing director CBS Outdoor Ireland. “It gives clear insights and a deeper understanding and appreciation of the behaviour and attitudes into these audiences that are so highly valued by advertisers and how to reach them when they are on the move.”

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