Neustar Unearths Data About Summer Vacation Choices

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With 85 percent of Americans planning travel this summer, new lifestyle data reveals what marketers and advertisers need to know

Diverse Preferences of Vacation Travelers

Neustar’s data revealed that, while on vacation, 32 percent of baby boomers like to engage in outdoor activities and 17 percent said they like to go fishing.

Neustar, Inc. (NYSE: NSR), a trusted provider of real-time information services, today announced new findings on the vacation choices of two distinct age groups: millennials and baby boomers. Eighty five percent of Americans plan to take a vacation this summer and as each vacation traveler is different, Neustar employed its integrated marketing solution, PlatformOne™, powered by its authoritative identity, to identify different travel preferences by age demographic.

A study soon to be released by Neustar and the e-tailing group revealed that a mere 7 percent of consumers gave retailers an “A” for the relevance of their ads. With a better understanding of the preferences and behaviors of their audiences, marketers can dramatically improve their targeting to consumers.

Neustar’s data revealed that, while on vacation, 32 percent of baby boomers like to engage in outdoor activities and 17 percent said they like to go fishing. The vacation preferences of millennials, on the other hand, vary substantially within their own age demographic. To reflect this, Neustar created three unique profiles for each millennial age group. The first, “Frugal Fun-Seekers,” are millennials between the ages of 18 and 23—of whom 18 percent like to engage in water sports while on vacation. A whopping 49 percent of them have reported owning camping tents and 21 percent spent less than $1,500 on their last foreign trip.

Their older millennial counterparts, “The Activity-Packed Tourists,” are interested in other cultures (39 percent), enjoy going to the beach (59 percent), and like to gamble (20 percent) during their vacations. The third group, “Millennial Parents,” prefer to have ‘fancy’ dinners while on vacation and more than a third of them have visited a theme park in the past year. Being the parents that they are, 36 percent like to indulge their kids with little extras.

Non-intuitive insights revealed about specific audiences like these provide marketers and advertisers with the information they need to create integrated campaigns across channels and devices in real-time. Neustar’s PlatformOne™ provides marketers with a single, unbiased, accurate view of the consumer to help them engage more effectively with their audiences.

View the entire vacation travelers’ infographic here and learn more about Neustar’s PlatformOne™ marketing solution.

About Neustar
Neustar, Inc. (NYSE:NSR) is the first real-time provider of cloud-based information services, enabling marketing and IT security professionals to promote and protect their businesses. With a commitment to privacy and neutrality, Neustar operates complex data registries and uses its expertise to deliver actionable, data-driven insights that help clients make high-value business decisions in real time, one customer interaction at a time. More information is available at

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Carolin Bachmann
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