Mass. -- Burst Media (http://burstmedia.com),
a leading online media company and wholly owned subsidiary of
blinkx PLC (LSE AIM: BLNX), today released the results of a survey
covering summer vacation plans. Conducted in mid-May, the survey
of more than 670 online U.S. adults aged 18 or older revealed
that more than one-half (53.7%) of all respondents plan to take
a vacation this summer; one-sixth (15.9%) do not plan to vacation,
and nearly one-third (30.5%) are still unsure of their summer
vacation plans. The study also found that one-half (51.1%) of
respondents who plan to take a summer vacation are not procrastinating
and have already started spending on their summer vacations, and
44.9% still need to secure tickets, book a hotel or make some
other travel related purchase.
one-third (33.3%) of respondents prefer to get some R&R without
going far, and plan to take a "staycation" this summer,
choosing a stay-at-home holiday rather than travel. These "staycationers"
prove that the adage that "I need a vacation from my vacation"
may well be true, including not only 42.3% of respondents who
say they will not be traveling at all during the summer, but also
28.5% of respondents who plan to take an additional vacation away
from home. Interestingly, significant portions of all income segments
plan to "staycation" at some point during the summer,
including 31.9% of respondents reporting household income of $75,000
top reasons to take a "staycation" include:
desire to save money (43.1%)
need to catch up with projects around the house (32.2%)
activities and obligations (31.5%)
to visit local sites or engage in local activities (22.1%)
not want to travel (12.5%)
study revealed significant opportunity for marketers in the summer
holiday season which, thanks to eager travel planners spending
early, has already begun," said Mark Kaefer , Marketing Director
for Burst Media. "This is the time for travel advertisers,
local merchants, and even CPG advertisers to get online and engage
their potential customers."
study also explored respondents' online travel video viewing habits
and found that one-third (33.1%) either frequently or occasionally
watch online video featuring travel content. Viewership of online
travel video is highest among respondents 18-34 years where one-half
(51.0%) either frequently or occasionally watch. Overall, viewers
are looking to explore a travel locale before making their visit,
with one-third (32.4%) of respondents saying the type of travel
videos they typically view are about specific travel destinations.
With a summer spot settled on, the next most popular category
is video about activities available at a travel destination (28.9%),
followed by video about a specific hotel/resort/campground (24.3%),
then video reviews about a specific destination (22.7%) and finally
videos reviews about specific hotel/resort/campground (20.2%).
the full "Plans and Preferences for Getting Away This Season"
Online Insights report (PDF) at http://burstmedia.com/pdf/burst_media_online_insights_2013_05.pdf.
Founded in 1995, Burst Media represents thousands of independent
web publishers. Through a select group of vertical channels, built
around areas of specific interest, Burst connects advertisers
with audiences across the web's most dynamic communities in a
social, engaging way. A wholly owned subsidiary of blinkx PLC
(LSE AIM: BLNX), Burst is headquartered in Burlington, Massachusetts,
with sales offices throughout the United States and in the UK.
Visit us at http://burstmedia.com
or call +1 (781) 852 5200 for more information.