oOh!media has unveiled new research highlighting the significant role of offices and airports as key connectivity and brand engagement hubs for affluent business professionals.

The study, titled 'A Professional Perspective', was conducted by strategic consumer insights consultancy, Nature.

The research found 83% of business professionals believe the office remains a nexus for community, productivity, and connection, despite the rise of hybrid work. Two-thirds of professionals fly for business, with most expecting this to remain steady or increase.

More than nine in 10 (93%) of C-level executives are more likely to travel for work, dropping to 84% for senior managers. Qantas is the preferred choice for the majority of business travellers, followed by Virgin.

More than a third of these travellers enjoy access to an airport lounge, a figure that rises to 80% among C-level executives. Seven in ten prefer spending their time in lounges over other airport locations, staying for 40 minutes on average.

Half of business professionals get brand recommendations from colleagues in the office and a quarter shop for luxury brands each month in CBD locations. C-suite executives typically spend an average of 78% of their week in the office (or 3.9 days), 71% believe that businesses function better with everyone working in the office, compared to 34% of non-managerial roles. Three quarters said being in the workplace gives them a sense of community and connection and almost six in ten (58%) enjoy going into the office.

In response to these findings, oOh! has recently created a team of specialists to maximise advertising engagement across airport and office environments.

"Our working world has changed. Offices and airports are more than workplaces or places to catch a plane, they’re social and informational hubs that are proven to influence media consumption, shopping behaviours and brand perception." said executive group director, product strategy, oOh!, Bel Harper.

"Through this major piece of research we can provide invaluable insights to our clients and agencies by giving them a clearer understanding of how business professionals spend their time on their commutes, when they are in the office and when they travel for work, enabling brands to more effectively capture this affluent audience."

The 'A Professional Perspective' survey polled 997 business professionals and business owners in key metropolitan areas across Sydney, Melbourne, and Brisbane who earn more than $100,000 per year.