Kinetic, the world's foremost Out of Home agency publishes new Europe-wide research into people on the go. The proprietary research was conducted in eight markets and offers insights into urbanisation, travel, leisure, shopping and technology. The report aims to provide the knowledge and inspiration on how best to communicate with the moving world. 

90% of future population growth will take place in urban areas and mobile phone subscriptions now outnumber people by 11% in Europe.  The amount of time people spend out of home also continues to rise and 75% of Europeans claim to be attentive to their surroundings when out and about. Governments all over Europe have recognised this shift and are investing heavily in urban regeneration and public transport projects.

Moving World Europe provides up to date information on the movement and pastimes of city dwellers across Europe highlighting both similarities and differences between countries. For example, the report reveals that Britons have the longest commuting time at 1 hour and 5 minutes, the highest consumption of fast food per capita 1,054.5 million transactions (2008) and are the most addicted to shopping. Irish people are the most mob-sessed and Spanish people particularly value going out.

The research also provides insight into the impact of the recession on people's behaviour which has not been felt equally across Europe. Turkey, Ireland and Italy have been particularly affected, compared to Sweden, Holland and Germany where only a third of people’s spending has been influenced by the downturn.

Overall, the recession has not impacted on people’s propensity to go out, but it has influenced the way in which people spend their time Out of Home.  Cheaper activities like going to the pub or cinema have gained popularity over more expensive pastimes, whilst value for money shops and services have thrived in the recession.

Nick Mawditt, Global Director of Marketing & Insight at Kinetic commented: "Europe is on the move and despite the recession people still love going out but are seeking slightly different experiences. Cities are being transformed and are becoming more popular places to live, work and go out in. This report is intended to offer insight and inspiration to those interested in engaging with the moving world."

The research by Kinetic People - the marketing and insight division of Kinetic Worldwide - follows on from a range of studies including Moving World UK, Digital Poster effectiveness and the DOOH Handbook. All studies are available from Kinetic.