Out of Home Media has a very high usage rate. Researches have shown that more than 90 per cent of the interviewees had contact with Out of Home Media during the past seven days, the rate is as high as TV usage (the day before) and - among all interviewees - more than twice as high as the usage of internet (respecting same period of past seven days)
Media usage 2000-2007 (30 key cities)
Source: CMMS (People Aged 15-64)
Waiting period
In China, passengers buy their train tickets at the railway station before departure. Most of the tickets can only be bought at the station of departure, which means that the return ticket also has to be bought at the destination. After that the passengers should arrive at the waiting rooms about 30 minutes before departure. All passengers are waiting together for the trains. Shortly before departure the access is opened and the passengers pass from the waiting rooms to the trains.
The time the passengers spend inside the stations is therefore much higher than for example in Europe or North America. The average time that the Chinese railway passengers spend inside the stations is 67.8 minutes.
Target audience`s travel habits (waiting hours for the train) (%)
Number of passengers
Taking Beijing West railway station as an example the passenger flow over a year is stable with some extraordinary peaks namely for Spring Festival (Chinese New Year) and for summer travel.
Statistics of passenger flow at Beijing Central railway station and
Beijing West railway station in 2006
