September 7th, 2022, Janice Fernandes
The pandemic may have accelerated digitization, but newspapers and magazines are not dead yet. Latest data from YouGov Global Profiles reveals that over two in five global respondents (45%) are influenced by holiday and travel articles they see in newspapers and magazines.
Individually, South Africans are significantly more likely to plan their holiday based on what they’ve read in a newspaper or magazine (62%).
Most Asian countries outpace the global audience with Vietnam (57%), India (56%) and Hong Kong (50%) registering more than half the population who agree with the statement. Japan (44%) and Singapore (42%) are the only two countries in this region to register slightly lower than overall consumers.
Most developed countries register only around a third of consumers who say travel articles in newspapers and magazines influence them. Consumers in these markets are more likely to disagree, with around half of the population in Germany (55%), Great Britain (54%) and the United States (49%) unmoved by print.
Globally, around half of consumers who are influenced by newspaper and magazine articles on holiday and travel say they often notice advertisements in newspapers and magazines (51%), making print a powerful channel for travel marketers.
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Methodology: YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 43 markets. The data is based on continuously collected data from adults aged 16+ years in China and 18+ years in other markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Data from each market uses a nationally representative sample apart from India and UAE, which use urban representative samples, and China, Egypt, Hong Kong, Indonesia, Malaysia, Morocco, Philippines, South Africa, Taiwan, Thailand and Vietnam, which use online representative samples. Learn more about Global Profiles.