A new study of 2,000 respondents released by the UK Out of Home media and infrastructure company, Bauer Media Outdoor (formerly Clear Channel UK) has revealed that despite the cost-of-living crisis, UK consumers maintain strong spending power, as 38% of Brits reported spending more of their disposable income now than in the past year.
Bauer Media Outdoor’s recent Audiences in Focus report also indicated growth in consumer confidence, with 36% of Brits reporting having less rigid budgets and treating themselves more, compared to the same period last year (20% YoY increase).
The report revealed that travel topped the list of disposable income spending for Brits, with 1 in 3 (33%) splashing out on it. Clothes (26%), home improvements (25%), entertainment (23%), and hobbies (20%) round out the top five sources of disposable income spending.
However, the research data shows a clear divide in how each age group uses their disposable income. Gen Z spends their disposable income on snacks (32%) and entertainment (26%), while Millennials prioritise clothes (37%) and travel (30%). Those aged 35 and over spend most of their disposable income on travel, and this preference increases with age.
Aberystwyth, Glasgow, London, Manchester, Sunderland, Newcastle, Birmingham, Chelmsford, Belfast and Portsmouth have emerged as the top 10 cities and towns with the greatest increase in disposable income spending over the past year. Contrary to the belief that big cities have a monopoly on spending power, the data shows that people from all over the UK are actively choosing to spend their disposable income.
New Digital Age spoke to Ben Hope, Marketing Director at Bauer Media Outdoor UK, to find out more about the research…
Why did Bauer Media Outdoor commission this research?
Since the pandemic, there have been notable shifts in audience behaviour, attitudes, and outlooks. Alongside significant changes to media planning, our industry, and our understanding of the world, we often check the nation’s pulse through our Audiences in Focus study, exploring how people live, shop, and feel about their surroundings.
This time, we took our research a step further to help advertisers stay informed about current trends. The latest wave examines regional differences and surprising similarities across the UK, helping us and the brands we work with understand what makes each part of the country unique. It’s all about ensuring that national advertising is truly national: relevant, well-placed, and meaningful within local communities.
What, for you, were the standout findings?
What stood out is how positive and grounded life feels outside of London. Happiness levels match the capital, but stress is noticeably lower – 25% lower! As someone from the Northeast, I know when I visit or chat with friends at home, I’m reminded of what’s great about the culture and the connection I feel to the community around me. Places like the East Midlands are bubbling with optimism, with 71% reporting recent happiness and 62% feeling hopeful about the future.
We also saw high engagement with shopping centres – particularly in the North and Midlands – where people are 1.5 times more likely to visit a mall more than once a week. And despite ongoing financial pressures, 38% of Brits say they’re currently spending more of their disposable income than they did last year. It shows that even in challenging times, people are willing to invest in what matters most – connection, wellbeing, and quality of life. For brands, this presents a powerful opportunity to authentically connect with audiences.
Were there, from your perspective, any surprises in the results?
There were a few standout findings, which, when you think about it, shouldn’t stand out at all. One of the more surprising takeaways was just how embedded physical retail remains across the country. While we hear plenty about the shift to digital, particularly for those planners who live in London, where there’s a growing ease for convenience and instant delivery shopping, many towns and cities across the UK are sticking to their weekly shop routines. That’s gold dust for brands wanting to connect with consumers when they’re in decision-making mode.
Another is how people travel – 80% of people commute by road outside the capital, making it clear how important roadside visibility is for brands. And it’s not just about how people move or shop, it’s about how they choose to spend. Places like Aberystwyth are leading the way when it comes to spending money on wellness and self-care, reminding us that people will still make space for the things that make them feel good.
What’s encouraging is the spread across the UK. The top-spending locations aren’t confined to a single region or economic bracket, proving these locations shouldn’t just be add-ons to a London-focused plan; they’re vibrant, engaged audiences in their own right.
How should brand advertisers interpret the results in relation to their DOOH strategy?
The key takeaway? Think beyond the M25. With 85% of people living outside of London, there’s a huge opportunity – I’d actually say necessity – for brands to plan DOOH campaigns nationally. Growth comes from reaching the so-called “light buyers”, and they’re not just in cities; they’re everywhere. By showing up in communities, on high streets, and near everyday destinations across the UK, advertisers can become part of the fabric of daily life where it matters. We’ve got the data and insight to help you reach these people.
What are the key talking points among DOOH advertisers at the moment?
Programmatic DOOH is definitely in the spotlight – it lets brands tweak messaging in real-time and dial up campaigns locally when it counts. Think about the upcoming sporting events this summer – advertisers are increasingly focused on using smart audience data to plan more effectively, ensuring the right people see the right message at the right time.
Measurement in general is a biggie with planners asking more about ROI, footfall, and creative effectiveness. There’s also growing talk about how DOOH fits into omnichannel strategies, whether that’s syncing creatives with social or deploying mobile tie-ins.
But let’s not forget the scale and quality – where your ad appears matters. As quality DOOH screen numbers grow, the trust and consistency of networks like Adshel Live are becoming more important than ever as part of user journeys.
