Route has uncovered new statistics and stories about the British commuter, through its 30,000 strong travel survey. Find out about typical commute times as well as insight into regions, social groups, outdoor spaces and travel modes. The statistics tell you how much time different groups spend 'out and about' (in a public space), and 'under the influence' of outdoor advertising. Route is the independent research body for the Out of Home industry in Britain. We measure who is likely to see an outdoor advert, and how often. www.route.org.uk

1. Out & About…
Under the Influence

2. 30,000 people
20 billion data
points
‘Passive’ GPS
data

4. How long are we in public places?
THREE HOURS, TEN MINS
(AND WE SHOULD KNOW)

5. Route already quantifies campaigns
BUS EXTERIORS
ROADSIDE
SUPERMARKET EXTERIORS
INDOOR SHOPPING CENTRES
RAIL STATIONS
COVER %
GRPs

6. Now to look at exposure of audiences
BUS EXTERIORS
ROADSIDE
SUPERMARKET EXTERIORS
INDOOR SHOPPING CENTRES
RAIL STATIONS

7. For the first time…
TOTAL TIME OUT
AND ABOUT
Out of home and
in a public place

8. For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
A person is within
visibility area of an
ad AND travelling
towards / past
poster frame AND
ad is in cone of
vision of viewer

9. For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
% of total time
spent out and
about that
someone is under
the influence of
ANY OOH ads

10. For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
The amount of
OOH frames (in
any environment)
that someone is
exposed to

11. For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
The amount of
frames (in any
OOH environment)
seen in an average
minute spent ‘out
and about’

12. For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL
WOMEN
COMMUTING
MANCHESTER
Data can be cut by
demographics,
environment,
journey types…
anything Route
covers

13. THEORY OVER
LET’S SEE SOME FIGURES…

14. A quick look at TV
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3

15. A quick look at TV
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
TV IS REGULATED AT A WEEKLY AVERAGE OF
9 MINS OF ADS PER HOUR (12 MINS PER
HOUR FOR PRIME TIME)

16. Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
ALL - ROUTE 3 HR 10 MIN

17. Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
ALL - ROUTE 3 HR 10 MIN 16 MIN

18. Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
ALL - ROUTE 3 HR 10 MIN 16 MIN
REGULATORS CAP TV ADS AT A WEEKLY AVG.
OF 9 MINS PER HOUR. OUTDOOR IS
CURRENTLY AT 5 MINS PER HOUR

19. Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
ALL - ROUTE 3 HR 10 MIN 16 MIN 9%

20. Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71

21. Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4

22. Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
SCREEN TIME VS.
TIME OUT AND ABOUT
VS.

23. Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
PEOPLE EXPOSED TO MORE ADS IN A
SHORTER TIME – PLUS CAN BE EXPOSED TO
MORE THAN ONE FRAME AT A TIME

24. What can we now do?
Create benchmarks for the out of
home industry
Enable some interesting cross
media analysis
1
2

25. Benchmarks
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
BENCHMARKS
FIGURES AGAINST WHICH SPECIFIC AUDIENCES, ENVIRONMENTS AND
JOURNEY TYPES ARE JUDGED
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4

26. London vs. Birmingham
LONDON BIRMINGHAM

27. Birmingham punches above its weight
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
LONDON 2 HR 44 MIN 31 MIN 19% 153 0.9
BIRMINGHAM 3 HR 35 MIN 40 MIN 19% 153 0.7
MANCHESTER 3 HR 38 MIN 36 MIN 17% 116 0.5
LEEDS 3 HR 10 MIN 26 MIN 14% 103 0.5
LIVERPOOL 3 HR 16 MIN 28 MIN 14% 97 0.5
SHEFFIELD 3 HR 31 MIN 24 MIN 11% 85 0.4

28. Birmingham punches above its weight
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
LONDON 2 HR 44 MIN 31 MIN 19% 153 0.9
BIRMINGHAM 3 HR 35 MIN 40 MIN 19% 153 0.7
MANCHESTER 3 HR 38 MIN 36 MIN 17% 116 0.5
LEEDS 3 HR 10 MIN 26 MIN 14% 103 0.5
LIVERPOOL 3 HR 16 MIN 28 MIN 14% 97 0.5
SHEFFIELD 3 HR 31 MIN 24 MIN 11% 85 0.4

29. … Brummies stay out longer
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
LONDON 2 HR 44 MIN 31 MIN 19% 153 0.9
BIRMINGHAM 3 HR 35 MIN 40 MIN 19% 153 0.7
MANCHESTER 3 HR 38 MIN 36 MIN 17% 116 0.5
LEEDS 3 HR 10 MIN 26 MIN 14% 103 0.5
LIVERPOOL 3 HR 16 MIN 28 MIN 14% 97 0.5
SHEFFIELD 3 HR 31 MIN 24 MIN 11% 85 0.4

30. … Brummies stay out longer
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
LONDON 2 HR 44 MIN 31 MIN 19% 153 0.9
BIRMINGHAM 40 MIN 19% 153 0.73 HR 35 MIN
BRUMMIES
SPEND…
…THAN
LONDONERS
30% 50% 46% 4%
MORE TIME
‘OUT AND
ABOUT’
MORE TIME
IN CARS
MORE TIME
WALKING
MORE TIME
AT INDOOR
SHOPPING
CENTRES

31. FOCUS ON…
SOCIAL GRADE

32. Higher social grades see more ads…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
AB 3 HR 01 MIN 13 MIN 7% 74 0.4
ABC1 2 HR 57 MIN 14 MIN 8% 72 0.4
C1C2 3 HR 11 MIN 16 MIN 8% 69 0.4
C2DE 3 HR 27 MIN 19 MIN 9% 69 0.3

33. Higher social grades see more ads…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
AB 3 HR 01 MIN 13 MIN 7% 74 0.4
ABC1 2 HR 57 MIN 14 MIN 8% 72 0.4
C1C2 3 HR 11 MIN 16 MIN 8% 69 0.4
C2DE 3 HR 27 MIN 19 MIN 9% 69 0.3

34. …travelling further and faster
AB
ABC1
C1C2
C2DE
TOTAL TIME TOTAL MILES
24.7
22.9
22.3
19.7
3 HR
01 MIN
2 HR
57 MIN
3 HR
11 MIN
3 HR
27 MIN

35. FOCUS ON…
ENVIRONMENT

36. Focus on environment
CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA
RAIL
STATION
OXFORD
CIRCUS
TUBE
STATION
MEADOWHALL
(OUTSIDE SHOPS)

37. Focus on environment
CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA
RAIL
STATION
OXFORD
CIRCUS
TUBE
STATION
MEADOWHALL
(OUTSIDE SHOPS)
9%
10% 21% 48%
57% 84%
10% 10%
20%
% OF TIME UNDER THE INFLUENCE

38. RAIL
STATIONS
TUBE
STATIONS
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA
RAIL
STATION
OXFORD
CIRCUS
TUBE
STATION
MEADOWHALL
(OUTSIDE SHOPS)
9%
21% 48%
57% 84%
10%
20%
Car journeys vs. walking
WALKING
10%
% OF TIME UNDER THE INFLUENCE
CAR
JOURNEYS
10%
FACT
WE SPEND AS MUCH OF OUR TIME UNDER THE INFLUENCE OF OOH
ADS WHEN WALKING AS WE DO WHEN TRAVELLING BY CAR

39. RAIL
STATIONS
TUBE
STATIONS
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA
RAIL
STATION
OXFORD
CIRCUS
TUBE
STATION
MEADOWHALL
(OUTSIDE SHOPS)
9%
21% 48%
57% 84%
10%
20%
Car journeys vs. walking
WALKING
10%
% OF TIME UNDER THE INFLUENCE
CAR
JOURNEYS
10%
FACT
WALKING IS SLOWER THAN DRIVING, OF COURSE. WALKERS ARE
EXPOSED TO FEWER ADS – BUT SPEND MORE TIME EXPOSED TO
EACH
45 7
TOTAL NUMBER OF AD FRAMES

40. Focus on environment
CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA
RAIL
STATION
OXFORD
CIRCUS
TUBE
STATION
MEADOWHALL
(OUTSIDE SHOPS)
9%
10% 21% 48%
57% 84%
10% 10%
20%
% OF TIME UNDER THE INFLUENCE
71
45 30 152
33 71
7 6
13
TOTAL NUMBER OF AD FRAMES

41. CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
VICTORIA
RAIL
STATION
MEADOWHALL
(OUTSIDE SHOPS)
10% 21% 48%
57%
10% 10%
20%
% OF TIME UNDER THE INFLUENCE
45 30 152
33
7 6
13
ALL
71
TOTAL NUMBER OF AD FRAMES
OXFORD
CIRCUS
TUBE
STATION
71
Oxford Circus performance

42. CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
VICTORIA
RAIL
STATION
MEADOWHALL
(OUTSIDE SHOPS)
10% 21% 48%
57%
10% 10%
20%
% OF TIME UNDER THE INFLUENCE
45 30 152
33
7 6
13
Oxford Circus performance
ALL
71
TOTAL NUMBER OF AD FRAMES
OXFORD
CIRCUS
TUBE
STATION
71

43. CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
VICTORIA
RAIL
STATION
MEADOWHALL
(OUTSIDE SHOPS)
10% 21% 48%
57%
10% 10%
20%
% OF TIME UNDER THE INFLUENCE
45 30 152
33
7 6
13
Oxford Circus performance
ALL
71
TOTAL NUMBER OF AD FRAMES
OXFORD
CIRCUS
TUBE
STATION
71
FACT
VISITING OXFORD CIRCUS
EXPOSES YOU TO AS MANY
OOH ADS AS THE AVERAGE
BRIT SEES IN ANY
ENVIRONMENT OVER THE
COURSE OF A WHOLE DAY

44. FOCUS ON…
TIME VS. EXPOSURE

45. Time vs exposure
TIME ‘OUT & ABOUT’
NO. OF FRAMES
UNDER 35, NO DEGREE
££ BEST MEASURE OF SUCCESS
C2DE, C1C2 MEDIUM / HEAVY TV
MEDIUM / LIGHT INTERNET
RETIRED
COMMUTE BY WALKING
OVER 35s
UNEMPLOYED
WORK FROM HOME MOST DAYS
HOUSEWIVES
PART-TIME WORKERS
TRAIN COMMUTERS
LONG-DISTANCE COMMUTERS
BIRMINGHAM, MANCHESTER, LIVERPOOL
25 – 34s
FULL-TIME WORKERS
UNDER 35 WITH DEGREE
TUBE / BUS / LIGHT RAIL COMMUTERS
LONDON
WORK FROM HOME FAIRLY OFTEN
HEAVY INTERNET
UNDER 25
LIGHT TV
SMARTPHONE OWNERS
AB/ABC1s

46. What can we now do?
Create benchmarks for the out of
home industry
Enable some interesting cross
media analysis
1
2

47. Media time vs. ad spend
21%
28%
10%
25%
7%
4%
6%
45%
10%
5%
22%
10%
5% 4%
0%
10%
20%
30%
40%
50%
60%
TV Out of Home Radio Internet - all National
newspaper (inc
Sunday)
Regional
newspapers
Magazines
Media time share Advertising spend share
Source: AA, BARB, RAJAR, ComScore, NRS, JICREG

48. Where does advertising stand out?
TV OUT OF HOME INTERNET
MEDIA TIME
MEDIA TIME
MEDIA TIME
AD TIME
AD TIME
AD TIME
2 HR 28 MIN
22 MIN
16 MIN
3 HR 10 MIN
2 HR 49 MIN
2 HR 27 MIN
Source: BARB, OfCom, ComScore

49. Real data

50. AudiencesReal data

51. TimeAudiencesReal data

52. TimeAudiencesReal data

53. FOCUS ON COMMUTING

54. FOCUS ON COMMUTING

55. How long is your commute?
IT’S POSSIBLE
THAT YOU’RE
UNUSUAL

56. The average commute
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
COMMUTING* 0 HR 37 MIN 4 MIN 10% 31 0.8
*Commute defined as journeys between 6am and 10am by full time workers, taking the same journey on 4 out of 5 days
Monday to Friday. The definition excludes people who drive for a living and who work from home frequently.

57. 0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
RESPONDENTS
MINUTES
Most common commute is 20 minutes

58. Most common commute is 20 minutes
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
30
MIN
45
MIN
RESPONDENTS
MINUTES

59. 0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
30
MIN
45
MIN
DIP AT
35 MINS
DIP AT
50 MINS
RESPONDENTS
MINUTES
Most common commute is 20 minutes

60. RESPONDENTS
MINUTES
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
30
MIN
45
MIN
DIP AT
35 MINS
DIP AT
50 MINS
Commuting – like marathon running

61. Over half at work by the first dip
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
RESPONDENTS
MINUTES
BY 35 MINS HALF
THE NATION’S
COMMUTERS ARE
AT WORK

62. Four fifths at work by the hour
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
RESPONDENTS
MINUTES
83% OF US ARE AT WORK WITHIN
THE HOUR

65. But there’s a limit for most of us

66. The fixed travel time budget
START

67. The fixed travel time budget
START

68. In an ideal world, we would commute

69. COMMUTERS…
BY AGE

70. Commutes by age
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL
COMMUTES
0 HR 37 MIN 4 MIN 10% 31 0.8
<25 0 HR 38 MIN 4 MIN 11% 33 0.9
25 - 34 0 HR 43 MIN 5 MIN 12% 44 1.0
25 - 44 0 HR 38 MIN 4 MIN 10% 34 0.9
>45 0 HR 35 MIN 4 MIN 10% 26 0.7

71. Commutes by age
FACT
25-34S COMMUTE FOR LONGER AND ARE EXPOSED TO THE MOST ADVERTISING EN ROUTE
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL
COMMUTES
0 HR 37 MIN 4 MIN 10% 31 0.8
<25 0 HR 38 MIN 4 MIN 11% 33 0.9
25 - 34 0 HR 43 MIN 5 MIN 12% 44 1.0
25 - 44 0 HR 38 MIN 4 MIN 10% 34 0.9
>45 0 HR 35 MIN 4 MIN 10% 26 0.7

72. Young people with vs. without a degree
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL
COMMUTES
0 HR 37 MIN 4 MIN 10% 31 0.8
<35 WITH A
DEGREE
0 HR 45 MIN 6 MIN 13% 55 1.2
<35 NO
DEGREE
0 HR 39 MIN 4 MIN 10% 30 0.8

73. Young people with vs. without a degree
FACT
UNDER 35S WITH A
DEGREE SEE 83% MORE
ADVERTISING FRAMES ON
THEIR COMMUTES THAN
THOSE UNDER 35S
WITHOUT A DEGREE
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL
COMMUTES
0 HR 37 MIN 4 MIN 10% 31 0.8
<35 WITH A
DEGREE
0 HR 45 MIN 6 MIN 13% 55 1.2
<35 NO
DEGREE
0 HR 39 MIN 4 MIN 10% 30 0.8

74. COMMUTERS…
BY SOCIAL GRADE

75. Commutes by social grade
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL
COMMUTES
0 HR 37 MIN 4 MIN 10% 31 0.8
AB 0 HR 40 MIN 4 MIN 10% 36 0.9
ABC1 0 HR 38 MIN 4 MIN 10% 33 0.9
C1C2 0 HR 36 MIN 4 MIN 10% 28 0.8
C2DE 0 HR 36 MIN 4 MIN 10% 24 0.7

76. Commutes by social grade
FACT
HIGHER GRADES SEE
MORE FRAMES ON THEIR
COMMUTES – AND AT A
HIGHER RATE OF FRAMES
PER MINUTE
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AVERAGE
FRAMES PER
MINUTE
ALL
COMMUTES
0 HR 37 MIN 4 MIN 10% 31 0.8
AB 0 HR 40 MIN 4 MIN 10% 36 0.9
ABC1 0 HR 38 MIN 4 MIN 10% 33 0.9
C1C2 0 HR 36 MIN 4 MIN 10% 28 0.8
C2DE 0 HR 36 MIN 4 MIN 10% 24 0.7

77. Commutes by social grade

78. Commutes by social grade
Higher social grades
are out and about for
less time…

79. Commutes by social grade
Higher social grades
are out and about for
less time…
…but all grades have
similar length
commutes

80. Commutes by social grade
Higher social grades
are out and about for
less time…
…but all grades have
similar length
commutes
Higher grades are
exposed to more ads
when out and about…

81. Commutes by social grade
Higher social grades
are out and about for
less time…
…but all grades have
similar length
commutes
Higher grades are
exposed to more ads
when out and about…
…especially when on
their commutes

82. COMMUTERS…
IN LONDON

83. RESPONDENTS
(LONDON)
MINUTES
London: most common commute is
25 minutes
90
80
70
60
50
40
30
20
10
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
30
MIN
60
MIN

84. RESPONDENTS
(LONDON)
MINUTES
90
80
70
60
50
40
30
20
10
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
30
MIN
60
MIN
London: most common commute is
25 minutes

85. RESPONDENTS
(LONDON)
MINUTES
Prof. Marchetti might say…
90
80
70
60
50
40
30
20
10
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
RESPONDENTS
(NATIONAL)
LONDON VS. ALL
TOO FEW
COMMUTES
BETWEEN
10–20
MINS
AND
35 – 40
MINS

86. What will you do about it?
MORE
MONEY
PUBLIC
TRANSPORT
TRAVEL
LESS
OUTSIDE
WORK
WORK FROM
HOME DAYS
REINVENT
NEIGHBOURHOODS
REINVENT
TRAVEL

87. Who is reinventing travel?
INDIVIDUALS GOVERNMENT
PRIVATE
COMPANIES
REINVENT
TRAVEL

88. TimeAudiencesReal data

89. TimeAudiencesReal data
Target

90. Engage
TimeAudiencesReal data
Target

91. Engage Day-part
TimeAudiencesReal data
Target

92. Engage Day-part
TimeAudiencesReal data
Target

93. Out & About…
Under the
Influence