Public transport is now an extension of evening entertainment time, according a study from Prophesy Digital and Hoop Research Group.
Most (94%) of commuters use a device when commuting and 88% use their commute time to watch, listen or read something, over getting tasks done.
SVOD and BVOD are dominating viewing time, with 68% of Australians time is spent with video content via digital platforms.
And with almost 12 million Australians aged 14+ using public transport, the commute presents a new consumer engagement opportunity with digital video.
According to Prophesy Digital and Hoop Research Group's study two-thirds (65%) of commuters are watching video content, with more video consumed in the morning (50%) than the afternoon (44%).
More than half (55%) claim to watch video that isn’t social media video, however 82% do browse social media.
On average, commuters use two video platforms – almost half (44%) watch a streaming platform (SVOD), such as Netflix, Stan and Binge, and more than a quarter (24%) watch live or catch up (BVOD) free-to-air television.
Prophesy Digital founder and digital media strategist Mehrak Saheb said app based entertainment has enabled consumers to essentially extend their evening entertainment to their commute.
"The seamless transition between devices allows viewers to continue watching their favourite shows, switching between devices from home to commute and vice versa,” Saheb said.
“Understanding different digital moments like the commute is critical for effective digital media planning, in this case for digital video strategies. The commute offers a unique opportunity to reach audiences in an active mindset, with available time and focused attention on a single device.
"Video consumption on the commute is focused attention on a single device. Intimate, one-on-one, and heightened focus means consumers are more open and receptive to absorbing advertising messages. This moment is a key opportunity to not only use video as an upper funnel tactic but as a conversion tool to drive immediate action, such as making a purchase, visiting a website, or engaging with a brand.”
With an average daily commute of 54 minutes - longer in cities like Sydney (62 minutes) and Melbourne (57 minutes) - commuters have ample time to catch up on their favourite shows, news or sporting events.
As part of the research, respondents were asked to diagnose their ‘mindset’ (strength of focus and their energy levels) across five different parts of the day, including morning and afternoon commutes. The commute was seen by respondents as one of the strongest times of the day for mental focus and energy.
The need states of commuters during the time of their commute also differs when it comes to digital content consumption. Energy and mental focus levels impact different demographics, with older people having more energy and mental focus in the morning and younger people have less energy overall.
Hoop Research Group founding and managing partner Liz Farquharson said there has been a cultural shift where people now feel they have permission to watch video in more places and diverse situations, including during their commute.
"The commute to and from work is no longer perceived as ‘down time’," Farquharson said.
"It demonstrates that the commute is a valuable marketing moment, where consumers are more alert and engaged than we first thought.
“Commuting has historically been dominated by audio and out-of-home formats. However, our research reveals a significant shift in commuter behaviour: two out of three commuters now watch digital videos during their travels.
"This marks a transition from 'head up' to 'head down' moments, where commuters are fully immersed in digital screens.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.