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Insight of the Week: Holiday Enthusiasts

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shutterstock_390951556With schools back in session after Easter, the next break most people are holding out for is the greatest one of all – the summer holiday.

Latest data from Kantar Media’s TGI study in Ireland reveals that 63% of adults enjoy planning holidays. In terms of the kinds of holidays they enjoy, a quarter of adults like to take holidays in their own country rather than abroad, whilst 69% claim to ‘like the idea of travelling abroad’. 43% of adults agree that they ‘like to go back to familiar places for holidays’.

The best way to reach holiday makers depends on which types you are trying to reach. For example, those who like to holiday in their own country are almost 60% more likely than the average adult to talk about things they have seen advertised on posters, whilst those who like to go on holidays where activities are organised for them are almost three quarters more likely than the average adult to agree that pop up ads help them to find interesting things on the internet.