MEET THE NEW MAJORITY: AUSSIE MILLENNIALS
The majority of TorchMedia’s audience are Millennials and Gen Z, with Roy Morgan finding that this group accounts for 62% of public transport users in Australia (Roy Morgan Single Source, 2022). For advertisers Targeting Millennials, Transit Media is a logical and cost effective way to reach a large audience on their daily commute.
The 2021 Census of Population and Housing (Australian Bureau of Statistics, 2021) revealed that the number of Millennials in Australia has caught up to Baby Boomers to become the largest generational group in the country, accounting for 21.5% of the population. Most countries steadily see a rise in their younger age demographics from natural population growth. Australia, on the other hand, has an increase in the Millennial population segment due to the high migration from other countries. This increase in migration shows that Australia is a highly influential and desired location for younger adults.
Broken down by asset, all of TorchMedia’s commuter audiences show a strong majority of Millennials and Gen Z (Nielsen Consumer and Media View 2022).
A LEANER AND GREENER AUDIENCE
Catching Public Transport offers significant environmental benefits which appeal to Millennials and Gen Z. Deloitte’s Global Gen Z & Millennial Survey in 2022 found that 90% are actively making an effort to reduce their impact on the environment. Car ownership amongst Australian Millennials and Gen Z has also been steadily declining over time, with sources indicating 1 in 3 Australians aged 18-34 had chosen not to purchase a vehicle in 2016 (Roy Morgan Car Industry Research 2016).
Public Transport users are more likely than the average Australian to consider themselves environmentalists and believe more action needs to be taken on environmental problems (Roy Morgan Single Source). 86% of Sydney Public transport commuters aged 18-39 are also actively taking steps in their own lives to support environmental sustainability (Nielsen CMV 2022).
With ongoing inflationary pressures impacting fuel prices, public transport becomes a more attractive option from an economic standpoint too. Savvy brands can easily reach Millennials and Gen Z who are concerned about environmental impacts and the cost of living using Transit Media.
COMMUTING ALLOWS MORE “ME TIME”
In addition to the environmental and economic benefits which have been associated with catching Public Transport, there are also health benefits. The commute can improve mental health by adding stability and routine into the work day. This in turn can assist with reducing anxiety and helping to set healthy boundaries that can prevent burnout (Harvard Business Review, 2021). An average 32% of all Australian commuters say they no longer resent commuting after lockdowns, with younger generations more likely to agree – this figure jumps to 43% among Gen Z (Here Technologies, 2021).
Millennials and Gen Z are more likely than the average Australian to notice transit media, including ads on trains, light rail and at transit stations. The majority of Australians who say they notice transit media are aged 18-39 – showing this cohort is most engaged and attentive when out and about. Research has found that 43% of consumers notice Out-of-Home ads more now than pre-pandemic. This rises to 59% among Millennials and 63% of Gen Z (Adweek, Esther Raphael, 2022). Transit Media is an obvious choice for Local and international brands hoping to target valuable Millennial and Gen Z audiences.
Recent Comments