Study Reveals How Travelers Consume News and Information
McLean, Va.—A recent study commissioned by the USA TODAY Travel Media Group reveals that there is a unique continuum of how travelers consume news and information and how various platforms all play a role in their lives. The “Today’s Connected Traveler” study results show that travelers desire an all-in-one resource that offers connections to content across platforms and even in a multiplatform world, newspapers are an expected part of the travel and hotel experience. The study was in partnership with Latitude, an international research consultancy. READER COMMENTS
According to the study, business and leisure travelers revealed that they crave news to stay connected and that 1 in 2 follow news more when traveling compared to when at home. Newspapers continue to be a desirable medium for news consumption with more than 80% of all travelers reading a newspaper when they travel.
“Consumer insights about travelers are essential to how we produce content, how we work with our partners and to how we provide media and marketing solutions for marketers. The on-the-go, connected traveler is a valuable and hard to reach consumer and we are pleased that this study can provide some unique insights into how they consume news and information in this vast media landscape. More than ever, travelers want news delivered to them exactly when and how they want it, wherever they are in their travels,” said Sandra Micek, senior vice president of marketing for USA TODAY, in an announcement.
According to the study, travelers turn to news out of their craving to stay connected to what’s going on at home and in the world around them. They’re looking for news and information that helps them stay up to date on what’s happening. They want to be knowledgeable and informed, particularly about big news items so they can combat feelings of isolation and participate in the national conversation. Travelers view newspapers as a means to get “me” time, relax and pamper themselves.
Highlights of the study results include:
- 77% say that news help them stay in the loop so they don’t feel disconnected from what’s going on
- 62% say that news connects them to issues and people across the country
- 77% of all travelers prefer to have the complimentary hotel newspaper delivered to their room
- 61% of travelers don’t want to be overwhelmed with information but would rather have news highlighted in an organized fashion.
The “Today’s Connected Traveler” study consisted of a quantitative online study with 1,631 business and leisure travelers along with in-depth one-on-one interview discussions with select respondents.
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