Exterion Media Ireland and Kinetic Ireland’s recently published The Right Track report has revealed that rail commuters have an average travel period of 35.5 minutes to absorb advertisements – 7.84 minutes on the platform and 27.69 minutes on board.
The study was undertaken by Millward Brown on behalf of the two companies, and aims to provide unique insights into the behaviours of rail and DART passengers in Dublin.
As part of the research, 500 Dublin rail network passengers were interviewed on their journey time, online behaviours, and responses to advertising in the rail environment.
Some of the key findings of the report are that 50% of passengers travel five days per week, and that 69% of 16-24 year-olds use on-train free Wi-Fi.
Furthermore, 35% of rail travellers have shared information on social media regarding an OOH advert, and 46% of 16-24 year-olds agree that outdoor advertising in the rail environment motivates them into going online.
The report also found that recall of advertising formats in the rail environment was strong, due to frequency of travel and the prolonged time commuters have to engage with advertising.
Commenting on the launch of The Right Track, Antoinette O’Callaghan, Marketing Manager at Exterion Media said, "We are delighted with the results from this unique joint research initiative which demonstrates the premium quality of the audiences in the rail environment.
"The report delivers valuable insights for our Advertising clients and demonstrates effective audience engagement."
© 2016 - Checkout Magazine by Jenny Whelan.
