Target audience: Vacation home bookers in Turkey

Selected insights on target group: Vacation home bookers in Turkey

• 38% of vacation home bookers have a high annual household income
• Social justice has less importance to vacation home bookers than to the average consumer
• Career and education are relatively prevalent interests of vacation home bookers
• Vacation home bookers are more likely to have traveling 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 Turkey
• Gender of consumers in Turkey
• Consumer’s level of education in Turkey
• Share of consumers in Turkey in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Turkey live
• Communities where consumers live in Turkey

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

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

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