Target audience: Vacation home bookers in Colombia

Selected insights on target group: Vacation home bookers in Colombia

• Many vacation home bookers have a high annual household income
• An honest and respectable life has less importance to vacation home bookers than to the average consumer
• Traveling is a relatively prevalent interest of vacation home bookers
• Vacation home bookers are more likely to have sports and fitness as a hobby than the average consumer
• Vacation home bookers remember seeing ads on websites and apps of brands and products more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Colombia
• Gender of consumers in Colombia
• Consumer’s level of education in Colombia
• Share of consumers in Colombia in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Colombia live
• Communities where consumers live in Colombia

• Most important aspects of life for consumers in Colombia
• Top 10 interests of vacation home bookers in Colombia
• Top 10 hobbies and leisure activities of vacation home bookers in Colombia

• Agreement with statements in Colombia
• The 10 most important issues facing Colombia according to vacation home bookers
• Political attitudes of consumers in Colombia

• Top 10 places where vacation home bookers in Colombia have come across digital advertising in the past 4 weeks
• Devices consumers in Colombia use regularly to access the internet
• Social media activities in Colombia by type
• Places where consumers in Colombia have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Colombia have been using in the past 4 weeks