Out-of-home rail company, KBH On-Train Media, has conducted research into its 6.3 million monthly rail users, revealing new insights into the mobile behaviours of train passengers.
According to the research – which includes all South Eastern and Southern networks into London and major routes into the West, North West and East Anglia – 92% of connected rail travellers use a smartphone while on the train and 40% of travellers have bought a product or service via a connected device while on the train, compared to just 10% in 2013.
The 50 minute average dwell time of train users means that 45% of those who have found out more about products and services advertised on traincards have done so while still on the train.
The research also found that train travellers are more difficult to reach via other forms of advertising; 54% are ‘light’ TV viewers, while 41% have not read the Metro or Evening Standard in the past 12 months.
KBH has used the findings to identify four key types of traveller: the affluent professional, the intellectual urbanite, the modern family and the influential youth.
The affluent professional accounts for 15% of KBH’s audience – 87% of which are in the process of buying their own home, and 63% of which agree that they buy things they do not need. They are 61% more likely to have two or more credit cards and 49% more likely to agree that they look for profitable ways to invest money.
The intellectual urbanite makes up the largest proportion of KBH’s audience, accounting for 28% of all travellers. This demographic are well-educated and career-focused, and motivated by cultural capital rather than financial gain.
They are 62% more likely to go to the theatre at least once a month and 59% more likely than the average person to have a professional degree. 30% watch video on-demand on mobile devices and computers.
The modern family is KBH’s second-largest demographic, accounting for 20% of rail users. They are generally home-owners and 33% more likely to have mortgages than the average GB adult. 53% use price comparison sites.
The influential youth demographic are ambitious, money-motivated and tech-savvy, making up 18.5% of the audience. This group is 37% more likely to agree that money is the best measure of success, and over half agree they cannot be without their mobile – 25% higher than average. 43% said that they love to buy new technology – 35% higher than average.
“When you combine an affluent, connected audience with an unparalleled dwell time it’s no surprise to see rates of engagement beating the likes of TV advertising,” said Ian Reynolds, KBH On-Train Media’s managing director.
“With commuter numbers growing by the day and £38 billion worth of investment in rail travel committed before 2019, we expect these figures to get even stronger over the coming years, enabling advertisers a real chance to own the journey.”
