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07/22/2022

Updates 07/22/2022: Ohio's Travel Industry and Current Travel Research

 

INSTAGRAM TENDS TO BE THE TOP SOURCE OF INFORMATION FOR VISITORS ATTENDING CULTURAL ENTITIES

Key findings from IMPACTS Research, fielded July 20:

  • Researchers found visitors who want to know something tend to use a device. This research contemplates 2,882 likely visitors to exhibit-based organization and 1,770 likely visitors to performance-based organizations.
    • For exhibit-based:
      • Visitors are 14% more likely to visit the mobile web than social media
      • Visitors are 3% more likely to visit social media than the web
    • For performance-based:
      • Visitors are 8% more likely to visit the mobile web than social media
      • Visitors are 3% less likely to visit social media than the web
  • In the last study, we saw Instagram was the top social media channel for engagement. The question that now arises is, what are specific audiences using?
    • For exhibit-based:
      • Visitors are 3.2 times more likely to visit Instagram than Facebook
      • Visitors are 1.04 times more likely to visit Facebook than TikTok
      • Visitors are 1.8 times more likely to visit TikTok than Twitter
    • For performance-based:
      • Visitors are 2.2 times more likely to visit Instagram than Facebook
      • Visitors are 1.4 times more likely to visit Facebook than TikTok
      • Visitors are 1.2 times more likely to visit TikTok than Twitter
  • There are age differences for Instagram users that need to be identified.
    • For exhibit-based:
      • 14% more adults ages 18-34 are using Instagram than adults ages 35-54
      • 68% more adults ages 35-54 are using Instagram than adults ages 55+
    • For performance-based:
      • 14% more adults ages 18-34 are using Instagram than adults ages 35-54
      • 60% more adults ages 35-54 are using Instagram than adults ages 55+
  • Social media is crucial for engaging audiences, maintaining relevance, and inspiring visitors to exhibit-based and performance-based organizations. Instagram specifically is inspiring the most engagement.

Additional Market and Industry Updates 

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