Study shows aspiring travelers are online more than the average American


Aspiring travelers spend more time online and use mobile devices more than average Americans, according to an Interactive Advertising Bureau (IAB) analysis entitled “Consumer Travel & The Media.”

Nearly a quarter of Americans (23%) are in the market for a vacation, well ahead of those shopping for computers (16%), furniture (14%) and cars (11%).

Consumers planning a trip are also heavier media users than the general population, pointing to advertising opportunities — particularly within digital — for airline, hotel and cruise marketers.

In a typical week, the Internet and TV each reach an overwhelming majority of these consumers. However, digital’s reach-point difference among travel intenders is higher than that for television, IAB said.

On a weekly basis, the Internet reaches 94% of intended travelers, in comparison to 85% of the general population reached. The comparable TV numbers are 97% vs. 89%.

On weekdays, Internet weekly reach among intended travelers approaches parity with TV (91% Internet vs. 95% TV). Soon-to-be travelers are more likely to surf the Internet (91% vs. 82%), listen to radio (77% vs. 69%), and read magazines (61% vs. 51%) and newspapers (58% vs. 50%) than the general population.

Consumers planning a trip are far more likely to send and read emails than the average American (94% vs. 83%). Over one-third (36%) report that online communities and social networking are among their favorite online activities, markedly higher than the average American (29%).

Follow Kate Rice on Twitter @krtravelweekly


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