英国kayak用户在线预订市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSAccommodation

booking:

K

AYAKusers

in

the

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofKAYAKusers

inthe

United

Kingdom:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

It

provides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

toNumberofrespondents:benchmark

KAYAKusers

intheUnitedKingdom(’’brandusers’’)

againstUKaccommodation

bookers

ingeneral

(’’category

users’’),

and

theoverall

UKonliner,labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

the

extended

survey(including

theUnited

Kingdom)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsKAYA

K

ranks

outside

the

top

10

of

most

used

accommodation

bookingplatforms

in

the

UKManagement

summary:

brandusageand

competitionTop10

most

used

accommodation

bookingplatforms

inthe

UKBAirbnb57%30%HExpedia18%15%trivago10%10%TripadvisorlastminuteAgoda7%6%6%Hostelworld5%4Notes:"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation–

hotel

orprivate

accommodation–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=2,031

accommodation

bookersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

accommodation

bookers

using

KAYA

K

grew

by1

percentage

pointsince

Q2of

2022Management

summary:

brandusagetimelineTimeline

of

accommodation

bookersusing

KAYAK4%4%3%3%3%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation–

hotel

orprivate

accommodation–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=38

-

85

KAYAK

users,n=1304

-

2031accommodation

bookersSources:Consumer

Insights

Global

as

of

August

2023KAYA

K

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsKAYAKismore

popularamongMillennials

than

other

accommodationbooking

platforms.Success

and

career

advancement

arerelatively

important

to

KAYAKusers.Itstands

out

that73%

ofKAYAKuserswant

to

experience

something

uniqueduringtheirtravels.KAYAKusers

access

theinternet

via

asmartwatch

more

often

than

theaverage

accommodation

booker.Vehicles

andmobility

arerelativelyprevalent

interests

of

KAYAKusers.KAYAKismore

popularamong

maleaccommodation

bookers

thanfemaleaccommodation

bookers.38%

ofKAYAKusers

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

KAYAKusers

interactwith

companies

more

often

than

otheraccommodation

bookers.Tech

or

computers

arerelativelypopularhobbiesamong

KAYAKusers.Arelatively

highshare

ofKAYAKusersthink

thatunemployment

is

anissuethatneeds

to

beaddressed.KAYAKhasalarger

shareof

users

withahighincome

thanother

accommodationbooking

platforms.KAYAKusers

remember

hearing

adsonmusicportalsandstreaming

servicesmore

often

than

other

accommodationbookers.KAYAKusers

aremore

likely

toliveincitiesandurbanareas

thanaccommodation

bookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+KAYA

K

is

more

popular

among

Millennials

than

other

accommodation

bookingplatformsDemographic

profile:

generationsAge

of

consumersintheUKBrand

users26%60%12%2%Category

usersAllrespondents17%40%30%13%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation–

hotel

orprivate

accommodation

–

in

the

past12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=85

KAYAK

users,n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:KAYA

K

is

more

popular

among

male

accommodation

bookers

than

femaleaccommodation

bookersDemographic

profile:

genderGenderofconsumersintheUKBrand

users68%32%Category

usersAllrespondents50%49%50%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

online

providers

have

youbookedan

accommodation–hotel

orprivateaccommodation

–in

the

past

12

months

(website

orapp)?’’;Multi

Pick;Base:n=85

KAYAKusers,n=2,031

accommodation

bookers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:A

relatively

high

share

of

KAYA

K

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK44%35%28%22%22%22%21%16%15%15%12%12%9%8%6%5%3%

3%Bachelor

degree

Master

degree

Doctoral

degree1%0%

1%Noformaleducation

/primary

schoolLower

secondary

Uppersecondaryeducation

(noteligible

forTechnical

/vocationaleducationeducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–in

the

past

12

months

(website

orapp)?’’;Multi

Pick;Base:n=85

KAYAK

users,n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023KAYA

K

has

a

larger

share

of

users

with

a

high

income

than

otheraccommodation

booking

platformsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users58%25%18%Category

usersAllrespondents41%35%24%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

online

providershave

youbooked

anaccommodation

–

hotel

orprivate

accommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=85

KAYAK

users,

n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

accommodation

bookers,

K

AYAK

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheUKlive47%37%34%27%24%16%16%15%13%12%12%10%8%7%4%4%4%3%2%

2%

2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation–

hotel

orprivateaccommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=85

KAYAK

users,

n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023KAYA

K

users

are

more

likely

to

live

in

cities

and

urban

areas

thanaccommodation

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK36%28%26%24%23%21%20%19%19%14%12%12%10%10%8%7%6%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

online

providers

have

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–

in

the

past12

months

(website

orapp)?’’;Multi

Pick;Base:

n=85

KAYAK

users,n=2,031

accommodation

bookers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

20239%

of

KAYA

K

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users9%86%89%5%Category

usersAllrespondents8%3%8%89%3%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

online

providers

have

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past12

months

(website

orapp)?’’;Multi

Pick;Base:n=85

KAYAK

users,n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

K

AYAK

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK66%59%51%50%45%49%42%

42%33%31%35%34%34%28%27%23%29%28%27%25%24%25%19%14%13%13%

13%10%7%6%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulHavingagood

timeLearningnew

thingsMaking

myown

decisionsSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation–

hotel

orprivateaccommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=85

KAYAK

users,

n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

K

AYAK

usersConsumer

lifestyle:

main

interestsTop10

interestsofKAYAKusersintheUK61%55%59%56%55%54%51%49%48%48%48%46%46%44%43%41%41%40%35%35%34%33%32%30%29%25%23%21%20%16%Health

&fitnessFinance&economyMovies,TVshows&musicVehicles

&mobilityFood

&diningSportsTravelHistoryScience

&technologyFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

online

providershave

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;Base:

n=85

KAYAK

users,n=2,031

accommodation

bookers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

K

AYAK

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofKAYAKusersinthe

UK53%50%49%48%45%41%45%45%44%41%38%38%37%37%36%35%34%33%31%30%29%29%28%25%23%22%22%20%19%16%TravelingReadingSocializingOutdooractivitiesTech

/computersVideo

gamingCooking/bakingDoing

sportsandfitnessBoard

games/cardgamesCars/vehiclesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past

12

months

(website

orapp)?’’;MultiPick;Base:n=85

KAYAK

users,n=2,031

accommodation

bookers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023KAYA

K

users

are

more

likely

to

play

baseball

or

softball

than

otheraccommodation

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofKAYAKusersintheUK26%25%20%19%19%19%19%14%18%18%16%16%16%12%15%13%11%10%10%9%8%7%7%6%5%4%3%4%

3%3%SoccerRunning/JoggingFitness,aerobics,cardioBaseball/SoftballBasketballSwimming/DivingAmericanFootball

/FlagFootballDancingCyclingCricketBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–

in

the

past12

months

(websiteorapp)?’’;

Multi

Pick;Base:

n=45

KAYAK

users,n=928

accommodation

bookers,

n=9,322

all

respondentsConsumer

Insights

Global

as

of

August

2023KAYA

K

users

are

more

likely

to

follow

basketball

than

other

accommodationbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byKAYAK

usersintheUK33%31%26%25%22%21%20%20%19%18%18%16%12%12%11%9%9%9%9%8%7%7%7%7%6%5%5%5%2%2%SoccerBasketballBoxingTennisAmericanfootballAthletics(track&

field)MotorsportsCricketVolleyballCyclingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation

–

hotel

orprivate

accommodation

–in

the

past

12

months(website

orapp)?’’;

Multi

Pick;

Base:

n=41

KAYAK

users,n=826

accommodation

bookers,n=8,230

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

73%

of

KAYA

K

users

want

to

experience

something

uniqueduring

their

travelsConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheUK73%67%60%52%48%47%42%

42%40%39%33%29%28%24%21%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mon

vacation,When

I’mtraveling,IWhen

itcomes

toWhen

itcomes

toIusemy

smartphone

book

accommodations,

traveling,sustainability

traveling,Ialways

lookasaguidecarrentals,etc.spontaneously

viamysmartphoneisimportant

tomeforthecheapest

offerBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

online

providershave

you

bookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past

12

months

(website

orapp)?’’;Multi

Pick;Base:

n=85

KAYAK

users,n=2,031

accommodation

bookers,n=4,027

all

respondentsConsumer

Insights

Global

as

of

August

202338%

of

KAYA

K

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK36%35%34%33%32%32%20%18%15%14%14%11%2%Innovators2%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

online

providers

have

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past12months

(website

orapp)?’’;Multi

Pick;Base:

n=85

KAYAK

users,n=2,031

accommodation

bookers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

KAYA

K

users

think

that

unemployment

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedKingdomaccording

toKAYAKusers69%63%55%48%48%47%46%46%41%39%41%36%42%40%40%40%38%33%39%39%37%38%33%30%36%36%29%29%29%27%EconomicsituationClimatechangeHealth

andsocial

securityRising

prices/inflation/cost

of

livingEnvironmentPovertyHousingEducationImmigration

UnemploymentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

online

providers

have

youbooked

an

accommodation–

hotel

orprivate

accommodation

–

in

the

past

12

months

(website

orapp)?’’;

Multi

Pick;

Base:

n=85

KAYAK

users,

n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

accommodation

bookers,

K

AYAK

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users15%36%38%11%11%Category

usersAllrespondents22%40%37%27%23%26%14%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

online

providershaveyoubooked

an

accommodation

–

hotel

orprivate

accommodation

–

in

the

past12

months

(website

orapp)?’’;Multi

Pick;Base:n=85

KAYAK

users,n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsKAYA

K

users

access

the

internet

via

a

smartwatch

more

often

than

the

averageaccommodation

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet94%93%91%84%81%77%69%68%67%64%62%61%60%57%54%52%46%44%40%40%38%38%36%36%33%31%30%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersSmartwatchGaming

consoleAllrespondentsTabletStreaming

device

Smart

speakersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

online

providershave

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past

12

months(website

orapp)?’’;

Multi

Pick;

Base:

n=85

KAYAK

users,n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

KAYA

K

users

interact

with

companies

more

often

than

otheraccommodation

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

bytype61%60%59%59%58%56%54%54%52%47%52%52%47%41%47%45%39%45%40%40%33%30%35%31%31%27%27%22%16%15%9%8%7%7%4%1%Postedpictures/videosSentprivatemessagesFollowedpeopleCommented

Liked

postsSharedpostsbyother

usersFollowedcompaniesLikedcompanypostsPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

online

providershave

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past12

months(website

orapp)?’’;

Multi

Pick;

Base:

n=85

KAYAK

users,n=2,031

accommodation

bookers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023KAYA

K

users

tend

to

listen

to

podcasts

more

often

than

accommodationbookers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheUK

havebeen

using

inthepast4weeks90%85%84%79%

78%73%70%68%66%60%57%50%58%59%56%55%46%50%50%42%35%34%22%32%31%31%30%28%16%26%27%18%15%DigitalvideocontentTVDigitalmusiccontentPodcastsMovies

/cinemaRadioOnlinenewswebsitesDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

online

providers

have

youbooked

anaccommodation

–

hotel

orprivate

accommodation

–

in

the

past12

months

(website

orapp)?’’;Multi

Pick;Base:n=85

KAYAK

users,n=2,031

accommodation

bookers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023KAYA

K

users

remember

hearing

ads

on

music

portals

and

streaming

servicesmore

often

than

other

accommodation

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereKAYAKusersintheUKhave

come

across

digital

advertisingin

thepast4weeks62%60%51%51%49%48%43%44%43%42%42%40%37%38%35%35%35%31%31%30%27%27%20%20%19%18%16%13%12%10%Video

portalsSocial

mediaMusicportals

Search

engines

Video

streamingservicesWebsitesandappsof

brandsOnlinestoresVideo

gamesEditorialwebsitesandappsBlogs/forumsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

online

providers

have

youbookedan

accommodation

–hotel

orprivate

accommodation

–in

the

past

12

months(website

orapp)?’’;

Multi

Pick;

Base:n=85

KAYAK

users,n=2,031

accommodation

bookers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

202362%

of

KAYA

K

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks62%55%52%43%51%49%45%42%42%36%39%30%36%34%32%31%29%27%21%21%21%19%18%18%OnTVOnadvertisingspacesDirectly

inthestoreAtthemovies/cinemaInprintedmagazinesandjournalsOntheradioBy

mailshot

/advertisingmailInprinteddailynewspaperson

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi