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The evening commute.

Consumer behaviour is changing as people's lives become busier than ever. Weekday evenings are increasingly important, with a fifth of all online shopping now taking place on mobile devices during commute time. That’s £9.3bn – and growing – spent each year on commuter commerce.

The evening commute is a huge opportunity for advertisers as consumers tend to be thinking about themselves and are open to the influence of advertising messaging.

Watch the summary video.

Evening Catch Screenshot

Key findings.

Evening commuters are less likely to be thinking about work than the morning commuters, in fact they're:

  • 2x more likely to think about weekend plans
  • 1.5x more likely to think about holidays
  • 1.5x more likely to think about personal finance
  • 2.5x more likely to think about cooking
  • 6x more likely to think about alcohol
  • Evening commuters feel 80% more positive than morning commuters
  • They make spontaneous purchases and are less price sensitive midweek
  • Evening Standard readers spend £2.2 billion per annum in big supermarkets, just while travelling home
  • 1/4 of ESI reading commuters have bought a takeaway on their evening commute – over 50% more likely than the average British consumer
  • 17% of our readers buy travel tickets on the way home
    (vs 10% UK commuters)
  • 16% of our readers buy cinema tickets on the way home
    (vs 1/10 of UK commuters)
  • 3x more likely to think about clothes shopping
  • More likely to research clothes, fashion and restaurants at home after a commute than at the weekend

Downloadable brand and industry stats.

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