Target Audience
Demographics
Train Interiors
- 3.6 million regular commuters in the London & South East region use the train 1+ times every month
- 74% of these passengers are ABC1, with 44% AB
- 65% use rail for work or business
- 39% are aged between 25-44 yrs
Mobility
Train Interiors
- Regular commuters spend on average 2½ hours each week on trains
- Over 2m monthly rail users own a car but 31% of them drive less than 6,000 miles a year
- 62% of monthly rail users have travelled by air in the past 12 months
- A quarter of all rail users are directors, professionals or senior managers
Affluence
Train Interiors
- At £25,226 the average regular commuter’s personal income is 36% above the national average
- Regular rail commuters are twice as likely to have a personal income of £30,000+ p.a.
- The average family income of regular rail commuters is £39,442 a third higher than the national average
- Almost a quarter of rail users own stocks and shares, 31% higher than the regional average
- Hard to reach MOSAIC types – high indices against Global Power Brokers/Liberal Opinion Formers/Careers & Kids
Products and Brands
Train Interiors
- 97% of regular rail commuters own a mobile phone and 66% own a smart phone
- 65% go on holiday twice or more each year, taking on average 2 trips abroad a year
- 40% regularly do their main shopping at Sainsbury, with Waitrose and M&S popular for top-up shopping
Connected Consumers
- Using the commute as a “mobile office” – 35% connect to the internet several times a day through their mobile phone
- Almost half have downloaded apps in the last 12 months
- Technology changing media consumption: 2½ times more likely to download a newspaper app
