The British Virgin Islands USA audience insights
May 2009
Introduction This report offers preliminary findings re. the BVI USA visitor audience based on Caribbean visitor profile knowledge. It also outlines appropriate media channel usage to best engage the BVI USA prospect audience.
Caribbean visitors from the USA Typical Profile: • According to Media Mark data, 13.1m US citizens travelled to the Caribbean in 2007 • The core age of the US traveler to the Caribbean is 25-54 with a slight female bias • Although 27% of visitors are over 55 to the Caribbean • More affluent and educated than the general US population. Over 40% pursued additional education after undergraduate
Average income 50% higher than general population ($88K)
Twice as many (18%) earning HHI $150K+ than general population
• Target resides primarily in the Northeast and South in urban or suburban areas 28% NE, 40% South
84% County A or B
• More likely to be married (68%) however may not have started a family • 65% are working full time
Source: Media Mark Research & Intelligence – Spring 2008
Caribbean visitors from the USA Geographic
Region West
Pacific
Midwest
Southwest
South
Southeast
North East
West Central East Central Mid Atlantic New England
Ethnic group
Generation Other
Pre-Boomers (b. before 1946)
Black/African American
Boomers (b. 1946-1964)
White
GenXers (b.1965-1976) Millenials (b.1977-1994)
Source: Media Mark Research & Intelligence – Spring 2008
Caribbean visitors from the USA % 0f those travelling to Caribbean (Universe =13.1m)
Ranked State Group Codes
Any Caribbean Islands – Index Ranking
State Group Codes: New Jersey
Index
7.1
215
State Group Codes: Florida
Index
11.5
188
State Group Codes: Massachusetts
Index
4.1
175
State Group Codes: New York
Index
9.0
150
State Group Codes: Georgia
Index
5.0
147
State Group Codes: Maine/New Hampshire/Vermont
Index
0.9
138
State Group Codes: Virginia
Index
3.1
128
State Group Codes: Rhode Island/Connecticut
Index
2.2
114
State Group Codes: Illinois
Index
5.1
113
State Group Codes: Arkansas/Louisiana/Oklahoma
Index
4.4
112
State Group Codes: Missouri
Index
2.0
111
State Group Codes: Delaware/Maryland/Washington, D.C./West Virginia
Index
2.9
108
State Group Codes: Pennsylvania
Index
4.5
99
State Group Codes: Wisconsin
Index
1.4
98
State Group Codes: Indiana
Index
1.9
97
State Group Codes: North Carolina/South Carolina
Index
3.8
88
State Group Codes: New Mexico/Arizona/Utah/Nevada
Index
2.8
86
State Group Codes: Tennessee
Index
1.8
84
State Group Codes: Ohio
Index
3.5
83
State Group Codes: North Dakota/South Dakota
Index
0.3
75
State Group Codes: Michigan
Index
2.6
74
State Group Codes: Texas
Index
5.5
73
State Group Codes: Kentucky
Index
1.0
70
State Group Codes: Nebraska/Kansas
Index
0.9
58
State Group Codes: Montana/Idaho/Wyoming/Colorado
Index
2.0
58
State Group Codes: Minnesota/Iowa
Index
1.5
52
State Group Codes: Washington/Oregon
Index
1.7
51
State Group Codes: Alabama/Mississippi
Index
1.3
51
State Group Codes: California
Index
6.2
49
= States showing 5%+ of Caribbean visitors Source: Media Mark Research & Intelligence weighted to population (000). Base: all – Spring 2008
Caribbean tourism figures (Jan-Jul 2008) Markets
Arrivals (000)
% Change 2008/07
% Change Winter
% Change Summer
USA
7,623.2
+1.5%
+2.0%
+0.8%
Canada
1,666.7
+17.7%
+18.3%
+15.4%
Europe
3,349.5
+1.1%
+1.1%
+1.1%
Other
2,177.7
+5.9%
+8.9%
+2.8%
Total Tourists
14,817.1
+3.7%
+4.8%
+2.0%
Overall there is an increase of visitors 3.7% YOY N.B. This figure roughly mirrors the figure shown by Media Mark after pro-rata calculation across period.
Who is the audience aside from demographics? Our strategic planners use advanced statistical techniques to define the relationship of the British Virgin Islands target prospects to mindset characteristics. Description Total Sample Lifematrix segments : Dynamic Duos Food Attitudes: I rarely eat frozen dinners. Agree completely Vacation Travel Attitudes: Traveling to foreign places is a great way for me to learn about other cultures. Agree completely Movie Attendance - Prefer to see a new movie: Opening weekend VALS Statements: I dress more fashionably than most people. Agree Vacation Travel Attitudes: On my vacations, I prefer traveling to places I’ve never been. Agree completely Vacation Travel Attitudes: I frequently choose active vacations with lots to do. Agree completely Media trusted the most: Internet Vacation Travel Attitudes: I love doing research on a location before I go on vacation. Agree completely Automotive Attitudes: I research and compare as many vehicles as possible before making my final purchase decision. Agree completely Political Outlook - Usually Think Of Yourself As: Middle of the Road Health Attitudes: I go to the doctor regularly for check-ups. Agree Strongly Vacation Travel Attitudes: Packaged deals are great, because I don’t have to plan out the details too much. Agree completely Technology Attitudes: Technology helps make my life more organized. Agree completely Food Attitudes: I try to eat healthy these days and pay attention to my nutrition. Agree completely Finance Attitudes: I would be happy to use the Internet to carry out day to day banking transactions. Agree completely Technology Attitudes: I like to read reviews before buying technology or electronics. Agree completely VALS Statements: I like being in charge of a group. Agree VALS Statements: I am often interested in theories. Agree Vacation Travel Attitudes: I’d rather book a trip over the Internet than meet with a travel agent. Agree completely VALS Statements: I consider myself an intellectual. Agree Lifematrix segments: Renaissance Women
Unwgt
Audience
Comp.
Index
Phi
Variance explained
1,853 250 810
13,197 1,937 5,697
100.0% 14.7% 43.2%
100 199 131
0.000 0.070 0.055
----0.50% 0.30%
655
4,494
34.1%
131
0.046
0.22%
258 401
2,059 2,873
15.6% 21.8%
155 137
0.046 0.040
0.21% 0.16%
489
3,488
26.4%
127
0.035
0.12%
300 434 535
2,202 3,242 3,548
16.7% 24.6% 26.9%
133 125 123
0.031 0.031 0.031
0.10% 0.09% 0.09%
500
3,670
27.8%
122
0.030
0.09%
602 983
4,382 6,721
33.2% 50.9%
119 112
0.029 0.028
0.09% 0.08%
307
2,242
17.0%
128
0.028
0.08%
315 678
2,382 4,857
18.0% 36.8%
127 116
0.028 0.027
0.08% 0.07%
468
3,176
24.1%
121
0.027
0.07%
372 620 693
2,653 4,269 4,914
20.1% 32.3% 37.2%
124 117 115
0.027 0.026 0.026
0.07% 0.07% 0.07%
427
3,036
23.0%
121
0.025
0.06%
722
5,093
38.6%
114
0.025
0.06%
159
1,204
9.1%
137
0.025
0.06%
Analysis = British Virgin Islands Target Source: 2008 Spring Mediamark Research & Intelligence weighted to Population (000) - Base: All
General attitudes of British Virgin Islands travelers Tech-savvy
Confident
Financially motivated
Active lifestyle
• Internet helps organize their lives • Interested in new technology • Research new technologies and gadgets • Heavy time spent online
• Willing/eager to lead others • Consider themselves ahead of the class • Believe themselves to have more ability and intellect • Aspire to continue to be ahead
• Keep themselves informed of financial news • Aware of their own finances • No interested in handouts • Want to make it themselves
• Into athletic oriented activities and events • Enjoy socializing with friends, close circle • Thrill of the games, competition
General attitudes of British Virgin Islands travelers Active purchasers
• Conducts research when necessary on big purchases • Quality is key, price secondary • Informative salespeople needed • Specifies desires to remain in charge
Adventurous
• Wants thrills, excitement, adventure • Prefers the quest of something new and unique
Self-bookers
• Internet helps research and book online • No need for travel agents • Self-research encourages idea of control and power of their own destiny
Influencers
• People go to them for advice in general • Enjoy helping others with travel plans/ideas • If satisfied, can be advocates and brand promoters
Media-as-information vs. media-as-entertainment Lean-forward or lean-back Media is not always perceived by consumers in the same manner. Certain media is more suited to certain audiences because of their attitudes. Our planners use a proprietary tool to help give relevance and direction to the emotional connections a target has on a particular media. The relationship the consumer has towards the media can allow for situational targeting. The goal of the message may be enhanced or hindered by the media that message is carried across. Media can be a lean-forward or lean-back experience. Appropriate media depends on the type and level of the audience’s emotional connection to it. We can identify the best use of media channels to see results.
Media-as-information vs. media-as-entertainment Lean-forward
Lean-backward
Deals & dollars
Brand image & connection
British Virgin Islands audience media consumption BVI’s target Newspapers 25%
General population
TV 31%
Magazines 10%
Radio 9% Internet 25%
Newspapers 28%
Magazines 9%
TV 34%
Radio 10% Internet 19%
British Virgin Islands audience Media usage and attitudes (index 100) TV Time spent
Lean-forward
Most trusted
91
MAGAZINE
98
125 110
96
Gives good ideas
93
111
119
112
119
101 105
Relaxing
106
Puts in good mood
106 101
117 111
116
105
Good escape
NEWSPAPER
134
99
92
Pure entertainment
INTERNET
97
Keeps me informed
Keeps up-to-date Lean-backward
85
Source of learning Makes me think
RADIO
120 114
122
99
115 100
90
114
107 115
108
107
106
105 122
109
113
105
111
109 119
121
105
117
104
123 112 119
104 94 107
The BVI audience media assessment • Most media perform very well against the British Virgin Island target • Internet has the strongest and most potential impact against the target given their propensity for usage, reliance for category specific connection and overall penetration. • Other media such as Magazines and Radio can help add to the media plan and overall audience reach goals. • Utilising appropriate vehicles within each channel will become essential in delivering the best messaging and environment for the target.
The BVI audience media assessment • In addition to the positive environments Internet, Radio and Magazines offer, they each have a very high penetration among the target. • However, incorporating additional media into the mix encourages even higher penetration of the messaging to the target. Relevant messaging in appropriate environments is key to communicating to the BVI target audience.
Lean-forward
Lean-backward Newspaper
Radio
Radio
Magazines
Magazines Internet
The next steps • Access past successes and media selection data • Outline planned activity • Agree media budget for US region • Agree call to action, response handling and mechanics • In-depth research and targeting analysis • Media plan submission and agreement • Media budget allocation and payment • Media booking • USA campaign implementation