Travel Businesses to Target the 69% of Americans Desiring Internet and TV-Free Vacations

by | 3 minute read

Many have said it and many more have thought it and sev­en in ten Amer­i­cans (69%) say that some­times, an iso­lat­ed cab­in in the woods with­out inter­net and cable TV seems like the per­fect lifestyle. Here's why.

Accord­ing to Regi­na Cor­so Con­sult­ing, almost nine in ten (87%) say this is one of the most divi­sive times in the Unit­ed States in their life­time. This doesn't change much by age… nine in ten of those 18–35 years old (90%) and 45–54 years old (89%) feel this way, as do almost nine in ten of those 35–44 years old (86%) and 55 and old­er (86%). This is from a sur­vey con­duct­ed of 1,082 U.S. adults, 18 and old­er between Octo­ber 18 and 21, 2018.

When com­pared to last year, half of Amer­i­cans (49%) say their life in gen­er­al is bet­ter while over one-third (36%) say it's about the same and almost half say their per­son­al finan­cial sit­u­a­tion is bet­ter (47%) while over one-third (37%) say it's about the same. Over two in five (42%) say things in the coun­try in gen­er­al are bet­ter than last year while one-quar­ter (25%) say it's about the same and two in five (40%) say their lev­els of stress are bet­ter while almost two in five (38%) say it's about the same.

One big dif­fer­ence in all these is the gen­der divide. Men are more like­ly than women to say their life in gen­er­al (56% vs. 42%), their finan­cial sit­u­a­tion (56% vs. 38%), things in the coun­try (51% vs. 34%) and their lev­els of stress (48% vs. 33%) are bet­ter than they were last year. Two in four women (39%) say things in the coun­try are worse com­pared to one-quar­ter (26%) of men.

Some of the rea­son for that iso­lat­ed cab­in may be sev­en in ten Amer­i­cans (70%) find they pay atten­tion to polit­i­cal issues more today than they have in the past. Half of Amer­i­cans (51%), how­ev­er, have stopped pay­ing atten­tion to polit­i­cal issues because it was get­ting over­whelm­ing, yet it seems that some infor­ma­tion is get­ting through.

With­in the last 30 days, 75.4% of Campers have used the inter­net to look up the news, accord­ing to a report by Audi­enceS­CAN. Google is the pre­ferred search engine of 89.9% of this group for con­duct­ing search­es, but only 20.3% will go past the first page of results. In the last six months, 19.7% have used a mobile device to research a polit­i­cal candidate's views. Campers are using dig­i­tal means to stay con­nect­ed with the world around them. But it's also how adver­tis­ers can con­vince them to take a break from the world for a bit on vaca­tion.

Through it all, there is a pos­i­tive. In the past month, three in five Amer­i­cans (61%) have felt hap­pi­ness often, two in five (41%) con­tent­ment and almost two in five (37%) joy. While over one-third (36%) have felt sad­ness often in the past month, small­er num­bers have felt anger (26%), dis­gust (21%) and rage (12%).

Campers can be shown the ben­e­fits of escap­ing on a dis­con­nect­ed vaca­tion through the very tech­nol­o­gy they're stay­ing con­nect­ed with. Accord­ing to Audi­enceS­CAN, 56.5% of this audi­ence took action after receiv­ing an email last year and 50.2% react­ed to text mes­sage ads they received or adver­tise­ments they saw on their mobile smart­phone apps. They're also 28% more like­ly than oth­er adults to click on text link ads and 38% more like­ly to find adver­tis­ing on social net­works use­ful to them. Tra­di­tion­al adver­tis­ing meth­ods work too, as 69.1% of this audi­ence took action after see­ing a TV com­mer­cial last year.

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. Media com­pa­nies and agen­cies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.