In her excellent article for Research Live, our very own Denise Turner mentioned the new variable pedestrian speeds now featuring in Route’s data - improving our understanding and accountability of pedestrian audiences for OOH ads.

We now categorise pedestrian behaviours into three types depending on the speed of movement - walking, wending or waiting and apply a different visual attention hit rate for each category.

Within her article Denise also appeals to readers to consider their own walking speeds. This, was a challenge that I felt compelled to take up.

Therefore I grabbed his lead and took my loyal(ish) Insight Assistant Ziggy (above) out on his normal morning walk and recorded the activity via Strava. You can see the details of the walk below:

A quick export of the activity data followed by some minor data wrangling and cleaning and I was able to determine that…

• Of the total 2,581 seconds we were out and about (just over 43 minutes)…

  • 395 of these were spend ‘waiting’ (15%)

  • 78 were spend ‘wending’ (3%)

  • 2108 were spend ‘walking’ (82%)

Interestingly I got faster as the walk went on… How does this stack up with your own experiences?