Consumers more likely to engage in out of home activities in 2024
As the calendar page turns to 2024, the new year brings new change for the majority of Irish consumers. A December study from PTSB noted more than 80% of people had a new year’s resolution in mind, with commitments on losing weight, getting fit/improving diet, and financial management all being prioritised for 2024.
Our latest iQ study, conducted with Ipsos B&A, sets out to identify consumer sentiment for the year ahead for those aged 16-54. In this first instalment, we look at their likeliness to engage in activities relating to out of home, health and wellbeing.
Out of Home Activities
The survey highlighted a desire to for more connection while out of home in 2024, whether this be through socialising, shared experiences or for entertainment.
83% noted as looking forward to more frequent gatherings with friends. This was steady across 16-44s, all coming in at 85% agreeance, while 45-54s come in at 75%. This aligns with our recent MIND research which noted consumers are in a positive mindset in social settings, being more happy, relaxed and more receptive when they are hanging out with friends and socialising.
Meanwhile over 70% of 16-44s noted an ambition to chase more live experiences by going and see more live music and concerts, notably high in the male demographic at 80% and 16-24s at 48%. For film buffs, a pivot looks to be made to experience movies in a more grand setting with 69% noted their intention to go to the cinema more, peaking above 70% for 16-24s and 35-44s.
Health & Wellbeing
This zest to get out more is matched by an impressive commitment to health and wellbeing as the year kicks off. Looking to shake off the grip of Christmas comfort, 82% of all respondents plan to integrate more exercise into their lifestyle. This is consistently above 80% across 16-44s and almost reaching 90% of ABC1s.
This is complemented by a motivation to eat healthier. 89% aiming to nourish their bodies with healthier food choices, reaching over 90% likelihood across 16–44-year-olds and of all females. The commitment to break away from the sweets and chocolate at the dawn of the new year also aligns with Veganuary which our iQ research noted 15% of consumers took part in 2023.
For brands looking to tap into consumer sentiment in 2024, OOH is the attention medium. For more information on how to get your brand noticed and avail of the attention opportunities offered by Outdoor, contact firstname.lastname@example.org