Landmark research

A summer like no other

Oct - 2020

 

 

Key statistics

0 %

of Kiwis are planning more staycation activities this summer

JCDecaux IRIS

0 %

of people agree international travel restrictions make this a great time to see more of their own country

JCDecaux Pigeon Project

0 %

of Kiwis are being more considered in their spending

JCDecaux IRIS

 

 

 

Summer brings new normal Out-of-Home opportunities with staycations, domestic holidays and savvy shopping topping Kiwis' lists.

 

As warmer weather, longer days and endless festivities of summer approaches, it brings with it a sense of optimism. Signalling the end of a challenging 2020 and a feeling of hope and anticipation for a better 2021. Following months of extraordinary change, including unprecedented restrictions on movement, New Zealanders are looking forward to traditional, albeit adapted, summer experiences - it’s now time to unplug and embrace the great outdoors.

 

To gain a greater understanding of Kiwis' attitudes and anticipated behaviour over summer 2020/21, we partnered with research agency Pureprofile to conduct a bespoke survey. To ensure a robust and credible output, a nationally representative sample of 500 New Zealanders participated in the survey. The research findings highlighted three key trends for the upcoming summer period: staycations, short domestic holidays, and savvy shopping.

 

Staycations

After months of limited movement, summer represents the perfect opportunity for Kiwis to enjoy a staycation and experience the fantastic range of various activities and events on offer in their local city.

31% of Kiwis are planning more staycation activities this summer*

 

Short domestic holidays

With restrictions on international travel still largely in place, summer 2020/21 is the perfect opportunity for Kiwis to start ticking off their domestic bucket list destinations and venture on much anticipated holidays, either by road or air.

84% of people agree international travel restrictions make this a great time to see more of their own country^

 

Savvy shopping

The last quarter is the busiest time of the year for retail spend, with 28% of the year's retail spend transacted from October to December. This year is expected to be no different, however, given the economic uncertainty post-COVID, many New Zealanders are adopting a more considered approach to spending and have a heightened awareness of sales.

49% of Kiwis are being more considered in their spending*

 

The research study findings demonstrate that, now more than ever, Out-of-Home is the most powerful channel to reach people when they are out and about and primed to spend over summer. JCDecaux’s high-impact national network of Large Format and Airport touchpoints gives brands the opportunity to reach and influence audiences while they are exploring their local city, travelling by road or air to a domestic holiday destination, or when they are on their way to their preferred shopping location. Offering unrivalled impact and scale, JCDecaux has a summer solution to meet any brief.

 

Contact JCDecaux for the full presentation.  

 

Sources:

*JCDecaux IRIS

^JCDecaux Pigeon Project

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