Half of US Internet Users Want to Unplug on Vacation - eMarketer
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Half of US Internet Users Want to Unplug on Vacation

But most also end up connecting during at least some time off

July 11, 2016 | Advertising & Marketing | Travel

US internet users are equally divided in their intentions to be plugged in or unplugged to the web while on vacation. Yet, according to research, most ultimately do connect to the internet regardless of gender or age.

US Internet Users Who Have Gone on Vacation with the Intention of Being Offline/Unplugged, March 2016 (% of respondents in each group)

In March 2016, Intel, along with MSI International, surveyed 1,504 internet users ages 21 to 54 in the US about their internet habits while on holiday.

Respondents were evenly split when asked if they had gone on vacation with the intention of being offline at some point in the past year. A disparity did exist when looking at gender: More than half (57%) of men said they did plan to be disconnected, compared to 44% of women.

And more interestingly, when looking at age, the older the internet user, the less likely they were to have anticipated on unplugging while away from home. More than three-fifths of those ages 51 to 54 said they had not considered any unplugged vacationing, compared to 44% of millennials ages 21 to 30.

Ultimately, the Intel research uncovered that most people (84%), regardless of gender or age, do end up connecting to the internet at some point while on vacation—though not necessarily the same vacation they planned to be unplugged.

US Internet Users Who Have Gone on Vacation with the Intention of Being Offline/Unplugged, March 2016 (% of respondents in each group)

Vacationing or not, growth in overall time spent with digital media is gradually slowing, perhaps due in part to both a nearing saturation point and media multitasking. eMarketer estimates that, from 2012 and 2013, US adults added an average of 38 minutes per day of internet activities on their mobile, desktop, laptop and other connected devices. Meanwhile, the forecast shows a mere 8-minute average increase per day from 2017 to 2018, from 5 hours and 53 minutes to just over 6 hours.

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