New ‘Attention! London Calling’ research used TfL data to reveal the link between the time spent in a bus shelter and the amount of attention on a screen. Lumen used eye-tracking tech and surveys to study the attention levels of people driving, walking and waiting at London bus shelters. The results show brands can plan for attention by selecting screens inside bus shelters which deliver high attention levels at 4.4 seconds – leading to better effects. 75% of people who were exposed twice recalled the brand. A study by On Device further showed how brands can prompt action on the bus, during an average journey time of 1 hour 29 minutes as passengers browsed online.

Chris Felton Director of Data & Insight, JCDecaux UK  commented: “This insight reveals why bus shelters should be included on any omnichannel plan that is designed to target attention metrics in London. Using TfL data, we can identify the bus shelters that deliver the highest attention, and prompt action via mobile as passengers travel by bus.”

Mike Follett Founder and CEO of Lumen Research said: “The high attention delivered by screens inside bus shelters drives other metrics including consideration, brand recall and message outtake, showing how attention turns into action.”

Download the report to learn more: https://www.jcdecaux.co.uk/attention-london-calling