Thursday, January 16th, 2014 - Roy Morgan Research

Turns out New Zealand’s 1.5 million smartphone owners (14+) sometimes do lift their heads and notice the world around them! In fact, they are more likely to notice all forms of out-of-home advertising than those without a smartphone, the latest research from Roy Morgan shows. 

In the six months to October 2013, 54% of smartphone owners noticed big billboards in an average four weeks, compared with only 43% of others.

Only 35% of people without a smartphone noticed ads on bus shelters—but 50% of smartphone owners did. Whether at a shopping centre, on a supermarket trolley, on a bus, tram, taxi or even trailing behind a moped, smartphone users are more likely to notice these outdoor ads.

Smartphone Owners and Non-Smartphone Owners who have seen Outdoor Advertising:

Source: Roy Morgan Single Source (New Zealand), May 2013-October 2013 n=6,360. Smartphone Owners n=2236, Non-Smartphone owners n=4124. Base: New Zealanders 14+

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“It turns out smartphone owners aren’t just walking around with their heads down, peering at screens. Smartphone owners notice more outdoor advertising than others, suggesting that the integration of Outdoor and Digital in marketing campaigns could indeed provide a promising advantage for marketers. New ‘geo-tagging’ or location-specific targeted campaigns are examples of these.

“Outdoor advertising continues to grow, with some media companies thinking outside the box, with new innovations such as digital billboards that change with the weather.

“Compared with Australians, New Zealanders with or without a smartphone are more likely to notice big billboard advertising but less likely to report seeing most other varieties. However on both sides of the Tasman, the biggest percentage point difference between the groups is in the number who’ve seen bus shelter advertising.”

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

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smartphones mobiles outdoor advertising

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