IAB Study on Travel and Media

The IAB has an interesting study outlining trends among travelers and their media use. Some of the key findings?

• Travel is their top “big ticket” purchase. 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
• Internet use almost equal with TV. On weekdays, internet weekly reach among intended travelers approaches parity with TV (91% internet vs. 95% TV)
• Media use grows when they’re ready to travel. 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
• Heavy use of email. They are far more likely to send and read emails than the average American (94% vs. 83%)
• And of mobile phone apps. Their rates of app usage is much greater than the average American The six most popular categories more than those in the general population:
  • Games (70% travel intenders vs. 66% general population)
  • Weather (69% travel intenders vs. 57% general population)
  • Entertainment (60% travel intenders vs. 54% general population)
  • Social Networking (58% travel intenders vs. 52% general population)
  • Radio (45% travel intenders vs. 39% general population)
  • Travel (53% travel intenders vs. 38% general population)

You can retrieve the whole study from the IAB here [PDF link].