Tech Talk and Trends

Granted Austin isn’t London. It will take a loooong time, if ever, for Austin to become that urban a city. But when envisioning our future (short and long-term) it can be helpful to see possible futures. So we found this article fascinating. Screen shot 2014-07-09 at 1.28.34 PM

In the last decade, the number of people using their cars to come into London has dropped by 51 percent. Over the same period, the London rail audience has increased by 41 percent, to 5.5 million – 3.6 million of which are commuters.

Researchers are calling this trend the ‘Peak Car Phenomenon’. The high congestion levels, congestion charge and increased overall driving and parking costs have taken their toll on London’s drivers and driven many of them on to the vastly improved public transport system.

This change in the transport system has led to a change in commuting habit, as these new modern travelers are now free to concentrate on many more subjects than the road ahead. And with the arrival of the smartphones and tablets, combined with the many Wi-Fi offers being developed in public transport, a whole new type of commuter has emerged.

A study by a transit advertising company has found that:

  • 89 percent of commuters own a smartphone
  • 85 percent of those commuters use it while traveling by train.
  • 42 percent own a tablet
  • 23 percent use a tablet when traveling by train.
  • 67 percent agree that availability of quick easy-to-access Wi-Fi makes the journey more enjoyable.

 

Travelers now use their time to stay linked to the outside world: they browse, email, message and interact with social media. This whole new type of behavior, along with an average 50-minute commute, means that commuters have become a high value audience in the perfect state of mind to engage with advertising.

Over time, commuters have become a strategic audience for advertisers, which is why more and more research is dedicated to finding out more about them. JCDecaux has launched the Connected Commuter study to offer insights into what this unique audience’s tastes are.

With the fast developing digital offers, combined with constantly improving connected device technologies, brands will be more and more able to engage and build stronger relationships with these key rail audiences in that unique period of time, when they are most responsive to advertising.

 

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