Outdoor Advertising: Who Drives more, Men or Women?
Preliminary data from The Media Audit's 2009 National Report indicates that men drive an average of 58 more miles than women in a typical week, and they are 23% more likely when compared to all U.S. adults to be heavily exposed to outdoor advertising. According to the study, the average number of weekly miles driven by men 18+ is 215 miles, while women drive an average of 157 miles in an average week. Studies were conducted in 80 U.S. markets among more than 100,000 adults 18+.
The study further reveals that households with children living at home drive an average of 17 more miles per week, when compared to all adults. Among all U.S. adults, the average number of miles driven in a typical week is 186 miles, while households with children living at home drive 203 miles in an average week.
Further analysis of high mileage drivers also indicates that men who are high mileage drivers also have more buying power, in terms of income and planned purchases across different consumer categories. For example, men who are heavily exposed to outdoor advertising earn $84,386 in average household income, compared to women who are heavily exposed to outdoor advertising earn $75,829 in average household income. Heavy exposure to outdoor advertising is defined by The Media Audit as anyone who drives more than 200 miles in a typical week.
In terms of planned purchases, men who are high mileage drivers are more likely than women to be planning the purchase of a new vehicle and also more likely to spend $20,000 or $30,000 or more for a vehicle. According to the data, 8.8% of men who drive 200+ miles per week plan to purchase a new vehicle, whereas 7.3% of women who drive 200+ miles per week plan to do the same. The report also reveals that men who are heavily exposed to outdoor advertising are more likely than women to be purchasing electronics, such as audio equipment and portable music players, personal computers, and TV sets.
Conversely, women who are heavily exposed to outdoor advertising are more likely than men to be purchasing items such as eyewear, furniture, and major household appliances.
THE MEDIA AUDIT is a multimedia, qualitative audience survey that covers over 450 target items for each rated media's audience. These qualitative data points cover things such as socioeconomic characteristics, life styles, business decision makers, product purchasing plans, retail shopping habits, travel history, supermarket shopping, stores shopped, products purchased, fast-food restaurants eaten in, soft drink consumption, brands purchased, health insurance coverage, leisure activities, banks used and other selected consumer characteristics important to local media and advertisers.
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