The newest Harris Poll revealed the demand for travel this summer and how OOH will be a showstopper during consumers’ vacations as they are taking a break from their digital devices.
Below are some of the key takeaways from the survey, reinforcing the strength of the medium through this year’s strong summer travel season:

DESIRE FOR SUMMER TRAVEL

 
After social distancing for over a year, Americans are ready for the summer travel season and are planning vacations.
  • 51% of adults are planning to travel as much or more than pre-COVID
  • 56% are expected to travel 400+ miles
  • 42% of adults are planning for at least two weeks of vacation travel
  • 68% of adults are likely to take a weekend getaway

VACCINES BOOSTING CONSUMER AIR TRAVEL CONFIDENCE
 
With the vaccination rollout across the country, 64% of adults are more comfortable with flying in an airplane relative to earlier in the pandemic. Those who are most comfortable are Gen Z (77%) and Millennials (70%) and those who live in urban areas with a population of 1 Million+ (80%)

AN INCREASE IN OOH REACH & ONLINE ACTIVATION
 
There has been a significant increase in those who notice OOH ads since the beginning of the pandemic. The advertising platform is heavily reaching Gen Z (61%) and Millennials (64%) and those who live in urban areas with a population of 1 million+ (59%)
  • 69% of adults are more aware of public events through OOH advertisements
  • 60% of adults living in urban areas with a population of 1 Million+ went online to look up information about advertisers after being exposed to an OOH ad

CONSUMER DEVICE BURNOUT DRIVES OOH DEMAND
 
  • 63% of adults are often tuning out digital device ads
  • 45% try to reduce the time they spend on digital devices
  • 78% try to get out of the house as often as they can

The demand for summer travel along with digital device burnout is driving consumers out of their homes and to popular vacation destinations, many being major U.S. cities. JCDecaux offers the highest-quality OOH inventory in top airports and in cities across the country. With premium advertising programs in 7 of the top 10 DMAs, our OOH placements reach influxes of consumers as they are traveling through the airport or moving about for work or leisure on the street.

Source: April 27 2021 Harris Poll - Consumer Insights and Intent - Q2