Most Vacationers Stay Connected To Internet, Digital, Social Media
(I have had this conversation numerous times with clients in remote locations – who “poo-pooed” their customers inability to get either cell coverage or Internet access; claiming it gave them an “escape”. Bull. Glad to see the results here … bc)
No matter where vacationers migrate this summer, chances are slim that they will completely disconnect from digital media and communications.Indeed, 72.2% travelers in 2010 say they accessed the Internet, email or social media sites while on their last vacation, according to a new study from ad network Burst Media.That represents a significant jump from 2009, when three out of five — 63.3% — travelers admitted to using the Internet while on vacation.Men are more likely to go online while away — 76.2% — than women — 67.7%.Men or women, why do vacationers go online? Keeping in touch with family and friends was the reason cited by 42.8% of men, and 52.7% of women used that excuse. Meanwhile, 27.3% of men — and 31.6% of women — said they went online to check out local destinations and entertainment. Among men, 33.1% said they used the Web to check news and sports sites, as compared to 23.7% of women. Finally, 22.3% of men and 17.6% of women said they needed to virtually check in at the office.Administered earlier this month to over 2,400 adults 18 years and older, the Burst survey found that one-quarter — 27.2% — of respondents plan to take more vacations this summer compared to last year, and 44% plan to take about the same number.The Internet remains invaluable for travelers, with the vast majority — 88% — going online as a resource when making vacation plans.
via MediaPost Publications Most Vacationers Stay Connected To Internet, Digital, Social Media 05/26/2010.