Published
November 2015
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New research is about to change what Australian marketers knew they knew about cruise passengers. A new Ipsos Media CT study commissioned by Google Australia debunks four common myths about the audience.

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<p>New research is about to change what Australian marketers knew they knew about cruise passengers. A new Ipsos Media CT study commissioned by Google Australia debunks four common myths about this audience.</p> <p>Myth #1: Cruises are for the “newly wed or nearly dead.” Very funny. <p>Fact: Cruise ships set sail with all types.</p> <p>Generally, there are three main types of cruise passengers:</p> <p>55% are experienced switchers (They've booked multiple cruises with multiple cruise companies.) Average age is 55</p> <p>32% are new to cruises (They've just booked their first.) Average age is 45</p> <p>13% are experienced Loyalists (They've booked multiple cruises with the same company.) Average age is 54</p> <p>Myth #2: Cruise passengers aren’t tech savvy and only use desktop.</p> <p>Fact: Cruise passengers go online across mobile, tablet, and desktop.</p> <p>95% own desktop/laptop</p> <p>75% own smartphone</p> <p>62% own tablet</p> <p>Myth #3: To reach cruise passengers, go traditional: TV and print ads.</p> <p>Fact: Cruise passengers surf the web for inspiration and information, and they spend more time per week online than in front of the TV or reading newspapers and magazines.</p> <p>94% say the internet is their top resource for research and planning</p> <p>The most used cruise research sources are: cruise sites/apps (63%) search engines (43%)</p> <p>1 in 5 cruise passengers have watched travel-related online videos as part of their cruise research</p> <p>Myth #4: Cruise passengers pick a brand and stick to it.</p> <p>Fact: While some are loyal to one brand, most cruise passengers shop around.</p> <p>2 in 3 cruise passengers are undecided or consider multiple cruise companies before starting their research</p> <p>13% are loyal to one brand</p> <p>Half are switchers</p> <p>How to make waves with cruise passengers, young and old:</p> <p>Have a robust online presence:</p> <p>- Experienced switchers are 13X more likely to be inspired via the internet than through TV ads.</p> <p>- Millennial cruise passengers spend more time per week using the internet on their smartphones (14.8 hours) than they do watching TV (10.5 hours)</p> <p>- 2 in 5 boomer and senior cruise passengers say, "I would consider myself tech savvy in comparison to my friends."</p> <p>Focus marketing on destinations:</p> <p>- 45% are absolutely sure of their destination before they book. Use destinations in your creative!</p> <p>Mobile-optimise your site:</p> <p>- 42% use their smartphones (and 45% use their tablets) as they are researching and looking for inspiration.</p> <p>Add online videos to your marketing mix:</p> <p>1 in 6 have watched a YouTube video during research. And 9 in 10 say the video was valuable.</p>