The commuting patterns of the people in Ireland was the subject matter of a recently released set of data from the CSO from Census 2016. The Census provides rich information on the makeup and behaviours of Irish society, and its commuting habits have obvious implications for the strategic planning of OOH campaigns.
As the economy becomes more buoyant more people are working and therefore more are commuting. While there are almost 3 million commuters in Ireland, 1.88 million indicated they travelled to work, an increase of 10% on 2011 figures and surpasses the previous highest record set in 2006.
Out of Home advertising is all about communicating with people when they are on the move and commuters can encounter several OOH advertising touchpoints throughout their commute, at a time when they are alert, more receptive and less distracted by other forms of media.
Commuters tend to travel the same route daily, therefore advertisers can enjoy an increase in impressions and higher recall rates due to the increased number of commuters, the frequency of travel and prolonged dwell times.
So, what is the census telling us? The average national commuting time now stands at over 28 minutes while almost 200,000 commuters (1 in 10) spend an hour or more commuting to work nationally, an increase of almost 50,000 (31%) on 2011. The average commuting time for Dubliners is slightly longer than the national average at 31 minutes.
The most popular mode of transport is the car with 72% outside of Dublin travelling by car to work compared to 51% of Dubliners. Public Transport has seen a 21% increase in passenger numbers since 2011. Due to accessibility, Dubliners are more likely to travel by public transport. As it currently stands, 14% of Dubliners travel by Bus, 8% travel by Train, DART or Luas while 7% of Dubliners cycle to work.
In terms of age groups and their preferred mode of transport, 25-29 year olds were the largest age group travelling by bus at 19,727, an increase of 1.4% from 2011.
30-35 year olds were the largest group to travel by car at 188,149, up 13% in the last 5 year. And the largest age group travelling by train was 35-39-year-olds, which saw a significant increase of 34% compared to 8,437 travelling in 2011.