Narrowcast Taxi TV UK - Research & Coverage
remote updated Narrowcast Digital Screen Networks in UK Taxis in Edinburgh, Glasgow & Liverpool
offering Passenger Information, Advertising, Entertainment & CCTV Security.

COVERAGE | RESEARCH | LONDON | EDINBURGH

Taxi TV Coverage:

• Edinburgh
• Glasgow
• Birmingham
• Manchester
• Bristol

Areas Approved:

• Dundee
• Reading
• Peterborough
• Liverpool
• Nottingham

Cabtivate^® Taxis Research

Captive Audience

• 50% of taxis have 1 person viewing the system
  
  
• 25% of taxis have 2 people viewing the system
  
  
• 23% of taxis have 3 people viewing the system

A total of 61,200 people viewing the system per month per 30 taxis.

 

LONDON - by London Passengers Dec '03 - Jan '04

Passengers

• Passenger count per journey per taxi - 1.52
  
  
• Passenger count annually per taxi - 19,892
  
  
• Passenger journeys annually per taxi - 13,087
  
  
• AGE: Most taxi users are aged 25-44 years but after 6pm the 17-24 age group are much more strongly represented and those over 60 tend not to travel after 6pm
  
  
• SEX: Users of taxis are split 55% male / 45% female
  
  
• One third of taxi rides are journeys relating to either people’s travel to work or in the course of their work
  
  
• Professional people account for 47% of all taxi trips
  
  
• INCOME: 40% of all taxi trips are made by people whose average annual income exceed £40,000

Socio-economic profile of those making trips by Taxi / Bus / Underground

	Taxi	Bus	Underground
Professional	4%	5%	11%
Employers & Managers	33%	10%	18%

Income of those making trips by Taxi / Bus / Underground

	Taxi	Bus	Underground
£40,000 & over	40%	8%	22%
£35,000 - £39,999	8%	3%	7%
£30,000 - £34,999	10%	5%	9%

 

EDINBURGH - by Progressive Partnership

Recall
Independent research commissioned by Scottish Courage Ltd. and undertaken by The Progressive Partnership, has proven that the Cabtivate System is a highly impactful and effective medium:

Unprompted recall of respondents who had recently seen advertising showed that 37% identified Cabtivate as its source;- over 6 times higher than all of press, magazines, posters, buses, cinema and ‘other’ combined.

Respondents (unprompted) also recalled, accurately, 7 out of the 12 commercials shown on the Cabtivate reel.

Captive & Engaged Audience

• 92% of passengers watched the screen for the whole or most of their journey
  
  
• 74% of passengers find the inclusion of the screen showing advertising an enjoyable addition to the taxi journey
  
  
• 79% of passengers disagreed or disagreed strongly that the inclusion of a screen showing advertising was an irritating addition to the journey
  
  
• Only 8% found the system irritating, of that 8% a mere 1% turned the system off

Taxi Journey Time

• 72% of taxi journeys are between 5 and 15 minutes
  
  
• 22% of taxi journeys are over 15 minutes
  
  
• Only 6% of taxi journeys are less than 5 minutes

Time of Day

• 22% of taxi journeys are in the morning
  
  
• 29% of taxi journeys are in the afternoon
  
  
• 32% of taxi journeys are in the early evening
  
  
• 17% of taxi journeys are in the evenings/night

Passengers

• 49% of all passengers are Male
  
  
• 51% of all passengers are Female
  
  
• 90% of the passengers are aged between 18 and 54 years old
  
  
• 58% of taxi passengers earn £30,000 or more per annum

Effectiveness: media comparison

 

 

Please contact us on tel: 0131 550 3777 or e-mail: sales@cabtivate.com.