OAAA_Harris_Poll-2021年户外广告报告（英文）-2021.6-19页_705kb

Consumer Insights and Intent – Q2 Summer Travel Summary

Core Content

This document presents consumer insights and travel intentions for the summer of 2021, focusing on the perceived safety of various modes of transportation, travel plans, accommodation preferences, and the role of outdoor advertising (OOH) in influencing consumer behavior. The survey was conducted from April 16th to 19th, 2021, with a sample of 1,000 U.S. general public respondents, weighted to reflect demographic diversity.

Main Findings

1. Transportation Safety Perception

• The car is still viewed as the safest mode of transportation by consumers.
• Americans are increasingly comfortable traveling by plane, train, taxi/ride share, and subway compared to last spring.
• Vaccine rollout is boosting confidence to fly, with 40% of consumers feeling more comfortable flying than earlier in the pandemic.

2. Summer Travel Intentions

• More than half of consumers (53%) plan to travel outside their region this summer.
• 20% of consumers plan to travel more than 200 miles away (one-way).
• Consumers are twice as likely to fly for summer travel compared to 2020 holidays.
• Weekend getaways, extended stays, and resort vacations are the most popular types of summer trips.

3. Accommodation Preferences

• Most travelers (57%) plan to stay at hotels or with family.
• Younger Americans (Gen Z and Millennials) are more likely to choose rentals as accommodation.

4. Popular Travel Destinations

• Beaches, parks, and museums are the most likely destinations for summer travel, with consumers indicating they are safe under local public health guidelines.

5. Role of OOH Advertising

• Over 40% of urbanites 1M+ are aware of public events due to OOH advertising.
• Younger Americans are more likely to rely on OOH for information about public events.
• Americans are noticing OOH more than before the pandemic, with 60% of urbanites 1M+ reporting increased awareness.
• OOH has driven 50% of consumers to search online about advertisers after seeing the ads.
• Restaurants are the most useful type of OOH ad for consumers, followed by COVID-19 updates, which are particularly useful for urbanites.

Key Insights

• The vaccine rollout has significantly improved consumer confidence in air travel.
• Summer travel plans are more optimistic compared to 2020, with a notable increase in flying intentions.
• Outdoor advertising continues to play a crucial role in informing consumers about public events and influencing travel decisions.
• Younger demographics show a stronger preference for OOH and are more likely to use it for travel-related information.
• Digital burnout remains a concern, with 63% of Americans still experiencing it as the world returns to normal.

Summary of Percentages

• 60% of urbanites 1M+ are noticing OOH more now than before the pandemic.
• 40% of consumers feel more comfortable flying due to the vaccine rollout.
• 53% of consumers plan to travel outside their region this summer.
• 57% of travelers plan to stay at hotels or with family.
• 50% of consumers have searched online about advertisers after seeing OOH ads.
• 63% of Americans experience digital burnout.

Conclusion

The survey highlights a growing comfort with travel and a renewed interest in outdoor advertising as a key channel for information and engagement. While the car remains the preferred mode of transportation for safety, the combination of vaccine availability and OOH's effectiveness in driving awareness is encouraging a return to more traditional and extended travel patterns.