Despite perceptions of the media landscape, learning up-to-date information on reaching your target audience is crucial.
In January, the company Ad-ology Research conducted an online survey to study the influence of media on consumer choices in travel services. The results show that traditional media is still considered a viable tool for travelers.
Approximately 52% of US adults have gone on at least a two-day trip in the last two years. Of that percentage, only 47% used the Internet to investigate and plot out travel plans.
According to the article by MediaPost, the research company found that travel magazines were the most influential for travel services; however, people turned to newspapers for local attractions.
While traditional media does hold a strong influence on consumers, there is still a niche for the Internet. In fact, websites for the specific hotels, attractions and locations ranked rather high in the survey. Thirty-nine percent of respondents said that online media did sway the choice of travel services. The most persuadable websites were for hotel and/or bed and breakfasts.
Ad-ology Research discovered that younger consumers were more influenced by word of mouth and digital. Results did show that 35.9% of 18-24 year-olds did turn to social media for advice in travel plans; this is compared to 23% of all US adults.
If a target demographic includes travelers, it can be practical to know that neither traditional nor non-traditional media dominate the field. A balanced and cross-platform campaign may aid in accumulating consumers.
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