Target audience: Vacation home bookers in the United States

Selected insights on target audience: Vacation home bookers in the United States

• Vacation home bookers typically have a high annual household income
• An honest and respectable life has less importance to vacation home bookers than to the average consumer
• 23% of vacation home bookers are innovators or early adopters of new products
• A relatively high share of vacation home bookers think that the environment is an issue that needs to be addressed
• Vacation home bookers remember seeing ads in online stores more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in the United States
• Gender of consumers in the United States
• Level of education in the United States
• Share of consumers in the United States in the high, middle, and low thirds of household gross income
• Type of households in which consumers in the United States live
• Communities where consumers live in the United States
• Accommodation type and home ownership in the United States
• LGBTQ+ status of consumers in the United States

• Most important aspects of life for consumers in the United States
• Top 10 interests of vacation home bookers in the United States
• Top 10 hobbies and leisure activities of vacation home bookers in the United States
• Top 10 sports activities of vacation home bookers in the United States
• Top 10 sports followed by vacation home bookers in the United States
• Pets living with vacation home bookers in the United States

• Agreement with statements in the United States
• The 10 most important issues facing the United States according to vacation home bookers
• Political attitudes of consumers in the United States
• Innovation adopter types based on statements towards innovation by consumers in the United States
• Economic situation in the United States as percieved by vacation home bookers
• Perceived personal economic situation of vacation home bookers
• Agreement with statements regarding economic concerns of vacation home bookers

• Type of media consumers in the United States have been using in the past 4 weeks
• Top 10 social networks used by vacation home bookers
• Top 10 channels where vacation home bookers in the United States remember coming across digital advertising
• Places where consumers in the United States have come across non-digital advertising in the past 4 weeks