Consumer Travel & Media

Transcription

1 IAB Travel Report Consumer Travel & Media IAB and BIG Insights

2 Travel is #1 Upcoming Big Ticket Purchase Nearly One in Four Consumers Are Planning a Vacation in the Next 6 Months Do you plan to make any of the following major (big dollar) purchases within the next 6 months? 23% Vacation Travel Major Purchase Plans 14% 16% Computer Furniture 11% 11% Auto TV 1

3 Travel Intenders are Travelers 55% 45% Male Female 51% A18+ Homeowner 49% 57% 49% 27% 23% 22% 16% 47% 38% 28% 33% 27% 18% 70% 63% $79,562 $64,714 Married 2 College Grad Post Grad Prof'l/Mngr HHI $75k+ HHI $100k+ Homeowner Avg. HH Income

4 Vacation Intenders are Heavy Media Users Especially Digital Media 94% 95% 97% 89% 85% 85% 80% 71% 66% 64% 55% 55% Surf the internet Check Watch TV Listen to Radio Read Magazines Read Newspaper 3 During an average week (Mon-Sun) do you

5 Top Online Activities for Would-Be Vacationers Travelers shop, check weather and socialize online more than the general internet population Which of the following online activities do you regularly do for Fun & Entertainment while online? (Check all that apply) 56% 43% 40% 39% 30% 36% 28% 29% 34% 30% 29% 29% 25% 24% 25% 24% 24% 25% 21% 16% 4

6 More Vacationers Own Computers Which of the following do you have? (Check all that apply) 53% 48% 56% 45% 9% 7% Desktop Computer Wireless Laptop Wireless Netbook 5 IAB and BIG Insight Travel Report Sept. 2012

7 Vacationers Own Smartphones and Tablets 95% 91% Which of the following do you have? (Check all that apply) 30% 25% 26% 20% 21% 16% 10% 8% 12% 9% 4% 3% Cell Phone/ Mobile Device iphone Android Blackberry Windows Phone 6 ipad Kindle ereader

8 Vacationers are Heavier Mobile App Users Which of the following types of apps do you use on your Smartphone or Tablet? (Check all that apply) 69% 70% 69% 66% 66% 57% 60% 58% 54% 52% 53% 45% 39% 42% 41% 38% 35% 33% 33% 32% 27% 25% 7

9 Vacationers are Influenced by Others When you purchase products or services, do you seek advice from others before buying? (Regularly/Occasionally) How do you seek advice from others about products and services before buying? (Check all that apply) 92% 86% 86% 79% 43% 34% 29% 26% 27% 21% 24% 21% 16% 13% Seek Advice Face-to-Face Communication Read Product Reviews Mobile Device Text Messaging Read Blogs 8

10 Vacationers Influence Others Purchase Decisions Do you give advice to others about products or services you have purchased? (Regularly/Occasionally) How do you give advice to others about products and services you have purchased? (Check all that apply) 94% 92% 88% 87% 42% 37% 30% 26% 28% 28% 23% 24% 19% 16% Give Advice Face-to-Face Communication Phone (Landline) Mobile Device (cell phone, smartphone, tablet, etc.) Text Messaging Post to Friends on Facebook 9

11 IAB Consumer Travel & Media Report Appendix IAB and BIG Insight Questions? Kristina Sruoginis, IAB Research Director 10

12 Vacation Intenders are Heavy Weekday Media Users Especially Digital Media 91% 94% 95% 82% 83% 86% 77% 69% 61% 58% 51% 50% Surf the internet Check Watch TV Listen to Radio Read Magazines Read Newspaper On an average weekday (Mon-Fri) do you 11