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#theactivespace #outdoor5. Sight – uses more bandwidth than all the senses combined. The Active Space: it’s the real world. The Active Space: a rich context for planning. Verica Djurdjevic , PHD. A mbience Activity Proximity Occasion Time of day Social Environmental Immediacy.

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The active space a rich context for planning
The Active Space: a rich context for planning

  • VericaDjurdjevic, PHD

Ambience

Activity

Proximity

Occasion

Time of day

Social

Environmental

Immediacy






The active space where we do things4
The Active Space: where we do things

100% of

live music, arts, shows, concerts


The active space where we do things5
The Active Space: where we do things

  • 100% of

  • time in pubs and bars


The active space where pretty much all the fun happens
The Active Space: where (pretty much) all the fun happens

  • 99% of

  • dancing, picnicking, flirting, finding new partners,

  • going to the gym, sunbathing, cycling, walking the dog,

  • hanging out, jogging,

  • skateboarding…


The active space where we do things6
The Active Space: where we do things

  • 80% of

  • socialising with friends


The active space where we do things7
The Active Space: where we do things

  • 88% of shopping

Source: Centre for Retail Research UK, 2014




The active space at 18 hours a week outdoor occupies 28 of media contact time
The Active Space: at 18 hours a week outdoor occupies 28% of media contact time

Source: IPA Touchpoints 5 - All Urban Adults


The active space hypothesis
The Active Space hypothesis media contact time

  • A higher level of physical activity = a higher level of brain activity


Our focus today
Our focus today media contact time


Three new pieces of research
Three media contact time new pieces of research

  • Purpose (Jon Armstrong, Dipsticks)

  • Mood (Rob Ellis, COG Research / OnDevice Research)

  • Mindset (Dr Amanda Ellison, DurhamUniversity)

  • Sales directors’ perspective (Daemon Brown of VeriFone and Chris Forrester of Primesight)

  • Nice surprise