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1、Consumer Insights and Intent Q2Summer TravelApril 27, 20212OAAA: CONSUMER BEHAVIORMethodologyDatesApril 16th to 19th, 2021Survey Length11 minutesMethodOnlineAudience1,000 General PublicData is weighted to reflect the U.S. general public across age, gender, race/ethnicity, region, income, household s

2、ize, and employment.Harris Insights & Analytics LLC, A Stagwell Company 20213BASE: GENERAL PUBLIC (1000)Q1. How safe do you feel traveling by the following means of transportation right now?OAAA Q2 CONSUMER TRENDS FOR OOHThe Car Is Still Viewed as Safest Mode of TransportationBut Americans Are Incre

3、asingly Comfortable Traveling by Plane, Train, Taxi/Ride Share, Subway Compared to last Spring90%44%37%39%36%40%29%95%61%59%56%51%50%38%Personal carsBike sharesCommercial flightsTrainsTaxiRider shareSubwayHow safe do you feel traveling by the following means of transportation right now?% Very/Somewh

4、at SafeMay 2020April 202168% Urban 1M+66% Gen Z & Millennial69% Millennial44% Gen Z46% Urban 1M+46% MillennialHarris Insights & Analytics LLC, A Stagwell Company 20214BASE: PLANS TO TRAVEL (N=854)OAAA Q2 CONSUMER TRENDS FOR OOHBut Vaccine Rollout Is Boosting Comfort to FlyNo more or less comfortable

5、,36%Much more comfortable, 23%Somewhat more comfortable,41%64%More Comfortable77%Q7. Now that the COVID-19 vaccine is being administered to the general public, how comfortable do you feel flying on a plane relative to earlier in the pandemic?Harris Insights & Analytics LLC, A Stagwell Company 202170

6、%61%54%80%54%64%44%65%62%Gen Z MillennialGen X Boomer+Urban 1M+ Urban 1M SuburbanRuralMale FemaleNow that the COVID-19 vaccine is being administered to the general public, how comfortable do you feel flying on a plane relative to earlier in the pandemic?% More Comfortable5BASE: GENERAL PUBLIC (1000)

7、OAAA Q2 CONSUMER TRENDS FOR OOHIn Fact, Consumers Are Twice as Likely to Fly for Summer Travel Than They Were for 2020 Holidays56%16%8%8%6%33%71%32%12%8%8%14%Personal vehicleAirplaneBusTrainSubway or light railI dont plan to travelThinking ahead to your summer travel, which of the following modes of

8、 transportation do you intend to take?Please select all that apply.2020 Holidays2021 Summer51% Gen Z46% Millennial29% Gen X18% Boomer+19% Urban 1M+6%Urban 1M22% Boomer+13% Gen X7%Millennial6%Gen ZQ5. Thinking ahead to your summer travel, which of the following modes of transportation do you intend t

9、o take? Please select all that apply.Harris Insights & Analytics LLC, A Stagwell Company 20216BASE: PLANS TO TRAVEL (N=854)Q8. As you may know, the Federal Government is encouraging all states to allow all American adults to be eligible to receive the COVID-19 vaccine by April 19th most states say t

10、hey will meet or haveOAAA Q2 CONSUMER TRENDS FOR OOHThe April 19th Eligibility for Vaccines Is a Confidence Boost for Summer TravelNo impact on travel plans,37%Much more likely,22%Somewhat more likely, 41%63%More Likely80%already met this timeline. Knowing this, how much more likely are you to trave

11、l this summer?Harris Insights & Analytics LLC, A Stagwell Company 202171%57%53%77%55%60%45%69%57%Gen Z MillennialGen X Boomer+Urban 1M+ Urban 1M SuburbanRuralMale FemaleAs you may know, the Federal Government is encouraging all states to allow all American adults to be eligible to receive the COVID-

12、19 vaccine by April 19th. Most states say they will meet or have already met this timeline. Knowing this, how much more likely are you to travel this summer?% More Likely7BASE: GENERAL PUBLIC (1000)OAAA Q2 CONSUMER TRENDS FOR OOHHalf of Americans Have Similar/Increased Summer Travel Plans vs. Pre-CO

13、VID40%11%24%24%27%9%19%45%My travel patterns will be similar to what they were pre-COVIDMy travel patterns will be increasing in number of trips and distance in comparison to pre-COVIDMy travel patterns will be similar to what they were pre-COVID but more focused on trips and locations closer to my

14、homeMy travel platterns will be decreasing in number of trips and distance in comparison to pre-COVIDThinking ahead to the next few months, which statement best aligns with your typical local travel patterns?April 2021September 202019% Millennial16% Urban 1M+16% Men31% West Coast28% FemaleSimilar/In

15、creasing 51%Q2. Thinking ahead to the next few months, which statement best aligns with your typical local travel patterns?Harris Insights & Analytics LLC, A Stagwell Company 20218BASE: PLANS TO VACATION THIS SUMMER (781)How many days do you plan to take for vacation this summer?OAAA Q2 CONSUMER TRE

16、NDS FOR OOHFour in 10 Consumers Are Aiming to Take 2+ Weeks for Summer Vacation25%33%23%19%17%31%35%18%35%28%14%24% 22%40%20%32%28%18% 18%23%A few days or a long weekendOne weekTwo weeksMore than two weeksGeneral PublicGen ZMillennialsGen XBoomer+Two Weeks or More 42% General Public52% Gen Z42% Mill

17、ennial38% Gen X40% Boomer+Q4. How many days do you plan to take for vacation this summer?Harris Insights & Analytics LLC, A Stagwell Company 20219BASE: GENERAL PUBLIC (1000)Thinking ahead, how likely are you to take the following kinds of trips this summer?OAAA Q2 CONSUMER TRENDS FOR OOHWeekend Geta

18、ways, Extended Stays, and Resort Vacations Will Be Most Popular18%17%23%32%36%55%14%18%22%19%25%21%37%36%29%26%23%13%31%29%26%24%15%11%68%65%55%49%39%24%Weekend getaway to a different city or townExtended stay with family and/or friendsVacation to a resort, beach, or elsewhereHiking and/or camping a

19、t a national or state parkGoing out of town to see a concert, sporting event, or theatre showInternational travelNot at all likelyNot too likelySomewhat likelyVery likelyLikely (NET)77% Millennial59% Boomer+51% Urban 1M+32% Urban 1M58% Men42% WomenQ3. Thinking ahead to the next few months, how likel

20、y are you to take the following kinds of trips this summer?Harris Insights & Analytics LLC, A Stagwell Company 2021Approximately what is the farthest distance you plan to travel to reach any of your summer travel (one-way)?OAAA Q2 CONSUMER TRENDS FOR OOHMore Than Half Will Be Traveling Outside Their

21、 Region This Summer12%27%24%18%14%6%Local (within 50 miles)Regional (within 200 miles)National 201 - 500 milesNational 501 - 1000 milesNational - over 1000 milesInternational26% Gen Z31% Gen X18% Boomer+28% Mountain/Great Plains56%Traveling 201+ Miles NationallyBASE: PLANS TO TRAVEL (N=854)Q6. Think

22、ing ahead to your summer travel, which of the following modes of transportation do you intend to take? Please select all that apply.Harris Insights & Analytics LLC, A Stagwell Company 202110What type of accommodation(s) do you plan to use/stay in when you travel this summer?OAAA Q2 CONSUMER TRENDS F

23、OR OOHThis Summer, Most Travelers Plan to Stay at Hotels or With FamilyYounger Americans Are More Likely to Stay at Rentals58%51%22%22%20%16%9%7%HotelFamily or friends houseResortRental (e.g., Airbnb, timeshare)CampingCabinCruiseDont plan to stay overnight away from home35% Gen Z30% Millennial19% Ge

24、n X11% Boomer+28% Urban 1M+19% Urban 1M20% Suburban17% Rural14% Urban 1M+BASE: PLANS TO TRAVEL (N=854)Q9. What type of accommodation(s) do you plan to use/stay in when you travel this summer?Harris Insights & Analytics LLC, A Stagwell Company 2021116% Urban 1M9% Suburban6% RuralHow likely are you to

25、 visit each of the following this summer, assuming local public health guidelines consider them to be safe given the COVID-19 pandemic?OAAA Q2 CONSUMER TRENDS FOR OOHConsumers Are Most Likely to Visit Beaches, Parks, and Museums17%14%32%37%28%22%29%22%26%25%32%16%30%21%27%21%27%25%31%17%31%23%25%22%

26、30%24%30%16%28%27%30%15%31%28%26%16%39%23%22%16%41%22%24%13%38%25%23%14%39%25%22%13%40%28%21%11%45%29%17%10%69%50%49%48%47%46%46%45%42%38%37%37%35%32%26%Not at all likelyNot too likelyBeach or lake National or state parks (e.g., Yellowstone, Grand Canyon)Museums Movie theatersZoos ResortsFairs Local

27、 festivals/block partiesAmusement parks Destination cities such as Las Vegas or New YorkCasinos Concerts Sporting eventsLive theatre performancesTrade showsSomewhat likelyVery likelyLikely (NET)46% Urban 1M+57% Millennials51% Northeast52% Urban 1M+54% Urban 1M+78% Gen X59% West Coast62% Urban 1M+BAS

28、E: GENERAL PUBLIC (1000)Q10. How likely are you to visit each of the following this summer, assuming local public health guidelines consider them to be safe given the COVID-19 pandemic?Harris Insights & Analytics LLC, A Stagwell Company 202112OAAA Q2 CONSUMER TRENDS FOR OOHOOH Is Driving Awareness f

29、or Concerts, Sports for Over 4 in 10 Urbanites 1M+Generally speaking, which of the following types of public events do you typically become aware of due to billboards, outdoor video screens, posters, signage and other outdoor ads? Please select all that apply.Fairs31%44% Urban 1M+44% Gen Z27% Male37

30、% Urban 1M+Concerts31%New movie releases30%Sporting events28%Local festivals/block parties24%Shows at casinos21%Live theatre performances20%26% Gen ZMuseums exhibits19%29% Urban 1M+Trade shows18%26% Urban 1M+ None of these31%BASE: GENERAL PUBLIC (1000)Q11. Generally speaking, which of the following

31、types of public events do you typically become aware of due to billboards, outdoor video screens, posters, signage and other outdoor ads? Please select all that apply.Harris Insights & Analytics LLC, A Stagwell Company 202113Generally speaking, which of the following types of public events do you ty

32、pically become aware of due to billboards, outdoor video screens, posters, signage and other outdoor ads?Please select all that apply.OAAA Q2 CONSUMER TRENDS FOR OOHYounger Americans Look to OOH for Most Public Events35%44%33%29%20%15%26%14%13%21%34%42%39%40%30%29%22%32%26%21%31%30%35%29%28%24%21%15

33、%16%26%28%19%18%19%18%16%15%12%14%45%FairsConcertsNew movie releasesSporting eventsLocal festivals/block partiesShows at casinosLive theatre performancesMuseums exhibitsTrade showsNone of theseGen Z Millennial Gen XBoomer+BASE: GENERAL PUBLIC (1000)Q11. Generally speaking, which of the following typ

34、es of public events do you typically become aware of due to billboards, outdoor video screens, posters, signage and other outdoor ads? Please select all that apply.Harris Insights & Analytics LLC, A Stagwell Company 202114OAAA Q2 CONSUMER TRENDS FOR OOHAmericans Continue to Notice OOH More Than Pre-

35、COVIDThree-Fifths of Urbanites 1M+ Are Taking More Notice of OOHWould you say you are noticing billboards, outdoor video screens, posters, signage and other outdoor ads more now than before the pandemic began?34%30%59%32%61%64%32%23%45%38%SuburbanRural Urban 1M+Urban 1MGen Z MillennialGen X Boomer+M

36、ale Female% Yes April 202111%13%9%48%46%46%26%23%31%16%19%14%41%41%45%April 2021January 2021September 2020Yes (Net)Yes, much more Yes, slightly more NoNot sure+4-pt from January 2021BASE: GENERAL PUBLIC (1000)Q12. Would you say you are noticing billboards, outdoor video screens, posters, signage and

37、 other outdoor ads more now than before the pandemic began?Harris Insights & Analytics LLC, A Stagwell Company 20211516In the past year, have you done any of the following activities on your smartphone or mobile device after seeing billboards, outdoor video screens, posters, signage, and other outdo

38、or ads?OAAA Q2 CONSUMER TRENDS FOR OOHOOH Has Driven Half of Consumers to Search Online About AdvertisersBASE: HAS SMARTPHONE (879)49%33%33%31%27%25%17%Used online search to look up information about the advertiserEngaged in any other activities on your smartphone after seeing a billboard or other o

39、ut-of-home advertisement such as social mediaAccessed a coupon or discount codeVisited an advertisers websiteTook a photo of an adDownload or used an app shown in the adInteracted with an ad such as sending a message, uploading a photo, or voting39% Gen Z36% Millennial60% Urban 1M+43% Urban 1M41% Mi

40、llennial36% Gen Z48% Gen Z31% Millennial37% Gen Z36% Millennial38% Gen ZQ13. In the past year, have you done any of the following activities on your smartphone or mobile device after seeing billboards, outdoor video screens, posters, signage, and other outdoor ads?Harris Insights & Analytics LLC, A

41、Stagwell Company 2021OAAA Q2 CONSUMER TRENDS FOR OOHRestaurants Are the Most Useful OOH Ads for ConsumersCOVID-19 Updates Are Also Useful, Especially for Urbanites 1M+For those billboard, outdoor video screen, poster, signage and other outdoor ads that youve noticed recently, what if any kinds did y

42、ou see that were useful to you?Please select all that apply.31%25%23%21%19%19%18%18%17%14%14%14%11%10%8%37%35%33%28%17%28%25%26%19%21%18%21%14%12%13%Restaurants and other dining options COVID-19 safety and hygieneCOVID-19 vaccine information, updates, and eligibility Public safety such as weather em

43、ergencies or missing children Upcoming public events such as fairs or concertsA new product offering Offerings from local retail businesses Special sales and promotionsAwareness of a new business or service Information about political candidatesLocal tourism such as museums or zoos Inspiration for a