Mobile Pound

CBS Outdoor is London’s biggest outdoor media player and offers advertisers wide coverage of the capital’s Underground system and bus fleet.

London is one of the most valuable consumer markets in the world, but its citizens are constantly on the move and spend more time out of home than anyone else in the country. CBS Outdoor wanted to learn more about these hard-to-reach consumers and asked Other lines of enquiry to investigate the power of London's 'mobile pound'.

Plan

We designed an exciting multi-stage research methodology to study high-mobility lifestyles in London:

• GPS (Global Positioning System) satellite tracking to log the movements of 20 target consumers over a 3-day period
• Online interviews with 1000 respondents to identify different cluster groups of highly mobile consumers
• 4 filmed ethnographic depth interviews to provide a rich and in-depth record of respondent behaviour and movement patterns
• Vox pop films to add further colour and life to the final report and presentation debrief

Results

Our study delivered the following findings:

• Londoners with the most highly mobile lifestyles spend money with greater freedom than people with more limited movement patterns
• Mobility has a dramatic effect on how spontaneous and impulsive people are when out shopping
• People out of home are more likely to feel receptive, impulsive and alert
• Highly mobile people are 32% more likely to feel influenced by advertising on the way to the shops than less mobile people

Case notes

"CBS Outdoor wanted to work with someone who could bring stand-out innovation to this project. Other lines of enquiry certainly delivered with their GPS tracking methodology. But they also brought high levels of consumer lifestyle insight and produced a fantastic debrief presentation. We're looking forward to working with them again."

Strategic Planning Director, CBS Outdoor Ltd