← Research Benchmark
Dwell time benchmarks across salon formats
How long is a beauty DOOH audience actually in front of the screen? We benchmarked dwell time across four venue types.
Dwell time is the single most important — and most misreported — metric in beauty DOOH. Unlike a roadside billboard measured in seconds, a salon audience is measured in tens of minutes. That changes everything about how the inventory should be valued.
Benchmarks by format
| Format | Median dwell | Note |
|---|---|---|
| Hair / styling chair | 28 min | Facing mirror, captive |
| Nail bar | 35 min | Hands occupied, screen-friendly |
| Spa / treatment | 20 min | Relaxed, lower attention |
| Lobby / waiting | 6 min | High churn, high reach |
Implications
With dwell times this long, beauty DOOH can run multi-spot creative sequences and even short-form storytelling — formats impossible on conventional out-of-home.