Travel Time: Understanding Teachers as Consumers

Teachers.  They are a seven million strong audience hiding in plain site in every community in the country.  With unique, and singularly attractive demographics, (financially stable, homeowners, brand loyal), they are truly the perfect consumer.

We commissioned a study that every marketer should read whether trying to reach this highly engaged audience inside, or outside the classroom.  Teachers as Consumers: Background, Interests, Buying Patterns, and Media Uses.  This entire study is a goldmine for marketers looking to get inside the minds of this attractive segment of consumers. Here is just one of the findings from the study:

Teachers Break Free

“Break is coming…what the heck am I going to do?”  Whether it’s about spring break, summer break or winter break, this is a question teachers are looking to have answered. Teachers are interested in the world around them. So, they use their school breaks to travel for vacation and business. For instance:

Teachers hit the road: they travel more—both domestically (83%) and internationally (49%)—than the general population.

Teachers spend more on travel: 23% of teachers spent $1,000 or more on domestic travel and 19% spent $500 to $999; they also spend more on international travel than the overall group—with 9% spending $5,000 or more, and 10% spending $3,000 to $4,999.

Teachers travel more exotically: educators are considerably more likely than others to visit China as well as Colombia, Costa Rica, Switzerland, Peru, Greece, Israel, and African and other Asian nations.

Teachers are typical vacationers: when chilling out, teachers opt for sightseeing, going to the beach, shopping, fine dining and outdoor activities.

Want to know more? The entire study is available for download, here.

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