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Home or away? Revealing the subconscious factors that influence how Europeans holidayKantar Media launches ‘Social DNA’ insights as part of TGI Europa study  

London, 21 July, 2014 - 30% of British adults have taken a holiday (of five days or more) abroad in

the past 12 months, slightly fewer than in Germany (33%), but significantly more than in France (23%)

and Spain (17%). Only 26% of Brits remain in Great Britain for their holidays, in sharp contrast to the

52% of French, 53% of Spanish and 36% of Germans who stay in their own country.

The subconscious drivers behind these holiday habits, as well as almost all kinds of consumer

behaviour, are revealed in new insights, called ‘Social DNA’, from Kantar Media’s TGI Europa study.

Social DNA is represented by the amount and mix of consumers’ economic clout and their culturalcharacteristics (referred to respectively as economic and cultural capital).

Social DNA shows that, across the key European markets, adults who go on holiday, whether at home

or abroad, are likely to have particularly high economic and cultural capital compared to the average

adult in that country. However, it also points to some significant variations:

•  British, German and French adults who holiday abroad are especially likely to be driven by a high

level of economic capital, compared to the average adult in that market, whilst those in these

countries who holiday at home display more of a bias towards cultural capital.

•  The reason for this curious discrepancy can be explained in part by the findings that 18% of

British, German and French adults who holiday abroad wish to take a break where they can justeat, drink and lie in the sun. Only 13% of these nationalities who holiday in their own country opt

for the same activities, indicating they may prefer a more cultural break.

•  In Spain, both those who holiday abroad and those who holiday at home are particularly likely to

have high cultural capital. One reason for Spanish adults bucking the trend is that beach holidays

abroad hold less appeal to them than for people in less sunny climes. Only 24% of Spanish who

holiday abroad choose a beach or resort holiday, compared to 46% of Brits who holiday outside

their own country.

With Spain such a popular destination for beach holidays amongst other Europeans, this may explain

why economic capital predominates as a driver for non-Spanish holidaymakers who travel abroad.

Richard Keogh, Head of TGI UK, comments: “For brands, understanding what prompts particular

consumer behaviour at the most fundamental level in different markets is critical to local success. By

measuring all kinds of consumer behaviour, along with the subconscious and rational drivers of that

behaviour across the most lucrative European markets, TGI gives advertisers, agencies and media

owners the means to tailor their targeting and messaging by country.”

-ENDS- 

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About Kantar Media

Kantar Media provides critical information that helps our clients make better decisions about

communications. We enable the world’s leading brands, publishers, agencies and industry bodies to

navigate and succeed in a rapidly evolving media industry. Our services and data include analysis ofpaid media opportunities; counsel on brand reputation, corporate management and consumer

engagement through owned media; and evaluating consumers’ reactions in earned media. As the

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and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts

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About TGI

The Kantar Media TGI studies sit at the forefront of the media and marketing industries, providing

comprehensive insight into the online and offline behaviour of consumers: who they are, why they

behave and make choices the way they do and how best to reach them.

Used by communications and digital agencies, media and advertisers, TGI measures brand

consumption, reasons behind behaviours and media usage, including passively-collected onlinebrowsing behaviour.

Drawing vital information from 70 countries worldwide, TGI is the most trusted source of national and

international planning insights. TGI fulfils a wide range of strategic and tactical purposes, including the

identification of target audiences, digital and traditional communication planning and buying, consumer

profiling and brand positioning. TGI is integrated with many other studies specific to particular markets,

driving even deeper consumer insights. For more, please visit: www.kantarmedia.co.uk/tgi 

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