Commuter Levels are Trending Up Across Age Brackets
A Katz analysis of the latest YouGov data looks at the status of the American workforce to see where the country stands in terms of commuting and working from home (WFH) in 2024. As many of us are likely experiencing in our own lives, working arrangements are not mutually exclusive. Consumers may have more than one working arrangement in their job, or may work multiple jobs - either of which would necessitate selecting multiple options in YouGov's survey. Even with cross-over arrangements, the data is directional in showing the ongoing shift from WFH towards commuting to workplaces outside the home.
As of June 2024, more than 7 in 10 employed adults are commuting to a job outside the home, including those who work in a fixed workplace (office, factory, shop, etc.) and those who work remotely on the move or from a variety of locations. Commuting has increased +29% since 2020, with growth seen across age brackets. Employed adults 30-44 are the most likely to work at locations outside the home at 76%, followed closely by 18-29 year-olds (74%). This youngest cohort of employed adults experienced the largest increase in commuting since 2020, up +41%.
Chart is interactive; click gray circle to enlarge.
A natural byproduct of growing work commutes is an increase in car usage. And as covered in Katz's previous analysis of traffic congestion data, no medium is positioned to reach this captive in-car audience better than AM/FM radio. With its dominant reach and usage in the car, radio provides unmatched opportunity for advertisers to connect with millions of engaged and attentive employed adults where and when they're in a position to act.
