The most Mass (ive) Medium Source: MOVE 2013 Data Update oma.org.au moveoutdoor.com.au Out-of-Home (OOH) is the most massive of mass media: On any given day it reaches more Australians than any other media channel. Source: Day in the Life Study, Research Now 2012/13 – 3,465 respondents. Respondents recorded media consumption and activities across the day. In total 92% of them said they interacted with Outdoor environments on a daily basis. Outdoor environments include time spent travelling by private and public transport means and time spent inside shopping centres. This in line with Government Household Travel Surveys that indicate on the average typical day 9 out of 10 people leave home and make an average of 3.7 trips. 90% of the population on an average day is more than: The 85% that goes Online (includes email) The 76% that will have the TV on either to watch or as background The 52% that will have the Radio on either to listen or as background The 32% that will read a newspaper (in part or in whole) The 13% what will read a magazine (in part or in whole)