October 13th, 2023, Janice Fernandes
In a continuously evolving global tourism industry, grasping the significance of conventional media outlets such as newspapers and magazines in shaping travel choices is vital. Recent findings from YouGov Global Profiles reveal that 45% of respondents across 48 markets are swayed by articles on holidays and travel found in newspapers and magazines.
In Indonesia and South Africa, a majority of respondents, 62% and 61% respectively, are influenced by what they read in newspapers or magazines.
In eastern markets, too, a majority of respondents show higher agreement rates compared to the global average, with half of consumers in India (55%), UAE (51%), Taiwan (53%), Vietnam (50%), and Malaysia (50%) indicating as much. Saudi Arabia (42%) and Singapore (39%) are the only two Asian countries that exhibit slightly lower agreement rates than the average of our 48 markets.
In western countries, most respondents tend to disagree with the statement that newspaper and magazine articles influence their holiday choices. This sentiment is most reflected in Germany (54%), Great Britain (52%), and the US (46%), where approximately half of respondents say they are not influenced by such articles. Nevertheless, this still leaves a sizeable minority who still find inspiration in traditional media.
Among those who agree that these articles influence their holiday choices, around 52% of all respondents also state that they often notice advertisements in newspapers and magazines.
However, even within this group, a significant portion of consumers in some countries say they do not notice print ads. About 50% of Danish respondents, and approximately 45% of German and 38% of British respondents fall into this category.
Just over two-thirds of these US adults (68%) frequently notice advertisements in newspapers and magazines, trailing behind only South Africa (76%) and India (71%). However, when it comes to disagreeing with this statement, US consumers are notably more inclined to do so (26%), compared to South Africa (8%) and India (11%).
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Methodology: YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 48 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.
Image: Getty Images