While media habits and consumption patterns change for consumers, one thing remains the same. People leave their homes multiple times a day for different purposes and along their journeys, they have the opportunity to see outdoor advertising.
The latest National Travel Survey in Northern Ireland asks a representative sample of the population about their travel patterns.
- On average, people make 2 journeys per day
- Average journey length is 6.6 miles
- 81% of total distance travelled is done by car followed by 7% public transport and 2% walking
Large format roadside billboards are the most seen outdoor format in Northern Ireland – not surprising given the fact the National Travel Survey tells us that the majority of journeys are made by car. Furthermore, 86.2% Northern Irish adults state the car is their main method of transport to work – compared to the UK where 70.8% adults state the car is their main method of transport to work.
For more information on the Northern Ireland travel survey, go to the Department for Regional Development website.