Consumer travel study shows that Americans prioritize travel above all other spending
Skift Take
Key points in the study both for advertisers and destinations point to the heavy media habits of these aspiring travelers as well as their higher-than-average usage of smartphones -- especially the iPhone.
Nearly a quarter (23%) of Americans are planning vacation travel in the next six months, making the category the top “big ticket” item they plan to purchase in the period, according to a new IAB analysis, entitled “Consumer Travel & The Media.” Falling directly behind travel in spending intentions are computers (16%), furniture (14%) and a new car (11%). The findings also reveal that these soon-to-be travelers are heavier media users than the general population, pointing to advertising opportunities – particularly within digital – for airline, hotel, and cruise marketers.
Read the full study below:
[gview file="http://www.iab.net/media/file/IAB-Consumer-Travel-and-Media.pdf"]