A landmark research piece that asks the who, the why and the what about Transit.
A deep dive into real people in their real, every day environment - analysing the interaction with Transit as a media and their attitudes towards media at large.
Using a mixture of ethnography, quantitative analysis of over 1000 respondents and eye tracking to measure engagement, #myrealworld looks into peoples everyday routines, how they interact with media, the role of Transit and how this relates to brands.
On average, people are spending over 17 hours a week travelling outside.
said their time spent outside had increased over the past 12 months
Transit is number 1 for recall in Outdoor
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