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


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.