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MAGAZINESCANADA.CA

TRAVEL. Vacation and leisure travelers use magazines and the web to plan trips. Magazine media users rely on magazines and the web for vacation ideas.

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MAGAZINESCANADA.CA

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  1. TRAVEL Vacation and leisure travelers use magazines and the web to plan trips Magazine media users rely on magazines and the webfor vacation ideas. They take action after seeing a travel ad: They go toadvertiser websites, conduct searches, recommendedtravel info to friends/family and most importantly, make bookings. They even clip travel ads for future reference, takepicturesof a QR code/snap tag with their cell phone andjoin the advertiser’s social network. Q: Which of the following sourcesdo you typically use to planpersonal or leisure trips (%)? Source: Google/OTX, Traveler’s Road to Decision 2011, July 2011 Magazine readers are more likely to travel with kids Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazine and web readers are frequent and desirable travellers Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) MAGAZINESCANADA.CA

  2. TRAVEL 61% of Magazines readers take action after noting a travel ad 31% net Impact Actions(% positively impacted by the ad or recommended the product) 32% net Reference Actions (% actively seeking more info about the advertised product) Magazine readers plan active holidays 26% net Purchase Actions (% purchased or considering purchase of the advertised product) Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazines and the web perform throughout the traveler’s decision funnel Q: Listed are some of the sources typically used to plan personal or leisure/business trips?Please indicate the statements which you feel apply to each source of information Source: Google/OTX, Traveler’s Road to Decision 2011, July 2011 Magazine media make the connection with vacation travellers. Source: StarchMetrix Canada – Travel Category, April 2012 to March 2013 * Actions based on respondents who noted ads MAGAZINESCANADA.CA

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