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Print and Digital
Ads Influence Entertainment
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and Travel Seekers
as They Plan
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Brands Should Consider Consumers’
Unique Preferences
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for Researching and Booking Activities
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Livonia,
MI – November 2018 / Newsmaker Alert / Valassis,
a leader in activating consumers through intelligent media delivery, announces
the results of a new study, examining consumer behavior when it comes to
entertainment and travel. Based on responses of over 1,700 consumers, Valassis
uncovered several factors impacting consumers’ planning and purchasing
decisions for various activities, including movies, concerts, sporting
events, live theater, casinos, amusement parks, cruises, airfare and hotels.
The
research found that both print and digital advertising play strong roles
in influencing consumers along their path to purchase. Specifically, 53
percent of consumers, and 70 percent of parents, learn about local activities
and events through direct mail ads and information. Nearly 60 percent of
consumers – and 77 percent of parents and millennial parents – said they
often search online for entertainment
ideas and discounts. After seeing an interesting television commercial
for an entertainment activity or location, more than half (55 percent)
of consumers will search for a coupon or discount; this jumps to 78 percent
for millennial parents. As for travel, 43 percent of consumers will book
a trip or research a destination after seeing a direct mail piece and 41
percent will make a purchase due to an email or digital ad.
“With
Prosper Insights & Analytics finding that one in five consumers is
planning major vacation travel within the next six months, travel and entertainment
brands have a major opportunity to capture these consumers during their
planning and research journeys,” said Curtis Tingle, Chief Marketing Officer,
Valassis. “Beyond big-ticket items, consumers are also planning their trips
to the movies, attending concerts or visiting casinos. Knowing shoppers’
preferences and engaging with them through both print and digital advertising,
brands can get in front of their target audience – from awareness through
activation.”
For
advertisers to effectively capture consumer attention across print and
digital channels as they plan for entertainment and travel, they should
consider the following consumer preferences and behaviors:
Planning
approaches vary by activity and life stage.
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Boomers
tend to plan earlier, whereas parents and millennial parents typically
take a more short-term approach.
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For a
paid concert, most people start weeks or months ahead. Almost half (48
percent) plan at least one month ahead, but again we see a unique divide
by audience with 69 percent of boomers planning a month ahead while only
29 percent of millennial parents agreed.
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On the
other hand movies are a much more spontaneous event; 91 percent of consumers
who attend movies plan a week or less in advance.
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For out-of-state
and international trips, more than half of consumers say they would plan
more than two months in advance.
Proximity
matters – consumers are not always willing to go the distance.
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Consumers
will travel less than two hours to attend most entertainment events.
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Only 16
percent of those visiting an amusement/water/theme park are willing to
drive over four hours – with one catch: an overnight stay.
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A quarter
of consumers are only willing to travel less than 30 minutes to visit a
casino or live theatre.
Travel
seekers have multiple options for where they research and book.
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Where
they research:
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59 percent
of consumers go directly to the websites of hotels, airlines, parks, etc.
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Half explore
trip-planning websites such as TripAdvisor, Kayak, Expedia and Travelocity.
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Where
they book:
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Among
consumers who booked travel, they typically did so directly on the websites
of hotels, airlines and theme parks, however, trip-planning sites were
more often used when booking a cruise.
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Overall,
boomers seem to favor booking directly; parents and millennials are less
likely to book directly.
Download
the ebook, “Playing to Win the Entertainment & Travel Dynamic Shopper.”
About
the Study
The
Valassis
Awareness-to-Activation Study is an ongoing study fielded in conjunction
with The NPD Group, Inc., a global market research company. The sample
was derived via an online survey, and all participants were at least 18
years of age and living in the contiguous United States. Approximately
10,000 respondents are surveyed annually. The specific data included in
this report is from the research wave fielded June 1, 2018 through July
24, 2018 to over 1,700 respondents and is balanced by age and gender to
U.S. census demographic profiles.
About
Valassis
Valassis
helps thousands of local and national brands tap the potential of industry-leading
data through intelligent media delivery – understanding, engaging and inspiring
millions of consumers to action with smarter cross-channel campaigns. We’ve
been a part of consumers’ lives for decades, introducing new ways to deliver
offers and messages that activate them — whether via mail, digital, in-store
or the newspaper. NCH Marketing Services, Inc. and Clipper Magazine
are Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand.
Its signature Have You Seen Me?® program delivers hope to missing children
and their families. Valassis and RetailMeNot
are wholly owned subsidiaries of Harland
Clarke Holdings.
Media
Contact:
Valassis
Mary
Broaddus
734-591-7375 |