If you live in a city, how far would you travel to eat at a new restaurant? How far would you commute for work or to get your prescriptions? If you’re out in the country, would you drive 45 minutes to the nearest coffee shop for your decaf non-fat flat white?
Our marketing insights team recently conducted a survey of three groups: city dwellers, suburbanites and rural folks. Each group was asked how far they would travel for activities and necessities such as getting a coffee or picking up prescriptions.
What we learned was that not all definitions of local are necessarily the same, which is vital for brands – to understand how to reach these consumers and speak to their needs, you first need to understand who they are and how they live.
Top findings from the study
- The suburbs are for family carpoolers: rural dweller and suburbanite parents are 88% more likely to take their kids to extracurricular activities than urban parents.
- Happy hour is for city dwellers: urbanites are 112% more likely to unwind after work at a happy hour than the average of rural dwellers and suburbanites.
- Home work increases: one in five rural consumers work from home – a 40% increase over the average of the urban and suburbanites groups.
- Caffeinated cities: urbanites are more than 50% more likely to go out for coffee than rural dwellers.
Find out more about how where people live can indicate how they live:
To find out more about the potential of location marketing, get in touch with the xAd team at contactus@xad.com
This advertisement feature is brought to you by xAd, sponsors of the Guardian Media Network’s Future of advertising hub.
