Results from a new study conducted by BrandSpark International for the Out-of-Home Marketing Association of Canada (OMAC), reveal new insights on how OOH can influence Principal Grocery Shoppers’ intent to purchase new products and how to leverage technology to capture their attention and generate trial.

EARLY ADOPTERS – WHY ARE THEY IMPORTANT?
Early Adopters, a subset of PGS’s, have been found to have a significant influence in the launch of new brands due to their heightened awareness of new products and their higher trial rates.

44% of Principal Grocery Shoppers are Early Adopters who spend two thirds of their weekly time outside the home.

OOH IS AN EFFECTIVE WAY TO ADVERTISE TO EARLY ADOPTERS The study tracked Principal Grocery Shopper interaction with 12 different OOH channels. On average 50% of users of each channel were Early Adopters.

EARLY ADOPTERS USE MOBILE DEVICES Over one quarter of Early Adopters text message regularly and more than 40% would use their cell phone to scan coupons.

OUT-OF-HOME ADVERTISING CAN INFLUENCE PURCHASE DECISIONS One quarter of PGS’s and Early Adopters are more likely to interact with OOH prior to making a purchase in a store. EARLY ADOPTERS ARE MORE LIKELY TO ACT ON PROMOTIONAL MESSAGES 56% of Early Adopters are likely to visit a store if they see a promotional message directing them to retail while commuting.