Retail Gets 13% Share of Adults’ Time Away From Home/Work

Time spent at retail locations such as a grocery store, other store, or mall, accounts for 13% of US adults’ time away from home and the workplace, finds the Outdoor Advertising Assocation of America in a May 2012 report conducted by the Media Behavior Institute. Using 1,000 smartphones diaries to capture behavioral data every 30 minutes over 10 days, the study found that travel dominates away from home experiences, at 62% share of time spent. Food service (10%), outside (10%), gym (2%), and public transport (2%) made up the remainder of adults’ time spent away from home or work. (more…)